O EWOM sobre a distribuição moderna: Falem bem ou falem mal…mas falem!

Research output: ThesisMaster's Thesis

Abstract

The increasing use of new technologies together with the Web development and the exponential use of social media have changed the way people communicate with each other. In fact, nowadays there exists an online context very rich in information which can mean knowledge and intelligence for the companies that decide to take advantage of it. Actually, this context originated a new possibility of monitoring the consumer as well as its opinions and interests, which are reflected in the comments he registers online. So the present project sought to lay the foundations to understand what is the content of the online comments about modern distribution, in Portugal, and what sentiments are related to this communication (whether positive, negative or neutral). Thus it was possible to conclude, for each of the analyzed brands, what themes were talked the most and with what associated sentiments, giving clues about the strategies that could be developed to improve the way brands relate to their current or potential customers. Therefore, making use of traditional techniques such as content analysis, and innovative techniques such as sentiment analysis, this project sought to meet the challenges posed by the new forms of communication between the consumer and the companies.
Original languagePortuguese
QualificationMaster of Science
Awarding Institution
  • NOVA Information Management School (NOVA IMS)
Supervisors/Advisors
  • Neto, Miguel de Castro, Supervisor
Award date15 Mar 2020
Publication statusPublished - 15 Mar 2013

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