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Advisor(s)
Abstract(s)
De forma global, as técnicas atuais utilizadas nas campanhas de marketing e publicidade
têm vindo a ser alvo de grandes modificações nos últimos anos, surgindo com o seguinte
propósito: atingir consumidores que estão saturados das campanhas tradicionais. O que
permitiu que as marcas compreendessem que a conquista de clientes é agora mais
dificultada e, por esse motivo, é imprescindível apostarem numa relação mais estreita,
inovadora, criativa e bidirecional com os seus potenciais e atuais clientes. O mundo digital
veio permitir que as marcas se aproximassem dos seus públicos a um custo reduzido,
utilizando técnicas cada vez mais diversificadas. Deste modo, o foco do presente estudo
visa problematizar sobre a ligação que as marcas procuram estabelecer com os seus
consumidores nas redes socias. A presente investigação tem como objetivo averiguar se
efetivamente os Social Media (em especial o Facebook) são um bom veículo de
comunicação de marcas e se acabam por influenciar de forma positiva a imagem e o valor
de uma marca. Mais precisamente, a marca Schweppes Portugal.
In a global sense, the current techniques applied in marketing and advertising campaigns, that have undergone several modifications over the past years, arose with the following purpose: to reach consumers that have become tired of the traditional campaigns. This has enabled brands to understand that the capturing of clients is now a more arduous task and, for this reason, it is fundamental for them to engage in more strait, innovative, creative and bidirectional relationship with our currents or prospects customers. The digital world allows for brands to get closer to their public, supporting reduced costs, with the use of diversified techniques. The focus of this investigation is on a recent technique: the link that brands look to establish with consumers in Social Media. This investigation purpose is to understand if Social Media (Facebook in particular) are an effective advertising vehicle and, they end up influencing, in a positive way, on brand image and brand equity. Accurately, about brand Schweppes Portugal.
In a global sense, the current techniques applied in marketing and advertising campaigns, that have undergone several modifications over the past years, arose with the following purpose: to reach consumers that have become tired of the traditional campaigns. This has enabled brands to understand that the capturing of clients is now a more arduous task and, for this reason, it is fundamental for them to engage in more strait, innovative, creative and bidirectional relationship with our currents or prospects customers. The digital world allows for brands to get closer to their public, supporting reduced costs, with the use of diversified techniques. The focus of this investigation is on a recent technique: the link that brands look to establish with consumers in Social Media. This investigation purpose is to understand if Social Media (Facebook in particular) are an effective advertising vehicle and, they end up influencing, in a positive way, on brand image and brand equity. Accurately, about brand Schweppes Portugal.
Description
Keywords
Brand equity Marketing digital Social media Facebook Prosumer