A conceptual model of a brand's presence on Facebook aligned with teenagers' motivations and marketing strategies

• Author(s): Monteiro, Bruno
• Date: 2011
• Persistent ID: http://hdl.handle.net/10362/10095
• Origin: Repositório Institucional da UNL
• Subject(s): Facebook; Teenagers; Generation C; relationship marketing; Inbound marketing; Viral marketing
• Document Type: Master thesis
• Language: English
• Advisor(s): Agante, Luísa
• Contributor(s): RUN

Description

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This research aimed to propose a conceptual model of Relationship Marketing, embracing the stimuli and strategic marketing outcomes of the adolescent’s engagement with a brand, in Facebook (considering teenagers from 15 to 18 years old).