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Os consumidores nas redes sociais: as suas motivações e as percepções das marcas
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 12.55 MB | Adobe PDF |
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Abstract(s)
Os consumidores são o grande foco das marcas, são eles que ditam o sucesso ou fracasso de uma marca no mercado. As marcas estão cada vez mais a utilizar as redes sociais como meio de comunicação. Deste modo, é importante os gestores terem consciência do público-alvo, para trabalharem em função das suas necessidades e desejos. Isto só é possível se as marcas tiverem plena consciência do que os consumidores pensam e do que os motiva.
O presente estudo é uma análise às motivações dos consumidores para seguir uma marca nas redes sociais e ao modo como estas motivações são percecionadas pelos gestores de marca, pois a união destes dois fatores possibilita um maior entendimento de como devem as marcas agir nas redes sociais e como devem ser abordados os consumidores através deste meio.
The consumers are the great focus of the brands, it is them that dictate the success or failure of a mark in the market. Brands are using more and more the social networks as way of communication. In this way, there are important the managers they are conscious of the white-public one, in order that they work in function of his needs and desires. This is possible only if the brands have full conscience of what the consumers think and of what it motivates them. The present study is an analysis to the motivations of the consumers to follow a brand in the social networks and to the way as these motivations they are perceived for the brand managers, since the union of these two factors makes possible a bigger understanding of as they owe the brands to act in the social networks and as the consumers must be approached through this way.
The consumers are the great focus of the brands, it is them that dictate the success or failure of a mark in the market. Brands are using more and more the social networks as way of communication. In this way, there are important the managers they are conscious of the white-public one, in order that they work in function of his needs and desires. This is possible only if the brands have full conscience of what the consumers think and of what it motivates them. The present study is an analysis to the motivations of the consumers to follow a brand in the social networks and to the way as these motivations they are perceived for the brand managers, since the union of these two factors makes possible a bigger understanding of as they owe the brands to act in the social networks and as the consumers must be approached through this way.
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Internet Redes sociais Consumidores Marcas Motivação