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Impacto do marketing digital da YANGO DRC na população de Kinshasa
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ISBN10: 6209032710
ISBN13: 9786209032714
Publisher: Edicoes Nosso Conhecimento
Published: Sep 24 2025
Pages: 68
Weight: 0.23
Height: 0.16 Width: 6.00 Depth: 9.00
Language: Portuguese
ISBN13: 9786209032714
Publisher: Edicoes Nosso Conhecimento
Published: Sep 24 2025
Pages: 68
Weight: 0.23
Height: 0.16 Width: 6.00 Depth: 9.00
Language: Portuguese
Esta dissertação analisa o impacto do marketing digital da YANGO RDC no comportamento dos consumidores de Kinshasa. O estudo tem lugar num contexto em que as tecnologias digitais estão a transformar profundamente os hábitos de compra e de consumo. Enquanto plataforma de transporte em linha baseada em encomendas, a YANGO RDC utiliza várias ferramentas de comunicação digital para se posicionar num mercado urbano em rápida mutação. O objetivo deste estudo é compreender de que forma estas estratégias digitais influenciam a perceção da marca, as decisões de utilização do serviço e a fidelização dos clientes em Kinshasa. Através de um inquérito a uma amostra de consumidores e de uma análise teórica baseada na comunicação persuasiva, o estudo destaca as alavancas de atração e conversão utilizadas pela YANGO. Mostra também a importância da imagem de marca, do conteúdo digital direcionado e da experiência do utilizador na construção de um comportamento favorável. O relatório fornece recomendações práticas para as empresas de serviços que pretendam explorar todo o potencial do marketing digital na República Democrática do Congo.
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