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Advisor(s)
Abstract(s)
O presente relatório de estágio é o resultado de uma experiência profissional de cinco
meses no And This is Reality. O estudo realizado no ano lectivo 2012/2013 incide na
presença das marcas nos meios sociais.
Assim o trabalho divide-se em três fases: apresentação do estágio, parte teórica e parte
empírica. O primeiro capítulo conta com dois subcapítulos: (1) tribos online e (2)
comunicação boca-a-boca nos meios sociais.
O segundo capítulo é composto por três partes: (1) procedimentos metodológicos, (2)
impactos dos media sociais nas marcas e (3) Vantagens e desvantagens da presença
das marcas nos media sociais.
Na questão empírica são analisadas 12 entrevistas a elementos-chave na questão dos
media sociais e das marcas, no contexto português.
As principais conclusão deste trabalho prendem-se com a crescente afirmação dos
media sociais no mundo do marketing, a adoptação da comunicação boca-a-boca como
estratégia de comunicação, implementação dos media sociais na vida dos consumidor e
das marcas.
The current essay is the outcome of a professional experience of five months at And This is Reality. This study reports to the year 2012/2013 and is about the presence of the brands on the social media. Therefore the dissertation is divided in three parts: internship presentation, theory and research. The first chapter has two subchapters: (1) online tribes and (2) word of mouth communication on the social media. The second chapter consists of three parts: (1) methodological procedures, (2) impact of the social media on brands, and (3) vantages and disadvantages of the brands presence on the social media. The research contains analyzes of an interview to 12 key elements of the social media and brands in the Portuguese context. The main conclusions of this essay have to do with the growing affirmation of the social media in the marketing world, the adoption of the word-of-mouth (WOM) as a communication strategy, implementation of the social media on the life of the consumer as well as the brands.
The current essay is the outcome of a professional experience of five months at And This is Reality. This study reports to the year 2012/2013 and is about the presence of the brands on the social media. Therefore the dissertation is divided in three parts: internship presentation, theory and research. The first chapter has two subchapters: (1) online tribes and (2) word of mouth communication on the social media. The second chapter consists of three parts: (1) methodological procedures, (2) impact of the social media on brands, and (3) vantages and disadvantages of the brands presence on the social media. The research contains analyzes of an interview to 12 key elements of the social media and brands in the Portuguese context. The main conclusions of this essay have to do with the growing affirmation of the social media in the marketing world, the adoption of the word-of-mouth (WOM) as a communication strategy, implementation of the social media on the life of the consumer as well as the brands.
Description
Keywords
Consumidor Media sociais Marcas Consumer Social media Brands