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.

Contribuição para o estudo das tipologias documentais na administração municipal portuguesa: a Câmara Municipal de Portalegre

O presente trabalho desenvolve-se em duas partes, a teórica e a prática. Resultando na introdução aos temas da diplomática contemporânea como metodologia para analisar os documentos de um arquivo concreto (a autarquia de Portalegre). Perspectivou-se a metodologia consubstanciada numa abordagem ascendente (Bottom up) sem, no entanto, esquecer o trabalho antecedente que preparou o terreno para a aplicação do método diplomático. Esse trabalho assentou numa consistente caracterização da organização em todos os seus parâmetros, orgânico, funcional, regional, legal, social, documental, que permitiu com segurança o preenchimento das fichas de recolha dos documentos escolhidos. A parte prática revela a aplicação da análise diplomática e sintetiza a sua utilidade nas conclusões e propostas de melhoria nas funções arquivísticas, de classificação e comunicação. Aflorou-se levemente a questão do manual de procedimentos, como subproduto deste tipo de análise, que pode verdadeiramente funcionar como elo de ligação entre o arquivo e a organização. ABSTRACT: This paper develops in two parts, theory and practice. Introduces the theme contemporary diplomatic as a method to analyze the documents for a specific archive (The municipality of Portalegre). Prospect of the methodology reflected in a bottom-up approach, without forgetting the previous work, which paved the way for the application of diplomatic methods. It was based on a consistent characterization of the organization in all of its parameters: organic, functional, regional, legal, social, documentary, allowing safe completion of the characterization form of the chosen documents. A practical application of diplomatic analysis reveals and summarizes the usefulness of the findings and proposals for improvement in archival functions - classification and communication. It was touched lightly the issue of the procedures manual, as a byproduct of this type of analysis, that can truly function as a link between the archive and the organization