Publicação

Análise da atuação das instituições financeiras no Instagram

Detalhes bibliográficos
Resumo:	Internet and social networks have brought together the democratization of the media, making the sharing of information and knowledge accessible to everyone. Another important movement is social networking platforms foster business and entrepreneurship, through tools that assist companies to advertise their products and also sell. All this, many times through free tools and applications. Thesis’s “Analysis of the Performance of Financial Institutions on Instagram” aims to investigate among the actions practiced, the marketing efforts these institutions practice within the Instagram platform, either to communicate or sell their products and services to their customers and prospects. The reason why Instagram was chosen between other social network platforms is strictly related to a current growth rate that suggests higher preference among social network audiences, as presented later in the literature review and confirmed by the research survey of this thesis, where respondents report more enthusiasm and commitment onto their accounts. To carry out this study and develop a methodology for this thesis, the research was structured in five chapters properly organized, following the principles of the scientific method, in sequence: Literature review; Methodology; Empirical analysis through secondary data collected from the banks' public profiles on Instagram; Research by questionnaire and finally, a Case Study of Nubank. The profile analysis of the selected banks recorded the actions of Brazilian and Portuguese institutions, while the research inquiry aimed to test the conditional hypotheses and finally the case study of Nubank as a complementary investigation, since this bank stood out from the others for its massive performance on social networks, namely on Instagram.
Assunto:	MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE REDES SOCIAIS INSTAGRAM MARKETING INSTITUIÇÕES BANCÁRIAS CASE STUDIES BANKS COMMUNICATION ESTUDOS DE CASO COMUNICAÇÃO SOCIAL NETWORKS
Ano:	2022
País:	Portugal
Tipo de documento:	dissertação de mestrado
Tipo de acesso:	Aberto
Instituição associada:	ReCiL - Repositório Científico Lusófona
Idioma:	português
Origem:	ReCiL - Repositório Científico Lusófona

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conditionsOfAccess_str	open access
country_str	PT
description	Internet and social networks have brought together the democratization of the media, making the sharing of information and knowledge accessible to everyone. Another important movement is social networking platforms foster business and entrepreneurship, through tools that assist companies to advertise their products and also sell. All this, many times through free tools and applications. Thesis’s “Analysis of the Performance of Financial Institutions on Instagram” aims to investigate among the actions practiced, the marketing efforts these institutions practice within the Instagram platform, either to communicate or sell their products and services to their customers and prospects. The reason why Instagram was chosen between other social network platforms is strictly related to a current growth rate that suggests higher preference among social network audiences, as presented later in the literature review and confirmed by the research survey of this thesis, where respondents report more enthusiasm and commitment onto their accounts. To carry out this study and develop a methodology for this thesis, the research was structured in five chapters properly organized, following the principles of the scientific method, in sequence: Literature review; Methodology; Empirical analysis through secondary data collected from the banks' public profiles on Instagram; Research by questionnaire and finally, a Case Study of Nubank. The profile analysis of the selected banks recorded the actions of Brazilian and Portuguese institutions, while the research inquiry aimed to test the conditional hypotheses and finally the case study of Nubank as a complementary investigation, since this bank stood out from the others for its massive performance on social networks, namely on Instagram.
documentTypeURL_str	http://purl.org/coar/resource_type/c_bdcc
documentType_str	master thesis
id	372da859-89b3-48d2-a3ff-7df861e39dac
identifierHandle_str	http://hdl.handle.net/10437/12652
language	por
publicationDateFull_str	2022-02-14T12:50:06Z
publicationDate_str	2022-02-14
publishDate	2022
relatedInstitutions_str_mv	ReCiL - Repositório Científico Lusófona
resourceName_str	ReCiL - Repositório Científico Lusófona
spellingShingle	Análise da atuação das instituições financeiras no Instagram MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE REDES SOCIAIS INSTAGRAM MARKETING INSTITUIÇÕES BANCÁRIAS CASE STUDIES BANKS COMMUNICATION ESTUDOS DE CASO COMUNICAÇÃO SOCIAL NETWORKS
title	Análise da atuação das instituições financeiras no Instagram
topic	MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE REDES SOCIAIS INSTAGRAM MARKETING INSTITUIÇÕES BANCÁRIAS CASE STUDIES BANKS COMMUNICATION ESTUDOS DE CASO COMUNICAÇÃO SOCIAL NETWORKS