Análise da atuação das instituições financeiras no Instagram
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Data
2021
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Resumo
Internet and social networks have brought together the democratization of the media,
making the sharing of information and knowledge accessible to everyone. Another
important movement is social networking platforms foster business and
entrepreneurship, through tools that assist companies to advertise their products and
also sell. All this, many times through free tools and applications.
Thesis’s “Analysis of the Performance of Financial Institutions on Instagram” aims to
investigate among the actions practiced, the marketing efforts these institutions
practice within the Instagram platform, either to communicate or sell their products
and services to their customers and prospects.
The reason why Instagram was chosen between other social network platforms is
strictly related to a current growth rate that suggests higher preference among social
network audiences, as presented later in the literature review and confirmed by the
research survey of this thesis, where respondents report more enthusiasm and
commitment onto their accounts.
To carry out this study and develop a methodology for this thesis, the research was
structured in five chapters properly organized, following the principles of the scientific
method, in sequence: Literature review; Methodology; Empirical analysis through
secondary data collected from the banks' public profiles on Instagram; Research by
questionnaire and finally, a Case Study of Nubank.
The profile analysis of the selected banks recorded the actions of Brazilian and
Portuguese institutions, while the research inquiry aimed to test the conditional
hypotheses and finally the case study of Nubank as a complementary investigation,
since this bank stood out from the others for its massive performance on social
networks, namely on Instagram.
Descrição
Orientação: Ana Raquel de Ponte Figueiras
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, REDES SOCIAIS, INSTAGRAM, INSTITUIÇÕES BANCÁRIAS, ESTUDOS DE CASO, COMMUNICATION, SOCIAL NETWORKS, BANKS, CASE STUDIES