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Publication
As atitudes dos consumidores relativamente à publicidade nas redes sociais e impacto no comportamento de compra
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Authors
Advisor(s)
Abstract(s)
Esta tese procura equacionar as atitudes dos consumidores relativamente à publicidade
nas redes sociais e impacto no comportamento de compra.
Actualmente, é de extrema importância conhecer, estudar e monitorar constantemente o
comportamento do consumidor, para que os gestores de marketing possam detectar
oportunidades e ameaças nos seus negócios com a possível insatisfação ou recusa dos
seus clientes. O consumidor actual passou claramente a assumir as suas próprias
escolhas consoante as suas verdadeiras necessidades.
As redes sociais tornaram-se numa grande realidade, sendo a forma como as pessoas
interagem, procuram informação, partilham experiências e, em alguns casos, tomam
decisões de compra. As redes sociais revolucionaram as estratégias de comunicação
entre as marcas e os consumidores. Financiadas principalmente através da publicidade,
as redes sociais têm um grande potencial na propagação de informação e valores, no
aumento de vantagens competitivas para as empresas e na partilha de conhecimento.
Assente nesta problemática foi delineada a seguinte questão de partida para a
investigação em curso: “Será que os consumidores estão receptivos à publicidade nas
redes sociais?“. Depois de analisados os dados obtidos através do questionário que foi
disponibilizado online, verifica-se que os consumidores ainda não estão totalmente
receptivos à publicidade nas redes sociais, desta forma, o comportamento de compra do
consumidor não é afectado pela publicidade nas redes sociais.
This thesis looks to equate the consumer’s attitudes about social networks and the impact on buying behavior. Currently, it is extremely important to know, study and constantly monitor consumer’s behavior for identify opportunities and threats in their dealings with the possible dissatisfaction or denial of their customers by the marketing managers. Today's consumer clearly started to take their own choices according to their true needs. Social networks have become a great reality, being the way how people interact, seek information, share experiences and, in some cases, make buying decisions. Social networks have revolutionized communication strategies between brands and consumers. Mainly financed through advertising, social networks have great potential in the spread of information and values, increasing competitive advantages for companies and knowledge sharing. Built on this concern, the following question was traced for this ongoing investigation, "Are the consumers receptive to publicities of social networks?”. After the analyze of the data obtained through the questionnaire which was available online, it seems that consumers are still not fully receptive to publicities of social networks, this way, the buying behavior of the consumer is not affected by publicities of social networks.
This thesis looks to equate the consumer’s attitudes about social networks and the impact on buying behavior. Currently, it is extremely important to know, study and constantly monitor consumer’s behavior for identify opportunities and threats in their dealings with the possible dissatisfaction or denial of their customers by the marketing managers. Today's consumer clearly started to take their own choices according to their true needs. Social networks have become a great reality, being the way how people interact, seek information, share experiences and, in some cases, make buying decisions. Social networks have revolutionized communication strategies between brands and consumers. Mainly financed through advertising, social networks have great potential in the spread of information and values, increasing competitive advantages for companies and knowledge sharing. Built on this concern, the following question was traced for this ongoing investigation, "Are the consumers receptive to publicities of social networks?”. After the analyze of the data obtained through the questionnaire which was available online, it seems that consumers are still not fully receptive to publicities of social networks, this way, the buying behavior of the consumer is not affected by publicities of social networks.
Description
Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências Empresariais
Keywords
Marketing Web 2.0 Publicidade Redes sociais Comportamento do consumidor Marketing Publicity Social networks Behavior of the consumer