O impacto da pandemia na utilização das redes sociais

Abstract

Since the use of social media has become an essential part of contemporary society, and the pandemic has been a global health problem, it is essential that there are studies that clarify the role played by the pandemic with regard to social media. This dissertation focuses, therefore, on the impact that the pandemic had on the use of social networks and on the causes related to this impact. Thus, a literature review was carried out on digital marketing, on social media marketing, and on Covid-19 and its impact on the two areas of interest, marketing, and social media. This was followed by an exploratory study, carried out through an online questionnaire, as well as the analysis and discussion of the data obtained. The questionnaire had a sample of 241 individuals, all Portuguese users. Summing up, we found that the Covid-19 pandemic caused people to increase their use of social media, and that the main reasons this happened was for them to talk to friends and family, to fill up free time, and to read news. We can also see that the frequency of use of social media during the pandemic and the type of social media most used varied depending on the age group and that the majority of the population surveyed thinks that the use of social media will continue in a post-Covid-19.

Date of Award	11 Jul 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Lencastre (Supervisor) & Ana Filipa Côrte-Real (Co-Supervisor)