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Advisor(s)
Abstract(s)
O desenvolvimento das tecnologias de informação e a crescente globalização a que temos
assistido nas últimas décadas criaram um novo consumidor, caraterizado pelo seu papel
ativo, informado e altamente influente. Neste contexto, estas transformações obrigaram a
novos esforços de adaptação por parte das várias organizações, nomeadamente no sector
cultural. O Marketing surge como resposta a uma determinada conjuntura no seio das
organizações deste sector. O clima de concorrência, o consumidor atual cada vez mais
exigente, autoconfiante e seletivo e as recorrentes dificuldades de financiamento sentidas
neste sector fizeram com que se tornasse necessária a utilização do Marketing como
ferramenta para ajudar as organizações a ir ao encontro dos seus públicos. Neste
enquadramento, considerando a era digital em que nos encontramos, o Social Media
Marketing tem vindo a tomar uma centralidade cada vez maior nas estratégias de
comunicação das organizações.
O presente estudo pretende conhecer a forma como o público do Teatro São Luiz utiliza as
várias ferramentas de social media para se conectar com o Teatro. O objetivo principal
prende-se com a análise da relação que se estabelece entre o Teatro e o seu público nos
canais online, tentando compreender se o São Luiz, neste momento, está a tirar o partido
adequado dos mesmos.
Os resultados fornecem um conjunto de evidências, que nos permitem considerar várias
oportunidades de potencialização do engagement nas plataformas de social media, ao medir
o interesse do público na realização de várias práticas. A nova tecnologia tem possibilitado
a divulgação de conteúdos diversificados, sendo que o público está cada vez mais ativo,
mostrando interesse em querer acompanhar e se envolver com a organização.
The development of information technologies and the growing globalization witnessed in recent decades have created a new consumer, characterized by its active, informed and highly influential role. In this context, these transformations in our society created new adaptation efforts across organizations, including those in the cultural sector. Cultural Marketing emerges as a response to a certain conjuncture within cultural organizations. The current competitive environment, with increasingly demanding, self-confident and selective consumers, and the recurring financing difficulties experienced in this sector made it necessary to use Marketing as a tool, to help organizations reach their audiences. In this context, considering the digital age in which we find ourselves, Social Media Marketing has become central for the communication strategies of most organizations. The present study intends to know how the public of Teatro São Luiz uses the various social media tools to engage with the Theater. The main objective is to analyze the relationship established between the Theater and the public through the online channels and trying to understand whether São Luiz, at this moment, is taking advantage of them. The results provide us with a set of evidence, allowing us to consider several opportunities to create engagement in the social media platforms. Such opportunities can be identified by measuring the public's interest in carrying out various practices. The new technology has enabled the dissemination of diversified content and the public is increasingly active and interested in following and getting involved with the Theater.
The development of information technologies and the growing globalization witnessed in recent decades have created a new consumer, characterized by its active, informed and highly influential role. In this context, these transformations in our society created new adaptation efforts across organizations, including those in the cultural sector. Cultural Marketing emerges as a response to a certain conjuncture within cultural organizations. The current competitive environment, with increasingly demanding, self-confident and selective consumers, and the recurring financing difficulties experienced in this sector made it necessary to use Marketing as a tool, to help organizations reach their audiences. In this context, considering the digital age in which we find ourselves, Social Media Marketing has become central for the communication strategies of most organizations. The present study intends to know how the public of Teatro São Luiz uses the various social media tools to engage with the Theater. The main objective is to analyze the relationship established between the Theater and the public through the online channels and trying to understand whether São Luiz, at this moment, is taking advantage of them. The results provide us with a set of evidence, allowing us to consider several opportunities to create engagement in the social media platforms. Such opportunities can be identified by measuring the public's interest in carrying out various practices. The new technology has enabled the dissemination of diversified content and the public is increasingly active and interested in following and getting involved with the Theater.
Description
Keywords
Marketing cultural Social media marketing Teatro São Luiz Cultural marketing