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Advisor(s)
Abstract(s)
A evolução tecnológica permitiu a transformação e criação de uma nova era, a digital.
Com a adaptação e integração das novas tecnologias nas empresas, o mundo dos negócios
transmutou-se, obrigando as empresas a reestruturarem-se e a adaptarem-se às novas
tendências e exigências dos consumidores. Com o crescimento da era digital e a origem
da Internet assistiu-se a uma nova criação tecnológica, as redes sociais. Com o
aparecimento das redes sociais, as estratégias e táticas que as empresas utilizavam para
comunicar com mercado e os seus consumidores, mudaram radicalmente. De forma a
acompanhar as exigências dos consumidores, as empresas tiveram de desenvolver
estratégias de comunicação digital que, muitas vezes, passam pelo uso das redes sociais.
Nesta investigação, o objeto de estudo incidirá sobre uma análise do mercado dos jogos
eletrónicos. A comunidade dos jogos eletrónicos tem uma presença nas redes sociais
muito significativa. Neste âmbito, o objetivo principal para a realização do presente
trabalho reside em perceber qual a relação entre o impacto das redes sociais e a
popularidade dos jogos, estudando a forma como as estratégias adotadas pelas empresas
de jogos influenciam o interesse dos consumidores. Através de uma investigação teórica
suportada por uma investigação etnográfica e quantitativa, foi elaborado um inquérito por
questionário e partilhado pela comunidade em estudo, com o objetivo de recolher e
analisar dados como forma de suporte para a fundamentação de conclusões. Observou-se
que a utilização das redes sociais por parte das empresas que comercializam jogos
eletrónicos é crucial no processo de comunicação com o mercado e com os consumidores,
pois, permite-lhes analisar as tendências do mercado e prever comportamentos,
permitindo antecipar medidas de prevenção de situações de risco para a empresa, e aliciar
os consumidores a comprarem os seus produtos.
Technological evolution has enabled the transformation and creation of a new era, the digital era. With the adaptation and integration of new technologies into companies, the business world has changed, forcing companies to restructure and adapt to new trends and consumer demands. With the rise of the digital age and the origin of the Internet came a new technological creation: social networks. With the emergence of social media, the strategies and tactics that companies used to communicate with the market and their consumers changed radically. In order to keep up with consumer demands, companies have had to develop digital communication strategies that often involve the use of social networks. In this research, the object of study will be an analysis of the electronic games market. The gaming community has a very significant social media presence. In this context, the main objective of this work is to understand the relationship between the impact of social networks and the popularity of games, studying how the strategies adopted by games companies influence consumer interest. Through theoretical research supported by quantitative and ethnographic research, a questionnaire survey was drawn up and shared with the community under study, with the aim of collecting and analysing data to support conclusions. It was observed that the use of social networks by companies that sell electronic games is crucial in the process of communicating with the market and consumers, allowing them to analyse market trends and predict behaviour, anticipating measures to prevent risk situations for the company, and enticing consumers to buy their products.
Technological evolution has enabled the transformation and creation of a new era, the digital era. With the adaptation and integration of new technologies into companies, the business world has changed, forcing companies to restructure and adapt to new trends and consumer demands. With the rise of the digital age and the origin of the Internet came a new technological creation: social networks. With the emergence of social media, the strategies and tactics that companies used to communicate with the market and their consumers changed radically. In order to keep up with consumer demands, companies have had to develop digital communication strategies that often involve the use of social networks. In this research, the object of study will be an analysis of the electronic games market. The gaming community has a very significant social media presence. In this context, the main objective of this work is to understand the relationship between the impact of social networks and the popularity of games, studying how the strategies adopted by games companies influence consumer interest. Through theoretical research supported by quantitative and ethnographic research, a questionnaire survey was drawn up and shared with the community under study, with the aim of collecting and analysing data to support conclusions. It was observed that the use of social networks by companies that sell electronic games is crucial in the process of communicating with the market and consumers, allowing them to analyse market trends and predict behaviour, anticipating measures to prevent risk situations for the company, and enticing consumers to buy their products.
Description
Keywords
Redes sociais Streamers Twitch Youtube Comunicação digital Social networks Digital communication