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Advisor(s)
Abstract(s)
Através da presente investigação, pretendemos estudar a relação entre os utilizadores do
Facebook em Portugal e as marcas presentes nesta plataforma. As principais questões
exploradas são: a) o que motiva os utilizadores do Facebook a tornarem-se fãs de uma
marca e a seguirem-na?; e b) quais são as suas expetativas e o que pensam sobre a
utilização desta plataforma por parte das marcas?. Para responder às questões definidas,
foram utilizados métodos mistos: inquérito por questionário e discussões de grupo. Estes
métodos incluíram apenas os utilizadores de Facebook portugueses que seguem, no
mínimo, uma marca nesta plataforma. Complementando uma abordagem exploratória mais
genérica, estas questões foram aprofundadas relativamente a duas marcas nacionais - a
TMN e a Vodafone – por serem as duas marcas de telecomunicações mais representativas
no setor a nível nacional e por se encontrarem entre as cinco marcas com mais fãs no
Facebook em Portugal. Neste sentido, propomo-nos a explicar as razões do desinteresse
manifestado pelos utilizadores face às páginas destas marcas e a relação, não necessária,
entre ser cliente e acompanhar, de fato, a(s) página(s) da rede no Facebook.
Through this investigation, we intend to study the relationship between Facebook users in Portugal and the brands on this platform. The main issues explored are: a) what motivates Facebook users to become fans and to follow a brand? and b) what are their expectations and what they think about the use of this platform by the brands? To answer the questions set, were used two mixed methods: survey questionnaires and focus group. These methods included only Portuguese Facebook users who follow at least one brand on Facebook. Complementing an exploratory approach, these issues were deepened on two national brands in concrete: TMN and Vodafone for being the two most representative brands in Portuguese telecommunications sector, and lying among the five brands with more Facebook fans in Portugal. Therefore, we intend to explain the reasons of the disinterest shown by users regarding to the pages of these brands and the relationship, not compulsory, between being a customer and tracking the Facebook page(s) of their mobile network.
Through this investigation, we intend to study the relationship between Facebook users in Portugal and the brands on this platform. The main issues explored are: a) what motivates Facebook users to become fans and to follow a brand? and b) what are their expectations and what they think about the use of this platform by the brands? To answer the questions set, were used two mixed methods: survey questionnaires and focus group. These methods included only Portuguese Facebook users who follow at least one brand on Facebook. Complementing an exploratory approach, these issues were deepened on two national brands in concrete: TMN and Vodafone for being the two most representative brands in Portuguese telecommunications sector, and lying among the five brands with more Facebook fans in Portugal. Therefore, we intend to explain the reasons of the disinterest shown by users regarding to the pages of these brands and the relationship, not compulsory, between being a customer and tracking the Facebook page(s) of their mobile network.
Description
Keywords
Web 2.0 Redes sociais Marketing digital Páginas no Facebook Marcas Social media Digital marketing Facebook pages Brands