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

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).