Social media: the new tool in firms’ marketing strategies
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/14899 |
Resumo: | In this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main drivers of the success of a viral marketing campaign. We also conducted a study of the Portuguese telecommunications industry, in particular, the mobile segment. We found that the three main players operating in this market have been using social media successfully as a marketing tool in a strategic approach to the 14-25 years old segment. |
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Social media: the new tool in firms’ marketing strategiesSocial mediaViral marketingWord-of-mouthTelecommunications industryIn this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main drivers of the success of a viral marketing campaign. We also conducted a study of the Portuguese telecommunications industry, in particular, the mobile segment. We found that the three main players operating in this market have been using social media successfully as a marketing tool in a strategic approach to the 14-25 years old segment.NSBE - UNLFranco, SofiaRUNGeirinhas, Guilherme Guerra Abrantes2015-05-08T11:29:10Z2014-052014-05-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/14899TID:201531020enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:50:21Zoai:run.unl.pt:10362/14899Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:22:09.982632Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Social media: the new tool in firms’ marketing strategies |
title |
Social media: the new tool in firms’ marketing strategies |
spellingShingle |
Social media: the new tool in firms’ marketing strategies Geirinhas, Guilherme Guerra Abrantes Social media Viral marketing Word-of-mouth Telecommunications industry |
title_short |
Social media: the new tool in firms’ marketing strategies |
title_full |
Social media: the new tool in firms’ marketing strategies |
title_fullStr |
Social media: the new tool in firms’ marketing strategies |
title_full_unstemmed |
Social media: the new tool in firms’ marketing strategies |
title_sort |
Social media: the new tool in firms’ marketing strategies |
author |
Geirinhas, Guilherme Guerra Abrantes |
author_facet |
Geirinhas, Guilherme Guerra Abrantes |
author_role |
author |
dc.contributor.none.fl_str_mv |
Franco, Sofia RUN |
dc.contributor.author.fl_str_mv |
Geirinhas, Guilherme Guerra Abrantes |
dc.subject.por.fl_str_mv |
Social media Viral marketing Word-of-mouth Telecommunications industry |
topic |
Social media Viral marketing Word-of-mouth Telecommunications industry |
description |
In this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main drivers of the success of a viral marketing campaign. We also conducted a study of the Portuguese telecommunications industry, in particular, the mobile segment. We found that the three main players operating in this market have been using social media successfully as a marketing tool in a strategic approach to the 14-25 years old segment. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-05 2014-05-01T00:00:00Z 2015-05-08T11:29:10Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/14899 TID:201531020 |
url |
http://hdl.handle.net/10362/14899 |
identifier_str_mv |
TID:201531020 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137861271814144 |