O impacto da comunicação pelo facebook no comércio tradicional

: o caso do Sport Lisboa e Benfica

Abstract

Through this research, it is intended to investigate the impact that the communication made through Facebook has on the consumers’ attention in Sport Lisboa e Benfica’s product sales in the traditional trade. The main issues explored are: a) Do Sport Lisboa e Benfica’s posts influence the purchase? And b) Does Sport Lisboa e Benfica’s Facebook give visibility to the Club’s products and stores? To answer these questions, quantitative methods were used: questionnaire survey to the Sport Lisboa e Benfica supporters and Facebook users to investigate their preferences/motivations and, based on prior posts and data from the Sport Lisboa e Benfica Facebook page, realize the impact on the reach. This study was complemented with a theoretical approach about communication, marketing and social media. In this sense, this research proposes to explain the relationship between communication reach on Facebook and the sales in Sport Lisboa e Benfica’s traditional trade.

Date of Award	10 Mar 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)