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Social media features in the eyes of consumers: a conjoint analysis of user preferences on social networks
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| 1.3 MB | Adobe PDF |
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Threads Social media Conjoint analysis Data collection