The effect of social media content marketing on engagement and conversion in sales : the case of Mercadão
Autor(a) principal: | |
---|---|
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/10400.14/38715 |
Resumo: | Social networking services have become an essential tool that connects companies and consumers. For this reason, brands strive to enhance consumer engagement and subsequently conversion in sales. However, it is challenging to identify what type of content serves better companies’ goals. Hence, this research aims to deepen the knowledge regarding “what type of Instagram and Facebook content marketing generates more consumer engagement?” and “what social network generates more sales conversion to the website through social media content?”. To answer the questions raised, it was necessary to develop a social media strategy. For the first research question three different types of content - Informative, Entertaining and Relational - were created to analyse the level of engagement. To answer the second research question, two posts were developed for both platforms, appealing customers to use the coupon, which was valid for 24 hours. Findings suggest that it is relevant to create more relational content to obtain more consumer engagement, and that Instagram may be a good social network to bet on, when it comes to conversion. In short, for future research, after collecting the engagement data, it becomes crucial to develop a conversion post, based on the content that had the most interaction, in order to ascertain whether conversion would increase. In general, future research should continue to explore the relationship between media content in social networks, engagement and conversion. |
id |
RCAP_dea3a082ef4f69c55c8cff9234665208 |
---|---|
oai_identifier_str |
oai:repositorio.ucp.pt:10400.14/38715 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
The effect of social media content marketing on engagement and conversion in sales : the case of MercadãoSocia mediaInstagramFacebookCustomer engagementContent marketingConversionRedes sociaisInteração do clienteMarketing de conteúdoConversãoDomínio/Área Científica::Ciências Sociais::Economia e GestãoSocial networking services have become an essential tool that connects companies and consumers. For this reason, brands strive to enhance consumer engagement and subsequently conversion in sales. However, it is challenging to identify what type of content serves better companies’ goals. Hence, this research aims to deepen the knowledge regarding “what type of Instagram and Facebook content marketing generates more consumer engagement?” and “what social network generates more sales conversion to the website through social media content?”. To answer the questions raised, it was necessary to develop a social media strategy. For the first research question three different types of content - Informative, Entertaining and Relational - were created to analyse the level of engagement. To answer the second research question, two posts were developed for both platforms, appealing customers to use the coupon, which was valid for 24 hours. Findings suggest that it is relevant to create more relational content to obtain more consumer engagement, and that Instagram may be a good social network to bet on, when it comes to conversion. In short, for future research, after collecting the engagement data, it becomes crucial to develop a conversion post, based on the content that had the most interaction, in order to ascertain whether conversion would increase. In general, future research should continue to explore the relationship between media content in social networks, engagement and conversion.Os serviços de redes sociais tornaram-se numa ferramenta essencial que conecta empresas e consumidores. Dessa forma, as marcas esforçam-se para aumentar a interação do consumidor e, posteriormente, a conversão em vendas. No entanto, é um desafio identificar qual o tipo de conteúdo que melhor corresponde aos objetivos das empresas. Assim, este estudo visa aprofundar o conhecimento sobre “que tipo de conteúdo de marketing no Instagram e Facebook gera mais interação do consumidor?” e “qual a rede social que gera mais conversão de vendas para o site por meio do conteúdo das mesmas?”. De forma a responder a estas questões, foi necessário desenvolver uma estratégia de redes sociais. Em relação à primeira questão de investigação, foram criados três tipos diferentes de conteúdos - Informativo, Entretenimento e Relacional - com o intuito de analisar a performance da interação. Relativamente à segunda questão de investigação, foram desenvolvidos dois posts para ambas as plataformas, apelando aos clientes para a utilização de um código promocional, válido por 24 horas. Os resultados sugerem não só ser relevante criar mais conteúdos do tipo relacional para obter mais interações dos usuários, como também a necessidade de apostar no Instagram quando se trata de conversão. Em suma, para futuras pesquisas, após recolher os dados referentes à interação, torna-se fundamental desenvolver um post de conversão, baseado no conteúdo que teve mais interação, com a finalidade de verificar se a conversão aumentaria. Em termos gerais, futura investigação deve continuar a explorar a relação entre conteúdo mediático nas redes sociais, engagement e conversão.Lourenço, Ana Isabel Principe dos Santos da SilvaVeritati - Repositório Institucional da Universidade Católica PortuguesaPinho, Inês Monteiro2022-09-05T16:33:52Z2022-07-112022-042022-07-11T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/38715TID:203042824enginfo: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:RCAAP2023-07-12T17:44:13Zoai:repositorio.ucp.pt:10400.14/38715Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:31:37.286482Repositório 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 social media content marketing on engagement and conversion in sales : the case of Mercadão |
title |
The effect of social media content marketing on engagement and conversion in sales : the case of Mercadão |
spellingShingle |
The effect of social media content marketing on engagement and conversion in sales : the case of Mercadão Pinho, Inês Monteiro Socia media Customer engagement Content marketing Conversion Redes sociais Interação do cliente Marketing de conteúdo Conversão Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The effect of social media content marketing on engagement and conversion in sales : the case of Mercadão |
title_full |
The effect of social media content marketing on engagement and conversion in sales : the case of Mercadão |
title_fullStr |
The effect of social media content marketing on engagement and conversion in sales : the case of Mercadão |
title_full_unstemmed |
The effect of social media content marketing on engagement and conversion in sales : the case of Mercadão |
title_sort |
The effect of social media content marketing on engagement and conversion in sales : the case of Mercadão |
author |
Pinho, Inês Monteiro |
author_facet |
Pinho, Inês Monteiro |
author_role |
author |
dc.contributor.none.fl_str_mv |
Lourenço, Ana Isabel Principe dos Santos da Silva Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Pinho, Inês Monteiro |
dc.subject.por.fl_str_mv |
Socia media Customer engagement Content marketing Conversion Redes sociais Interação do cliente Marketing de conteúdo Conversão Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Socia media Customer engagement Content marketing Conversion Redes sociais Interação do cliente Marketing de conteúdo Conversão Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Social networking services have become an essential tool that connects companies and consumers. For this reason, brands strive to enhance consumer engagement and subsequently conversion in sales. However, it is challenging to identify what type of content serves better companies’ goals. Hence, this research aims to deepen the knowledge regarding “what type of Instagram and Facebook content marketing generates more consumer engagement?” and “what social network generates more sales conversion to the website through social media content?”. To answer the questions raised, it was necessary to develop a social media strategy. For the first research question three different types of content - Informative, Entertaining and Relational - were created to analyse the level of engagement. To answer the second research question, two posts were developed for both platforms, appealing customers to use the coupon, which was valid for 24 hours. Findings suggest that it is relevant to create more relational content to obtain more consumer engagement, and that Instagram may be a good social network to bet on, when it comes to conversion. In short, for future research, after collecting the engagement data, it becomes crucial to develop a conversion post, based on the content that had the most interaction, in order to ascertain whether conversion would increase. In general, future research should continue to explore the relationship between media content in social networks, engagement and conversion. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09-05T16:33:52Z 2022-07-11 2022-04 2022-07-11T00:00:00Z |
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/10400.14/38715 TID:203042824 |
url |
http://hdl.handle.net/10400.14/38715 |
identifier_str_mv |
TID:203042824 |
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 |
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 |
repository.mail.fl_str_mv |
|
_version_ |
1799132039510753280 |