The dissertation’s object of study is the subject of Facebook marketing as a way of promoting sponsorship within the Portuguese banking sector drawing from a case study: Montepio. The theoretical framework focuses on contemporary society, the information society or second modernity, and uses social science theories to explain what it is like to live in this current society and how digital technologies and social media, particularly Facebook, should be considered and explored in order to optimize the communication of sponsorship of the banking institutions in Portugal. In terms of empirical research, this is based on a qualitative analysis, which benefited from direct observation, document analysis, application of semi-structured interviews with the Director of sponsorships and brand of Montepio and a social media manager, and focus groups. With the results obtained, it was possible to conclude that the benefits arising from the use of Facebook are superior and result in the opportunity to hear and be where the customer is, there are many individuals that actively use this social network and there are no geographical or temporal barriers; it allows the association of emotional connotations to a bank through content marketing and create bonds of affection and pleasure that will increase the capital of sympathy of the brand, which will be taken into account in the future when choosing a bank; the possibility of effective targeting and creation of a aggregator page of relevant content; creating involved brand communities that enhance a positive word-of-mouth and become viral content; get immediate return and important data on the reformulation of strategies and good value for money. As risks one can list the difficulty in reaching certain audiences, the largest exposure to reputational or crises due to the passage of a communicational paradigm to one of dialogue and the adjacent risks of a brand transmitting an image of cold presence and not act in accordance with the context in which it operates. However, there should always exist an integrated communication, since the channels are complementary and their effectiveness depends on the thread to be achieved. Due to insufficient investigations with this theme applied to the Portuguese reality, this work intends to build a significant contribution to the academic community.
Date of Award | 17 Jan 2017 |
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Original language | Portuguese |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Patrícia Dias (Supervisor) |
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- Facebook
- Sponsorships
- Banking marketing
- Promotion
- Marketing 3.0
- Mestrado em Ciências da Comunicação
Facebook marketing como forma de promoção dos patrocínios do setor bancário português: estudo de caso Montepio
Garcia, P. C. P. (Student). 17 Jan 2017
Student thesis: Master's Thesis