O marketing digital no engajamento e manutenção de clientes

: o caso da empresa Hostogether

Abstract

The main objective of this research is to understand how digital marketing can help in the engagement of customers with brands, namely with Hostogether. This study has a special impact on the social networks of the company trying to understand what are the reasons that cause owners of local accommodations to interact with certain brands of local accommodation in social networks and in this way create a strategy of engagement in social networks for the customers of the company Hostogether. 7 main motivations, such as "entertainment", "information", "remuneration", "trust", "social influence", "community feelings" and "support", resulted from the literature review, later analyzed through semistructured interviews to 3 employees of the company Hostogether and to 3 Hostogether clients for a total of 6 interviews. The results of the interviews confirm in general the motivations that were found in the review of literature performed, thus presenting positive relations between the motivations and the interaction of the clients with the social networks of local accommodation, and the most important motivations were the "information" and "support". Both the interviewed clients and the collaborators valued the motivation "compensation" since it is something that customers look for and companies are willing to offer. "Social influence" and "entertainment" did not reveal strong motivations. "Community feeling" was a very important motivation, since clients said they were more likely to use social networks if they felt part of a community or a smaller, more restrict group. As all respondents only used the social network Facebook to assist their local housing business, the proposed measures focused essentially on this social network and proposed the creation of a more restricted Facebook group that crossed the idea of community. Therefore, this research becomes relevant for marketers seeking to reach this market, with characteristics very specific as regards the area of local accommodation.

Date of Award	3 Jul 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)