Facebook infection : Marketing de conteúdo e fatores que geram o envolvimento dos utilizadores
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2014
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Com o crescimento da Internet, a comunicação digital tornou-se o fenómeno do momento. Os indivíduos podem partilhar entre si, com muita facilidade, opiniões e informações. A comunicação flui através de redes sociais, como o Facebook, que mantém a liderança, a nível global, de utilizadores face as outras redes e em Portugal esse fenómeno é notório. As estratégias de marketing tiram vantagem da possibilidade de multiplicação rápida da transmissão de mensagens a milhares de pessoas e a informação espalha-se, assim, como um vírus. Se somarmos a isso o fato de que, na comunicação viral, são os indivíduos que assumem o custo da divulgação da campanha ou mensagem, o fenómeno reveste-se de um enorme interesse para as empresas. O presente trabalho tem como objetivo avaliar os fatores motivadores de “gostos”, partilhas e comentários de conteúdos no Facebook.
A fim de obter resultados com esta análise, para o presente trabalho adotou uma metodologia mista, combinando um estudo quantitativo e outro qualitativo. O estudo quantitativo assentou na realização de questionários através dos quais se pretende saber que tipos de conteúdos os utilizadores mais “gostam”, quais os tipos de conteúdos mais partilhados e quais os mais
comentados. Posteriomente foram dinamizados grupos de discussão para tentar compreender os motivos que levam as pessoas a “gostar”, comentar e/ou partilhar esses conteúdos, e que, ao fazê-lo geram um maior envolvimento com as páginas no Facebook.
Pretendeu-se, com este trabalho, demonstrar que o marketing de conteúdo é fundamental no envolvimento com os utilizadores, isso porque o seu principal objetivo consiste na criação de um conteúdo de interesse para o seu público e que o faça envolver-se, ou seja, “gostar”, comentar e partilhar.
Conclui-se que os conteúdos que os utilizadores mais “gostam” e comentam são as imagens, imagens/textos (Memes) e os vídeos.O motivo principal dos utilizadores se envolverem com um
determinado tipo de conteúdo no Facebook deve-se ao facto de se identificarem com que a mensagem transmite. As mensagens mais claras e percetíveis são as mais partilhadas.
No que respeita às suas motivações, os resultados da tese
permitem concluir que o utilizador é “levado” principalmente por suas emoções. No entanto, apesar dos utilizadores gostarem de conteúdos que evocam emoções fortes e reflexivas, eles preferem partilhar conteúdos com humor.
Situações reais também são razão para partilha de conteúdos.
Os utilizadores identificam-se face uma a situação real, por isso, muitas campanhas em que são utilizadas brincadeiras/partidas estão a tornar-se virais – é a junção de uma situação real com o humor e emoção.
No presente estudo, também podemos concluir que marketing viral é algo que se propaga como uma epidemia, é um vírus, e o Facebook é uma ferramenta poderosa para este efeito – Facebook infection. Não existe nenhuma receita que garanta a disseminação de um conteúdo e não dá para prever se algum conteúdo irá ser partilhado e tornar-se, de fato viral. Existe sim, um conjunto de ferramentas que poderão ajudar na criação e escolha de um conteúdo e, se a fórmula for bem executada, o resultado tem um enorme potencial para dar certo.
With the growth of Internet, digital communication has become the phenomenon of the moment. Individuals can share with each other very easily, opinions and information. Communication flows through social networks like Facebook, which keeps the lead, globally, face the other networks. In Portugal this phenomenon is notorious. Marketing strategies take advantage of rapid multiplication of the possibility of transmission of messages to thousands of people and the information spreads, as well as a virus. Add to that, the fact that, in viral communication, are the individuals who assume the cost of this campaign or message, the phenomenon is coated a huge interest to the companies. This study aims to evaluate the motivating factors of "likes" and comments shared on Facebook. In order to obtain results from this analysis, for this study was adopted the following methodology: quantitative and qualitative study. The quantitative study was based on the realization of questionnaires through which we wanted to find what kind of content the users "like" more, what is the type of the most shared content and what is the most commented. After that, was made a discussion group in order to understand the reasons that lead people to "like", comment and / or share such content, and by doing that, generate greater involvement with pages on Facebook. Is intended with this work, to show that content marketing is essential in engaging with users, because their main objective is the creation of content of interest to his audience and to get involved, ex: "like", comment and share. We can conclude that the contents that users "like" and comment are images, pictures / texts (Memes) and videos. The main reason for users to engage with a certain type of content on Facebook is due to the fact that identifies the message to transmit. The messages that are clear and simple to be perceived are the most shared. With regard to their motivations, the thesis of the results indicates that the user is "taken" mainly by his emotions. However, although users like to share content that evoke strong emotions and reflective, they prefer to share content with humor. Real situations are also a reason for sharing content. Users identify themselves one face the real situation, so many campaigns in which they are used like games / matches are becoming viral - is the addition of a real situation with humor and emotion. In this study, we can conclude that viral marketing is something that spreads like an epidemic, like a potent virus and Facebook is a powerful tool for this purpose - Facebook infection. There is no recipe to ensure the dissemination of content, and you can´t predict whether some content will be shared and become viral. There is a set of tools that can help in the creation and choice of content to use. If the formula is well executed, the result has a huge potential to succeed.
With the growth of Internet, digital communication has become the phenomenon of the moment. Individuals can share with each other very easily, opinions and information. Communication flows through social networks like Facebook, which keeps the lead, globally, face the other networks. In Portugal this phenomenon is notorious. Marketing strategies take advantage of rapid multiplication of the possibility of transmission of messages to thousands of people and the information spreads, as well as a virus. Add to that, the fact that, in viral communication, are the individuals who assume the cost of this campaign or message, the phenomenon is coated a huge interest to the companies. This study aims to evaluate the motivating factors of "likes" and comments shared on Facebook. In order to obtain results from this analysis, for this study was adopted the following methodology: quantitative and qualitative study. The quantitative study was based on the realization of questionnaires through which we wanted to find what kind of content the users "like" more, what is the type of the most shared content and what is the most commented. After that, was made a discussion group in order to understand the reasons that lead people to "like", comment and / or share such content, and by doing that, generate greater involvement with pages on Facebook. Is intended with this work, to show that content marketing is essential in engaging with users, because their main objective is the creation of content of interest to his audience and to get involved, ex: "like", comment and share. We can conclude that the contents that users "like" and comment are images, pictures / texts (Memes) and videos. The main reason for users to engage with a certain type of content on Facebook is due to the fact that identifies the message to transmit. The messages that are clear and simple to be perceived are the most shared. With regard to their motivations, the thesis of the results indicates that the user is "taken" mainly by his emotions. However, although users like to share content that evoke strong emotions and reflective, they prefer to share content with humor. Real situations are also a reason for sharing content. Users identify themselves one face the real situation, so many campaigns in which they are used like games / matches are becoming viral - is the addition of a real situation with humor and emotion. In this study, we can conclude that viral marketing is something that spreads like an epidemic, like a potent virus and Facebook is a powerful tool for this purpose - Facebook infection. There is no recipe to ensure the dissemination of content, and you can´t predict whether some content will be shared and become viral. There is a set of tools that can help in the creation and choice of content to use. If the formula is well executed, the result has a huge potential to succeed.
Descrição
Orientação : Fátima Patrícia Nunes da Encarnação Marques Dias
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, MARKETING, MARKETING, REDES SOCIAIS, SOCIAL NETWORKS, COMUNICAÇÃO EM REDE, NETWORK COMMUNICATION, COMUNIDADES VIRTUAIS, VIRTUAL COMMUNITIES, FACEBOOK, MARKETING VIRAL, VIRAL MARKETING, MARKETING DE CONTEÚDO, CONTENT MARKETING, MARKETING INTERATIVO, INTERACTIVE MARKETING, COMUNICAÇÃO INTERPESSOAL, INTERPERSONAL COMMUNICATION, CIBERCULTURA, CYBERCULTURE, COMUNICAÇÃO DIGITAL, DIGITAL COMMUNICATION, ERA DIGITAL, DIGITAL AGE, ESTRATÉGIAS DE MARKETING, MARKETING STRATEGIES