Author(s): Stevens, Estée
Date: 2012
Persistent ID: http://hdl.handle.net/10362/9621
Origin: Repositório Institucional da UNL
Subject(s): Facebook; Branding; Marketing; Customer relationship management
Author(s): Stevens, Estée
Date: 2012
Persistent ID: http://hdl.handle.net/10362/9621
Origin: Repositório Institucional da UNL
Subject(s): Facebook; Branding; Marketing; Customer relationship management
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 study aims to explain the impact of Facebook online branding and marketing strategy in a practical manner, in form of an influence model, as to provide commercial users of Facebook with a clear, simple strategic framework for branding and marketing purposes. By surveying young students (N=206)1, whom are digital natives, a fair estimate of internal drivers and motivators to join and use Facebook brand fan pages can be established. By cross-checking the findings in a qualitative study concerning e-marketing tools for commercial purposes2, critical success drivers can be established allowing a more strategic and value-creating use of this medium.