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Advisor(s)
Abstract(s)
Através da presente investigação, pretende-se apurar o impacto da comunicação feita através do Facebook na atenção dos consumidores e na venda de produtos do Sport Lisboa e Benfica no comércio tradicional.
As principais questões exploradas são: a) As publicações do Sport Lisboa e Benfica influenciam a compra? e b) O Facebook do Sport Lisboa e Benfica dá visibilidade aos seus produtos e lojas? Para responder às questões definidas, foram utilizados métodos quantitativos: inquérito por questionário a adeptos do Sport Lisboa e Benfica utilizadores de Facebook para apurar as preferências/motivações dos adeptos benfiquistas, e com base numa análise prévia às publicações e dados da página de Facebook do Sport Lisboa e Benfica perceber o impacto a nível de alcance. Este estudo foi complementado com uma abordagem teórica sobre comunicação, marketing e social media.
Neste sentido, esta investigação propõe-se a explicar a relação entre o alcance da comunicação no Facebook e as vendas no comércio tradicional do Sport Lisboa e Benfica.
Through this research, it is intended to investigate the impact that the communication made through Facebook has on the consumers’ attention in Sport Lisboa e Benfica’s product sales in the traditional trade. The main issues explored are: a) Do Sport Lisboa e Benfica’s posts influence the purchase? And b) Does Sport Lisboa e Benfica’s Facebook give visibility to the Club’s products and stores? To answer these questions, quantitative methods were used: questionnaire survey to the Sport Lisboa e Benfica supporters and Facebook users to investigate their preferences/motivations and, based on prior posts and data from the Sport Lisboa e Benfica Facebook page, realize the impact on the reach. This study was complemented with a theoretical approach about communication, marketing and social media. In this sense, this research proposes to explain the relationship between communication reach on Facebook and the sales in Sport Lisboa e Benfica’s traditional trade.
Through this research, it is intended to investigate the impact that the communication made through Facebook has on the consumers’ attention in Sport Lisboa e Benfica’s product sales in the traditional trade. The main issues explored are: a) Do Sport Lisboa e Benfica’s posts influence the purchase? And b) Does Sport Lisboa e Benfica’s Facebook give visibility to the Club’s products and stores? To answer these questions, quantitative methods were used: questionnaire survey to the Sport Lisboa e Benfica supporters and Facebook users to investigate their preferences/motivations and, based on prior posts and data from the Sport Lisboa e Benfica Facebook page, realize the impact on the reach. This study was complemented with a theoretical approach about communication, marketing and social media. In this sense, this research proposes to explain the relationship between communication reach on Facebook and the sales in Sport Lisboa e Benfica’s traditional trade.
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Keywords
Redes sociais Novos media Facebook Comunicação de massas Marketing digital Social networks New media Mass media and digital marketing