Publicação
Social media features in the eyes of consumers: a conjoint analysis of user preferences on social networks
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Laghaie, Arash | |
| dc.contributor.author | Martins, Tomás Marques de Paiva Goulão | |
| dc.date.accessioned | 2024-12-02T09:29:32Z | |
| dc.date.available | 2024-12-02T09:29:32Z | |
| dc.date.issued | 2024-01-19 | |
| dc.date.submitted | 2024-01-19 | |
| dc.description.abstract | The project explores how Threads, a social media platform by Meta, can establish itself based on consumer perceptions of the social media landscape. This thesis analyses challenges and opportunities presented by the introduction of "Threads," positioning it as direct competition to Twitter/X, and other competitors such as Facebook, Instagram and TikTok. The findings contribute to formulating effective strategies for Meta to navigate the competitive social media environment and position Threads successfully. Investigating consumer perceptions in Europe, the thesis evaluates key attributes of popular social media applications, emphasizing attribute utility scores to inform product design, using a conjoint analysis. | pt_PT |
| dc.identifier.tid | 203680073 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/176089 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Threads | pt_PT |
| dc.subject | Social media | pt_PT |
| dc.subject | Conjoint analysis | pt_PT |
| dc.subject | Data collection | pt_PT |
| dc.title | Social media features in the eyes of consumers: a conjoint analysis of user preferences on social networks | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the award of a Master’s degree in Management from the Nova School of Business and Economics | pt_PT |