O impacto do realtime marketing no engagement da marca Control no Instagram

  • Ana Rita Branco Paulo (Student)

Student thesis: Master's Thesis


At a time when social media have a relevant presence in the world and, consequently, thebusiness world, the challenge is to make the best use of it. Digital Marketing has been offering new strategies and tools that allow brands to increase their digital foot print and build a loyal online community, but it is Real-Time Marketing, a strategy where Marketing is done in real time and the contents are related to current issues, that gain prominence as one of the strategies that seeks to improve the relationship between brand followers. By aligning messages with current events and hot-topics, brands find an opportunity to communicate and create a significant connection with their target, with Control being arelevant brand in the Real-Time Marketing universe and there fore chosen as a case study.This dissertation pretends to understand how Real-Time Marketing increases Control's engagement on Instagram and, after a review of the existing literature on the evolution ofMarketing to Real-Time Marketing, on the current panorama of social media and its use by brands and consumers, an investigation was carried out to validate the hypotheses that guided it. For this purpose, a content analysis of Control publications was carried out, where statistics and reactions from those resulting from Real-Time Marketing and others were compared. Interviews with the Marketing Director of Control and the Head of Digital of the brand's creative agency were conducted, and then a questionnaire was carried out to their followers to learn about their perceptions of Real-Time Marketing. Applying all methods and based on the examples demonstrated, it was possible to conclude that Real Time Marketing increases Control's engagement on Instagram, and followers value it more and interact more when publishing this type of content than others. Even so, the hypothesis that defended the idea that Real-Time Marketing attracts new consumers to the brand was not verified, thus opening a possibility of investigation for the future.
Date of Award10 Dec 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAlexandre Duarte (Supervisor)


  • Real Time Marketing
  • Social media
  • Instagram
  • Engagement
  • Marketing
  • Digital marketing
  • Consumer behavior


  • Mestrado em Ciências da Comunicação

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