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.

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.

Trajectórias de qualificação e projetos de futuro em adultos formandos de um curso de educação e formação na freguesia de Alcáçovas (2010-2012)

O presente estudo foi realizado, através de uma abordagem qualitativa, recorrendo-se à análise de dados, por meio de entrevistas semi-estruturadas, com o objetivo de conhecer as motivações e o perfil dos alunos de pastelaria e panificação de um curso EFA (Educação e Formação de Adultos), que teve lugar em Alcáçovas, entre 2010 -2012. A elaboração deste estudo permitiu conhecer e caracterizar, na freguesia de Alcáçovas, a relevância que uma iniciativa como a Mostra de Doçaria em Alcáçovas desempenhou no desenvolvimento local e na sua economia. Revelou, também, o papel que as associações de desenvolvimento local podem ter nestes casos e a sua importância na formação e qualificação dos indivíduos. Verificou-se que a Associação Terras Dentro tem tido um papel relevante na educação formal, não formal e informal da população, acompanhando a formação e crescimento de todas as empresas que surgem nesta freguesia e motivando, através de várias iniciativas, os empresários e potenciais interessados para a importância da formação, da modernização e da melhoria que pode representar ter pessoas qualificadas nas suas empresas. Foram acompanhados 12 formandos de pastelaria e panificação, durante o seu percurso formativo, com o objetivo de conhecer as suas motivações, antes e depois da formação, a importância que este curso poderá representar no seu futuro profissional e no aparecimento de mais postos de trabalho relacionados com esta área. Ficámos ainda a conhecer a importância que estes formandos dão às aprendizagens no presente e o que isso representa para si e para a sua família; ABSTRACT: This study was conducted through a qualitative approach, resorting to the analysis of data through semi-structured interviews, in order to understand the motivations and profiles of students from a pastry and baking course EFA (Education and Training Adults), which took place in Alcáçovas between 2010 -2012. The preparation of this study helped identify and characterize the parish Alcáçovas, the relevance that an initiative like the Show Confectionery in Alcáçovas played in local development and economy. The role that local development associations can have these cases and their importance in the training and qualification of individuals. It was found that the Lands Within Association has had an important role in formal, non-formal and informal population, following the formation and growth of all companies that appear in this parish and motivating through various initiatives, entrepreneurs and potential stakeholders to the importance of training, modernization and improvement that can represent have people qualified in their companies. 12 trainees were followed pastry and baking during their training in order to know their motivations, before and after training, the importance of this course may represent your professional future and the emergence of more jobs related this area. We also knew that these students give importance to learning of this and what it represents for you and your family.