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Authors
Advisor(s)
Abstract(s)
O principal objetivo deste projeto prende-se com o facto de, atualmente, as
Redes Sociais e a Internet serem ferramentas muito importantes para as empresas
divulgarem os seus produtos/serviços a baixo custo. São consideradas uma nova
forma de comunicação, tendo um elevado número de utilizadores e consumidores, o
que facilita a promoção, a implementação e o desenvolvimento das marcas.
O presente estudo tem como objetivo principal compreender a importância que
as redes sociais têm para as Pequenas e Médias Empresas do distrito de Viseu.
Com o propósito de se colocar em prática o procedimento empírico da presente
investigação, optou-se por um desenho metodológico quantitativo de caráter
exploratório-descritivo.
A investigação passou por várias etapas. Começou-se por elaborar uma
fundamentação teórica, a partir de uma revisão da literatura selecionada, baseada em
artigos científicos e livros sobre a temática em estudo. Prosseguimos com o trabalho
de pesquisa, tendo definido a metodologia, a caraterização do campo de estudo, da
população e dos participantes. A par, elaborámos e testámos um inquérito por
questionário para garantirmos a fiabilidade das respostas às suas questões. Aplicouse
no campo de estudo e recolheu-se os respetivos dados, cujos resultados
sistematizámos, analisámos estatisticamente e interpretámos, de modo a
conseguirmos elaborar as considerações finais da investigação.
Os resultados obtidos demonstram que a rede social mais utilizada pelas
empresas é o Facebook, sendo utilizada, sobretudo, para fazerem publicidade a baixo
custo, ganharem uma maior notoriedade da marca e divulgarem os seus produtos e
serviços a um público-alvo mais abrangente.
The main goal of this project is that, currently, social networks and the Internet are very important tools for companies to disseminate their products/services at a low cost. Are considered a new form of communication, having a high number of users and consumers, which improves the promotion, implementation and development of brands. The present study has as its main objective to understand the importance that social media have for small and medium-sized enterprises of the District of Viseu. With the purpose of putting into practice the empirical procedure of this research, we elected a methodological design quantitative nature of exploratory and descriptive. The investigation went through several stages. We began by developing a theoretical foundation, from a review of selected literature, based on scientific articles and books on the topic under study. We proceed with the research paper, having defined the methodology, the characterization of the field of study of the population and of the participants. Simultaneously, we have drawn up and tested a survey to ensure the reliability of the answers to your questions. Applied it in the field of study and collect the respective data, whose results we analysed statistically, organised and interpreted so that we can prepare the final considerations of the investigation. The results obtained through the directors/managers of the participating companies demonstrate that social media more used by the companies is Facebook, being used mainly to make advertising at low cost, gain greater notoriety of the brand and promote their products and services to a larger target audience.
The main goal of this project is that, currently, social networks and the Internet are very important tools for companies to disseminate their products/services at a low cost. Are considered a new form of communication, having a high number of users and consumers, which improves the promotion, implementation and development of brands. The present study has as its main objective to understand the importance that social media have for small and medium-sized enterprises of the District of Viseu. With the purpose of putting into practice the empirical procedure of this research, we elected a methodological design quantitative nature of exploratory and descriptive. The investigation went through several stages. We began by developing a theoretical foundation, from a review of selected literature, based on scientific articles and books on the topic under study. We proceed with the research paper, having defined the methodology, the characterization of the field of study of the population and of the participants. Simultaneously, we have drawn up and tested a survey to ensure the reliability of the answers to your questions. Applied it in the field of study and collect the respective data, whose results we analysed statistically, organised and interpreted so that we can prepare the final considerations of the investigation. The results obtained through the directors/managers of the participating companies demonstrate that social media more used by the companies is Facebook, being used mainly to make advertising at low cost, gain greater notoriety of the brand and promote their products and services to a larger target audience.
Description
Keywords
Internet Web 2.0 Redes Sociais Pequenas e Médias Empresas Social media Small and Medium Enterprises
Citation
Publisher
Instituto Politécnico de Viseu, Escola Superior de Educação de Viseu