MTV Portugal

: a breakthrough in the social media world

Abstract

Over the past decade, media distribution has evolved and grew to the digital world. In result, customers have changed their needs and are currently, more demanding. The present dissertation addresses Social Media and how it works as a great tool for business, accompanied with further analysis regarding future trends, opportunities and risks on this subject matter. Moreover, there is a chapter concerning how companies are facing the digital age and adapting their branding strategies, in order to keep up with the latest trends, with special focus on companies within the Media & Entertainment industry. The case study focuses on MTV Portugal and the challenges faced when entering Social Media, as well as some strategies that the company took to be successful while at it. Afterwards, there is a chapter dedicated to Market Research, where the author analyses the data collected via an online survey performed and extracts some conclusions, that are later presented in a more detailed form on chapter five. Following, the author reserves a chapter to discuss some limitations to the work done as well as some future research that could be held in the field of study related to the present dissertation. On a final remark, some Teaching Notes are provided as a guidance to introduce the case study in class, as a tool of what topics should be addressed during the analyse.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)