Author(s): Godinho, Catarina da Conceição
Date: 2017
Persistent ID: http://hdl.handle.net/10362/22480
Origin: Repositório Institucional da UNL
Subject(s): Consumer behavior; Facebook; BRAUM; Social media; Marketing; Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online social networks have been growing exponentially and are now one of the most important platforms of communication among users. This study aims to understand the impact of this new place of interaction on consumers’ behavior. To measure this impact, a quantitative study was conducted. The sample was randomly selected with 150 men across different nationalities and age groups, and was made in co-operation with the Consumer Goods Company P&G. The objective of the study was twofold: 1) understand the importance of Social Media as a marketing channel; and 2) based on the results, establish the most efficient Facebook media strategy to then be deployed across BRAUN’s key markets. The results show that tie strength, attitude towards the product and the amount of time spent online affects the perception and purchase intention of a particular product. Although variables like income and product class play a small role, the purchase intention of the consumer is significantly affected by Facebook activity, attitude towards the product and tie strength.
