The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce

Detalhes bibliográficos
Autor(a) principal: Henriques, Marília Bernardino Fortes
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/160294
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
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spelling The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social CommerceSocial CommerceE-commerceInstagram BusinessSocial MediaSmall to medium-sized enterprisesHumanized contentDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceIn today's digital era, small and medium business entrepreneurs face unique challenges in capturing and retaining customers amidst a crowded online marketplace. This thesis explores the potential of social media, in particular, Instagram as a powerful E-commerce platform and investigates the strategies of humanization that small and medium-sized business entrepreneurs adopt to attract new customers and nurture existing ones. Based on previous studies on the changes and transformations on the Internet, specifically in social media for businesses and by conducting interviews with small medium business owners along an analysis of a series of cases, this study aims to identify the key strategies and elements to build a loyal community of followers and customers, in addition to traditional marketing strategies, such as influencer collaborations, community engagement, and targeted advertising. Additionally, the research delves into the role of social media analytics in measuring and optimizing the effectiveness of these tactics. Although the importance of relations with customers has been well recognized in the literature, the previous studies have mainly focused on relations in E-commerce sites and on Facebook and failed to thoroughly examine the humanized strategies when running an online business with purpose and value on Instagram. The findings of this study provide valuable insights for aspiring entrepreneurs, marketing professionals, and researchers interested in harnessing the full potential of social media to drive E-commerce success for small businesses.Dalmoro, MarlonRUNHenriques, Marília Bernardino Fortes2023-11-22T16:48:45Z2023-10-262023-10-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/160294TID:203391390enginfo: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:RCAAP2024-03-11T05:42:55Zoai:run.unl.pt:10362/160294Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:57:57.873349Repositório 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 Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce
title The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce
spellingShingle The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce
Henriques, Marília Bernardino Fortes
Social Commerce
E-commerce
Instagram Business
Social Media
Small to medium-sized enterprises
Humanized content
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce
title_full The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce
title_fullStr The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce
title_full_unstemmed The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce
title_sort The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce
author Henriques, Marília Bernardino Fortes
author_facet Henriques, Marília Bernardino Fortes
author_role author
dc.contributor.none.fl_str_mv Dalmoro, Marlon
RUN
dc.contributor.author.fl_str_mv Henriques, Marília Bernardino Fortes
dc.subject.por.fl_str_mv Social Commerce
E-commerce
Instagram Business
Social Media
Small to medium-sized enterprises
Humanized content
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Social Commerce
E-commerce
Instagram Business
Social Media
Small to medium-sized enterprises
Humanized content
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-11-22T16:48:45Z
2023-10-26
2023-10-26T00:00:00Z
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/10362/160294
TID:203391390
url http://hdl.handle.net/10362/160294
identifier_str_mv TID:203391390
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
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