Laghaie, ArashMartins, Tomás Marques de Paiva Goulão2024-12-022024-12-022024-01-192024-01-19http://hdl.handle.net/10362/176089The 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.engThreadsSocial mediaConjoint analysisData collectionmaster thesis203680073