Micronegócio e empreendedorismo Português : performance de comunicação e resultado
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2024
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Esta dissertação tem como objetivo geral contribuir para o conhecimento sobre micronegócios de empreendedores de modificação corporal em Portugal, avaliando as suas plataformas em linha como o Instagram, onde muitos profissionais de tatuagem aplicam um funil de vendas. A metodologia adotada foi mista, de método qualitativo, neste caso, relativos à comunicação do profissional, e quantitativa, em que dados numéricos sobre a performance financeira e de postagens, e a apreciação da frequência de dados demográficos. O método qualitativo foi utilizado de forma a compreender os dados apurados, por exemplo, após verificar quais as palavras com maior pontuação positiva e negativa, observou-se quais são, e o seu contexto na cultura da tatuagem. A população inquirida foram 480 profissionais, dos quais 101 acederam ao inquérito e relativamente aos dados de comunicação obtidos no Instagram, 213 perfis profissionais e 5205 postagens foram analisadas. As hipóteses de estudo comprovam que, a quantidade de seguidores do profissional é significante para o seu engagement, que a comunicação é, igualmente, significante para o engagement, e por fim, relativo ao estudo adicional, a profissionalização do tatuador correlaciona-se com o fluxo de caixa livre apurado anual, significando que quanto maior o nível de educação formal, desenvolvimento profissional e anos de experiência, maior o valor apurado anualmente. Palavras-chave: Tatuagem, Comunicação, Mediatização, Micronegócios, Empreendedorismo, Redes Sociais, Profissionalização
The general objective of this dissertation is to contribute to knowledge about the microbusinesses of body modification entrepreneurs in Portugal by evaluating their online platforms such as Instagram where many tattoo professionals apply a sales funnel. The methodology adopted was mixed with qualitative and quantitative methods, in the examined data, relating to the professional's communication, and quantitative, in which numerical data on the financial and posting performance, and the assessment of the frequency of demographic data. Qualitative methods were used to understand the data collected, for example, after assessing which words had the highest positive and negative scores, it was analysed what they are, and their context in tattoo culture. The surveyed population was 480 professionals, 101 of whom took part in the survey, and regarding the communication data obtained from Instagram, 213 professional profiles and 5205 posts were analyzed. The study hypotheses prove that the number of followers of the professional is significant for their engagement, that communication is equally significant for engagement, and finally, in relation to the additional study, the professionalization of the tattoo artist correlates with the annual free cash flow, meaning that the higher the level of formal education, professional development and years of experience, the higher the annual free cash flow. Keywords: Tattoo, Communication, Mediatization, Microbusinesses, Entrepreneurship, Social Media, Professionalisation
The general objective of this dissertation is to contribute to knowledge about the microbusinesses of body modification entrepreneurs in Portugal by evaluating their online platforms such as Instagram where many tattoo professionals apply a sales funnel. The methodology adopted was mixed with qualitative and quantitative methods, in the examined data, relating to the professional's communication, and quantitative, in which numerical data on the financial and posting performance, and the assessment of the frequency of demographic data. Qualitative methods were used to understand the data collected, for example, after assessing which words had the highest positive and negative scores, it was analysed what they are, and their context in tattoo culture. The surveyed population was 480 professionals, 101 of whom took part in the survey, and regarding the communication data obtained from Instagram, 213 professional profiles and 5205 posts were analyzed. The study hypotheses prove that the number of followers of the professional is significant for their engagement, that communication is equally significant for engagement, and finally, in relation to the additional study, the professionalization of the tattoo artist correlates with the annual free cash flow, meaning that the higher the level of formal education, professional development and years of experience, the higher the annual free cash flow. Keywords: Tattoo, Communication, Mediatization, Microbusinesses, Entrepreneurship, Social Media, Professionalisation
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MANAGEMENT, BUSINESS MANAGEMENT, TATTOO, ADVERTISING COMMUNICATION, ENTREPRENEURSHIP, SOCIAL NETWORKS, PROFISSIONALIZATION, GESTÃO, GESTÃO DE EMPRESAS, TATUAGEM, COMUNICAÇÃO PUBLICITÁRIA, INSTAGRAM, EMPREENDEDORISMO, REDES SOCIAIS, PROFISSIONALIZAÇÃO, Mestrado em Gestão de Empresas