Browsing by Author "Soares, Joana Jorge Vieira Pinto Alves"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- I am, therefore they like : engaging Millennials on Facebook through brand personalityPublication . Soares, Joana Jorge Vieira Pinto Alves; Rosa, PedroEvery second consumers are exposed to an enormous amount of information on social media channels, requiring for brand’s message to stand out from the rest of content that reaches their target audience. Therefore, it is necessary to understand the identity that better reflects the brand’s strategy to effectively target the audience and achieve a performance improvement. This dissertation examined different Facebook’s Content strategies that Compal and Super Bock use to engage with Millennials and identified the Brand’s Personality. To this end, secondary data was collected from each of the two brands Facebook pages, in which 100 posts were assessed, being collected the number of interactions and evaluated the Personality of each brand’s post based on the Aaker's (1997) Dimensions of Brand Personality framework. The analysis was made through Kruskal-Wallis H Test and descriptive analysis, using SPSS. Results have shown that Super Bock leads to a higher Engagement Rate, through it’s Exciting and Sincere Personality that is portrayed through a Facebook’s Content Strategy focused on momentary content and incentive for the audience to participate in the brand’s messages. Overall, the findings of this dissertation may help companies to understand the impact of the Brand’s Personality on its Facebook’s Content Strategy and which Personality, aligned with the Content Strategy, leads to a higher Engagement Rate.