A relação entre os utilizadores e as marcas no Facebook

: TMN e Vodafone em estudo

Abstract

Through this investigation, we intend to study the relationship between Facebook users in Portugal and the brands on this platform. The main issues explored are: a) what motivates Facebook users to become fans and to follow a brand? and b) what are their expectations and what they think about the use of this platform by the brands? To answer the questions set, were used two mixed methods: survey questionnaires and focus group. These methods included only Portuguese Facebook users who follow at least one brand on Facebook. Complementing an exploratory approach, these issues were deepened on two national brands in concrete: TMN and Vodafone for being the two most representative brands in Portuguese telecommunications sector, and lying among the five brands with more Facebook fans in Portugal. Therefore, we intend to explain the reasons of the disinterest shown by users regarding to the pages of these brands and the relationship, not compulsory, between being a customer and tracking the Facebook page(s) of their mobile network.

Date of Award	2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Manuel Seruya (Supervisor)