Publication
Investigating Content Dynamics for Women´s Health Products: A Comparative Analysis of User and Firm Generated Content Engagement on Social Media
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Espírito Santo, Pedro Manuel do | |
| dc.contributor.author | Silva, Caroline Virgilli Regis da | |
| dc.date.accessioned | 2024-07-03T13:14:48Z | |
| dc.date.embargo | 2027-05-21 | |
| dc.date.issued | 2024-05-21 | |
| dc.description.abstract | Social media has emerged as an essential tool for both users and businesses, underscoring the importance of distinct content types, including User Generated Content (UGC) and Firm Generated Content (FGC). Therefore, a comprehensive literature review, incorporating a bibliometric analysis, was undertaken to discern the current state of the art correlating these subjects. The findings confirmed the research gap regarding the investigation of the effects of these Source Generated Content (SGC) types – FGC and UGC - on engagement. Additionally, the review unveiled two types of sources for FGC: Direct and Indirect (DFGC and IFGC), prompting further exploration into the comparative effectiveness of all the different SGC types in eliciting engagement rates on social media platforms. In response to the escalating demand for industry-specific insights pertaining to women’s health products on social media, this study concentrated on Brazilian health brands specializing in women's supplement products to investigate the most efficacious content type for fostering engagement. Data were collected from 39 health brands operating within the supplement sector in Brazil during the period from January 10th to February 2nd, 2024. A comprehensive dataset comprising 12.880 observations (posts) were gathered from Instagram, followed by meticulous data pre-processing and analysis utilizing distinct libraries within the R software environment. The findings unveiled a significant impact of SGC on Engagement Rate (ER). Notably, UGC associated with brands promoting women’s supplement products demonstrated the highest ER; and IFGC exhibited a higher ER compared to DFGC. Furthermore, videos emerged as a significant driver of engagement, alongside publications from brands operating within the Health and Wellness sector. These findings offer valuable insights for marketing practitioners seeking to optimize their online branding strategies. Nevertheless, the novelty of the methods and metrics adopted in this research contributes to the theoretical body of knowledge regarding web media studies and its contemporary applications. | pt_PT |
| dc.identifier.tid | 203656296 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.8/9780 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | UGC | pt_PT |
| dc.subject | FGC | pt_PT |
| dc.subject | SGC | pt_PT |
| dc.subject | ER | pt_PT |
| dc.subject | Engagement Rate | pt_PT |
| dc.subject | Indirect Marketing | pt_PT |
| dc.title | Investigating Content Dynamics for Women´s Health Products: A Comparative Analysis of User and Firm Generated Content Engagement on Social Media | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Relacional | pt_PT |
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