Os media sociais no corporate social marketing

Abstract

This study focuses on the areas of marketing and E-marketing, specifically in corporate social marketing and social media, respectively. Marketing has been reinvented and nowadays no longer speaks in marketing itself, and expressions like organizational marketing, marketing of people, territorial marketing, tribal marketing are heard and read frequently. It is also in this context that appears the corporate social marketing, which can be understood as a long-term relationship between an organization with one or more causes and / or other organizations, in addition to the social benefits that also seeks to strengthen the brand to the public. On the other hand we live in an increasingly global economy in which information technologies have evolved greatly, and especially social media have been revolutionizing the way we communicate, specifically, how organizations communicate with the public and vice versa. These two themes, corporate social marketing and social media, are increasingly linked, marketing focused on social side increasingly appropriates the added value that social media provides. In this context, this work tried to frame theoretically both themes, and through research understand their relationship and how benefits resulted from there can be maximized. It was realized a single case study, and the unit of analysis, i.e. the case, was the EDP Foundation. For data collection was carried out a survey by online questionnaire, and the results allowed understand that the causes that people are more sensitive are in social areas, and they see positively the fact of organizations publicize on social media the actions they carry out. People recognize this situation as an act of transparency and sense of commitment. It was still possible to conclude that organizations have advantages to join the causes and/or other organizations because globally increases your credibility, brand awareness and proximity to the public.

Date of Award	14 Sept 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor) & António Andrade (Co-Supervisor)