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Social media smart brand communication : the case study of Pestana Group
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Authors
Advisor(s)
Abstract(s)
O modo como a Internet influencia as estratégias de comunicação das organizações e o próprio comportamento do consumidor são um tema de grande interesse, ainda não totalmente explorado. Desde o início da web que as organizações procuram retirar proveito da sua presença online para comunicar com os clientes. Se no início esta comunicação era massificada e tinha origem na empresa, atualmente assiste-se a um novo fenómeno: nem sempre a origem da comunicação é interna e, por vezes, consegue-se através de uma “comunicação inteligente” atingir a massificação customizada do relacionamento entre a empresa e o consumidor. Considerando que o setor do turismo é um dos que tem adotado ao longo dos anos com maior rapidez as diferentes tecnologias, escolheu-se um dos grupos hoteleiros como caso de estudo. Após a análise qualitativa e quantitativa dos conteúdos partilhados por este grupo na sua página oficial web e nas redes sociais, cruzada com os comentários dos clientes nestas mesmas redes e no TripAdvisor, foi possível constatar que nem todas as dimensões da comunicação se encontram estrategicamente alinhadas, considerando como referencial base o modelo de personalidade de marca. Constata-se que existe espaço para desenvolver uma abordagem mais automatizada e que explore de forma mais consequente a componente emocional do relacionamento empresa-cliente, podendo ser esta uma das linhas de investigação futura.
ABSTRACT: The way in which the Internet influences organizations' communication strategies and consumer behaviour itself is a topic of great interest, not yet fully explored. From the beginning of the web that organizations seek to take advantage of their online presence to communicate with customers. If in the beginning this communication was massified and originated in the company, a new phenomenon is witnessing today: the origin of communication is not always internal and sometimes it is possible through a "smart communication" to achieve the personalized massification of the relationship between the company and the consumer. Considering that the tourism sector is one of those that have adopted the different technologies over the years, one of the hotel groups was chosen as a case study. After the qualitative and quantitative analysis of the contents shared by this group on its official website and in the social networks, crossed with the comments of the clients in these same networks and in Tripadvisor, it was possible to verify that not all the dimensions of the communication are strategically aligned, considering as base reference the brand personality model. There is room to develop a more automated approach and to explore in a more consistent way the emotional component of the company-client relationship, which may be one of the lines of future research.
ABSTRACT: The way in which the Internet influences organizations' communication strategies and consumer behaviour itself is a topic of great interest, not yet fully explored. From the beginning of the web that organizations seek to take advantage of their online presence to communicate with customers. If in the beginning this communication was massified and originated in the company, a new phenomenon is witnessing today: the origin of communication is not always internal and sometimes it is possible through a "smart communication" to achieve the personalized massification of the relationship between the company and the consumer. Considering that the tourism sector is one of those that have adopted the different technologies over the years, one of the hotel groups was chosen as a case study. After the qualitative and quantitative analysis of the contents shared by this group on its official website and in the social networks, crossed with the comments of the clients in these same networks and in Tripadvisor, it was possible to verify that not all the dimensions of the communication are strategically aligned, considering as base reference the brand personality model. There is room to develop a more automated approach and to explore in a more consistent way the emotional component of the company-client relationship, which may be one of the lines of future research.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 13 de abril de 2018, Universidade dos Açores.
Keywords
Grupo Pestana Comunicação Inteligente Marca Comercial Rede Social (Internet) Turismo Brand Personality Intelligent Communication Social Media Tourism
Pedagogical Context
Citation
Silva, Tiago Manuel Soares. "Social media smart brand communication: the case study of Pestana Group". 2018. 85 p.. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2017. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/4704>.