Boletim informativo NEPS
Universidade do Minho. Instituto de Ciências Sociais. Núcleo de Estudos de População e Sociedade
2001-11-01
Resultados de pesquisa
Foram encontrados 89 registos.
As redes sociais revolucionaram a comunicação digital, dada a sua influência no processo de decisão dos seus utilizadores, no processo de aprendizagem e partilha de informação dos mesmos sobre produtos e serviços, bem como no estímulo ao envolvimento afetivo com as marcas.Este estudo tem como objetivo analisar a importância das redes sociais para as empresas, avaliando o impacto que as mesmas exercem na aprendizagem, na partilha de informações, na integração do produto nas redes sociais, no envolvimento afetivo dos utilizadores com as marcas e na própria intenção de compra.As hipóteses do modelo estrutural são empiricamente testadas com dados recolhidos através da aplicação de um questionário que recolheu 420 respostas de utilizadores das redes sociais. Os resultados indicam que o envolvimento enquanto fã, a partilha de informações e a...
This article aims to demonstrate the effectiveness for advertisers of a very specific communication tool, the brand placement, the integration of brands in audiovisual contents. To the extent that a communication plan comprises a set of actions orchestrated towards the achievement of a common goal, the difficulty to prove the effectiveness of a communication action often lies in the inability to identify and isolate the success rate that corresponds to each of the communication actions implemented in the plan. Through the analysis of a concrete case study of brand integration into a James Bond movie, which only this action of communication was performed, demonstrates the direct and unmistakable influence of the use of this technique in the increase of sales of the brand.
In today's society, with a saturated brands, products and visual stimuli market, organizations are committed to the communicative effectiveness of events that allow them to interact with their audiences directly, without intermediaries, to dialogue, to know and be known . This mutual and direct acquaintance crystallizes in strengthening corporate image and reputation enhancement.In this article we review the scientific literature on the fundamentals of public relations (Arceo, 1988; Castillo, 2004; Cutlip et. al, 2001; Xifra, 2006) as a conceptual basis on which corporate events are incardinated organizations promoted to convey to their audiences (Miguez, 2007) the values of the organization (Campos et. al, 2013;. Herrero et. al, 2010;. Otero, 2006, 2009; Xifra et. al, 2009), in order to favor positive corporate image and enhance a goo...
O presente artigo investiga os fatores determinantes na procura de apartamentos, evidenciando diferenças estatisticamente significativas na procura para uma amostra de 427 indivíduos. Verificam-se diferenças nas preferências conforme o género, idade, nível de rendimento e habilitações académicas. A análise tatorial revela quatro fatores determinantes na procura de apartamentos: externalidades negativas, externalidades positivas, localização de negócios no rés-do-chão, proximidade a serviços públicos. No essencial as pessoas procuram afastar-se de externalidades negativas e desejam ter uma habitação próxima de externalidades positivas. Os promotores imobiliários devem ter presente estas preferências nos seus empreendimentos, a fim de irem de encontro às preferências dos clientes.
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...
The aim of this research is to investigate the possible synergies between TV commercials and a brand Facebook profile. Different executional cues were tested to determine which one could create the greatest awareness of a brand profile and if, by choosing one cue over another, the intention to visit a brand profile could be influenced too. The experiment involved 427 young adults who were invited to watch a video online and, subsequently, to complete a survey. Results suggest that while the different cues were able to create different level of awareness, no effect could be observed on the intention to visit the brand profile.
A presente investigação tem como objetivo caracterizar a estratégia de comunicação e venda on-line apresentada nos web sites de empresas de joias de luxo. Nesse sentido, foram identificadas e analisadas as características gerais do web site, as opções de comunicação e interatividade, as opções de venda disponíveis e os critérios de segmentação e posicionamento de cada marca. Os resultados evidenciam que as empresas de joias de luxo utilizam os new media conjuntamente com os meios tradicionais, ou seja, vendem os seus bens on-line privilegiando o contacto personalizado com o potencial consumidor procurando atraí-lo para a visita às suas boutiques.
This study has as main objetive the underlying impulse buy and the characteristics of the consumer and propensity to follow other people creating their own style. The inclusion of variables considered important, as consumer materialism, and their openness to new experiences seem to be key variables in a study that aims to broaden horizons in the scientific and business. Through a sample of university students with different levels of income, by applying statistical technique of partial least squares this study found evidence that the propensity for social influence is central to impulse buying driven by materialism and the level of openness to new experiences for consumers.
This article presents the results of research conducted in nine schools, city and state, in the cities of Aracaju, Our Lady of Socorro and Salgado, State of Sergipe, with students of the 6th year of elementary school. The objective of the research was to understand the use of social networks for these students and how they influence in daily life and at school. The research is descriptive, the dialectical approach, qualitative and literature. To collect the data we applied the questionnaire and based on this data was created graphics for the presentation of results. It was noticed that the use of digital social networking has influenced the social and educational background of the students and that facebook has significant highlight in this panorama.
The newsletter, as a communication tool, it is an essential communication support and relationship between brands and their public and its dissemination online opens up new possibilities and new challenges that brands should keep in mind. In this context, the present study analyzes the newsletter as a communication tool, considering the new digital landscape. In particular it intends to analyze aspects that are linked to the function of the newsletter to your viewing and its interactivity in online context.It was found that the public consider the newsletter an important vehicle of communication between the company and its customers and simultaneously a source of information and news about the same. With regard to the incorporation of audiovisual content in the online newsletter, the majority of respondents believe that this feature, a...
