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Authors
Advisor(s)
Abstract(s)
A presente dissertação tem como objetivo compreender o comportamento estratégico da
RP (Rádio Popular) via posts no sector de varejo de eletrodomésticos em Portugal. Dessa
forma o estudo teórico é definido pela contextualização histórica e definição da
Publicidade Digital como um modelo moderno onde se anuncia a marca, os produtos e
serviços no ambiente estratégico, através da utilização da marca em forma de conteúdo
visual e audiovisual nas plataformas mais utilizadas como: Facebook, Instagram, Google
e Loja eletrónica. Contudo, a gestão reforça o posicionamento digital para engajar os
consumidores conectados que estão interligados nas plataformas online.
Nesse contexto, as estratégias via posts na Publicidade digital vão ser analisadas para
mensurar as práticas utilizadas no varejo do sector de eletrodoméstico em Portugal. Por
fim pretende-se descobrir se os consumidores têm à sua disposição formas de
entretenimento e interação com a marca RP, assim como as empresas concorrentes que
serviram de base para expor o seu nível do valor.
This dissertation aims to understand the strategic behavior of RP (Rádio Popular) via posts in the appliance retail sector in Portugal. Thus, the theoretical study is defined by the historical context and definition of digital advertising as a modern model where the brand, products and services are advertised in the strategic environment, through the use of the brand in the form of visual and audiovisual content on the most used platforms as: Facebook, Instagram, Google and Electronic store. However, management reinforces the digital positioning to engage connected consumers who are interconnected on online platforms. In this context, the strategies via posts in digital advertising will be analyzed to measure the practices used in retail in the home appliance sector in Portugal. Finally, we intend to find out if consumers have at their disposal forms of entertainment and interaction with the RP brand, as well as competing companies that served as a basis to expose their level of value
This dissertation aims to understand the strategic behavior of RP (Rádio Popular) via posts in the appliance retail sector in Portugal. Thus, the theoretical study is defined by the historical context and definition of digital advertising as a modern model where the brand, products and services are advertised in the strategic environment, through the use of the brand in the form of visual and audiovisual content on the most used platforms as: Facebook, Instagram, Google and Electronic store. However, management reinforces the digital positioning to engage connected consumers who are interconnected on online platforms. In this context, the strategies via posts in digital advertising will be analyzed to measure the practices used in retail in the home appliance sector in Portugal. Finally, we intend to find out if consumers have at their disposal forms of entertainment and interaction with the RP brand, as well as competing companies that served as a basis to expose their level of value
Description
Keywords
Comportamento do Consumidor Engajamento Estratégia Post Presença Digital Publicidade Rádio Popular