Schmitt, DanielaMota, Beatriz Romão de Barros Bastos2022-08-242022-08-242022-06-012022-05-20http://hdl.handle.net/10362/143219The exponential growth of the entertainment and media industry has revolutionized the social media market. People tend to use social media platforms in their daily lives for different reasons. The goal of this research is to determine how Portuguese consumers perceive Facebook, Instagram, and TikTok, and understand the Portuguese social media market. To reach the main conclusions, a literature review was done in order to better understand the market. Furthermore, interviews with experts and personas were carried out to dive deep into the reasons behind the usage of social media platforms. Nonetheless, were selected 3 main platforms: Facebook, Instagram and TikTok. These platforms are not considered main competitors however they have a room for improvement.engMarketing researchConjoint analysisPerceptual mapSocial media platformsBrand perceptionsBrand preferencesSocial media engagementmaster thesis203050444