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The Impact of Covid-19 on Event Management: How Companies Can Use Social Media to Face the Pandemic: A Social Media Marketing Plan for RConcept.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Impact of Covid-19 on Event Management: How Companies Can Use Social Media to Face the Pandemic: A Social Media Marketing Plan for RConcept./
作者:	Goncalves, Margarida Silva.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	100 p.
附註:	Source: Dissertations Abstracts International, Volume: 84-01, Section: B.
Contained By:	Dissertations Abstracts International84-01B.
標題:	Listening. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29137833
ISBN:	9798835528295

The Impact of Covid-19 on Event Management: How Companies Can Use Social Media to Face the Pandemic: A Social Media Marketing Plan for RConcept.
Goncalves, Margarida Silva.

The Impact of Covid-19 on Event Management: How Companies Can Use Social Media to Face the Pandemic: A Social Media Marketing Plan for RConcept. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 100 p.

Source: Dissertations Abstracts International, Volume: 84-01, Section: B.

Thesis (M.M.)--ISCTE - Instituto Universitario de Lisboa (Portugal), 2021.

This item must not be sold to any third party vendors.

This thesis is an in-company project carried out in collaboration with RConcept, an event company that has been affected by Covid-19 and has not taken full advantage of social media's power to connect with customers. The present study was carried out at a very particular time when connection is more important than ever to strengthen the company's image in response to Covid-19 and when, due to this same pandemic, the use of digital tools increased. Nowadays, companies need to adapt and create strategies, using online platforms to overcome the obstacles caused by the crisis and to shorten the distance between brands and customers. In this matter, it is crucial to understand the immediate effect of the pandemic in consumer behavior, as well as to have a strong knowledge of the industry and competitors, to listen to customers' needs, expectations, and preferences to address the right content, and to talk with them in order to establish meaningful relationships and influence users' behavior. After identifying the problem and defining the objectives, it was done a literature review and some analyses were made whose conclusions allowed the design of a Social Media Marketing Plan for RConcept. Following this, the company will use social media as an active communication channel to have direct and timely contact with the end consumer, in order to get people engaged, promote the business, generate awareness and create stronger relationships with customers. All this being done to complement physical events that are happening at a very slow pace.

ISBN: 9798835528295Subjects--Topical Terms:

530843
Listening.

The Impact of Covid-19 on Event Management: How Companies Can Use Social Media to Face the Pandemic: A Social Media Marketing Plan for RConcept.
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520 $a Esta tese e um projeto-empresa realizado em colaboracao com a RConcept, uma empresa de eventos que foi afetada pelo Covid-19 e nao soube tirar proveito do poder das redes sociais para conectar-se com os consumidores. O estudo foi levado a cabo numa altura particular, em que a conexao e mais importante que nunca para fortalecer a imagem da empresa em resposta ao Covid-19 e num momento em que, devido a pandemia, o uso das ferramentas digitais aumentou. Atualmente, as empresas precisam de adaptar-se e criar estrategia, utilizando as plataformas online para superar os obstaculos causados pela crise e encurtar a distancia entre marcas e clientes. Assim, e crucial entender o efeito imediato da pandemia no comportamento do consumidor, ter um forte conhecimento da industria e dos concorrentes, ouvir as necessidades, expectativas e preferencias dos consumidores para abordar o conteudo certo e conversar com eles, de modo a estabelecer relacionamentos significativos e influenciar o comportamento dos usuarios. Apos a identificacao do problema e a definicao dos objetivos, foi realizada uma revisao da literatura e algumas analises, cujas conclusoes permitiram elaborar um Plano de Redes Sociais para a RConcept. Desta maneira, a empresa utilizara as redes sociais como um canal de comunicacao ativo para ter um contacto direto e oportuno com o consumidor final, de forma a interagir com as pessoas, promover o negocio, gerar consciencia e fortalecer o relacionamento com os clientes. Tendo tudo isto sendo feito para complementar os eventos presenciais que estao a acontecer a um ritmo muito lento.
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