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Abstract(s)
A rede social TikTok surgiu no ano de 2014. As características intrínsecas desta
plataforma - facilidade de utilização, acessibilidade inter alia -, conduziram a um
aumento muito rápido do número de utilizadores, em Portugal e no resto do mundo,
durante a pandemia, mormente entre as camadas jovens. Com este crescimento
exponencial, as empresas começam a ver nesta rede social uma plataforma que oferecia
grandes vantagens para publicitarem e comunicarem os seus produtos e serviços, assim
como para difundirem a imagem da empresa de uma forma dinâmica.
Nos últimos anos a utilização das estratégias de marketing de marcas tem vindo a crescer
na plataforma TikTok, constituindo um dos grandes trunfos desta rede social o modo
simples e apelativo de produção de conteúdos associados a marcas. Com efeito, o TikTok,
de uma forma fácil e dinâmica, disponibiliza aos utilizadores ferramentas práticas e
acessíveis para ser possível a criação de vídeos.
Partindo da relação estabelecida entre a rede social referida e o marketing empresarial, o
trabalho objetiva compreender qual o impacto do TikTok nas estratégias de marketing de
empresas portuguesas ou que atuam no mercado português.
A estratégia metodológica para o desenvolvimento do nosso estudo assentou numa
abordagem qualitativa de investigação, através da realização de entrevistas
semiestruturadas a quatro empresas com setores de atividade distintos que permitiram a
coleta de dados e informações sobre o problema em estudo. Do ponto de vista das técnicas
de investigação foi efetuada uma investigação exploratória, visando a descoberta das
perceções dos departamentos de marketing sobre o impacto do TikTok na dinâmica de
divulgação da respetiva atividade empresarial.
Os resultados alcançados vão ao encontro dos objetivos definidos e demonstram que o
TikTok tem efetivo impacto nas estratégias de marketing das empresas portuguesas ou
das empresas que operam no mercado português.
The social network TikTok was created in 2014. The intrinsic characteristics of this platform - ease of use, accessibility inter alia - have led to a very rapid increase in the number of users in Portugal and the rest of the world during the pandemic, especially among young people. With this exponential growth, companies began to see this social network as a platform that offered great advantages for advertising and communicating their products and services, as well as for spreading the company's image in a dynamic way. In recent years, the use of brand marketing strategies has grown on the TikTok platform, and one of the great assets of this social network is the simple and appealing way of producing content associated with brands. In fact, TikTok provides users with practical and accessible tools to create videos in an easy and dynamic way. Based on the relationship established between this social network and business marketing, this study aims to understand the impact of TikTok on the marketing strategies of Portuguese companies or companies operating in the Portuguese market. The methodological strategy for the development of our study was based on a qualitative research approach, through semi-structured interviews with four companies in different sectors of activity, which allowed us to collect data and information on the problem under study. From the point of view of research techniques, exploratory research was carried out to discover the perceptions of marketing departments about the impact of TikTok on the dynamics of publicising their business activity. The results achieved meet the objectives set and show that TikTok has an impact on the marketing strategies of Portuguese companies or companies operating in the Portuguese market.
The social network TikTok was created in 2014. The intrinsic characteristics of this platform - ease of use, accessibility inter alia - have led to a very rapid increase in the number of users in Portugal and the rest of the world during the pandemic, especially among young people. With this exponential growth, companies began to see this social network as a platform that offered great advantages for advertising and communicating their products and services, as well as for spreading the company's image in a dynamic way. In recent years, the use of brand marketing strategies has grown on the TikTok platform, and one of the great assets of this social network is the simple and appealing way of producing content associated with brands. In fact, TikTok provides users with practical and accessible tools to create videos in an easy and dynamic way. Based on the relationship established between this social network and business marketing, this study aims to understand the impact of TikTok on the marketing strategies of Portuguese companies or companies operating in the Portuguese market. The methodological strategy for the development of our study was based on a qualitative research approach, through semi-structured interviews with four companies in different sectors of activity, which allowed us to collect data and information on the problem under study. From the point of view of research techniques, exploratory research was carried out to discover the perceptions of marketing departments about the impact of TikTok on the dynamics of publicising their business activity. The results achieved meet the objectives set and show that TikTok has an impact on the marketing strategies of Portuguese companies or companies operating in the Portuguese market.
Description
Keywords
TikTok Marketing empresarial Redes sociais Estratégia de marketing e comunicação Mercado português Business marketing Portuguese market Social media Marketing strategy and communication