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Publicação
Facebook brand fan pages and their impact on online branding and marketing strategy
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 4.14 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This study aims to explain the impact of Facebook online branding and marketing
strategy in a practical manner, in form of an influence model, as to provide commercial
users of Facebook with a clear, simple strategic framework for branding and marketing purposes. By surveying young students (N=206)1, whom are digital natives, a fair estimate of internal drivers and
motivators to join and use Facebook brand fan pages can be established. By cross-checking the findings in a qualitative study concerning e-marketing tools for commercial purposes2, critical success drivers can be
established allowing a more strategic and value-creating use of this medium.
Descrição
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
Palavras-chave
Facebook Branding Marketing Customer relationship management