The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”

Detalhes bibliográficos
Autor(a) principal: Saraiva, Catarina Portugal Coelho Lopes
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/145563
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
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spelling The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”Social mediaWell-beingMillenialsVulnerable PostsPerfect PostsEngagementInfluencers, CompaniesCOVID-19 pandemicInfluenceEye trackingDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMNowadays the presence of people on social networks is truly massive. An article says that to 42% of the world's population (Mohsin, 2020) use at least one social network. In fact, the problem is not the use itself of social networks, but the way and purposes for which we use them. Speaking now a little bit about people's well-being, there is a perception that mental health issues have been increasing over the years, with a higher significance in the last couple of years. However, the data from the Institute of Health Metrics and Evaluation (2017) have shown that the prevalence of mental health disorders is approximately the same as the last 30 years. Nevertheless, the COVID-19 pandemic has most definitely increased the numbers, not only due to the current situation we are living in but also because of the decrease of the stigma associated with mental health disorders, which brought more people to come forward with their struggles. According to the growing attention to the well-being of people began to see on social networks an interesting behavior. They began to show in their publications the common, vulnerable about their lives, trying to stop the habit of showing only perfect lives. My study focuses on these factors, trying to understand which type of publications, whether vulnerable or perfect, contributes more to the well-being of consumers. I will also be able to understand if "perfect" lifestyle posts might generate more engagement or sell more products. However, vulnerable posts (showing more empathy) can improve well-being. I used two methods, a quantitative analysis and a qualitative analysis, a questionnaire and two focus groups, respectively. The principle conclusion is that the vulnerable posts contribute more to the well-being of consumers, because it make them feel better about themselves. This study will contribute to an improvement of the personal care, to a new usage of social networks and to a new adoption of a different approach in a lot of senses but specially in communication and actions. I hope it makes people more conscious.Pinto, Diego CostaRUNSaraiva, Catarina Portugal Coelho Lopes2022-11-16T14:40:06Z2022-10-262022-10-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/145563TID:203126033enginfo: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:RCAAP2024-03-11T05:26:04Zoai:run.unl.pt:10362/145563Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:52:09.208363Repositório 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 The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”
title The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”
spellingShingle The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”
Saraiva, Catarina Portugal Coelho Lopes
Social media
Well-being
Millenials
Vulnerable Posts
Perfect Posts
Engagement
Influencers, Companies
COVID-19 pandemic
Influence
Eye tracking
title_short The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”
title_full The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”
title_fullStr The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”
title_full_unstemmed The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”
title_sort The effect of the pandemic on social media posts “Perfect or vulnerable posts on social media? Which one contributes the most to the well-being of consumers”
author Saraiva, Catarina Portugal Coelho Lopes
author_facet Saraiva, Catarina Portugal Coelho Lopes
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Saraiva, Catarina Portugal Coelho Lopes
dc.subject.por.fl_str_mv Social media
Well-being
Millenials
Vulnerable Posts
Perfect Posts
Engagement
Influencers, Companies
COVID-19 pandemic
Influence
Eye tracking
topic Social media
Well-being
Millenials
Vulnerable Posts
Perfect Posts
Engagement
Influencers, Companies
COVID-19 pandemic
Influence
Eye tracking
description Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
publishDate 2022
dc.date.none.fl_str_mv 2022-11-16T14:40:06Z
2022-10-26
2022-10-26T00:00:00Z
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/10362/145563
TID:203126033
url http://hdl.handle.net/10362/145563
identifier_str_mv TID:203126033
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
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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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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