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Advisor(s)
Abstract(s)
No mundo moderno com a aparição da Web 3.0, as marcas para além da sua presença física decidiram posicionar-se digitalmente de forma a obter vantagens competitivas. As organizações passaram a dar valor à marca digital aliando-se as emoções e sentimentos, o que leva a novas estratégias de marketing que mais favorecem aos consumidores. A presença digital não significa apenas que a marca permaneça online, é necessário medir e avaliar os resultados das ações efetuadas e assim chegar a uma conclusão. Este projeto pretende analisar a performance da página de Facebook da FNAC de Portugal realçando principalmente o engagement online dos seus seguidores através da apresentação de um modelo conceptual, comparando o caso real do sucesso das lojas físicas da marca em Portugal. Esta análise da performance é fundamentada nos conceitos recolhidos para revisão de literatura: marca, personalidade da marca, equidade da marca, reputação, redes sociais e engagement. Baseando-se na performance da marca a nível digital pretende-se responder à pergunta que orienta esta investigação: “A utilização da página do Facebook da FNAC promove o aumento de nível de engagement positivo dos utilizadores online comparativamente ao sucesso das lojas?” Elaboraram-se as hipóteses que confirmaram uma influência positiva da página a nível de engagement com a marca. Fizeram parte deste estudo 121 inquiridos, que mostraram realizar poucas ou nenhuma ação que promovessem esses níveis de engagement positivamente com a marca, assumindo que a idade e o sexo não revelam relação significativa para o estudo em questão. Foi assim possível perceber como se comportam os utilizadores online sobre a marca e as suas influências, e de que modo a organização deste calibre pode melhor a sua presença digital, nomeadamente no Facebook, melhorando o engagement através de planos e estratégias, compreendendo o consumidor digital nesta aplicação.
In the modern world with the emergence of Web 3.0, brands beyond their physical presence have decided to position themselves digitally to obtain competitive advantages. Organizations have begun to value digital branding by combining emotions and feelings, which leads to new marketing strategies that are more favorable to consumers. Digital presence does not only mean that the brand stays online, but it is also necessary to measure and evaluate the results of the actions taken and thus reach a conclusion. This project aims to analyze the performance of FNAC Portugal's Facebook page highlighting mainly the online engagement of its users through the presentation of a conceptual model, comparing the real case of the success of the brand's physical stores in Portugal. This performance analysis is based on the concepts collected for literature review: brand, brand personality, brand equity, reputation, social networks and engagement. Based on the brand's performance at the digital level it is intended to answer the question that guides this research: "Does the use of FNAC's Facebook page promote an increase in the level of positive engagement of online users compared to the success of the stores?" The hypotheses that confirmed a positive influence of the page at the level of engagement with the brand were elaborated. This study involved 121 respondents, who showed that they performed few or no actions that promoted these levels of positive engagement with the brand, assuming that age and gender did not reveal a significant relationship for the study in question. It was possible to understand, how online users behave about the brand and their influences, and how an organization of this caliber can improve its digital presence, particularly on Facebook, improving engagement through plans and strategies, understanding the digital consumer in this application.
In the modern world with the emergence of Web 3.0, brands beyond their physical presence have decided to position themselves digitally to obtain competitive advantages. Organizations have begun to value digital branding by combining emotions and feelings, which leads to new marketing strategies that are more favorable to consumers. Digital presence does not only mean that the brand stays online, but it is also necessary to measure and evaluate the results of the actions taken and thus reach a conclusion. This project aims to analyze the performance of FNAC Portugal's Facebook page highlighting mainly the online engagement of its users through the presentation of a conceptual model, comparing the real case of the success of the brand's physical stores in Portugal. This performance analysis is based on the concepts collected for literature review: brand, brand personality, brand equity, reputation, social networks and engagement. Based on the brand's performance at the digital level it is intended to answer the question that guides this research: "Does the use of FNAC's Facebook page promote an increase in the level of positive engagement of online users compared to the success of the stores?" The hypotheses that confirmed a positive influence of the page at the level of engagement with the brand were elaborated. This study involved 121 respondents, who showed that they performed few or no actions that promoted these levels of positive engagement with the brand, assuming that age and gender did not reveal a significant relationship for the study in question. It was possible to understand, how online users behave about the brand and their influences, and how an organization of this caliber can improve its digital presence, particularly on Facebook, improving engagement through plans and strategies, understanding the digital consumer in this application.
Description
Keywords
Marca Digital Redes Sociais Comunicação Interação Engagement