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Percepções e atitudes dos consumidores relativamente à atividade das marcas nas redes sociais: uma análise no contexto do sector da higiene pessoal e cosmética
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Dissertação de mestrado_32453 | 1.57 MB | Adobe PDF |
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Abstract(s)
Esta Dissertação de Mestrado faz uma análise das Perceções e atitudes dos consumidores relativamente à atividade das marcas nas redes sociais no contexto do sector da higiene pessoal e cosmética
A globalização dos mercados, a concorrência, a evolução e progresso tecnológico, a digitalização da jornada do cliente e muitos outros fatores, fizeram com que hoje o comportamento do consumidor seja diferente daquele que se verificava há décadas. A ascensão da web 2.0 e o surgimento das redes sociais revolucionou o mercado, provocando importantes mudanças no planeamento de Marketing. Philip Kotler (2017) evoca a revolução do percurso do cliente que agora consiste em passar do conhecimento (eu conheço o produto) para a atração (gosto do produto), para a demanda (estou convencido do produto), para a execução (compro o produto) para finalmente defender (recomendo o produto). Assim, a experiência tradicional do cliente transforma-se ao integrar a ação de pares, familiares e amigos através das redes sociais.
As redes sociais permitem uma nova forma de partilhar informações entre as marcas e os consumidores e podem ter uma forte influência na decisão de compra. A comunicação tornou-se bidirecional e interativa, permitindo que os consumidores reajam e comuniquem com as próprias marcas. As redes sociais podem, assim, criar uma comunidade de consumidores que partilhem os mesmos interesses, criando esse diálogo entre os diferentes utilizadores.
O objetivo deste estudo é o de analisar as perceções e atitudes dos consumidores face à atividade das marcas da higiene pessoal e cosmética nas redes sociais. O trabalho é constituído por uma parte empírica assim que uma revisão de literatura. O trabalho é apoiado por uma análise a dados recolhidos através da administração de um questionário. Cujo questionário é composto por cinco escalas, adaptadas de estudos precedentes: entretenimento; qualidade percebida, informação, WOM, intenção de compra. Foi administrado um questionário a uma amostra de 64 pessoas, de ambos os sexos e com idades compreendidas entre os 18 e os 55 anos.
This Master's Thesis analyzes consumer perceptions and attitudes towards brand activity on social media in the context of the personal care and cosmetics sector. The globalization of markets, competition, technological evolution and progress, the digitalization of the customer journey, and many other factors, have made consumer behavior today different than it was decades ago. The rise of web 2.0 and the emergence of social media has revolutionized the market, causing important changes in Marketing planning. Philip Kotler (2017) evokes the revolution of the customer journey that now consists of moving from knowledge (I know the product) to attraction (I like the product), to demand (I am convinced of the product), to execution (I buy the product) to finally advocacy (I recommend the product). Thus, the traditional customer experience is transformed by integrating the action of peers, family and friends through social media. Social networks allow a new way of sharing information between brands and consumers and can have a strong influence on the purchase decision. Communication has become bidirectional and interactive, allowing consumers to react and communicate with the brands themselves. Social networks can thus create a community of consumers who share the same interests, creating that dialogue between different users. The objective of this study is to analyze the perceptions and attitudes of consumers towards the activity of personal care and cosmetic brands on social media. The study is composed of an empirical part as well as a literature review. The study is supported by an analysis of data collected through the administration of a survey. Whose survey is composed of five scales, adapted from previous studies: entertainment; perceived quality, information, WOM, purchase intention. The survey was administered to a sample of 64 people of both genders and aged between 18 and 55.
This Master's Thesis analyzes consumer perceptions and attitudes towards brand activity on social media in the context of the personal care and cosmetics sector. The globalization of markets, competition, technological evolution and progress, the digitalization of the customer journey, and many other factors, have made consumer behavior today different than it was decades ago. The rise of web 2.0 and the emergence of social media has revolutionized the market, causing important changes in Marketing planning. Philip Kotler (2017) evokes the revolution of the customer journey that now consists of moving from knowledge (I know the product) to attraction (I like the product), to demand (I am convinced of the product), to execution (I buy the product) to finally advocacy (I recommend the product). Thus, the traditional customer experience is transformed by integrating the action of peers, family and friends through social media. Social networks allow a new way of sharing information between brands and consumers and can have a strong influence on the purchase decision. Communication has become bidirectional and interactive, allowing consumers to react and communicate with the brands themselves. Social networks can thus create a community of consumers who share the same interests, creating that dialogue between different users. The objective of this study is to analyze the perceptions and attitudes of consumers towards the activity of personal care and cosmetic brands on social media. The study is composed of an empirical part as well as a literature review. The study is supported by an analysis of data collected through the administration of a survey. Whose survey is composed of five scales, adapted from previous studies: entertainment; perceived quality, information, WOM, purchase intention. The survey was administered to a sample of 64 people of both genders and aged between 18 and 55.
Description
Keywords
Redes sociais Marcas Comportamento do consumidor Marketing digital Produtos de higiene pessoal Produtos de cosmética Social networking Brands Consumer behavior Digital marketing Personal care products Cosmetic products