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Publication
A importância do Marketing de Conteúdo no E-Commerce
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| 1.08 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A presente dissertação tem como objetivo principal o estudo do impacto
do marketing de conteúdo no e-commerce. Este tema foi escolhido
tendo em conta a sua crescente importância do tema na sociedade e
a falta de estudos específicos nesta área em contexto português. O
estudo foca-se nos elementos do entretenimento, da confiança, do seu
valor e do propósito do marketing de conteúdo e do seu impacto no uso
do e-commerce.
A investigação foi conduzida em formato de análise quantitativa através
de questionário e os resultados foram analisados através do software SPSS
(Statistical Package for the Social Sciences).
Os resultados desta investigação demonstram que a confiança é o
elemento do marketing de conteúdo que mais influencia o uso do ecommerce,
com repercussões na forma como as empresas e as agências
devem apostar para induzir a compra online.
The main objective of this dissertation is to study the impact of content marketing on e-commerce. This theme was chosen taking into account its growing importance in society and the lack of specific studies in this area in the Portuguese context. The study focuses on the elements of entertainment, trust, its value and purpose in content marketing and its impact on the use of e-commerce. The investigation was conducted in a quantitative analysis format using a questionnaire and the results were analyzed using the SPSS software (Statistical Package for the Social Sciences). The results of this investigation demonstrate that trust is the content marketing element that most influences the use of e-commerce, with repercussions on the way companies and agencies should bet to induce online purchases.
The main objective of this dissertation is to study the impact of content marketing on e-commerce. This theme was chosen taking into account its growing importance in society and the lack of specific studies in this area in the Portuguese context. The study focuses on the elements of entertainment, trust, its value and purpose in content marketing and its impact on the use of e-commerce. The investigation was conducted in a quantitative analysis format using a questionnaire and the results were analyzed using the SPSS software (Statistical Package for the Social Sciences). The results of this investigation demonstrate that trust is the content marketing element that most influences the use of e-commerce, with repercussions on the way companies and agencies should bet to induce online purchases.
Description
Keywords
Marketing de conteúdo E-commerce Elementos Confiança