Social commerce: how should portuguese companies invest in it?
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/7931 |
Resumo: | The massification and globalization of the internet and social media democratized the access to information and changed behaviours and consumption habits. In this context, this thesis pretends to evaluate the impact and degree of acceptance of social commerce in Portugal, by focusing on a sample of 521 consumers who were surveyed through an online survey administered via internet, to which they voluntarily responded. The majority of the surveyed was male young adults, working for others and with a monthly income higher than 1,000€. Since social commerce is still in its infancy stage, there is a huge potential for growth and expansion, and therefore, Portuguese companies should take it in consideration in their future marketing plans and strategies. One of the main findings of this study was that the habit of using daily social networks does not seem to be much valued at the time of the purchase decision, as the great majority of those surveyed affirmed that they never bought anything with direct influence of social networks or directly through these. Furthermore, after publishing a post on the social networks expressing interest or doubts about a brand, most respondents admitted to be fully open to be addressed by a responsible or manager of that brand for customer care purposes. Additionally, about one third of the respondents confessed to have already bought or would like to purchase products or services directly from an online store on Facebook. |
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Social commerce: how should portuguese companies invest in it?Social mediaE-commerceSocial commerceF-commerceRedes sociaisComércio electrónicoThe massification and globalization of the internet and social media democratized the access to information and changed behaviours and consumption habits. In this context, this thesis pretends to evaluate the impact and degree of acceptance of social commerce in Portugal, by focusing on a sample of 521 consumers who were surveyed through an online survey administered via internet, to which they voluntarily responded. The majority of the surveyed was male young adults, working for others and with a monthly income higher than 1,000€. Since social commerce is still in its infancy stage, there is a huge potential for growth and expansion, and therefore, Portuguese companies should take it in consideration in their future marketing plans and strategies. One of the main findings of this study was that the habit of using daily social networks does not seem to be much valued at the time of the purchase decision, as the great majority of those surveyed affirmed that they never bought anything with direct influence of social networks or directly through these. Furthermore, after publishing a post on the social networks expressing interest or doubts about a brand, most respondents admitted to be fully open to be addressed by a responsible or manager of that brand for customer care purposes. Additionally, about one third of the respondents confessed to have already bought or would like to purchase products or services directly from an online store on Facebook.A massificação e globalização da internet e redes sociais democratizou o acesso à informação e alterou comportamentos e hábitos de consumo. Neste contexto, esta tese pretende avaliar o impacto e o grau de aceitação do social commerce em Portugal, concentrando-se em uma amostra de 521 consumidores que foram inquiridos através de um questionário online aplicado via internet, ao qual responderam voluntariamente. A maioria dos entrevistados era jovens adultos do sexo masculino, que trabalhavam por conta de outrem e com um rendimento mensal superior a 1000 €. Como o social commerce ainda está numa fase embrionária, há um enorme potencial de crescimento e expansão, e, portanto, as empresas portuguesas devem ter isso em consideração nos seus planos e estratégias de marketing futuros. Uma das principais conclusões deste estudo foi a de que o hábito de usar as redes sociais diariamente parece não ser muito valorizado no momento da decisão de compra, já que a grande maioria dos entrevistados afirmou que nunca comprou nada com influência direta das redes sociais ou diretamente através destes. Além disso, após a publicação de um post nas redes sociais que expresse interesse ou dúvidas sobre uma marca, a maioria dos entrevistados admitiu estar totalmente aberto para ser abordado por um gerente responsável da respetiva marca para fins de atendimento ao cliente. Além disso, cerca de um terço dos entrevistados confessou já ter comprado ou gostaria de comprar produtos ou serviços diretamente de uma loja online no Facebook.2014-11-17T14:35:24Z2013-01-01T00:00:00Z20132013-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamapplication/octet-streamhttp://hdl.handle.net/10071/7931TID:201036525engMacedo, André Neto Rodeiainfo: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:RCAAP2023-11-09T17:51:58Zoai:repositorio.iscte-iul.pt:10071/7931Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:25:50.348528Repositório 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 commerce: how should portuguese companies invest in it? |
title |
Social commerce: how should portuguese companies invest in it? |
spellingShingle |
Social commerce: how should portuguese companies invest in it? Macedo, André Neto Rodeia Social media E-commerce Social commerce F-commerce Redes sociais Comércio electrónico |
title_short |
Social commerce: how should portuguese companies invest in it? |
title_full |
Social commerce: how should portuguese companies invest in it? |
title_fullStr |
Social commerce: how should portuguese companies invest in it? |
title_full_unstemmed |
Social commerce: how should portuguese companies invest in it? |
title_sort |
Social commerce: how should portuguese companies invest in it? |
author |
Macedo, André Neto Rodeia |
author_facet |
Macedo, André Neto Rodeia |
author_role |
author |
dc.contributor.author.fl_str_mv |
Macedo, André Neto Rodeia |
dc.subject.por.fl_str_mv |
Social media E-commerce Social commerce F-commerce Redes sociais Comércio electrónico |
topic |
Social media E-commerce Social commerce F-commerce Redes sociais Comércio electrónico |
description |
The massification and globalization of the internet and social media democratized the access to information and changed behaviours and consumption habits. In this context, this thesis pretends to evaluate the impact and degree of acceptance of social commerce in Portugal, by focusing on a sample of 521 consumers who were surveyed through an online survey administered via internet, to which they voluntarily responded. The majority of the surveyed was male young adults, working for others and with a monthly income higher than 1,000€. Since social commerce is still in its infancy stage, there is a huge potential for growth and expansion, and therefore, Portuguese companies should take it in consideration in their future marketing plans and strategies. One of the main findings of this study was that the habit of using daily social networks does not seem to be much valued at the time of the purchase decision, as the great majority of those surveyed affirmed that they never bought anything with direct influence of social networks or directly through these. Furthermore, after publishing a post on the social networks expressing interest or doubts about a brand, most respondents admitted to be fully open to be addressed by a responsible or manager of that brand for customer care purposes. Additionally, about one third of the respondents confessed to have already bought or would like to purchase products or services directly from an online store on Facebook. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-01-01T00:00:00Z 2013 2013-11 2014-11-17T14:35:24Z |
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/10071/7931 TID:201036525 |
url |
http://hdl.handle.net/10071/7931 |
identifier_str_mv |
TID:201036525 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf application/octet-stream application/octet-stream |
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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 |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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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