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Publication
Comunicação digital no Facebook : análise exploratória das páginas oficiais de provas e pilotos do ERC
| Name: | Description: | Size: | Format: | |
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| Resumo, Índice, Introdução | 1009.92 KB | Adobe PDF | ||
| Documento Principal | 9.73 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Atualmente o mundo progride a uma velocidade estonteante e novas tendências económicas têm surgido. A comunicação entre as marcas e consumidores é agora baseada numa interação bilateral. O aparecimento das redes sociais, em 2005, alterou, de forma definitiva, o conceito de relações interpessoais, transferindo-as do mundo real para o mundo virtual, o que dotou o consumidor de informação, recursos e exigências. Organizações e marketeers marcam agora a sua presença nas redes sociais com o intuito de cativar e fidelizar consumidores.
O Marketing Tradicional é atualmente considerado como obsoleto e aborrecido. Assim, o conceito de Marketing Digital tem vindo a ganhar significância e é frequentemente associado ao turismo, particularmente ao turismo de eventos desportivos. Esta dissertação analisa a capacidade das provas e dos pilotos do campeonato europeu de rallies cativarem e interagirem com os seus fãs, através da partilha de conteúdos nas redes sociais e nas suas páginas oficiais.
Este estudo pretende efetuar uma análise exploratória da estratégia de comunicação aplicada pelos pilotos e provas do ERC na rede social Facebook, e a sua capacidade de atrair/conquistar fãs e potencialmente promover destinos turísticos.
ABSTRACT: Nowadays the world is changing at an enormous speed, and new economic tendencies have emerged. The interaction between brands and consumers is now based on a two-way communication. The emerge of social networks, in 2005, altered decisively the concept of interpersonal relationships, from the real world to the virtual one, which empowered the consumer with information and demands. Organizations and marketeers are now present in social networks attempting to draw customers through engagement and attachment. Traditional Marketing is now considered obsolete and boring, and the concept of Digital Marketing has gained significance and has frequently been associated with Tourism, particularly with Sports Events Tourism. This dissertation analyzes the European Rally Championship, their stages and pilot’s capability to attach fans and interact with them through social media content and their official pages. The study intends to make an exploratory analysis of the communication strategy applied by ERC pilots and stages through social media platform, Facebook and their strength to attach fans, possible costumers and potentially promote destinations.
ABSTRACT: Nowadays the world is changing at an enormous speed, and new economic tendencies have emerged. The interaction between brands and consumers is now based on a two-way communication. The emerge of social networks, in 2005, altered decisively the concept of interpersonal relationships, from the real world to the virtual one, which empowered the consumer with information and demands. Organizations and marketeers are now present in social networks attempting to draw customers through engagement and attachment. Traditional Marketing is now considered obsolete and boring, and the concept of Digital Marketing has gained significance and has frequently been associated with Tourism, particularly with Sports Events Tourism. This dissertation analyzes the European Rally Championship, their stages and pilot’s capability to attach fans and interact with them through social media content and their official pages. The study intends to make an exploratory analysis of the communication strategy applied by ERC pilots and stages through social media platform, Facebook and their strength to attach fans, possible costumers and potentially promote destinations.
Description
Dissertação de Mestrado, Gestão de Empresas (MBA), 11 de maio de 2018, Universidade dos Açores. Faculdade de Economia e Gestão.
Keywords
Comunicação Digital Marketing Digital Digital Communication Digital Marketing Facebook
Citation
Júnior, Luís Manuel Botelho. "Comunicação digital no Facebook: análise exploratória das páginas oficiais de provas e pilotos do ERC". 2018. 104 p.. (Dissertação de Mestrado em Gestão de Empresas (MBA)). Ponta Delgada: Universidade dos Açores, 2017. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/5658>.