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Abstract(s)
Devido à constante evolução a que temos sido habituados ao longo dos anos,
estamos a viver atualmente uma das eras mais tecnolĂłgicas e inovadoras de todos os
tempos. Em consequĂȘncia, graças a todo este desenvolvimento, plataformas como as
Redes Sociais estĂŁo a âtomar contaâ do nosso dia a dia. Neste contexto, as Redes Sociais
(RS) estão a permitir aos utilizadores em termos individuais e mesmo às organizaçÔes
tomarem vantagem destas plataformas, fazendo com que cada um, por exemplo, consiga
produzir o seu conteĂșdo, as organizaçÔes consigam publicitar os seus produtos e dar
âvozâ Ă comunicação digital no geral.
As organizaçÔes tiveram de se adaptar e acompanhar as persistentes mutaçÔes do
mercado, incluindo as necessidades dos seus clientes. Assim sendo, começaram a investir
em negĂłcios online, marketing online e de influĂȘncia, e tambĂ©m a facilitar o processo de
compra aos seus clientes. A pandemia que todos vivemos, serviu também para este
mercado subir drasticamente, visto que, era a Ășnica forma de os consumidores
satisfazerem as suas necessidades de compra, levando a que as organizaçÔes partissem
para o online e começassem a adaptar-se a esta nova forma de vender.
A presente investigação aprofunda o impacto das Redes Sociais num setor em
especĂfico, o E-Commerce (ComĂ©rcio EletrĂłnico). Pretende-se identificar a importĂąncia
que estas plataformas podem ter para o sucesso de um negĂłcio presente online, assim
como, mostrar de que forma é vantajoso para uma organização investir nas suas RS e tirar
delas o maior partido. A metodologia levada a cabo para concretizar este objetivo foi a
metodologia qualitativa, incluindo a anålise documental e entrevistas a duas organizaçÔes
portuguesas de E-Commerce.
Os resultados do estudo permitiram concluir que as organizaçÔes conseguiram
fazer crescer a sua carteira alargada de clientes, ganhar visibilidade, e crescer dentro da
esfera digital, conseguindo assim, com uma boa gestĂŁo das suas Redes Sociais fazer
crescer o seu negĂłcio online.
Due to the constant evolution to which we have been accustomed over the years, we are currently living one of the most technological and innovative eras of all time. As a result, thanks to all this development, platforms such as Social Networks are "taking over" our daily lives. In this context, Social Media (SM) are allowing users in individual terms and even organizations to take advantage of these platforms, making each one, for example, able to produce their content, organizations can advertise their products and give "voice" to digital communication in general. Organizations have had to adapt and keep up with persistent market changes, including the needs of their customers. Therefore, they began to invest in online business, online marketing and influencer, and also to facilitate the purchase process for their customers. The pandemic that we all lived, also served for this market to rise dramatically, since it was the only way for consumers to satisfy their buying needs, leading companies to go online and begin to adapt to this new way of selling. This research deepens the impact of Social Networks in a specific sector, E Commerce . It is intended to identify the importance that these platforms can have for the success of an online business, as well as to show how it is advantageous for an organization to invest in its SM and take the most advantage of them. The methodology carried out to achieve this objective was the qualitative methodology, a Case Study, including documentary analysis and interviews with two Portuguese E-Commerce companies. The results of the study allowed us to conclude that organizations were able to grow their broad portfolio of customers, gain visibility, and grow within the digital sphere, thus succeeding, with good management of their Social Networks, to grow their online business.
Due to the constant evolution to which we have been accustomed over the years, we are currently living one of the most technological and innovative eras of all time. As a result, thanks to all this development, platforms such as Social Networks are "taking over" our daily lives. In this context, Social Media (SM) are allowing users in individual terms and even organizations to take advantage of these platforms, making each one, for example, able to produce their content, organizations can advertise their products and give "voice" to digital communication in general. Organizations have had to adapt and keep up with persistent market changes, including the needs of their customers. Therefore, they began to invest in online business, online marketing and influencer, and also to facilitate the purchase process for their customers. The pandemic that we all lived, also served for this market to rise dramatically, since it was the only way for consumers to satisfy their buying needs, leading companies to go online and begin to adapt to this new way of selling. This research deepens the impact of Social Networks in a specific sector, E Commerce . It is intended to identify the importance that these platforms can have for the success of an online business, as well as to show how it is advantageous for an organization to invest in its SM and take the most advantage of them. The methodology carried out to achieve this objective was the qualitative methodology, a Case Study, including documentary analysis and interviews with two Portuguese E-Commerce companies. The results of the study allowed us to conclude that organizations were able to grow their broad portfolio of customers, gain visibility, and grow within the digital sphere, thus succeeding, with good management of their Social Networks, to grow their online business.
Description
Keywords
Redes sociais E-commerce Online Comunicação digital Social media Digital communication