| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.89 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente investigação realizada no âmbito do Mestrado de Ciências da Comunicação na
vertente de Internet e Novos Media tem como tema central os web push notifications,
enquanto estratégia de angariação de novos utilizadores para os websites que utilizam esta
nova ferramenta.
A parte teórica da dissertação refere a evolução constante do mundo digital, consequência
do aparecimento da Internet e a necessidade que existe das pessoas e empresas se adaptarem
a este novo processo, a digitalização. Como consequência do aparecimento da Internet o
mundo mudou, tal como a maneira de se fazer negócios, algo que introduz um novo modelo
de comunicação e um novo modelo de venda.
Também como consequência do aparecimento da Internet e modernização das empresas
surgem os novos modelos de negócio, tais como, os negócios através das redes sociais, mais
nomeadamente, os negócios feitos através do Facebook e Instagram. Porém, estes
apresentam um problema, o algoritmo, algo que se encontra em constante mutação, o que
torna o trabalho das empresas mais árduo no que diz respeito à angariação de tráfego para
os seus websites.
A componente empírica explora os novos modelos de angariação de tráfego utilizados pelas
empresas, tal como, os seus resultados e melhores práticas aquando da sua utilização.
As empresas necessitaram de arranjar uma solução às redes sociais visto que, estas tinham a
si associadas o carácter da imprevisibilidade, então, viraram-se para as notificações e assim,
surgiram os mobile notifications e os web push notifications como alternativas às redes
sociais, no que diz respeito à angariação de novos utilizadores/clientes.
A dissertação explora a novidade que os web push notifications introduziram nas empresas
e o seu papel neste novo modelo de fazer negócio. Para o efeito, foram analisados três casos
de estudos de três empresas digitais que utilizam estas notificações, o MSN, o jornal O
Público digital e o jornal O Sol digital, onde são analisadas as principais vantagens e
desvantagens destes web push notifications e mobile notifications e é também elaborado um
guia de “best practise” para utilizar esta nova ferramenta.
This research carried out within the scope about Master of Science in Communication in the field of Internet and New Media has as its central theme web push notifications, as a strategy to attract new users to the websites that use this new tool. The theoretical part of the dissertation refers the constant evolution of the digital world, a consequence of the appearance of the Internet and the need that exists for people and companies to adapt to this new process, digitalization. As a consequence of the appearance of the Internet, the world has changed, as has the way of doing business, something that introduces a new model of communication and a new model of sales. Also, as a consequence of the emergence of the Internet and the modernization of the companies, new business models have emerged, such as business through social networks, more specifically, business done through Facebook and Instagram. However, they have a problem, the algorithm, something that is constantly changing, which makes the work of companies more arduous in terms of attracting traffic to their websites. The empirical component explores the new traffic-gathering models used by companies, as well as their results and best practices when using them. The companies needed to find a solution to social networks, since they had the character of unpredictability associated to them, so they turned to notifications and thus, mobile notifications and web push notifications emerged as alternatives to social networks, regarding to attract new users / customers. The dissertation explores the novelty that web push notifications introduced in companies and their role in this new model of doing business. For this purpose, three case studies of three digital companies that use these notifications were analyzed, MSN, the newspaper O Público digital and the newspaper O Sol digital, where the main advantages and disadvantages of these web push notifications and mobile notifications are analyzed and a best practices guide is also developed to use this new tool.
This research carried out within the scope about Master of Science in Communication in the field of Internet and New Media has as its central theme web push notifications, as a strategy to attract new users to the websites that use this new tool. The theoretical part of the dissertation refers the constant evolution of the digital world, a consequence of the appearance of the Internet and the need that exists for people and companies to adapt to this new process, digitalization. As a consequence of the appearance of the Internet, the world has changed, as has the way of doing business, something that introduces a new model of communication and a new model of sales. Also, as a consequence of the emergence of the Internet and the modernization of the companies, new business models have emerged, such as business through social networks, more specifically, business done through Facebook and Instagram. However, they have a problem, the algorithm, something that is constantly changing, which makes the work of companies more arduous in terms of attracting traffic to their websites. The empirical component explores the new traffic-gathering models used by companies, as well as their results and best practices when using them. The companies needed to find a solution to social networks, since they had the character of unpredictability associated to them, so they turned to notifications and thus, mobile notifications and web push notifications emerged as alternatives to social networks, regarding to attract new users / customers. The dissertation explores the novelty that web push notifications introduced in companies and their role in this new model of doing business. For this purpose, three case studies of three digital companies that use these notifications were analyzed, MSN, the newspaper O Público digital and the newspaper O Sol digital, where the main advantages and disadvantages of these web push notifications and mobile notifications are analyzed and a best practices guide is also developed to use this new tool.
Description
Keywords
Web push notifications Notificações Mobile notifications Internet Redes sociais Algoritmo Utilizadores Notifications Social media Algorithm Users