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Advisor(s)
Abstract(s)
A nova era digital trouxe consigo também novas oportunidades não só para a sociedade
e os seus consumidores, como também para o mercado e as mais diversas estruturas de
negócio.
O desenvolvimento da tecnologia permitiu novos desafios principalmente no âmbito
digital revelando uma nova faceta do consumidor. Assim, o presente estudo teve em conta a
temática recorrente dos dias de hoje representada pela procura de novas fontes de
rentabilidade e de criação de valor perante o mercado e às necessidades e expetativas do
consumidor.
Tendo em conta, que são os consumidores que têm hoje o controlo das suas decisões de
consumo cabe às empresas estarem em constante procura de inovação e consequentemente
criar experiências diferentes e únicas que consigam corresponder às necessidades da
sociedade. Desta forma e perante este ambiente, as empresas exploram no meio digital com
objetivo de adquirir as chaves essenciais para competir no mercado e consequentemente criar
novas fontes de rentabilidade.
Assim sendo e tal como referido, este estudo tenta compreender as novas formas de criar
valor perante as tendências digitais, como a realidade virtual e aumentada, e também procura
compreender como é que as empresas estão ou não a implementar estas ferramentas, e quais
os tipos de implicações destas estruturas na sua relação com os consumidores. Além da
perspetiva das empresas, este estudo faz uma reflexão sobre o novo consumidor e a sua
adaptação às novas tecnologias, como a realidade virtual e a realidade aumentada.
The new digital age has taken a new opportunities not only for society and its consumers, but also for the market and the most diverse business structures. The development of technology has allowed new challenges, mainly in the digital field, revealing a new facet of the consumer. The present study considered a recurrent theme of today: the search for new sources of profitability and creation of value in the market and the needs and expectations of the consumer. Since consumers are now in control of their consumption decisions, it is up to businesses to be in constant demand for innovation and to create different and unique experiences that can meet the needs of society. In this way and before this environment, the companies explore in the digital way with the objective of acquiring the keys essential to compete in the market and consequently to create new sources of profitability. Like it as mentioned above, this study tries to understand the new ways of creating value in new digital trends, such as virtual and augmented reality, and also seeks to understand how companies are implementing and what types of implications of these structures in their relationship with consumers. In addition to the perspective of companies, this study reflects on the new consumer and their adaptation to new technologies, like the virtual and augmented reality tools.
The new digital age has taken a new opportunities not only for society and its consumers, but also for the market and the most diverse business structures. The development of technology has allowed new challenges, mainly in the digital field, revealing a new facet of the consumer. The present study considered a recurrent theme of today: the search for new sources of profitability and creation of value in the market and the needs and expectations of the consumer. Since consumers are now in control of their consumption decisions, it is up to businesses to be in constant demand for innovation and to create different and unique experiences that can meet the needs of society. In this way and before this environment, the companies explore in the digital way with the objective of acquiring the keys essential to compete in the market and consequently to create new sources of profitability. Like it as mentioned above, this study tries to understand the new ways of creating value in new digital trends, such as virtual and augmented reality, and also seeks to understand how companies are implementing and what types of implications of these structures in their relationship with consumers. In addition to the perspective of companies, this study reflects on the new consumer and their adaptation to new technologies, like the virtual and augmented reality tools.
Description
Keywords
Realidade virtual Realidade aumentada Ferramentas de marketing Marketing Consumidores Empresas Virtual reality Augmented reality Marketing tools Consumers Companies