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Publication
O Papel das Redes Sociais na Geração de Leads e Reconhecimento da Marca
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.81 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este relatório de estágio explora o impacto das redes sociais na geração de leads e no aumento do reconhecimento da marca, sendo estas ferramentas indispensáveis para as marcas e empresas estabelecerem relações duradouras com os seus consumidores. Para tal, foi realizado um enquadramento científico que aborda temas como a importância do marketing digital nos dias de hoje, as redes sociais, o funil de vendas, o comportamento e a intenção de compra e o brand awareness. A metodologia quantitativa foi utilizada através da aplicação de um inquérito por questionário, com um total de 377 respostas, as quais foram analisadas com o auxílio do software SPSS. Os resultados sugerem que, apesar da importância das redes sociais na comunicação das marcas, a sua influência direta na decisão de compra é limitada. Outros fatores, como preço, qualidade e valor percebido, continuam a desempenhar um papel fundamental na escolha do consumidor. Assim, reforça-se a ideia de que as redes sociais, por si só, não bastam, mas devem ser integradas numa estratégia de marketing mais ampla, com foco na personalização e na experiência do consumidor. O estágio decorreu na empresa The Brand Coach, onde houve oportunidade de aprofundar conhecimentos em diversas áreas, nomeadamente gestão de redes sociais, copywriting, criação de newsletters, ativação da marca, gestão de website e elaboração de relatórios. Esta experiência permitiu o desenvolvimento de novas competências e uma compreensão mais real da dinâmica de um setor em constante evolução.
This internship report explores the impact of social networks on lead generation and increasing brand awareness, as these tools are indispensable for brands and companies to establish lasting relationships with their consumers. To this end, a scientific framework was created, covering topics such as the importance of digital marketing today, social networks, the sales funnel, purchasing behavior and intention and brand awareness.Quantitative methodology was used through the application of a questionnaire survey, with a total of 377 responses, which were analyzed using SPSS software. The results suggest that, despite the importance of social networks in brand communication, their direct influence on purchasing decisions is limited. Other factors, such as price, quality, and perceived value, continue to play a key role in consumer choice. This reinforces the idea that social media alone is not enough, but must be integrated into a broader marketing strategy, with a focus on personalization and consumer experience.The internship took place at The Brand Coach, where I had the opportunity to deepen my knowledge in various areas, namely social media management, copywriting, newsletter creation, brand activation, website management and report writing. This experience allowed me to develop new skills and better understand the dynamics of a sector that is constantly evolving.
This internship report explores the impact of social networks on lead generation and increasing brand awareness, as these tools are indispensable for brands and companies to establish lasting relationships with their consumers. To this end, a scientific framework was created, covering topics such as the importance of digital marketing today, social networks, the sales funnel, purchasing behavior and intention and brand awareness.Quantitative methodology was used through the application of a questionnaire survey, with a total of 377 responses, which were analyzed using SPSS software. The results suggest that, despite the importance of social networks in brand communication, their direct influence on purchasing decisions is limited. Other factors, such as price, quality, and perceived value, continue to play a key role in consumer choice. This reinforces the idea that social media alone is not enough, but must be integrated into a broader marketing strategy, with a focus on personalization and consumer experience.The internship took place at The Brand Coach, where I had the opportunity to deepen my knowledge in various areas, namely social media management, copywriting, newsletter creation, brand activation, website management and report writing. This experience allowed me to develop new skills and better understand the dynamics of a sector that is constantly evolving.
Description
Keywords
Comportamento de compra Intenção de compra Leads Reconhecimento da marca Redes sociais