A Interação das Marcas com o Público através do Facebook: O Mercado dos Smartphones e as Marcas Samsung e Apple.
Abstract
Social networks, and Facebook in particular, play a huge role for brands in the time being, since they are a powerful vehicle for them to interact with their customers and potential customers. A single post done through a computer, tablet or smartphone can reach millions of people in a very short time.
Therefore, it is essential to understand the importance for brands of investing in the management of this interaction, ascertaining its impact on brand awareness and brand loyalty.
For this purpose, a questionnaire survey was applied to some users of this social network. Considering the measurement of the variables “brand awareness” and “brand loyalty”, the survey was restricted to the market of smartphones, and to the brands Samsung and Apple, which have distinct policies considering the management of their social networks. There were 209 collected answers, and the sampling process was non-probabilistic by convenience, so there is no guarantee that the sample is representative of the population in study.
After the analysis of the collected data, it can be said that there is statistical evidence which shows that, for the sample concerned, there is a positive relationship between the brands’ interaction in Facebook and their brand awareness. On the other hand, the results showed that, for this sample, there was no relationship between that interaction and brand loyalty. These assumptions may indicate that brands should invest in this process shall the increase of their awareness be an important goal for them.
Keywords
Full Text:
PDF (Português (Portugal))References
Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Aaker, D.A. (1996). Measuring brand equity across products and markets. In California Management Review, 38 (3), 102-118.
Babayans, G. & Busto, M. (2005). Estratégias de e-marketing. Matosinhos: E&B Data.
Carneiro, C. (2012). Utilização das redes sociais como gestão de relacionamento com o cliente. Dissertação do Mestrado em Marketing, Universidade de Aveiro.
Coelho, J. (2012). O impacto da presença no Facebook para as marcas de grande consumo. Dissertação de Mestrado em Marketing e Gestão Estratégica, Universidade do Minho.
Farquhar, P.H. (1989). Managing Brand Equity. In Journal of Marketing Research (1) 24-33.
Hair, Jr.; Babin, B.; Money, A. & Phlip, S. (2005). Fundamentos de métodos de pesquisa de administração. Porto Alegre: Bookman.
Hill, M. & Hill, A. (2012). Investigação por Questionário (2nd ed.). Lisboa: Edições Sílabo.
Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. In Journal of Marketing, 57.
Keller, K. (1998). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River, New Jersey: Prentice Hall.
Keller, K.; Apéria, T. & Georgson, M. (2008). Strategic Brand Management, A European Perspective. Edinburgh Gate, Harlow: Prentice Hall – Financial Times, Pearson Education.
Laurent, G.; Kapferer, J. & Roussel, F. (1995). The Underlying Structure of Brand Awareness Scores. In Journal of Marketing Science, 14.
Leutheser, L. (1988). Defining, measuring and managing brand equity. In Marketing Science Institute Report (No. 88-104), Cambridge: Marketing Science Institute.
Lin, M & Lee, B. (2012). The influence of website environment on brand loyalty: brand trust and brand affect as mediators. In International Journal of Electronics Business Management, 10 (4), 308-321.
Malhotra, N. & Birks, D. (2006). Marketing Research: An Applied Approach, Updated Second European Edition. Edinburgh Gate, Harlow: Prentice Hall, Financial Times.
Marteleto, R. (2001). Análise de redes sociais – aplicação nos estudos de transferência da informação. In Ciência da Informação, 30 (1), 71–81.
Mohammed, R.; Fisher, R.; Jaworski, B. & Paddison, G. (2003). Internet Marketing – building advantage in a networked economy. New York: McGraw Hill.
Moisescu, O. (2009). The importance of brand awareness in consumers’ buying decision and perceived risk assessment. Babeş-Bolyai University of Cluj-Napoca.
Oliveira, J. (2013). Marketing nas redes sociais: o poder da comunicação através do Facebook. Dissertação do Mestrado em Gestão, Universidade do Minho.
Orzan, G. & Platon, O. (2012), Consumer opinions towards online marketing communication and advertising on social networks. In Lex. ET Scientia, Economics Series, 2 (12).
Palaio, R (2011). Brand Equity: Um estudo sobre a marca Apple. Dissertação do Mestrado em Marketing, Universidade de Coimbra.
Popper, K. (1957). The logic of scientific discovery. London: Hutchinson
Punch, K. (1998). Introdution to social research: quantitative and qualitative methods. London: SAGE Publications.
Quinton, S. & Harridge-March, S. (2010). Relationships in online communities: The potential formarketeers. In Journal of Research in Interactive Marketing, 4 (1), 59.
Severi, E. & Ling, K. (2012). The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity, In Asial Social Scene, 9 (3).
Statista (2014). Global social networks ranked by number of users. Retirado de http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Svetlana, L. & Philipp, D. (2011). Social-Media Platforms and its effect on Digital Marketing activities. In Marketing of Innovations, 44-52.
Thomas, R. (2003). Blending Quantitative & Qualitative Research Methods in Theses and Dissertations. A Thousand Oaks: Corwin Press, Inc..
Touzani, M. & Temessek, A (2009). Brand Loyalty: Impact of Cognitive and Affective Variables, In The Annals of Dunarea de Jos University of Galati (Fascicle I – 2009).
Yoo, B.; Donthu, N. & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. In Journal of the Academy of Marketing Science, 28 (2), 195-211.
Refbacks
- There are currently no refbacks.
Copyright (c)
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
Indexing:
Web of Science - Emerging Sources Citation Index - Clarivate Analytics
Journal Citation Reports (JCR) 2021, 2022, 2023
QUALIS CAPES - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS - INDEX COPERNICUS -
