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Publication
O engagement dos utilizadores do facebook com a página da polícia de segurança pública (PSP)
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Advisor(s)
Abstract(s)
O forte crescimento das redes sociais e dos conteúdos por elas gerados
apresenta-se como uma maré crescente que veio para ficar, operando
mudanças de cariz estrutural e obrigando as empresas, instituições e marcas a
adaptarem as suas estratégias, passando por encararem os seus públicos
enquanto parceiros ativos, desenvolvendo com os mesmos um novo formato de
relacionamento e recorrendo a estratégias diferenciadas para suscitar atitudes,
comportamentos e, sobremaneira, vínculos mais favoráveis.
Tendo por questão de trabalho norteadora: Qual o nível de engagement
dos utilizadores da página do Facebook da Polícia de Segurança Pública (PSP),
o presente trabalho de investigação tem como principal fito compreender o nível
de engagement dos utilizadores com a página de Facebook da PSP – nas suas
diferentes dimensões: cognitiva, afetiva e de ativação, e perceber a tipologia de
utilizadores, na sua vertente sociodemográfica e profissional, que interagem com
a página do Facebook da PSP.
Desta feita, para levar a cabo o estudo de campo, foi desenvolvido um
estudo exploratório correlacional, com o recurso a uma metodologia do tipo
quantitativo, operacionalizado por via da aplicação de inquéritos por questionário
a uma amostra representativa do universo – composta por 2.311. Os resultados
analisados indicam que estamos perante uma amostra tendencialmente
feminina, licenciada e adulta, que dispende, diariamente, uma a quatro horas
diárias nas redes sociais e que devota um nível de engagement global positivo
para com a página do Facebook da PSP, sobressaindo a sua dimensão cognitiva
e afetiva, ao passo que a componente de activação é bem mais modesta
The strong growth of social networks and the content generated by them is a growing tide that has come to stay, operating structural changes and forcing companies, institutions and brands to adapt their strategies, facing their public while active partners, developing with them a new relationship pattern and using differentiated strategies to elicit attitudes, behaviors and, above all, more favorable links. Having as main investigation question: What is the level of engagement of users of the Facebook page of the Public Security Police (PSP), this research work has as main goal to understand the level of user engagement with the PSP Facebook page - in its different dimensions: cognitive, affective and activation, and to perceive the typology of users, in their sociodemographic and professional strand, that interact with the PSP Facebook page. In order to carry out the field study, an exploratory correlational study was been developed using a quantitative methodology, which was implemented through the application of questionnaire surveys to a representative sample of the universe - composed of 2.311. The analysis of the results indicate that we are dealing with a tendentiously feminine, licensed and adult sample that spends daily one to four hours a day on social networks and devotes a positive level of global engagement towards the PSP Facebook page, standing out the cognitive and affective dimension, whereas the activation component is much more modest.
The strong growth of social networks and the content generated by them is a growing tide that has come to stay, operating structural changes and forcing companies, institutions and brands to adapt their strategies, facing their public while active partners, developing with them a new relationship pattern and using differentiated strategies to elicit attitudes, behaviors and, above all, more favorable links. Having as main investigation question: What is the level of engagement of users of the Facebook page of the Public Security Police (PSP), this research work has as main goal to understand the level of user engagement with the PSP Facebook page - in its different dimensions: cognitive, affective and activation, and to perceive the typology of users, in their sociodemographic and professional strand, that interact with the PSP Facebook page. In order to carry out the field study, an exploratory correlational study was been developed using a quantitative methodology, which was implemented through the application of questionnaire surveys to a representative sample of the universe - composed of 2.311. The analysis of the results indicate that we are dealing with a tendentiously feminine, licensed and adult sample that spends daily one to four hours a day on social networks and devotes a positive level of global engagement towards the PSP Facebook page, standing out the cognitive and affective dimension, whereas the activation component is much more modest.
Description
Keywords
Polícia de Segurança Pública engagement Facebook Redes Sociais