Redes sociais e a influência do conteúdo no envolvimento dos consumidores com a marca

: Facebook e Instagram

Abstract

Considering the current impact of technology on everyday life, namely in terms of consumption, and the exponential growth of social media in the content marketing area, this study analyzed the creation of contents and the marketing strategies used by brands, so as to attract consumers and encourage their involvement with the brand. In view of this, three distinct brands with a presence on social media were chosen, two of them on Facebook and Instagram, and another only on Instagram, with the purpose of classifying the contents published by each brand and analyzing the level of involvement and volume of interaction that the different categories of content generate among their consumers. The results show that there are differences in terms of consumer involvement with brands and between social media. On Facebook, the categories of entertainment and interaction content stood out, and on Instagram, it was the hobby category. In contrast, the content category that generated the least involvement on both platforms is the informative one. Taking into account the results of this study, it is essential that brands focus on the publication of the most appealing content categories, on each of the social media, in order to effectively stimulate consumers' interaction with the brand, which may reveal buying behaviour and in greater loyalty.

Date of Award	6 Dec 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)