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Com o surgimento da Internet, todas as estratégias e conteúdo das marcas necessitam de ter
em conta a aplicabilidade no mundo digital, sendo imperativo conseguir captar a atenção de
todos os potenciais destinatários das iniciativas de marketing.
Assim, atualmente o marketing não se pratica apenas offline, sendo o social media um verdadeiro
impulsionador das relações entre as marcas e os seus clientes e seguidores. Por outro lado, o
Facebook é a rede social mais utilizada em todo o mundo, sendo um dos principais palcos para
o desenvolvimento do Social CRM (Customer Relationship Management), permitindo às marcas
interagir com os consumidores e criar ações de marketing, como, por exemplo, concursos.
A revisão da literatura permitiu detetar cinco constructos considerados pertinentes, tendo em
consideração os objetivos propostos e a questão que orienta esta investigação: os concursos
realizados por uma marca na rede social Facebook, afetam o relacionamento com os seus
clientes?
Para validar o modelo teórico construído e as cinco hipóteses formuladas, realizou-se um estudo
empírico de investigação quantitativa que se apoiou num questionário administrado pela Internet,
recorrendo ao Google Drive. A amostra utilizada neste trabalho é de conveniência e constituída
por pessoas que utilizam o Facebook e já tenham participado em concursos através do mesmo.
Para a sua obtenção, o questionário foi divulgado no Facebook, através de publicações
especialmente em grupos e também com o recurso a mensagens privadas nesta rede social.
A análise dos dados obtidos neste estudo, permitiu perceber a influência dos concursos
realizados no Facebook no relacionamento entre uma marca e os seus clientes, nomeadamente
a nível de engagement, notoriedade da marca e fidelização dos clientes.
With the advent of the Internet, all strategies focused on content of all brands need to take into account its applicability in the digital realm, thus making imperative to catch the attention of all potential audiences of marketing initiatives. Therefore, marketing is not solely offline, since social media is the true driver of relationships between brands and their customers and followers. On other hand, Facebook is the social network most used worldwide, being one of the main stages for the development of Social CRM (Customer Relationship Management), thus allowing brands to interact with consumers and in creating marketing actions, such as, i.e.: contests. A review of literature review allowed me to detect five constructs considered relevant, considering the proposed objectives and the question that guides this investigation: the contests held by a brand on social network Facebook affects the relationship with its clients? To validate the theoretical model built and of the five hypotheses, it was conducted an empirical study of quantitative research that was based on a questionnaire delivered through the Internet, using Google Drive. The sample used in this study is of convenience and consists of people using Facebook and that have already participated in contests through it. To put it together, the questionnaire was posted on Facebook, through publications especially in groups and with the use of private messages in this social network. An analysis of data obtained in this study allowed us to perceive the influence of the contests held in the relationship between Facebook the brand and its clients, particularly in terms of engagement, brand awareness and customer loyalty.
With the advent of the Internet, all strategies focused on content of all brands need to take into account its applicability in the digital realm, thus making imperative to catch the attention of all potential audiences of marketing initiatives. Therefore, marketing is not solely offline, since social media is the true driver of relationships between brands and their customers and followers. On other hand, Facebook is the social network most used worldwide, being one of the main stages for the development of Social CRM (Customer Relationship Management), thus allowing brands to interact with consumers and in creating marketing actions, such as, i.e.: contests. A review of literature review allowed me to detect five constructs considered relevant, considering the proposed objectives and the question that guides this investigation: the contests held by a brand on social network Facebook affects the relationship with its clients? To validate the theoretical model built and of the five hypotheses, it was conducted an empirical study of quantitative research that was based on a questionnaire delivered through the Internet, using Google Drive. The sample used in this study is of convenience and consists of people using Facebook and that have already participated in contests through it. To put it together, the questionnaire was posted on Facebook, through publications especially in groups and with the use of private messages in this social network. An analysis of data obtained in this study allowed us to perceive the influence of the contests held in the relationship between Facebook the brand and its clients, particularly in terms of engagement, brand awareness and customer loyalty.
Descrição
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Palavras-chave
Concursos Facebook Engagement Fidelização Notoriedade Relacionamento Contests Notoriety Relationship Engagement Loyalty