Antecedentes e consequências do Consumer's Engagement with Social Media Brand-related Content: o caso Facebook

A forte presença dos consumidores nas redes sociais tem desafiado as marcas a uma constante alteração das suas estratégias online. Atualmente o Facebook é rede social com maior número de utilizadores. Para as marcas, isto torna esta rede social tão apetecível como desafiante. A presente dissertação teve como objetivo principal estudar o impacto dos brand aspects (search of information, entertainment, brand trust, reward e brand prestige) no consumers’ engagement with social media brand-related content (CESBC), analisar o impacto das personal motivations (social influence, personal identity e self-expressive brand) no CESBC e perceber como o CESBC influencia no overall brand equity, eWOM, self-brand connection, brand love e brand loyalty. Este trabalho de investigação teve por base um inquérito online que contou com uma amostra de 221 indivíduos. A análise dos dados foi posteriormente feita com recurso ao SPSS. Os resultados demonstraram que as variáveis com impacto positivo no CESBC foram o search of information, brand prestige (ambos referentes ao brand aspects), social influence, personal identity e self-expressive brand (que dizem respeito às personal motivations). No que concerne às consequências do CESBC, confirmou-se um impacto positivo nas variáveis overall-brand equity, eWOM¸ self-brand connection, brand love e brand loyalty.The strong presence of consumers on social networks has challenged brands to constantly update their online strategies. Today, Facebook holds the largest number of users among social networks. To brands, this poses both an alluring, as well as challenging platform. The current study aims to acess the impact of brand aspects (search of information, entertainment, brand trust, reward and brand prestige) on consumers’ engagement with social media brand-related content (CESBC), analyze the impact of personal motivations (social influence, personal identity and self-expressive brand) on CESBC and understand how CESBC influences overall brand equity, eWOM, self-brand connection, brand love and brand loyalty. The present research was based on an online survey with a sample of 221 participants. The collected data was then analyzed using SPSS. The results of this study showed that the following variables had a positive impact on CESBC: search of information, brand prestige (both regarding brand aspects), social influence, personal identity and self-expressive brand (regarding personal motivations). Concerning the consequences of CESBC, the study verified a positive impact on the variables: overall-brand equity, eWOM, self-brand connection, brand love and brand loyalty.Mestrado em Marketin