O impacto do Facebook na publicidade online

: uma perspetiva Google versus Facebook

Abstract

The aim of this study is to better understand the impact of Facebook on online advertising. It was decided that the best way to do this would be to compare its online business model with that of Google, in order to discover which of the two is considered more efficient by Portuguese companies in the telecommunications industry. The methodology used for this investigation was via a cross-sectional, an obervational and descriptive study involving the collection of data in a certain population througjt, in this case, the use of questionnaire. Subsequently the data obtained was compared in order to highlight those variables which the companies considered most important for the implementation of online campaigns on these platforms. From this study it may be concluded that, as far as these companies are concerned, the time factor bears no importance whatsoever on reasons for choice. Or rather, the fact that Google appeared prior to Facebook and developed this area of business, does not influence choice to the detriment of the other platform. However, what these companies do consider important is the fact that Google is a search engine, giving more importance to this than to Facebook as a social network. Furthermore, which was considered important were the potential for segmentation of target populations, the price per print or click and, in the case of Google, the size and format of their advertisements, and in the case of Facebook, the results obtained from previous campaigns. This investigation concluded that despite the growth and development of Facebook as a social network, as a vehicle for online campaigns, the companies still considered Google to be the more effective platform.

Date of Award	11 Jul 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mário Ferreira (Supervisor)