O impacto das social media nas pequenas empresas e médias empresas
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Data
2022
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A era digital mudou como vemos, interagimos e lidamos com o mundo. Cada vez mais,
serviços, produtos e relações sociais encontram-se à distância de um clique. Esta era digital vem
também com um maior acesso à informação e a estreitar da relação marca-cliente. Por esta razão
os consumidores são cada vez mais exigentes. O marketing digital contribuiu muito para a
exigência dos consumidores e para o estreitar dessa relação. No marketing digital, as redes
sociais são um dos maiores contributos para a presença das marcas no mundo digital. Em 2020,
apenas o Facebook, segundo dados da plataforma Statista, contava com mais de 2 895 mil
milhões de utilizadores. A plataforma Statista afirma ainda que em 2020 existiam cerca de 3,6
mil milhões de utilizadores de redes sociais e prevê que em 2025 este número seja de 4,45 mil
milhões de utilizadores.
O espaço digital, ao contrário do espaço físico, não permite às marcas marcarem e
delinearem um território, o mesmo é de todos. Qualquer marca pode chegar a qualquer
consumidor e qualquer consumidor pode chegar a qualquer marca. O processo de decisão de
compra passa por um período de recolha de informação sobre o produto ou marca. Porém, este
processo é cada vez mais social, no sentido em que as pessoas procuram agora compreender
reviews e opiniões do seu círculo social. (Kotler et al., 2017). Atualmente, os consumidores
procuram informações sobre a marca ou produto a nível digital. As redes sociais permitem a uma
marca ter toda a informação sobre a mesma e permitem também aos consumidores deixarem a
sua opinião sobre a marca para que outros consumidores possam ter em conta a experiência
deles, positiva ou negativa. É importante compreender a representatividade das pequenas e
médias empresas no mercado nacional. Só assim, nos é permitido demonstrar a importância das
redes sociais para estas empresas e a importância deste espaço para as mesmas. As redes sociais
são um dos principais canais de comunicação a nível digital e estas podem impactar o
desempenho da empresa a vários níveis.
Para enriquecer esta discussão foi escolhida uma metodologia que conta com a realização
de dois inquéritos e a análise de e três empresas e as suas redes sociais. Os inquéritos focam-se
nos consumidores e empresas e visam compreender a opinião dos mesmos sobre as redes sociais
e as suas plataformas. A análise às redes sociais das empresas conta com uma breve análise à
forma como estas surgem nas mesmas, de que forma comunicam, com que regularidade, em que
plataformas, com que objetivo e para quem é que comunicam. Esta metodologia visa trazer para a
discussão informações importantes sobre as redes sociais, empresas e os consumidores.
The digital age has changed how we see, interact and deal with the world. More and more, services, products and social relations are just a click away. This digital age also comes with greater access to information and closer brand-customer relationship. For this reason consumers are increasingly demanding. Digital marketing has contributed greatly to the demands of consumers and to the strengthening of this relationship. In digital marketing, social networks are one of the greatest contributions to the presence of brands in the digital world. In 2020, only Facebook, according to data from the Statista platform, had more than 2,895 billion users. The Statista platform also states that in 2020 there were about 3.6 billion users of social networks and forecasts that in 2025 this number will be 4.45 billion users. Digital space, unlike physical space, does not allow brands to mark and delineate a territory, the same is everyone’s. Any brand can reach any consumer and any consumer can reach any brand. The purchase decision process goes through a period of collection of information about the product or brand. However, this process is increasingly social, in the sense that people now seek to understand Reviews and opinions of their social circle. (Kotler et al., 2017). Today, consumers are looking for brand or product information on a digital level. Social networks allow a brand to have all the information about it and also allow consumers to leave their opinion about the brand so that other consumers can take into account their experience, positive or negative. It is important to understand the representativeness of small and medium-sized enterprises in the national market. Only then, we are allowed to demonstrate the importance of social networks for these companies and the importance of this space for them. Social networks are one of the main communication channels at the digital level and these can impact the company’s performance at various levels. To enrich this discussion was chosen a methodology that includes two surveys and the analysis of and three companies and their social networks. Surveys focus on consumers and businesses and aim to understand their views on social networks and their platforms. The analysis of social networks of companies has a brief analysis of how they appear in them, how they communicate, how regularly, on which platforms, for what purpose and for whom they communicate. This methodology aims to bring to the discussion important information about social networks, companies and consumers.
The digital age has changed how we see, interact and deal with the world. More and more, services, products and social relations are just a click away. This digital age also comes with greater access to information and closer brand-customer relationship. For this reason consumers are increasingly demanding. Digital marketing has contributed greatly to the demands of consumers and to the strengthening of this relationship. In digital marketing, social networks are one of the greatest contributions to the presence of brands in the digital world. In 2020, only Facebook, according to data from the Statista platform, had more than 2,895 billion users. The Statista platform also states that in 2020 there were about 3.6 billion users of social networks and forecasts that in 2025 this number will be 4.45 billion users. Digital space, unlike physical space, does not allow brands to mark and delineate a territory, the same is everyone’s. Any brand can reach any consumer and any consumer can reach any brand. The purchase decision process goes through a period of collection of information about the product or brand. However, this process is increasingly social, in the sense that people now seek to understand Reviews and opinions of their social circle. (Kotler et al., 2017). Today, consumers are looking for brand or product information on a digital level. Social networks allow a brand to have all the information about it and also allow consumers to leave their opinion about the brand so that other consumers can take into account their experience, positive or negative. It is important to understand the representativeness of small and medium-sized enterprises in the national market. Only then, we are allowed to demonstrate the importance of social networks for these companies and the importance of this space for them. Social networks are one of the main communication channels at the digital level and these can impact the company’s performance at various levels. To enrich this discussion was chosen a methodology that includes two surveys and the analysis of and three companies and their social networks. Surveys focus on consumers and businesses and aim to understand their views on social networks and their platforms. The analysis of social networks of companies has a brief analysis of how they appear in them, how they communicate, how regularly, on which platforms, for what purpose and for whom they communicate. This methodology aims to bring to the discussion important information about social networks, companies and consumers.
Descrição
Orientação: Ana Raquel de Ponte Figueiras
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING DIGITAL, REDES SOCIAIS, CONSUMIDORES, MARKETING, ERA DIGITAL, COMMUNICATION, DIGITAL MARKETING, SOCIAL NETWORKS, CONSUMERS, MARKETING, DIGITAL AGE