Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (i) social influence, (ii) search for information, (iii) entertainment, (iv) trust and (v) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (i) ‘brand detached’, (ii) ‘brand profiteers’, (iii) ‘brand companions’ and (iv) ‘brand reliants’. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.

The ways behind the railways: Algarve's railway line. Technique transfers and transport development in Southern Portugal

Esta dissertação pretende contribuir para um melhor conhecimento da complexidade das redes de transferência de conhecimentos e técnicas, no domínio da engenharia civil e mais concretamente através dos caminhos-de-ferro, nos séculos XIX e XX. Em Portugal, os caminhos-de-ferro estiveram no cerne de um vasto debate, sobretudo político, concomitante com uma instabilidade crescente no cenário político e uma fase de fragilidade económica. É neste contexto que a Linha do Sul e Sueste vai ser construída (seguida pela sua extensão até Vila Real de Santo António e pela construção do ramal de Portimão, que chegará a Lagos). Este empreendimento é uma clara ilustração da realidade portuguesa de então, no que concerne ao desenvolvimento desta rede de transportes, que nos permite, igualmente, conhecer e compreender quem interveio no processo de construção da linha (os engenheiros, as empresas, entre outros aspectos) e assim determinar quais as influências e transferências técnicas que tiveram lugar; RESUMEE: Cette mémoire attire à la contribution pour une meilleure connaissance de la complexité des réseaux de transfert de techniques et connaissances qui ont eu lieu dans le domaine de l’ingénierie civile, surtout dans les chemins de fer, au XIXème et XXème siècles. Au Portugal, les chemins de fer sont été le cerne d’un très vaste débat, coïncidant avec une croissante instabilité dans le scenario politique et aussi une phase économique fragile. C’est dans ce contexte que la Ligne du Sud et Sud-est va être bâti (suivi par l’extension jusqu’à Vila Real de Santo António et la construction de l’embranchement ferroviaire Portimão). Cette entreprise c’est une illustration claire de la réalité portugaise, en concernant l’implémentation de cette réseau de transport, que nous permettre de comprendre et également bien connaitre qui a intervenu dans le processus de construction de la ligne (les ingénieurs, entreprises, etcetera), ainsi que déterminer les influences et les transferts techniques qui ont eu lieu; ABSTRACT: With this master’s thesis, the aim is to be able to contribute to a better understanding of the complex network of technique’s and knowledge transfers, that took place within the field of civil engineering, in the 19th and 20th centuries, namely on the railways. In Portugal, railways take-up was a wide and ample debate, coinciding with an uprising turmoil on the Portuguese political outskirt and a phase of economic frailty. It’s in this context that the construction of the South and Southeast Line took place (followed, later on, by its extension until Vila Real de Santo António and by the construction of the Portimão’s branch). This enterprise is, as we pretend to prove in this master’s thesis, a clear example of the Portuguese reality, enabling us to understand and to get to know those who intervened in the construction’s process (the engineers and the companies) as well as determining influences and technique transfers that have taken place.

La construction ferroviaire au Portugal : concepts, modèles et intervenants

La construction des chemins de fer portugais a eu, jusqu’en 1891, pour l’objectif principal de combler le retard économique du pays. Par suite de l’échec des entrepreneurs anglais, notamment Morton Petto, ce furent les hommes d’affaires et les capitaux qui jouèrent le rôle majeur, grâce notamment l’intervention des Pereire, puis celle de CIC, principal soutien des initiatives de l’entrepreneur espagnol D. José de Salamanca, enfin la Banque de Paris et des Pays-Bas et la Banque Ottomane. L’influence Saint-simonienne s’exerçait sur les ingénieurs formés à l’École Polytechnique de Lisbonne et bénéficiait la généralisation du modèle français de la concession. À partir des années 1890, ce système entra en crise, favorisant une influence allemand grandissante, tant en terme d’investissement qu’à travers la formation des ingénieurs, notamment ceux de l’Institut Supérieur Technique de Lisbonne, Le reflux des investissements étrangères, à partir de la crise de 1892, poussa l’État dans la voie de la nationalisation en 1899, dans qu’ensuite ne suisse survenir une relance de la construction ferroviaires. Après la Seconde Guerre mondial, les chemins de fer furent confiés à un unique exploitant national, la Compagnie des chemins de fer Portugais.

Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz (1959) to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (1) social influence, (2) search for information, (3) entertainment, (4) trust and (5) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (1) “brand detached”, (2) “brand profiteers”, (3) “brand companions” and (4) “brand reliants”. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.