Publicação
The influence of content marketing and social media on the followers of private hospitals pages
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Santos, Fernando | |
| dc.contributor.author | Negrão, Catarina Laranjo | |
| dc.date.accessioned | 2022-01-04T15:27:46Z | |
| dc.date.available | 2022-01-04T15:27:46Z | |
| dc.date.issued | 2021-07-16 | |
| dc.description.abstract | This dissertation focuses on content marketing in social media of private healthcare hospitals in Portugal. The main purpose of this study is to understand how social media and content marketing influence the followers of private hospitals pages. The research questions of this study are (1) What are the reasons that lead people to follow the social media of private hospitals?, (2) What content creates more interaction in the social media of private hospitals?, (3) What are the reasons that lead social media followers to interact with posts in the social media of private hospitals?, and (4) How does social media influence the relationship between followers and private hospitals hospital? A qualitative approach was used to accomplish the main purpose of this dissertation. The research methods used were interviews made with twelve social media followers and an analysis of the Instagram and Facebook pages of four Portuguese private hospitals: CUF, Trofa Saúde, Lusíadas, and Luz Saúde. With this research, it is possible to understand the influence of social media and content marketing on the followers of private hospitals pages. The interaction between followers and social media pages of private hospitals has increased the trust and closeness between the follower and the private hospital. This study also helped to understand what type of content followers value the most and the reasons for interacting with social media posts. These findings can help marketers to build a better content marketing strategy for the social media of private hospitals. | pt_PT |
| dc.identifier.tid | 202779394 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/38598 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Content marketing | pt_PT |
| dc.subject | Social media | pt_PT |
| dc.subject | Private hospitals | pt_PT |
| dc.title | The influence of content marketing and social media on the followers of private hospitals pages | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto Português de Administração de Marketing | |
| thesis.degree.name | Mestrado em Marketing | pt_PT |
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