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Advisor(s)
Abstract(s)
Ao longo dos anos, a importância das redes sociais foi ficando cada vez mais
evidente para a comunicação online das empresas, tendo impacto também nas
estratégias de marketing adotadas. As marcas têm vindo a perceber que o seu públicoalvo está nas plataformas digitais, pelo que a sua presença nas redes sociais torna-se
inevitável. Assim sendo, criar engagement é importante para as marcas porque em
última análise, permite criar relações duradouras com os seus consumidores, o que
traduz-se em vendas e lealdade.
Neste sentido, o presente projeto de mestrado tem como objetivo principal
perceber que estratégias de comunicação geraram mais engagement durante o período
natalício de 2020 afetado pela pandemia COVID-19. Deste modo, analisaram-se as
redes sociais Facebook e Instagram das marcas de cosmética Sephora, Douglas e O
Boticário, através das Tabelas de Análise para se conseguir perceber as estratégias de
comunicação e verificar os níveis de engagement do público com as marcas.
Metodologicamente, considera-se que este projeto assume um cariz misto, com maior
enfase no método qualitativo, embora também tenha pontos de ligação ao método
quantitativo.
Após a análise realizada, os principais resultados obtidos sugerem que as
marcas de cosmética durante o período natalício e a pandemia COVID-19 comunicaram
principalmente no Instagram e realizaram várias estratégias de comunicação, tais como,
a venda online dos produtos; a realização de publicações de datas comemorativas e a
aposta nos digital influencers, sendo que estas estratégias potencializaram o
engagement junto dos seus seguidores.
Over the years, the importance of social media has become increasingly evident for companies' online communication, also impacting the marketing strategies adopted. Brands have come to realize that their target audience is on digital platforms, so their presence on social media becomes inevitable. Therefore, creating engagement is important for brands because it ultimately allows them to create long-lasting relationships with their consumers, which translates into sales and loyalty. In this sense, this master's project has as its main objective to understand which communication strategies generated more engagement during the Christmas 2020 period affected by the COVID-19 pandemic. Thus, the social networks Facebook and Instagram of the cosmetic brands Sephora, Douglas and O Boticário, were analysed through the Analysis Tables to understand the communication strategies and verify the levels of engagement of the public with the brands. Methodologically, it is considered that this project assumes a mixed nature, with greater emphasis on the qualitative method, although it also has points of connection to the quantitative method. After the analysis performed, the main results obtained suggest that the cosmetic brands during the Christmas period and the COVID-19 pandemic communicated mainly on Instagram and carried out various communication strategies, such as, the online sale of products; the realization of publications of commemorative dates and the bet on digital influencers, and these strategies potentiated the engagement with their followers.
Over the years, the importance of social media has become increasingly evident for companies' online communication, also impacting the marketing strategies adopted. Brands have come to realize that their target audience is on digital platforms, so their presence on social media becomes inevitable. Therefore, creating engagement is important for brands because it ultimately allows them to create long-lasting relationships with their consumers, which translates into sales and loyalty. In this sense, this master's project has as its main objective to understand which communication strategies generated more engagement during the Christmas 2020 period affected by the COVID-19 pandemic. Thus, the social networks Facebook and Instagram of the cosmetic brands Sephora, Douglas and O Boticário, were analysed through the Analysis Tables to understand the communication strategies and verify the levels of engagement of the public with the brands. Methodologically, it is considered that this project assumes a mixed nature, with greater emphasis on the qualitative method, although it also has points of connection to the quantitative method. After the analysis performed, the main results obtained suggest that the cosmetic brands during the Christmas period and the COVID-19 pandemic communicated mainly on Instagram and carried out various communication strategies, such as, the online sale of products; the realization of publications of commemorative dates and the bet on digital influencers, and these strategies potentiated the engagement with their followers.
Description
Keywords
Redes Sociais Marketing Digital Engagement Comunicação online Instagram Facebook Social networks Digital marketing Engagement Online communication