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Publication
As redes sociais como ferramenta de marketing na comunicação de eventos: o caso Instagram
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| 2.31 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Este estudo enquadra-se na temática do marketing digital, mais especificamente nas
redes sociais, e visa estudar, em particular, a utilização da rede social Instagram como
ferramenta de comunicação nos eventos em Portugal. Compreender como os utilizadores
destas redes sociais, maioritariamente pertencentes à geração Z, tomam as suas decisões
é crucial para todas as empresas/entidades organizadoras dos eventos.
Nos dias que correm, redes sociais como o Instagram, têm sido cada vez mais
utilizadas não só no contexto da vida pessoal de cada indivíduo, mas também como parte
das estratégias de comunicação das organizações visando, nomeadamente, chegar a novos
públicos. Estas ferramentas são consideradas influenciadoras no meio da comunicação, e
por isso, uma melhor opção na ótica de divulgação de eventos, por serem capazes de
influenciar e impulsionar as decisões dos seus.
Neste contexto, a presente investigação procura perceber quais os principais fatores
que impulsionam a decisão dos utilizadores da geração Z a participarem em eventos
divulgados através do Instagram.
De acordo com os resultados do estudo de caso desta dissertação, os utilizadores do
Instagram aparentam ser influenciados por duas dimensões do processo de decisão de um
consumidor, nomeadamente a observação de histórias/publicações de amigos e da
empresa/entidade organizadora do evento. É, no entanto, importante mencionar que os
dados do estudo sugerem que os utilizadores da geração Z são influenciados pela
comunicação da empresa organizadora do evento, e os utilizadores da não geração Z são
influenciados pela comunicação dos seus amigos.
De modo geral, este estudo demonstrou que o Instagram é considerado uma estratégia
de comunicação que deve ser implementada nas empresas de eventos, que visam atingir
o público da geração Z, ao publicarem publicações da empresa/entidade organizadora do
evento.
This study fits into the theme of digital marketing, more specifically on social networks, and aims to study, in particular, the use of the social network Instagram as a communication tool at events in Portugal. Understanding how users of these social networks, mostly belonging to Generation Z, make their decisions is crucial for all companies/entities organizing the events. These days, social networks such as Instagram have been increasingly used not only in the context of each individual's personal life, but also as part of organizations' communication strategies aimed, in particular, at reaching new audiences. These tools are considered influential in the media, and therefore, a better option in terms of publicizing events, as they are capable of influencing and boosting the decisions of your people. In this context, this research seeks to understand the main factors that drive the decision of Generation Z users to participate in events advertised through Instagram. According to the results of the case study in this dissertation, Instagram users seem to be influenced by two dimensions of a consumer's decision process, namely the observation of stories/posts from friends and the company/entity organizing the event. It is, however, important to mention that the study data suggest that Generation Z users are influenced by the communication of the event organizing company, and non-Generation Z users are influenced by the communication of their friends. Overall, this study demonstrated that Instagram is considered a communication strategy that should be implemented in event companies that aim to target the audience of generation Z, when publishing publications from the company/entity organizing the event.
This study fits into the theme of digital marketing, more specifically on social networks, and aims to study, in particular, the use of the social network Instagram as a communication tool at events in Portugal. Understanding how users of these social networks, mostly belonging to Generation Z, make their decisions is crucial for all companies/entities organizing the events. These days, social networks such as Instagram have been increasingly used not only in the context of each individual's personal life, but also as part of organizations' communication strategies aimed, in particular, at reaching new audiences. These tools are considered influential in the media, and therefore, a better option in terms of publicizing events, as they are capable of influencing and boosting the decisions of your people. In this context, this research seeks to understand the main factors that drive the decision of Generation Z users to participate in events advertised through Instagram. According to the results of the case study in this dissertation, Instagram users seem to be influenced by two dimensions of a consumer's decision process, namely the observation of stories/posts from friends and the company/entity organizing the event. It is, however, important to mention that the study data suggest that Generation Z users are influenced by the communication of the event organizing company, and non-Generation Z users are influenced by the communication of their friends. Overall, this study demonstrated that Instagram is considered a communication strategy that should be implemented in event companies that aim to target the audience of generation Z, when publishing publications from the company/entity organizing the event.
Description
Keywords
Redes sociais Instagram eWOM UGC FGC Brand attitude Eventos Social Media Events