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Abstract(s)
Uma vez que a utilização das redes sociais se tornou uma parte integrante da sociedade contemporânea, e a pandemia foi um problema de saúde mundial, é essencial que existam estudos que esclareçam o papel desempenhado por esta no que diz respeito aos meios online. Esta dissertação foca-se, então, no impacto que a pandemia teve na utilização das redes sociais e nas causas relacionadas com este impacto. Desta forma, foi realizada uma revisão bibliográfica sobre o marketing digital, o marketing de redes sociais, e sobre o Covid-19 e o impacto deste nas duas áreas de interesse, o marketing e as redes sociais. Seguiu-se um estudo exploratório, realizado através de um questionário online, bem como a análise e discussão dos dados obtidos. O questionário contou com uma amostra de 241 indivíduos, todos utilizadores portugueses. Em suma, constatamos que a pandemia do Covid-19 fez com que as pessoas aumentassem a utilização de redes sociais, e que as principais razões para isso ter acontecido foram para estas falarem com amigos e família, para preencherem tempo livre, e para lerem noticias. Podemos também constatar que a frequência de utilização de redes sociais durante a pandemia e o tipo de rede social mais usada variou em função da faixa etária, e que a maioria da população inquirida acha que o uso de redes sociais se vai manter num período de pósCovid-19.
Since the use of social media has become an essential part of contemporary society, and the pandemic has been a global health problem, it is essential that there are studies that clarify the role played by the pandemic with regard to social media. This dissertation focuses, therefore, on the impact that the pandemic had on the use of social networks and on the causes related to this impact. Thus, a literature review was carried out on digital marketing, on social media marketing, and on Covid-19 and its impact on the two areas of interest, marketing, and social media. This was followed by an exploratory study, carried out through an online questionnaire, as well as the analysis and discussion of the data obtained. The questionnaire had a sample of 241 individuals, all Portuguese users. Summing up, we found that the Covid-19 pandemic caused people to increase their use of social media, and that the main reasons this happened was for them to talk to friends and family, to fill up free time, and to read news. We can also see that the frequency of use of social media during the pandemic and the type of social media most used varied depending on the age group and that the majority of the population surveyed thinks that the use of social media will continue in a post-Covid-19.
Since the use of social media has become an essential part of contemporary society, and the pandemic has been a global health problem, it is essential that there are studies that clarify the role played by the pandemic with regard to social media. This dissertation focuses, therefore, on the impact that the pandemic had on the use of social networks and on the causes related to this impact. Thus, a literature review was carried out on digital marketing, on social media marketing, and on Covid-19 and its impact on the two areas of interest, marketing, and social media. This was followed by an exploratory study, carried out through an online questionnaire, as well as the analysis and discussion of the data obtained. The questionnaire had a sample of 241 individuals, all Portuguese users. Summing up, we found that the Covid-19 pandemic caused people to increase their use of social media, and that the main reasons this happened was for them to talk to friends and family, to fill up free time, and to read news. We can also see that the frequency of use of social media during the pandemic and the type of social media most used varied depending on the age group and that the majority of the population surveyed thinks that the use of social media will continue in a post-Covid-19.
Description
Keywords
Redes Sociais Marketing Covid-19 Social media