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As reações dos seguidores da CRC em relação aos diferentes tipos de conteúdos online
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Como elemento final do mestrado em Ciências da Comunicação, na vertente de Comunicação Estratégica, a presente dissertação teve como principal objetivo perceber quais são as estratégias de marketing de conteúdo mais eficazes junto dos clientes do setor rental car e de que forma é que estes reagem aos diferentes tipos de conteúdos (gostos, comentários ou partilhas), bem como aos respetivos formatos.
Nesse sentido, no âmbito do estágio realizado na Car Rental Company, era fundamental identificar e analisar quais as tipologias dos conteúdos que se encontravam na página do Facebook da Rent-a-Car, bem como o respetivo formato.
A investigação foi realizada através de um estudo netnográfico no Facebook e de uma observação participante, contando não só com uma entrevista ao administrador da Car Rental Company e outra a um embaixador da marca, mas também uma análise de todos os posts produzidos por mim na página do Facebook da Rent-a-Car e as reações quantitativas aos mesmos durante o período de 1 a 31 de maio de 2018. Nesta análise constavam os diferentes tipos de conteúdo desde perguntas a promoção de eventos. Assim, concluiu-se que os conteúdos em que se divulgava as viaturas da Rent-a-Car com perguntas são o preferido dos clientes, uma vez que detêm um número elevado de interações face aos restantes e as imagens são o formato preferido dos utilizadores. Relativamente às entrevistas verificou-se que o Facebook é efetivamente um meio de comunicação através do qual os consumidores chegam à Car Rental Company. Contudo, ao contrário do que se verificou na análise, para o embaixador da marca, os conteúdos em que se divulgavam eventos, tais como, o “Fim de semana da GDAuto Maio2018”, são aqueles que se destacam face aos restantes.
As the final component of the master’s degree in Communication Sciences with a major in Strategic Communication, this dissertation intends at mainly to obtain an understanding of which are the most effective content marketing strategies among the rental cars’ clients and how the lattery react to different types of content (likes, comments or shares), as well as different formats. Given this, under the Car Rental Company internship scope, it was essential to identify and analyse which content and format types were posted on the company’s Facebook. The research was accomplished through a netnographic study in Facebook and a participating observation, comprising of interviews with a Car Rental Company’s manager and an ambassador of the organization. Furthermore an analysis of every posts published by myself on the rent-a-car’s Facebook between the 1st and 31st of May of 2018 was conducted including the analysis of the quantitative reaction to those posts. This analysis contained all the different types of content, from questionaries to promotional events. From the work performed we conclude thatposts showing the rent-a-car’s fleet alongside with interactive questions were the ones preferred by clients as they show an higher number of interactions. Regarding the interviews Facebook is mentioned as a communication channel for Car Rental Company customers to contact with the company. Nonetheless, contradicting the results from the analysis, in the brand ambassador’s opinion the posts where events are advertised, such as “Fim de semana da GDAuto Maio2018”, are the most relevant.
As the final component of the master’s degree in Communication Sciences with a major in Strategic Communication, this dissertation intends at mainly to obtain an understanding of which are the most effective content marketing strategies among the rental cars’ clients and how the lattery react to different types of content (likes, comments or shares), as well as different formats. Given this, under the Car Rental Company internship scope, it was essential to identify and analyse which content and format types were posted on the company’s Facebook. The research was accomplished through a netnographic study in Facebook and a participating observation, comprising of interviews with a Car Rental Company’s manager and an ambassador of the organization. Furthermore an analysis of every posts published by myself on the rent-a-car’s Facebook between the 1st and 31st of May of 2018 was conducted including the analysis of the quantitative reaction to those posts. This analysis contained all the different types of content, from questionaries to promotional events. From the work performed we conclude thatposts showing the rent-a-car’s fleet alongside with interactive questions were the ones preferred by clients as they show an higher number of interactions. Regarding the interviews Facebook is mentioned as a communication channel for Car Rental Company customers to contact with the company. Nonetheless, contradicting the results from the analysis, in the brand ambassador’s opinion the posts where events are advertised, such as “Fim de semana da GDAuto Maio2018”, are the most relevant.
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Marketing de Conteúdo Marketing digital Car Rental Company Engagement Redes Sociais Online Car Rental Company Digital marketing Content marketing Engagement Online Social Media