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Abstract(s)
A passagem do Marketing Tradicional para o Marketing Digital trouxe consigo novos canais de difusão para os negócios. A ocupação inegável das redes sociais no quotidiano dos consumidores, leva as marcas a procuraem formas de, através delas, se destacarem entre a concorrência. Uma das estratégias que podem ser utilizadas para esse efeito é o Real Time Marketing, sendo esta uma forma de marketing que se baseia em assuntos do momento, com o intuito de gerar buzz e captar a atenção dos consumidores para que estes fiquem mais conscientes da marca.
Neste sentido, a presente dissertação procura analisar o papel do Real lime Marketing. praticado na rede social Instagram. sobre a perco* que o consumidor tem de uma marca. Procurne também perceber se ha ou não mais interação com publicações que utilizam esta estratégia. bem como se o Real Time Marketing gera mais facilmente emoções no consumidor, sejam elas positivas ou negativas. como o contentamento, o descontentamento, o amor, o medo. entre outras.
Para isso, foi realizada uma análise de conteúdo a publicações das marcas Control, licor beirão e lidl Portugal onde se tenta perceber se há ou não mais interação com as publicações que utilizam Real lime Marketing. Foi também aplicado trn inquérito por questionário, através da técnica de amostragem não probabilística 'bola de neve", para compreender as perceções dos consumidores relativas à estratégia.
Deste modo, com base nos resultados obtidos, foi possível apurar que os consumidores têm tendência a interagir mais com publicações que utilizam esta estratégia, e que o Real Time Marketing pode influenciar a perceçâo que o consumidor tem da marca. transmitindo-lhes mais confiança.
The transition from Traditional Marketing to Digital Marketing has brought with it new channels of diffusion for business. The undeniable occupation of social networks in consumer's daily lives leads brands to look for ways to stand out among the competition. One of the strategies that can be used for this purpose is Real Time Marketing, which is a form of marketing that is based on current issues, with the aim of generating buzz and capturing the attention of consumers, so that they are more aware of the brand. In this sense, this dissertation seeks to analyze the role of Real Time Marketing. practiced on the social network Instagram, on the perception that the consumer has of a brand. It also seeks to understand if there is more or less interaction with publications that use this strategy. as well as whether Real Time Marketing more easily generates emotions in the consumer, whether positive or negative, such as contentment. discontent. love, fear, among others. For this, a content analysis was carried out on publications of the brands Control. Licor BeirAo and Lid! Portugal, where it is tried to understand whether or not there is more interaction with publications that use Real Time Marketing. A questionnaire survey was also applied using the non-probability-snowbalr sampling technique to understand consumer perceptions of the strategy. Therefore, based on the results obtained. it was possible to verify that consumers tend to interact more with publications that use this strategy, and that Real-Time Marketing can influence the perception that the consumer has of the brand. transmitting more trust.
The transition from Traditional Marketing to Digital Marketing has brought with it new channels of diffusion for business. The undeniable occupation of social networks in consumer's daily lives leads brands to look for ways to stand out among the competition. One of the strategies that can be used for this purpose is Real Time Marketing, which is a form of marketing that is based on current issues, with the aim of generating buzz and capturing the attention of consumers, so that they are more aware of the brand. In this sense, this dissertation seeks to analyze the role of Real Time Marketing. practiced on the social network Instagram, on the perception that the consumer has of a brand. It also seeks to understand if there is more or less interaction with publications that use this strategy. as well as whether Real Time Marketing more easily generates emotions in the consumer, whether positive or negative, such as contentment. discontent. love, fear, among others. For this, a content analysis was carried out on publications of the brands Control. Licor BeirAo and Lid! Portugal, where it is tried to understand whether or not there is more interaction with publications that use Real Time Marketing. A questionnaire survey was also applied using the non-probability-snowbalr sampling technique to understand consumer perceptions of the strategy. Therefore, based on the results obtained. it was possible to verify that consumers tend to interact more with publications that use this strategy, and that Real-Time Marketing can influence the perception that the consumer has of the brand. transmitting more trust.
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Keywords
Marketing Digital Redes Sociais Real Time Marketing Instagram Consumidor igital Marketing Social Networks Consumer