A ferramenta Facebook na estratégia de comunicação

: o caso Onevet Group, S.A

Abstract

The main objective of this research is to understand the role of Facebook in a company’s overall communication strategy, keeping a special focus in the Onevet Group case study. To achieve this, it is important to uncover the motivations that influence consumers interested in the veterinary industry to interact with a brand on Facebook, and to analyze the type of published content that is most valued by them. From the literature review resulted five main motivations: entertainment, search for information, reward, confidence and social influence. These motivations were analyzed through semi-structured interviews with 6 clients and 4 employees Onevet Group, making a total of 10 interviews included in a qualitative exploratory study. Additionally, publications and type of content were investigated. The results indicate that there are positive associations between the motivations previously presented and the interaction with a brand, being the search for information the main motivation. The respondents simultaneously enjoy the emitted entertainment and an inherent reward possibility, pointing out the value of the motivation confidence. However, the motivation of social influence is seen as less important than the others. From the company’s perspective, Facebook emerges as an essential tool in its communication strategy and shows positive results creating interaction with its customers. Therefore, this study becomes important for marketers targeting a niche with such special features and requirements like the veterinary industry.

Date of Award	13 Jul 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)