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Impacto das redes sociais na atração e captação de clientes nas Escolas de Surf
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As redes sociais afirmam-se como plataformas estratégicas indispensáveis para as organizações, pois permitem não só expandir o alcance da marca, como também otimizar todo o processo de atração e conversão de potenciais clientes (leads). Neste enquadramento, e considerando a crescente utilização de plataformas digitais e o notável crescimento do surf em Portugal, a presente dissertação propõe-se a investigar o impacto das redes sociais na atração e captação de clientes nas Escolas de Surf em Portugal. Este estudo foca-se na questão “Qual o impacto das redes sociais na atração e captação de clientes nas Escolas de Surf?”. Para responder, definiram-se objetivos específicos em duas frentes: a primeira, voltada para a gestão de marketing, analisa a eficácia das redes na geração de tráfego e conversões, bem como o papel do conteúdo gerado pelos utilizadores (UGC) e do eWoM. A segunda foca-se na perspetiva do cliente, analisando quais os critérios de escolha e de que forma os testemunhos e formatos de conteúdo influenciam a decisão final de compra. A metodologia utilizada é mista, combinando a componente qualitativa, através de entrevistas semiestruturadas com os gestores das escolas, com a componente quantitativa, baseada num inquérito estruturado aplicado a clientes. A articulação dos resultados destas abordagens permite analisar em que medida a integração do setor do surf no ambiente digital pode gerar vantagens competitivas. A investigação visa fornecer insights estratégicos para o desenvolvimento de ações de marketing digital diferenciadas.
Social media platforms have established themselves as indispensable strategic tools for organizations, enabling them not only to expand brand reach but also to optimize the entire process of attracting and converting potential customers (leads). Within this framework and considering the increasing use of digital platforms alongside the remarkable growth of surfing in Portugal, this dissertation proposes to investigate the impact of social media on customer attraction and acquisition within Portuguese surf schools. This study addresses the central research question: “What is the impact of social media on attracting and acquiring customers in Surf Schools?”. To answer this, specific objectives were defined across two fronts: the first, focused on marketing management, analyzes the effectiveness of networks in generating traffic and conversions, as well as the role of user generated content (UGC) and eWoM. The second focuses on the customer’s perspective, examining their selection criteria and how testimonials and different content formats influence the final purchase decision. A mixed-methods methodology is employed, combining a qualitative component, through semi-structured interviews with school managers, with a quantitative component based on a structured survey applied to customers. The articulation of results from these two approaches allows for an analysis of the extent to which the integration of the surfing sector into the digital environment can generate competitive advantages. This research aims to provide strategic insights into the development of differentiated digital marketing actions.
Social media platforms have established themselves as indispensable strategic tools for organizations, enabling them not only to expand brand reach but also to optimize the entire process of attracting and converting potential customers (leads). Within this framework and considering the increasing use of digital platforms alongside the remarkable growth of surfing in Portugal, this dissertation proposes to investigate the impact of social media on customer attraction and acquisition within Portuguese surf schools. This study addresses the central research question: “What is the impact of social media on attracting and acquiring customers in Surf Schools?”. To answer this, specific objectives were defined across two fronts: the first, focused on marketing management, analyzes the effectiveness of networks in generating traffic and conversions, as well as the role of user generated content (UGC) and eWoM. The second focuses on the customer’s perspective, examining their selection criteria and how testimonials and different content formats influence the final purchase decision. A mixed-methods methodology is employed, combining a qualitative component, through semi-structured interviews with school managers, with a quantitative component based on a structured survey applied to customers. The articulation of results from these two approaches allows for an analysis of the extent to which the integration of the surfing sector into the digital environment can generate competitive advantages. This research aims to provide strategic insights into the development of differentiated digital marketing actions.
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Redes sociais Marketing Digital Escolas de Surf Captação de clientes Surf Social media Digital marketing Surf schools Customer acquisition Surfing