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Publication
As publicações no Facebook das marcas alimentares em Portugal: uma análise de conteúdo
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5235 | 15.92 MB | Adobe PDF |
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Abstract(s)
Atualmente as redes sociais são uma importante ferramenta de comunicação das marcas. Neste contexto, o presente Projeto de Graduação tem como foco a análise da comunicação na rede social Facebook das 10 maiores marcas do setor alimentar em Portugal segundo o relatório de 2022 da Brand Footprint da Kantar (2022). Especificamente, o objetivo principal deste trabalho foi a compreender como as 10 maiores marcas deste setor comunicam como seu público na rede social Facebook. Para isso, analisou-se a sua comunicação através de uma metodologia de análise de conteúdo, tendo-se verificado várias categorias como o tipo de comunicação, mensagem, formato, texto e envolvimento. Recorreu-se a metodologia de análise de conteúdo para uma análise qualitativa e quantitativa dos dados, como o cálculo das percentagens e frequência de publicações. Da análise dos resultados podemos perceber que existem aspetos comuns na forma das marcas gerirem a comunicação no Facebook, mas também pontos que as distinguem e que são merecedores de referência, nomeadamente sobre o tema da sustentabilidade, desperdiço alimentar e hábitos de alimentação saudável.
Currently, social networks are an important communication tool for brands. In this context, this Graduation Project focuses on the publications analysis in the Facebook social network of the 10 largest companies in the food sector in Portugal according to the 2022 report of Kantar's Brand Footprint (2022). Specifically, the main goal of this work was to understand how the 10 largest brands in this sector communicate with their public on the social network Facebook. For this, the communication of 10 brands was analyzed through a content analysis methodology, having verified several categories such as the type of communication, message, format, text and engagement. The content analysis methodology was used for a qualitative and quantitative analysis of the data, such as the calculation of percentages and frequency of publications of the analyzed brands. From the analysis of the results, we can see that there are common aspects in the way brands manage communication on Facebook, but also points that distinguish them and that are worthy of reference, namely about sustainability, food waste and healthy eating habits.
Currently, social networks are an important communication tool for brands. In this context, this Graduation Project focuses on the publications analysis in the Facebook social network of the 10 largest companies in the food sector in Portugal according to the 2022 report of Kantar's Brand Footprint (2022). Specifically, the main goal of this work was to understand how the 10 largest brands in this sector communicate with their public on the social network Facebook. For this, the communication of 10 brands was analyzed through a content analysis methodology, having verified several categories such as the type of communication, message, format, text and engagement. The content analysis methodology was used for a qualitative and quantitative analysis of the data, such as the calculation of percentages and frequency of publications of the analyzed brands. From the analysis of the results, we can see that there are common aspects in the way brands manage communication on Facebook, but also points that distinguish them and that are worthy of reference, namely about sustainability, food waste and healthy eating habits.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciado em Ciências da Comunicação
Keywords
Redes sociais Facebook Análise de conteúdo Marcas portuguesas Setor alimentar Social networks Content analysis Portuguese brands Food market