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Abstract(s)
O principal objetivo desta dissertação é estudar as motivações do consumidor da indústria dos serviços de saúde para interagir com as marcas de saúde, no Facebook. Os consumidores desta indústria apresentam algumas particularidades que os diferenciam dos consumidores de outros mercados e, assim, através da Revisão da Literatura, procuramos compreender o que influência este consumidor a interagir com as marcas dos serviços de saúde, no Facebook.
De forma a estudar a influência das motivações apresentadas na literatura – identidade pessoal, influência social, procura por informação, remuneração e confiança – em conjunto com os fatores que influenciam a interação dos consumidores com as marcas de saúde, no Facebook – como o género, a idade, o nível educacional, o nível de rendimento e o estado de saúde – um estudo exploratório quantitativo foi desenvolvido e aplicado online a 316 indivíduos.
Esta investigação também procurou compreender a importância das marcas dos serviços de saúde, no Facebook, assim como os diferentes tipos de interação entre os consumidores e as marcas de saúde.
Os resultados apontam para a existência de associações positivas entre as motivações referidas; e evidenciam a existência de diferenças significativas no que diz respeito ao que motiva os consumidores, de diferentes géneros, a interagir com as marcas, nomeadamente no que diz respeito à influência social; e diferenças face à presença destas marcas, no Facebook, relativamente à confiança.
Este estudo demonstrou que os respondentes ainda não se sentem confortáveis em interagir com as marcas dos serviços de saúde através desta plataforma, e aqueles que interagem, fazem-no ao nível do consumo e contribuição de conteúdo, criados pela marca ou por outros consumidores.
The main purpose of this dissertation is to study the motivations of the health services industry consumers to interact with health brands on Facebook. The consumers of this industry have some particularities that set them apart from consumers of other markets and, therefore, through the literature review, we tried to understand what influences this consumer to interact with health service brands on Facebook. In order to study the influence of the motivations presented in the literature – personal identity, social influence, search for information, reward and trust – along with the factors that specifically influence the interaction of consumers with health related brands – such as gender, age, education, financial situation and health condition – on Facebook, an exploratory quantitative study was developed and an online survey applied to 316 individuals. This research also tried to understand how important it is for a health brands to have a presence on Facebook, as well as the different types of interaction between health service consumers and the brands. The results points towards the existence of positive associations between the above mentioned motivations, and highlight the existence of significant differences in regard to what motives consumers of different genders to interact with brands, namely in what concerns the influence of the social influence and trust. This research showed that respondents are not yet comfortable interacting with health services brands through this platform, and those who do, only do it, mainly through the consumption of brand content or by contributing to the content created by the brand or other consumers.
The main purpose of this dissertation is to study the motivations of the health services industry consumers to interact with health brands on Facebook. The consumers of this industry have some particularities that set them apart from consumers of other markets and, therefore, through the literature review, we tried to understand what influences this consumer to interact with health service brands on Facebook. In order to study the influence of the motivations presented in the literature – personal identity, social influence, search for information, reward and trust – along with the factors that specifically influence the interaction of consumers with health related brands – such as gender, age, education, financial situation and health condition – on Facebook, an exploratory quantitative study was developed and an online survey applied to 316 individuals. This research also tried to understand how important it is for a health brands to have a presence on Facebook, as well as the different types of interaction between health service consumers and the brands. The results points towards the existence of positive associations between the above mentioned motivations, and highlight the existence of significant differences in regard to what motives consumers of different genders to interact with brands, namely in what concerns the influence of the social influence and trust. This research showed that respondents are not yet comfortable interacting with health services brands through this platform, and those who do, only do it, mainly through the consumption of brand content or by contributing to the content created by the brand or other consumers.
Description
Keywords
Comunicação online Social media Facebook Indústria dos serviços de saúde Online communication Health services industry