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

• Autor(es): Monteiro, Bruno
• Data: 2011
• Identificador Persistente: http://hdl.handle.net/10362/10095
• Origem: Repositório Institucional da UNL
• Assunto(s): Facebook; Teenagers; Generation C; relationship marketing; Inbound marketing; Viral marketing
• Tipo de Documento: Dissertação de mestrado
• Idioma: Inglês
• Orientador(es): Agante, Luísa
• Contribuidor(es): RUN

Descrição

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).