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Moche: uma análise netnográfica da sua imagem
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| 1.75 MB | Adobe PDF |
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Abstract(s)
A presente dissertação consiste numa análise qualitativa à marca Moche, mais concretamente aos comentários proferidos sobre a mesma nas diversas redes sociais, que visa perceber qual a imagem que os consumidores têm relativamente à marca. Para fazer esta investigação a metodologia escolhida foi a netnografia.
A pertinência deste estudo decorre com a necessidade de as marcas perceberem os seus consumidores, fazerem uma análise às opiniões que são deixadas pelos mesmos, e acima de tudo, ajustar as suas estratégias para responder aos fatores menos positivos.
Foi realizada uma análise netnográfica dos comentários colocados durante 6 meses em várias plataformas sociais, onde os consumidores do target (Geração Millennial e Geração Z) podem manifestar livremente a sua opinião sobre a Moche – Facebook, Instagram, Youtube, Twitter, #moche no Facebook, MEO Fórum e Portal da Queixa.
Foram recolhidos cerca de 2.000 comentários, que foram posteriormente categorizados e analisados, sendo possível perceber que os comentários desta marca se dividem em 8 principais temas: tarifários, eventos, passatempos, Moche, cartão Moche, gap year, cinema e outros (posts gerais). Conclui-se, com o estudo supramencionado, que a marca Moche tem uma relação positiva com o seu target, baseada numa grande interação, contudo os consumidores apontam alguns aspetos negativos à marca como as condições do tarifário que dispõem.
The present dissertation is a qualitative analysis of the Moche, more specifically of the comments made about this brand in the social networks, which the main goal is to understand the image that consumers have regarding the brand. To do this research the methodology chosen was the netnography. The relevance of this study stems from the need for brands to understand their consumers, to analyze the opinions they leave, and, above all, to adjust their strategies to respond to less positive factors. A netnographic analysis was done during 6 months on several social platforms where the consumers of the target (Millennial Generation and Generation Z) can express their opinions - Facebook, Instagram, Youtube, Twitter, #moche on Facebook, MEO Fórum and Portal da Queixa. About 2000 comments were collected and later categorized and analyzed. It was possible to notice that the comments of this brand are divided into 8 big themes: tariffs, events, contests, Moche, Moche card, gap year, cinema and others (general posts). It is possible to conclude that the Moche brand has a positive relation with its target, based on a great interaction, however the consumers point out some negative aspects to the brand as the conditions of the tariff that they have.
The present dissertation is a qualitative analysis of the Moche, more specifically of the comments made about this brand in the social networks, which the main goal is to understand the image that consumers have regarding the brand. To do this research the methodology chosen was the netnography. The relevance of this study stems from the need for brands to understand their consumers, to analyze the opinions they leave, and, above all, to adjust their strategies to respond to less positive factors. A netnographic analysis was done during 6 months on several social platforms where the consumers of the target (Millennial Generation and Generation Z) can express their opinions - Facebook, Instagram, Youtube, Twitter, #moche on Facebook, MEO Fórum and Portal da Queixa. About 2000 comments were collected and later categorized and analyzed. It was possible to notice that the comments of this brand are divided into 8 big themes: tariffs, events, contests, Moche, Moche card, gap year, cinema and others (general posts). It is possible to conclude that the Moche brand has a positive relation with its target, based on a great interaction, however the consumers point out some negative aspects to the brand as the conditions of the tariff that they have.
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Keywords
Telecomunicações Moche Redes Sociais Geração Millennial Geração Z Análise Netnográfica