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As Agências Digitais Portuguesas e as Redes Sociais
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Abstract(s)
Atualmente, com a percentagem de utilizadores ativos nas redes sociais a aumentar, torna-se quase mandatório as marcas terem uma estratégia de comunicação utilizando as redes sociais. As agências digitais vêm colmatar a necessidade das marcas comunicarem para os seus clientes através destes canais, mas é possível perceber que nem todas as redes sociais são utilizadas pelas agências digitais para esta estratégia. Esta investigação prende-se em compreender os fatores que levam as agências digitais portuguesas a adotar determinada rede social como ferramenta de comunicação para os seus clientes. A metodologia utilizada neste estudo foi de natureza qualitativa com recurso à realização de entrevistas semiestruturadas a agências digitais em Portugal. Foi possível apurar que as agências digitais em Portugal não procuram características específicas nas redes sociais, mas sim funcionalidades como a possibilidade de integração de aplicações de terceiros. A presente investigação científica foi a primeira a estudar a relação entre as Agências Digitais Portuguesas e as Redes Sociais, tema que até então não detinha referências. Desta forma, para investigações futuras, este estudo deixa muitos caminhos por explorar para alargar o conhecimento sobre o tema.
Nowadays, with the percentage of active users on social networks increasing, it becomes almost mandatory for brands to have a communication strategy using social networks. Digital agencies fill the need for brands to communicate to their customers through these channels, but it is possible to realize that not all social networks are used by digital agencies for this strategy. This research is about understanding the factors that lead Portuguese digital agencies to adopt a certain social network as a communication tool for their clients. The methodology used in this study was qualitative in nature, using semi-structured interviews to digital agencies in Portugal. It was possible to find out that digital agencies in Portugal do not look for specific features in social networks, but rather for functionalities such as the possibility of integrating third-party applications. The present scientific research was the first to study the relationship between Portuguese Digital Agencies and Social Networks, a theme that until then had no references. Thus, for future research, this study leaves many avenues unexplored to broaden the knowledge on the subject.
Nowadays, with the percentage of active users on social networks increasing, it becomes almost mandatory for brands to have a communication strategy using social networks. Digital agencies fill the need for brands to communicate to their customers through these channels, but it is possible to realize that not all social networks are used by digital agencies for this strategy. This research is about understanding the factors that lead Portuguese digital agencies to adopt a certain social network as a communication tool for their clients. The methodology used in this study was qualitative in nature, using semi-structured interviews to digital agencies in Portugal. It was possible to find out that digital agencies in Portugal do not look for specific features in social networks, but rather for functionalities such as the possibility of integrating third-party applications. The present scientific research was the first to study the relationship between Portuguese Digital Agencies and Social Networks, a theme that until then had no references. Thus, for future research, this study leaves many avenues unexplored to broaden the knowledge on the subject.
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Keywords
Marketing Digital Redes Sociais Agências Digitais Portuguesas