A importância do Instagram no setor automóvel em Portugal
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Data
2021
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A internet, o digital, as redes sociais, as plataformas digitais e tudo o que rodeia o
online, faz nos dias de hoje parte da nossa sociedade e do nosso dia a dia. Desta
forma, nesta dissertação procurou-se encontrar um tema atual que relacionasse a
componente digital com uma área da preferência do autor. Assim, o tema escolhido
para esta dissertação foi: “A importância do Instagram no setor automóvel em
Portugal”.
Numa fase inicial recorreu-se a informação secundária, em artigos, livros e
pesquisas para conseguir explicar e interpretar todos os conceitos teóricos
fundamentais para perceber e estar “por dentro” do tema escolhido.
Os conceitos abordados foram numa primeira instância relacionados com a parte
do digital. Analisou-se o conceito da Internet e fez-se uma breve descrição da sua
história. Seguidamente abordou-se o conceito de marketing e após estudar estas
duas temáticas optou-se por relacioná-las analisando o conceito de Marketing
Digital.
Numa segunda fase desta análise teórica entrou-se no campo das redes sociais, mais
concretamente o Instagram, onde foi possível analisar todas as suas características
e qual a situação atual desta rede em Portugal.
De forma a concluir a revisão da literatura abordou-se o setor automóvel, que foi o
setor em estudo nesta dissertação. Além da explicação acerca do mercado em si, foi
descrita a situação atual do mesmo, tendo em consideração a situação pandémica
que estamos a atravessar, variável inesperada e com impactos massivos.
No capítulo da metodologia, optou-se por uma metodologia qualitativa que teve
como base de estudo três instâncias. Numa primeira foram analisadas as contas
oficiais das marcas automóvel em Portugal, numa segunda foi realizado um
questionário (que obteve 152 respostas) com o objetivo de perceber a perceção do
público em relação ao tema em estudo e por último, na terceira fase, questionou-se
sete profissionais do setor com o objetivo de ter opiniões sobre o tema em causa,
de indivíduos com bastante experiência no setor automóvel.
Após toda esta análise concluiu-se que o Instagram ocupa um lugar com elevada
importância no setor automóvel em Portugal e com um longo caminho ainda por
percorrer ao qual as marcas não podem, nem devem ficar indiferentes. Esta
conclusão foi devidamente justificada com base em vários factos.
The internet, technology, social media, all digital platforms and everything that surrounds the online world, are nowadays part of our society and a very significant aspect of our daily lives. Therefore, in this dissertation, an attempt was made to try to find a current topic that combined both this digital component and an area of the author’s preference. Thereby, the theme chosen was: “The importance of Instagram in the automotive industry in Portugal.”. In an early stage, secondary sources were used, gathering information based on articles, books and research pieces to be able to explain and interpret all the fundamental theoretical concepts to understand and “master” the chosen topic. The concepts covered were foremost related to the digital area. Internet, as a concept, was analyzed and a brief description was included as part of this dissertation. Likewise, the concept of marketing was posteriorly examined and after studying these two subjects, it was decided to inter-link them by analyzing the concept of Digital Marketing. In a second phase of this theoretical analysis, the field of social media was reviewed, more specifically Instagram, bearing in mind all its characteristics and what is status quo of this social network in Portugal. To conclude the literature review, the automotive sector was analyzed, which was the industry under study in this dissertation. In addition to explaining the market itself, its current situation was also described, taking into account the pandemic situation we are currently experiencing, which is undoubtedly an unexpected variable with a massive impact. In the methodology chapter, we opted for a qualitative methodology that had three instances as overarching approach. In the first stage, the official Portuguese accounts of the automobile brands were analyzed. Moreover, in a second stage, a survey was carried out (having obtained 152 valid responses) with the purpose of perceiving the public’s perception regarding the theme under study. Finally, in a third phase, seven professionals from the automotive sector were interviewed, with the intention of gathering opinions on the subject in question from individuals with vast experience in the automotive sector. After all this research, it was concluded that Instagram occupies a significant place in brand positioning strategies for the automotive sector in Portugal, but that, nonetheless, it still has a long journey ahead, to which brands cannot and should not remain indifferent. This conclusion was duly justified based on several facts.
The internet, technology, social media, all digital platforms and everything that surrounds the online world, are nowadays part of our society and a very significant aspect of our daily lives. Therefore, in this dissertation, an attempt was made to try to find a current topic that combined both this digital component and an area of the author’s preference. Thereby, the theme chosen was: “The importance of Instagram in the automotive industry in Portugal.”. In an early stage, secondary sources were used, gathering information based on articles, books and research pieces to be able to explain and interpret all the fundamental theoretical concepts to understand and “master” the chosen topic. The concepts covered were foremost related to the digital area. Internet, as a concept, was analyzed and a brief description was included as part of this dissertation. Likewise, the concept of marketing was posteriorly examined and after studying these two subjects, it was decided to inter-link them by analyzing the concept of Digital Marketing. In a second phase of this theoretical analysis, the field of social media was reviewed, more specifically Instagram, bearing in mind all its characteristics and what is status quo of this social network in Portugal. To conclude the literature review, the automotive sector was analyzed, which was the industry under study in this dissertation. In addition to explaining the market itself, its current situation was also described, taking into account the pandemic situation we are currently experiencing, which is undoubtedly an unexpected variable with a massive impact. In the methodology chapter, we opted for a qualitative methodology that had three instances as overarching approach. In the first stage, the official Portuguese accounts of the automobile brands were analyzed. Moreover, in a second stage, a survey was carried out (having obtained 152 valid responses) with the purpose of perceiving the public’s perception regarding the theme under study. Finally, in a third phase, seven professionals from the automotive sector were interviewed, with the intention of gathering opinions on the subject in question from individuals with vast experience in the automotive sector. After all this research, it was concluded that Instagram occupies a significant place in brand positioning strategies for the automotive sector in Portugal, but that, nonetheless, it still has a long journey ahead, to which brands cannot and should not remain indifferent. This conclusion was duly justified based on several facts.
Descrição
Orientação: Eduardo Manuel Machado de Moraes Sarmento Ferreira
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, INSTAGRAM, INDÚSTRIA AUTOMÓVEL, MARCAS COMERCIAIS, AUTOMÓVEIS, COMMUNICATION, MARKETING, INSTAGRAM, AUTOMOTIVE INDUSTRY, TRADEMARKS, MOTOR VEHICLES, PORTUGAL