Loading...
Publication
O produto UAWESOME: promoção na internet e motivações do consumidor
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.16 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente dissertação visa estudar a estratégia de comunicação utilizada pela empresa Yapbreak na promoção do seu produto UAWESOME na internet. O interesse deste estudo passa por conhecer as características do consumidor e o contexto. Ou seja, as motivações que levaram o cliente a chegar ao produto, assim como a relação estabelecida entre ambos. Após o enquadramento teórico, o estudo debruça-se sobre a adequação da estratégia de comunicação seguida pela empresa. No processo de promoção do produto, a ferramenta mais utilizada foi a rede social Facebook. Percebe-se que a mesma representa um instrumento fundamental na obtenção dos objetivos da Yapbreak.
No apuramento dos resultados da investigação verificou-se que o Facebook foi de facto determinante na divulgação do produto. Porém, a influência dos amigos teve um maior impacto na motivação para adquirir o mesmo. Este fator pode ser resultado das características do consumidor, uma vez que se trata de estudantes finalistas do ensino superior. Percebeu-se da análise final que a satisfação do cliente face ao produto foi atingida, o que consequentemente gerou a transmissão de uma boa imagem do UAWESOME. Sabendo que o estudo recai sobre uma empresa recente, sem histórico e ainda muito vulnerável à concorrência, pode-se depreender que a estratégia de comunicação utilizada no primeiro grande produto criado pela Yapbreak foi de uma forma geral positiva.
This dissertation aims at analyzing the communication strategy adopted by the company yapbreak in the promotion of its product UAWESOME in the internet. This study hopes to identify the consumer characteristics and the context, the motivations that led the customer to the product as well as the relationship established between them. Following a theoretical framework, the study analyzes the suitability of the communication strategy employed by the company. Bearing in mind that in the process of product promotion the most used tool was the social network Facebook, it became clear that this social network represented a fundamental instrument in the achievement of yapbreak’s objectives. Data analysis shows that Facebook was, indeed, a decisive factor in the product promotion. However, the influence of friends had a higher impact in the motivation to acquire the product. This may be the result of the consumer characteristics as senior university students. Furthermore, it became clear that the customer satisfaction with the product was complete which, in turn, produced a good representation of UAWESOME Although the study focuses on a recent company, with no history and still vulnerable to competition, it may be concluded that the communication strategy developed towards yapbreak’s first great product was, on the whole, a positive one.
This dissertation aims at analyzing the communication strategy adopted by the company yapbreak in the promotion of its product UAWESOME in the internet. This study hopes to identify the consumer characteristics and the context, the motivations that led the customer to the product as well as the relationship established between them. Following a theoretical framework, the study analyzes the suitability of the communication strategy employed by the company. Bearing in mind that in the process of product promotion the most used tool was the social network Facebook, it became clear that this social network represented a fundamental instrument in the achievement of yapbreak’s objectives. Data analysis shows that Facebook was, indeed, a decisive factor in the product promotion. However, the influence of friends had a higher impact in the motivation to acquire the product. This may be the result of the consumer characteristics as senior university students. Furthermore, it became clear that the customer satisfaction with the product was complete which, in turn, produced a good representation of UAWESOME Although the study focuses on a recent company, with no history and still vulnerable to competition, it may be concluded that the communication strategy developed towards yapbreak’s first great product was, on the whole, a positive one.
Description
Keywords
Turismo Eventos Estratégia de comunicação Redes sociais Tourism Events Communication strategy Social networks