Loading...
Publication
Rockport Portugal: estratégias para aumentar o Engagement nas Redes Sociais
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.7 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O ingresso no estágio curricular na Rockport Company e a consulta
da sua página portuguesa, no Instagram, permitiu detetar que a referida
página não apresenta muito engagement por parte dos seus utilizadores.
Por isso, o objetivo principal do presente relatório de estágio é indicar e
desenvolver estratégias de marketing digital que permitam contribuir
para o aumento do engagement no Instagram da Rockport Portugal. A
metodologia de recolha de dados é quantitativa, neste caso, são
resultados obtidos por meio de tabulação de dados retirados da
plataforma Meta Business Suite, com o objetivo de poder avaliar as
estratégias propostas. De acordo com a questão de partida da presente
investigação e com modelo conceptual composto por sete variáveis
independentes e uma variável dependente, concluiu-se que a
realização de giveaways, posts com e sem emojis e a estratégia call to
action “Make Your Choice” tiveram um impacto positivo no engagement
total. Por fim, também foram sugeridas algumas estratégias, que poderão
aumentar ainda mais o engagement da marca.
The beginning of the internship at Rockport Company and the consultation of its Portuguese page on Instagram, allowed us to detect that this page does not have much engagement from its users. Therefore, the main objective of this internship report is to indicate and develop digital marketing strategies to contribute to the increase of engagement on Instagram of Rockport Portugal. The methodology of data collection is quantitative, in this case, these are results obtained by tabulating data taken from the Meta Business Suite platform, in order to be able to evaluate the proposed strategies. According to the starting question of this research and with the conceptual model composed of seven independent variables and one dependent variable, it was concluded that giveaways, posts with and without emojis and the "Make Your Choice" call-to-action strategy had a positive impact on total engagement. Finally, some strategies were also suggested, which could further increase brand engagement.
The beginning of the internship at Rockport Company and the consultation of its Portuguese page on Instagram, allowed us to detect that this page does not have much engagement from its users. Therefore, the main objective of this internship report is to indicate and develop digital marketing strategies to contribute to the increase of engagement on Instagram of Rockport Portugal. The methodology of data collection is quantitative, in this case, these are results obtained by tabulating data taken from the Meta Business Suite platform, in order to be able to evaluate the proposed strategies. According to the starting question of this research and with the conceptual model composed of seven independent variables and one dependent variable, it was concluded that giveaways, posts with and without emojis and the "Make Your Choice" call-to-action strategy had a positive impact on total engagement. Finally, some strategies were also suggested, which could further increase brand engagement.
Description
Keywords
Marketing Digital Redes Sociais Engagement Emojis Stories Giveaways Call To Action