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Ver e Gostar: Aplicação do Processamento de Informação aos Anúncios do Facebook
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ISBN10: 6630115503
ISBN13: 9786630115505
Publisher: Edicoes Nosso Conhecimento
Published: Sep 14 2026
Pages: 92
Weight: 0.30
Height: 0.22 Width: 6.00 Depth: 9.00
Language: Portuguese
ISBN13: 9786630115505
Publisher: Edicoes Nosso Conhecimento
Published: Sep 14 2026
Pages: 92
Weight: 0.30
Height: 0.22 Width: 6.00 Depth: 9.00
Language: Portuguese
Este estudo aplicou o Modelo de Capacidade Limitada (Lang, 2000) para compreender como os indivÃduos processam as suas páginas do Facebook. Trata-se de um estudo de rastreio ocular que recolheu dados de estudantes de uma universidade do Midwest para analisar como os indivÃduos processam, codificam, armazenam e recuperam publicações das suas páginas do Facebook, especificamente publicações sugeridas/patrocinadas que estão integradas no seu feed de notÃcias e direcionadas a eles com base em informações conhecidas. Os participantes exploraram as suas páginas do Facebook e foram convidados a recordar as marcas ou anúncios a que foram expostos pela primeira vez na sua página. Os resultados do rastreio ocular foram utilizados para analisar a forma como se orientaram e se prestaram atenção à mensagem direcionada. Os dados recolhidos neste estudo estabelecem uma base para compreender como este tipo de mensagens é processado para futuras iniciativas de marketing e quais os fatores a considerar ao direcionar estrategicamente um público através de uma publicação sugerida ou patrocinada no Facebook. Este estudo constatou que os indivÃduos que gostaram da marca na sua publicação sugerida ou patrocinada no Facebook foram capazes de recordar e reconhecer a marca mais do que os indivÃduos que não gostaram da marca na sua publicação sugerida ou patrocinada no Facebook.
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