| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.47 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com o surgimento das novas Tecnologias de Informação e Comunicação, surgiu por parte das empresas uma necessidade acrescida de se preocuparem com a relação que têm com os seus clientes. A utilização das novas tecnologias permitiu criar novas formas de comunicação e de aplicar as técnicas de marketing. As novas estratégias utilizadas pelas empresas são mais estruturadas e direcionadas, proporcionando uma melhor comunicação entre consumidores e empresas, alcançando vários tipos de públicos. Surge assim um novo tipo de marketing, o Marketing Digital.
As novas tecnologias, juntamente com as redes sociais, ofereceram ao consumidor a oportunidade de encontrar uma variedade de informações relevantes sobre diversos produtos. Posto isto, o consumidor deve conhecer e estudar bem a informação de que dispõe, o que lhe permitirá então ir ao encontro das suas escolhas e necessidades, para a satisfação das mesmas.
O presente trabalho de investigação e os seus objetivos propostos pretendem analisar o modo de funcionamento da página oficial do Facebook da Fnac Portugal, assim como verificar as vantagens que esta rede social proporciona à empresa.
Através de um inquérito que conta com uma amostra de 40 colaboradores da loja Fnac de Viseu, pretende-se descobrir a relação que estes mantêm com a empresa através do Facebook.
Este estudo segue uma metodologia mista assente em pesquisas bibliográficas e num inquérito por questionário.
With the emergence of new Information and Communication Technologies, companies have felt an increasing need to worry about their relationships with their customers. The use of new technologies allowed the use of new communication and a new way of applying marketing techniques. The new strategies used by companies are more structured and directed, providing better communication between consumers and companies, reaching different types of public. This arises a new type of marketing, called Digital Marketing. The new technologies, along with social networks, have given the consumer the opportunity to find a variety of relevant information on various products, since the consumer must know and study well the information that allows them to meet their choices and to meet their needs. The present work of research and its proposed objectives intend to analyze the way the official Facebook page of Fnac Portugal functions, as well as to verify the advantages that this social network provides to the company. Through an investigation based on a sample of 40 employees of the Fnac Viseu store, it is intended to discover the relationship they maintain with the company through Facebook. This study follows a mixed methodology based on a bibliographical research and on a survey questionnaire.
With the emergence of new Information and Communication Technologies, companies have felt an increasing need to worry about their relationships with their customers. The use of new technologies allowed the use of new communication and a new way of applying marketing techniques. The new strategies used by companies are more structured and directed, providing better communication between consumers and companies, reaching different types of public. This arises a new type of marketing, called Digital Marketing. The new technologies, along with social networks, have given the consumer the opportunity to find a variety of relevant information on various products, since the consumer must know and study well the information that allows them to meet their choices and to meet their needs. The present work of research and its proposed objectives intend to analyze the way the official Facebook page of Fnac Portugal functions, as well as to verify the advantages that this social network provides to the company. Through an investigation based on a sample of 40 employees of the Fnac Viseu store, it is intended to discover the relationship they maintain with the company through Facebook. This study follows a mixed methodology based on a bibliographical research and on a survey questionnaire.
Description
Keywords
Marketing digital redes sociais consumidor comunicação estratégica Consumer digital marketing social networks strategic communication