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Digital transformation and evolution during the global lockdown due to COVID-19 in 2020

2022-03-11Master thesis Open access
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datacite.subject.fosCiências Sociais::Outras Ciências Sociaispt_PT
dc.contributor.advisorAlmeida, Nuno Miguel Castanheira
dc.contributor.authorCatarino, Axelle-Charlène Fernandes da Ponte
dc.date.accessioned2022-04-12T11:46:04Z
dc.date.available2022-04-12T11:46:04Z
dc.date.issued2022-03-11
dc.description.abstractThe world is going through its fourth industrial revolution where technology is constantly evolving. As a result, a dynamic environment has prevailed resulting in greater interaction with an increasingly segmented audience. Such an audience plays an increasingly important role in the management of networks and social capital formation in a logic of networked individualism. In these exceptional, surprising and historical times where a public health emergency forced everyone to stay at home, this study considers the impact of current pandemic and lockdown period on social media and consumer behavior. More specifically, this study considers the extent to which, if any, consumer behavior has changed in the face of the unknown, the uncertainty and fragility of the future and the challenges facing the unpredictable external environment during the COVID-19 lockdown. This research focuses on what people have thought and felt, both individually and collectively, of the role and value of social media during this public health crises and offers reflections on the influence of the pandemic on propelling social media developments forward. This will extend our understanding of tourist behavior by exploring to the fears and doubt that tourists may have experienced during quarantine and the perceived impact of the global pandemic on the future of the tourism industry. In terms of digital changed and transformation during lockdown, this study offers key lessons regarding the role of social networks and assesses consumer behavior reactions to the quarantine imposed by the WHO (World Health Organization) from March 11th 2020, until May 3rd 2020 (in Portugal). Following general isolation as a global response to the pandemic, this research considers the perceived thoughts and feelings of individuals by assessing changes in consumer behavior and interactions with new online revolutions, trends and evolutions specifically in the context of social media platforms and influencers. In so doing, this study reveals how consumers responded to the pandemic, identified opportunities and developed new coping and creating tools.pt_PT
dc.identifier.tid202989801pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.8/6959
dc.language.isoengpt_PT
dc.subjectSocial medias behaviorpt_PT
dc.subjectSocial networkpt_PT
dc.subjectLockdownpt_PT
dc.subjectCovid-19 measurespt_PT
dc.subjectTourismpt_PT
dc.subjectTrendspt_PT
dc.subjectInfluencerspt_PT
dc.titleDigital transformation and evolution during the global lockdown due to COVID-19 in 2020pt_PT
dc.title.alternativehow has the coronavirus outbreak changed the way we use social media?pt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameMestrado em Marketing e Promoção Turísticapt_PT

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ESTM - Mestrado em Marketing e Promoção Turística