| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.56 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
As redes sociais tornaram-se uma parte essencial do dia-a-dia do consumidor a nível pessoal e profissional. Hoje em dia, estas plataformas procuram desempenhar um papel fundamental no desenvolvimento da notoriedade das marcas. Através de plataformas como Facebook, Instagram e TikTok, as marcas conseguem interagir diretamente com os consumidores, compartilhando conteúdo relevante e construindo relacionamentos duradouros.
As marcas utilizam as redes sociais com o objetivo de aumentar a sua notoriedade, atrair consumidores e construir uma imagem positiva no mercado em que estão inseridas. As ações realizadas nas redes sociais são direcionadas para o consumidor, de acordo com as suas necessidades e preferências, procurando influenciar a sua intenção de compra.
Perante esta nova realidade, é fundamental que as marcas no setor têxtil adotem uma abordagem objetiva e clara nas suas redes sociais, com o objetivo de adquirir uma presença sólida no mercado, diferenciando-se da concorrência existente.
O objetivo geral da investigação é o de compreender o impacto que as redes sociais têm no desenvolvimento da notoriedade das marcas no setor têxtil. O estudo efetuado é baseado numa metodologia quantitativa, através de dados recolhidos a partir de questionário online, com uma amostra constituida por 200 indivíduos.
Os resultados estatísticos provenientes do estudo revelam que as redes sociais apresentam um impacto positivo a nível do desenvolvimento da notoriedade das marcas no setor têxtil.
Social networks have become an essential part of consumers daily lives, both personally and professionally. Today, these platforms seek to play a key role in developing brand awareness. Through platforms such as Facebook, Instagram and TikTok, brands are able to interact directly with consumers, sharing relevant content and building lasting relationships. Brands use social media with the aim of increasing their awareness, attracting consumers and building a positive image in their market. The actions carried out on social media are targeted at consumers, according to their needs and preferences, seeking to influence their purchasing intentions. Faced with this new reality, it is essential for brands in the textile sector to adopt an objective and clear approach on their social networks, with the aim of acquiring a solid presence in the market, differentiating themselves from the existing competition. The general aim of this research is to understand the impact that social media has on the development of brand awareness in the textile sector. This research is a quantitative study based on the analysis of data collected through an online questionnaire, with a sample consisting of 200 individuals. The statistical results of the study show that social networks have a positive impact on the development of brand awareness in the textile sector.
Social networks have become an essential part of consumers daily lives, both personally and professionally. Today, these platforms seek to play a key role in developing brand awareness. Through platforms such as Facebook, Instagram and TikTok, brands are able to interact directly with consumers, sharing relevant content and building lasting relationships. Brands use social media with the aim of increasing their awareness, attracting consumers and building a positive image in their market. The actions carried out on social media are targeted at consumers, according to their needs and preferences, seeking to influence their purchasing intentions. Faced with this new reality, it is essential for brands in the textile sector to adopt an objective and clear approach on their social networks, with the aim of acquiring a solid presence in the market, differentiating themselves from the existing competition. The general aim of this research is to understand the impact that social media has on the development of brand awareness in the textile sector. This research is a quantitative study based on the analysis of data collected through an online questionnaire, with a sample consisting of 200 individuals. The statistical results of the study show that social networks have a positive impact on the development of brand awareness in the textile sector.
Description
Keywords
Redes sociais Notoriedade Imagem da marca Intenção de compra Social nerworks Purchase intention Brand awareness Brand image