Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/14899
Título: Social media: The new tool in firms’ marketing strategies
Autor: Geirinhas, Guilherme Guerra Abrantes
Orientador: Franco, Sofia
Palavras-chave: Social media
Viral marketing
Word-of-mouth
Telecommunications industry
Data de Defesa: Mai-2014
Resumo: In this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main drivers of the success of a viral marketing campaign. We also conducted a study of the Portuguese telecommunications industry, in particular, the mobile segment. We found that the three main players operating in this market have been using social media successfully as a marketing tool in a strategic approach to the 14-25 years old segment.
URI: http://hdl.handle.net/10362/14899
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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