: a new look on social media management

  • André Rego de Sousa e Silva (Student)

Student thesis: Master's Thesis


This report discusses the growth of social media management, as well as the increasing adoption of artificial intelligence (AI) in various areas of the industry. The goal of the report is to explore the viability of creating a social media management platform named Posted, that utilizes AI to improve the efficiency and effectiveness of managing social media accounts. The report will address research questions such as the appropriate market for the platform, the demand for such platform, and the requirements for successful market entry. The literature review section discusses concepts such as blue ocean and red ocean strategies, business model innovation, and the adoption of AI in social media management. The research methods section outlines the use of a combination of qualitative and quantitative data collection methods, including interviews and surveys, to gather data and inform the analysis. The results of the analysis show the high potential of a platform such as Posted to integrate the market successfully, due to the current lack of supply in a fundamentally important portion of the market. To succeed, it’s crucial that Posted focuses on a small but profitable market initially, with the goal of future expansions, but also, that it keeps close attention to competitor moves in the same space, while providing a service that focuses on saving the time and money of small and medium businesses.
Date of Award25 Jan 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)


  • Mestrado em Gestão e Administração de Empresas

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