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A influência do conteúdo de páginas de marca no Facebook no envolvimento do consumidor : um caso de estudo no setor alimentar
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Autores
Orientador(es)
Resumo(s)
Constatando
a
presença
crescente
das
redes
sociais
na
gestão
da
comunicação
das
marcas,
esta
dissertação
procura
identificar
os
tipos
de
conteúdo
que
são
mais
suscetíveis
de
aumentar
o
envolvimento
dos
consumidores
com
as
publicações
no
Facebook
das
marcas.
Através
de
uma
análise
do
conteúdo
de
três
páginas
de
fãs
de
três
marcas
distintas
do
setor
alimentar
pertencentes
a
um
mesmo
grupo,
atualmente
a
comercializar
em
Portugal,
tentou-‐se
responder
à
pergunta
‘Que
tipo
de
conteúdo
criado
e
publicado
pela
marca
na
sua
página
de
Facebook
gera
os
maiores
níveis
de
envolvimento
online
do
consumidor?’.
Os
posts
publicados
entre
o
início
de
2017
e
o
início
de
2018
foram
analisados
e
categorizados
por
tipo
de
conteúdo.
As
categorias
utilizadas
foram:
conteúdo
informativo,
conteúdo
de
entretenimento,
conteúdo
de
passatempos,
conteúdo
de
interação
e
conteúdo
sobre
lançamento
de
produtos.
Através
de
uma
análise
quantitativa
dos
dados
fornecidos
pelos
Facebook,
foram
medidos
os
níveis
de
envolvimento
com
os
posts
das
diferentes
categorias
através
das
métricas
propostas
por
Bonsón
&
Ratkai
(2013)
e
da
ferramenta
Socialbakers
analytics.
Os
resultados
desta
dissertação
indicaram
que
o
conteúdo
desempenha
um
papel
importante
na
criação
de
envolvimento
com
os
consumidores,
sendo
que
o
conteúdo
lançamento
de
produtos
obteve
os
melhores
resultados
de
acordo
com
as
variáveis
e
métricas
estudadas.
Contudo,
foi
o
conteúdo
menos
publicado
nas
três
páginas.
Por
outro
lado,
o
entretenimento
foi
o
conteúdo
mais
publicado,
tendo
obtido
níveis
mais
baixos
de
envolvimento
nos
posts.
Posto
isto,
concluiu-‐se
que
as
marcas
deverão
fazer
uma
distribuição
mais
equilibrada
das
categorias
de
conteúdo
publicadas,
para
aumentar
e/ou
manter
os
níveis
de
envolvimento
com
os
posts.
Acknowledging social media growing presence in brand communication management, this dissertation seeks to identify the content types most likely to increase consumer engagement and interaction with brands’ Facebook pages. To answer the question 'What type of brand content brands posts in their Facebook pages generates the highest levels of online consumer engagement?’, a content analysis was developed in three different Facebook pages of three food brands, of the same business group, currently operating in Portugal. The brand’s posts between early 2017 and early 2018 were analysed and categorized by content type. The categories used were: informative content, entertainment content, contest content, interaction content and product launches content. Through Facebook data quantitative analysis, the engagement and interaction levels of different posts categories were measured and compared using the metrics proposed by Bonsón & Ratkai (2013) and the Socialbakers analytics tool. The results of this dissertation indicate that content plays an important role in the creation of consumers engagement. Product launches were found to be the most engaging type of content. However, it is the least published in the three analysed Facebook pages. On the other hand, entertainment was the most published content and obtained lower engagement levels on its posts. Therefore, it was concluded that brands should do a more balanced distribution of content categories published in order to maintain and/or increase the consumers’ engagement levels.
Acknowledging social media growing presence in brand communication management, this dissertation seeks to identify the content types most likely to increase consumer engagement and interaction with brands’ Facebook pages. To answer the question 'What type of brand content brands posts in their Facebook pages generates the highest levels of online consumer engagement?’, a content analysis was developed in three different Facebook pages of three food brands, of the same business group, currently operating in Portugal. The brand’s posts between early 2017 and early 2018 were analysed and categorized by content type. The categories used were: informative content, entertainment content, contest content, interaction content and product launches content. Through Facebook data quantitative analysis, the engagement and interaction levels of different posts categories were measured and compared using the metrics proposed by Bonsón & Ratkai (2013) and the Socialbakers analytics tool. The results of this dissertation indicate that content plays an important role in the creation of consumers engagement. Product launches were found to be the most engaging type of content. However, it is the least published in the three analysed Facebook pages. On the other hand, entertainment was the most published content and obtained lower engagement levels on its posts. Therefore, it was concluded that brands should do a more balanced distribution of content categories published in order to maintain and/or increase the consumers’ engagement levels.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Facebook Páginas de Marca Marketing de Conteúdo Envolvimento Setor Alimentar Brand Pages Content Marketing Engagement