Plano de social media marketing para a TAP Portugal

Master thesis Portuguese OPEN
Lopes, Andreia Cristina Figueiredo (2014)
  • Publisher: Instituto Superior de Economia e Gestão
  • Subject: TAP Portugal | social media marketing | plano de social media marketing | social media | social media marketing plan

Mestrado em Marketing O social media marketing adquire cada vez maior relevo para as empresas e exige, tal como noutras áreas de marketing, a delineação de um plano estratégico por forma a potenciar o seu sucesso. Tomando como objecto de estudo a companhia aérea TAP Portugal, foi elaborado um Plano de Social Media Marketing, com base no modelo conceptual de Barker et al. (2013), designado de "Social Media Planning Cycle". Para a elaboração do Plano, foram recolhidos dados primários, seguindo uma abordagem qualitativa, através de entrevista semi-estruturada, da análise de conteúdo nos social media relacionados com a TAP, os seus concorrentes e o sector da aviação; e, uma abordagem quantitativa, através da administração de um questionário online a 106 inquiridos. Social media marketing is becoming increasingly relevant for companies and requires, as another areas of marketing, a strategic plan in order to maximize their success. Adopting the airline TAP Portugal as a subject, we designed a Social Media Marketing Plan, based on the conceptual model of Barker et al. (2013), referred to as "Social Media Planning Cycle". For the preparation of this Plan, primary data were collected following a qualitative approach, using a semi-structured interview, content analysis in social media related to TAP, its competitors and the airline industry, and a quantitative approach, by administering an online questionnaire to 106 respondents.
  • References (10)

    Figura 1 - A Colmeia dos Social Media .......................................................................... 3 Figura 2 - Cinco Passos para o Sucesso nos Social Media.............................................. 7 Figura 3 - Plano de Social Media Marketing................................................................... 8 Figura 4 - Social Media Planning Cycle ......................................................................... 9 Figura 5 - Social Technographic Tool .......................................................................... 24 Lista de Quadros

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    Disponível em: http://www.flytap.com/Portugal/pt/Homepage [Acedido 01/8/2013].

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    com/Info/pt/SobreaTAP/GrupoTAP/Relatorios [Acedido 1/08/2013].

    Mix de Social Media - mix de marketing aplicado aos social media (Tuten e Solomon, 2013).

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