A carregar...
Publicação
O conteúdo que conquista: como as redes sociais influenciam a captação de clientes
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.63 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
As redes sociais estão a ganhar cada vez mais destaque como instrumentos
fundamentais para a comunicação empresarial, potenciando relações mais próximas e
autênticas com os consumidores. Sendo um fator crucial para o crescimento exponencial
e influência nos hábitos de consumo, o TikTok emerge como uma plataforma
particularmente relevante desde 2021. Este estudo tem como objetivo principal analisar
de que forma as Pequenas e Médias Empresas (PME) portuguesas utilizam estratégias de
conteúdo orgânico no TikTok para ganhar a confiança do seu público-alvo e qual o
impacto desta confiança na captação e retenção de clientes.
Considerando que as PME representam 99% do tecido empresarial nacional
(PORDATA, 2023), a investigação procura compreender se estas empresas reconhecem
o potencial estratégico da plataforma para aumentar a notoriedade da marca, construir
comunidade e fidelizar clientes num mercado cada vez mais competitivo, seja pela
transformação digital ou pela globalização. Para tal, foi adotada uma metodologia mista,
aplicação de 203 questionários a utilizadores da plataforma e realização de sete
entrevistas semiestruturadas a PME com presença ativa no TikTok.
Os resultados demonstram que uma presença consistente e estrategicamente
orientada no TikTok é um fator crucial para o crescimento das PME. A investigação
valida as hipóteses propostas, comprovando que a qualidade e autenticidade dos
conteúdos, a sua adequação ao público-alvo e a atenção ao feedback dos consumidores
são determinantes para gerar engagement, construir confiança e influenciar positivamente
a intenção de compra. O estudo revela ainda que o algoritmo do TikTok permite um
alcance orgânico significativo, facilitando a descoberta de marcas por novos públicos.
Em conclusão, o trabalho evidencia que o sucesso no TikTok vai além da mera
presença, dependendo de uma estratégia centrada na criação de valor para o utilizador.
Como contributo, o estudo oferece um conjunto de recomendações práticas destinadas a
ajudar as PME portuguesas a otimizar a sua comunicação na plataforma, potenciando-a
como uma alavanca para a vantagem competitiva no ecossistema digital.
Social media has become an increasingly important tool for business communication, facilitating the development of closer and more authentic relationships with consumers. As a key factor in exponential growth and in influencing consumer habits, TikTok has emerged as a particularly relevant platform since 2021. The main objective of this study is to analyse how Portuguese Small and Medium Enterprises (SMEs) use organic content strategies on TikTok to gain the trust of their target audience, and what impact this trust has on customer acquisition and retention. Considering that SMEs represent 99% of the national business sector (PORDATA, 2023), the research seeks to understand whether these companies recognise the platform's strategic potential to increase brand awareness, build community, and retain customers in an increasingly competitive market, whether through digital transformation or globalisation. To this purpose, a mixed methodology was adopted, combining quantitative analysis of 203 surveys of platform users with qualitative content analysis of seven semi-structured interviews with SME managers who have an active presence on TikTok. The results show that a consistent and strategically oriented presence on TikTok is a key factor for the growth of SMEs. The research validates the proposed hypotheses, demonstrating that the quality and authenticity of content, its suitability for the target audience, and attention to consumer feedback are key to generating engagement, building trust, and positively influencing purchase intent. The study also reveals that TikTok's algorithm allows for significant organic reach, making it easier for new audiences to discover brands. In conclusion, success on TikTok extends beyond mere presence, relying instead on a user-centered content strategy. As a contribution, the study offers a set of practical recommendations aimed at helping Portuguese SMEs optimise their communication on the platform, leveraging it as a competitive advantage in the digital ecosystem.
Social media has become an increasingly important tool for business communication, facilitating the development of closer and more authentic relationships with consumers. As a key factor in exponential growth and in influencing consumer habits, TikTok has emerged as a particularly relevant platform since 2021. The main objective of this study is to analyse how Portuguese Small and Medium Enterprises (SMEs) use organic content strategies on TikTok to gain the trust of their target audience, and what impact this trust has on customer acquisition and retention. Considering that SMEs represent 99% of the national business sector (PORDATA, 2023), the research seeks to understand whether these companies recognise the platform's strategic potential to increase brand awareness, build community, and retain customers in an increasingly competitive market, whether through digital transformation or globalisation. To this purpose, a mixed methodology was adopted, combining quantitative analysis of 203 surveys of platform users with qualitative content analysis of seven semi-structured interviews with SME managers who have an active presence on TikTok. The results show that a consistent and strategically oriented presence on TikTok is a key factor for the growth of SMEs. The research validates the proposed hypotheses, demonstrating that the quality and authenticity of content, its suitability for the target audience, and attention to consumer feedback are key to generating engagement, building trust, and positively influencing purchase intent. The study also reveals that TikTok's algorithm allows for significant organic reach, making it easier for new audiences to discover brands. In conclusion, success on TikTok extends beyond mere presence, relying instead on a user-centered content strategy. As a contribution, the study offers a set of practical recommendations aimed at helping Portuguese SMEs optimise their communication on the platform, leveraging it as a competitive advantage in the digital ecosystem.
Descrição
Palavras-chave
TikTok PME Estratégia de conteúdo orgânico Transformação digital Captação e retenção de clientes sme Organic Content Strategy Digital Transformation Customer Acquisition and Retention