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Abstract(s)
Este projeto parte do conceito de marketing relacional para aprofundar de que forma são implementadas estas estratégias no âmbito digital, tendo em vista a fidelização de clientes, no evento cultural AgitÁgueda. Neste sentido, efetuou-se um estudo de caso realizado em contexto de estágio curricular, do mestrado em Comunicação Aplicada da ESEV, na Critec – Creative Agency, uma Agência de Design e Comunicação localizada em Águeda.
Com as redes sociais a (re)configurem o quotidiano societal, emerge a necessidade de compreender como deverá ser o relacionamento entre as marcas e os consumidores. É necessário compreender de que forma as mesmas devem gerir as plataformas digitais para garantir a satisfação dos utilizadores e a sua posterior fidelização à marca. Tendo em conta a ausência de estudos que reflitam a variável emocional do relacionamento entre as marcas e os clientes, este projeto apresenta uma análise com base numa amostra por conveniência à página de Facebook do AgitÁgueda.
Desta forma, os resultados sustentam que a interação com os clientes através das redes sociais são fundamentais para entender quais as suas verdadeiras necessidades e motivações. Os utilizadores da página de Facebook do AgitÁgueda encontram-se satisfeitos com a comunicação feita, resultado obtido através de uma semana de análise que corresponde à edição do festival de julho de 2018.
Por se tratar de um projeto em contexto de estágio, os contributos do estudo revelam-se interessantes para continuidade de investigação académica, de igual forma, para agências de comunicação que trabalhem marketing digital de marcas ou eventos.
This project starts from the concept of relational marketing and explore how these strategies are implemented in the digital scope, with a focus on the customer loyalty, in the AgitÁgueda cultural event. In this sense, a case study was developed on the internship of the ESEV Masters in Applied Communication, at Critec - Creative Agency, Design and Communication Agency located in Águeda. With social networks to (re) configure society daily life, the need to understand how to be the relationship between brands and consumers. You must understand how digital platforms should be managed to ensure user satisfaction and subsequent brand loyalty. Given the lack of studies that reflect the emotional variable in the relationship between brands and customers, this project presents an analysis based on a convenience sample, from the AgitÁgueda Facebook page. The study have as a sample the emotional effects of user feedback, supported in the literature on relational marketing, brand loyalty, brand communities, and value creation. Thus, the results argue that interaction with customers through social networks is critical to understanding their true needs and motivations. The users of AgitÁgueda's Facebook page are pleased with the communication that has been made, a result obtained through a week of analysis corresponding to the July 2018 festival edition. As it is an internship project, the contributions of the study are interesting for the continuity of academic research, for communication agencies that work digital marketing of brands or events.
This project starts from the concept of relational marketing and explore how these strategies are implemented in the digital scope, with a focus on the customer loyalty, in the AgitÁgueda cultural event. In this sense, a case study was developed on the internship of the ESEV Masters in Applied Communication, at Critec - Creative Agency, Design and Communication Agency located in Águeda. With social networks to (re) configure society daily life, the need to understand how to be the relationship between brands and consumers. You must understand how digital platforms should be managed to ensure user satisfaction and subsequent brand loyalty. Given the lack of studies that reflect the emotional variable in the relationship between brands and customers, this project presents an analysis based on a convenience sample, from the AgitÁgueda Facebook page. The study have as a sample the emotional effects of user feedback, supported in the literature on relational marketing, brand loyalty, brand communities, and value creation. Thus, the results argue that interaction with customers through social networks is critical to understanding their true needs and motivations. The users of AgitÁgueda's Facebook page are pleased with the communication that has been made, a result obtained through a week of analysis corresponding to the July 2018 festival edition. As it is an internship project, the contributions of the study are interesting for the continuity of academic research, for communication agencies that work digital marketing of brands or events.
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Keywords
Marketing Relacional Comunicação Digital Social Media Engagement Marketing Digital Relational Marketing Digital communication Social media Engagement Digital marketing