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Publication
Da Fadiga à Saturação da Promoção das Marcas na Perspetiva dos Seguidores
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.21 MB | Adobe PDF |
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Abstract(s)
As redes sociais assumem um papel importante no quotidiano dos cidadãos e das empresas, para os quais oferecem inúmeras vantagens. No entanto, a sua utilização também gera riscos como a fadiga ou saturação dos utilizadores, o que pode trazer consequências para as organizações. Nesta perspetiva, o presente estudo, é centrado na relação entre os utilizadores de redes sociais e a saturação das promoções das marcas, procurou-se aprofundar os fatores que contribuem para a saturação dos seguidores. Através da realização de um estudo correlacional, com a utilização de uma abordagem quantitativa, foi aplicado um inquérito por questionário através do qual foram obtidas 406 respostas. Após a recolha e tratamento de dados, foi possível concluir que a sobrecarga da informação, a irrelevância da informação, a irritabilidade e a pressão do tempo são fatores que contribuem para a saturação dos seguidores no que se refere às promoções das marcas partilhadas pelos influencers. Já a qualidade da informação e a pressão do tempo não têm influência na saturação da promoção das marcas.
Social networks play an important role in the daily lives of citizens and companies, offering numerous advantages. However, their use also generates some risks, such as user fatigue or saturation, which can have consequences for organizations. With this in mind, this study focuses on the relationship between social media users and the saturation of brand promotions shared by influencers, looking in depth at the factors that contribute to followers saturation. By conducting a correlational study using a quantitative approach, a questionnaire survey was applied, and 406 responses were obtained. After collecting and processing the data, it was possible to conclude that information overload, irrelevance of information, irritability and time pressure are factors that contribute to follower saturation when it comes to brand promotions shared by influencers. On the other hand, information quality and time pressure have no influence on brand promotion saturation.
Social networks play an important role in the daily lives of citizens and companies, offering numerous advantages. However, their use also generates some risks, such as user fatigue or saturation, which can have consequences for organizations. With this in mind, this study focuses on the relationship between social media users and the saturation of brand promotions shared by influencers, looking in depth at the factors that contribute to followers saturation. By conducting a correlational study using a quantitative approach, a questionnaire survey was applied, and 406 responses were obtained. After collecting and processing the data, it was possible to conclude that information overload, irrelevance of information, irritability and time pressure are factors that contribute to follower saturation when it comes to brand promotions shared by influencers. On the other hand, information quality and time pressure have no influence on brand promotion saturation.
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Keywords
Marca Valor da marca Promoções de marca Fadiga Saturação