Impacto dos media sociais em Portugal

: Impacto dos media sociais em Portugal : and this is reality

Abstract

The current essay is the outcome of a professional experience of five months at And This is Reality. This study reports to the year 2012/2013 and is about the presence of the brands on the social media. Therefore the dissertation is divided in three parts: internship presentation, theory and research. The first chapter has two subchapters: (1) online tribes and (2) word of mouth communication on the social media. The second chapter consists of three parts: (1) methodological procedures, (2) impact of the social media on brands, and (3) vantages and disadvantages of the brands presence on the social media. The research contains analyzes of an interview to 12 key elements of the social media and brands in the Portuguese context. The main conclusions of this essay have to do with the growing affirmation of the social media in the marketing world, the adoption of the word-of-mouth (WOM) as a communication strategy, implementation of the social media on the life of the consumer as well as the brands.

Date of Award	31 Jan 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rogério Santos (Supervisor)