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Abstract(s)
As novas tecnologias e a Internet estão a mudar as sociedades, as empresas e as pessoas confrontam-se diariamente com o vasto mundo do conhecimento e da informação.
Esta investigação teve como objetivos perceber a importância que o Content Marketing aplicado ao Facebook tem no processo de interação entre a marca e os seus clientes e/ou potenciais clientes, e se esta influencia a e-Satisfação e e-Lealdade dos mesmos às marcas.
Pretendeu-se também entender a influência do Content Marketing sobre os atuais e potenciais clientes, na rede social Facebook considerando que o Content Marketing comunica sem uma intenção de venda imediata.
O método de investigação usado foi o quantitativo através da aplicação de um questionário a uma amostra composta por 250 questionários completamente validados. A revisão bibliográfica e análise estatística dos resultados permitiu delinear um perfil dos utilizadores do Facebook, alguns dos seus comportamentos, averiguando sobre a sua e-Satisfação e e-Lealdade para com as marcas presentes no Facebook.
Foi possível concluir que a comunicação de uma marca no Facebook tem influencia positiva na e-Lealdade dos consumidores, a diversidade de formatos de conteúdo usados nessas publicações influencia positivamente a e-Satisfação, assim como a e-Satisfação influencia direta e positivamente a e-Lealdade.
New technologies and the Internet are changing societies, businesses and people are confronted daily with the vast world of knowledge and information. This research aimed to realize the importance that Content Marketing applied to Facebook has in the process of interaction between the brand and its customers and/or potential customers, and if this influences the e-Satisfaction and e-Loyalty of the same to the brands. It was also intended to understand the influence of Content Marketing on current and potential customers, on the social network Facebook considering that Content Marketing communicates without an intention to sell immediately. The research method used was quantitative through the application of a questionnaire to a sample composed by 250 questionnaires completely validated. The bibliographic review and statistical analysis of the results allowed to outline a profile of Facebook users, some of their behaviors, ascertaining about their e-Satisfaction and e-Loyalty to the brands present on Facebook. It was possible to conclude that the communication of a brand in Facebook has a positive influence on the e-Loyalty of consumers, the diversity of content formats used in these publications positively influences e-Satisfaction, just as e-Satisfaction influences directly and positively e-Loyalty.
New technologies and the Internet are changing societies, businesses and people are confronted daily with the vast world of knowledge and information. This research aimed to realize the importance that Content Marketing applied to Facebook has in the process of interaction between the brand and its customers and/or potential customers, and if this influences the e-Satisfaction and e-Loyalty of the same to the brands. It was also intended to understand the influence of Content Marketing on current and potential customers, on the social network Facebook considering that Content Marketing communicates without an intention to sell immediately. The research method used was quantitative through the application of a questionnaire to a sample composed by 250 questionnaires completely validated. The bibliographic review and statistical analysis of the results allowed to outline a profile of Facebook users, some of their behaviors, ascertaining about their e-Satisfaction and e-Loyalty to the brands present on Facebook. It was possible to conclude that the communication of a brand in Facebook has a positive influence on the e-Loyalty of consumers, the diversity of content formats used in these publications positively influences e-Satisfaction, just as e-Satisfaction influences directly and positively e-Loyalty.
Description
Versão final (Esta versão contém as críticas e sugestões dos elementos do júri)
Keywords
Marketing de conteúdo Facebook E-lealdade E-satisfação Content marketing E-loyalty E-satisfaction