<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0873-3015</journal-id>
<journal-title><![CDATA[Millenium - Journal of Education, Technologies, and Health]]></journal-title>
<abbrev-journal-title><![CDATA[Mill]]></abbrev-journal-title>
<issn>0873-3015</issn>
<publisher>
<publisher-name><![CDATA[Instituto Politécnico de Viseu (IPV)]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0873-30152020000400389</article-id>
<article-id pub-id-type="doi">10.29352/mill0205e.39.00272</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[From social media to engagement: the case of three alcoholic drink brands]]></article-title>
<article-title xml:lang="pt"><![CDATA[Das redes sociais ao engagement: o caso de três marcas de bebidas alcoólicas]]></article-title>
<article-title xml:lang="es"><![CDATA[De las redes sociales al engagement: el caso de tres marcas de bebidas alcohólicas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Morais]]></surname>
<given-names><![CDATA[Nídia Salomé]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Figueiredo]]></surname>
<given-names><![CDATA[Sandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Politécnico de Viseu Escola Superior de Educação Departamento de Comunicação e Arte]]></institution>
<addr-line><![CDATA[Viseu ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Instituto Politécnico de Viseu Escola Superior de Educação ]]></institution>
<addr-line><![CDATA[Viseu ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<numero>esp5</numero>
<fpage>389</fpage>
<lpage>398</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S0873-30152020000400389&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S0873-30152020000400389&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S0873-30152020000400389&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Introduction:  Over the last few years, the importance of social networks in brand communication has turned marketing around completely. Companies have realized that their consumers are online and, consequently, that their presence all over social networks is mandatory. However, the dynamics that characterize digital environment require a constant adaptation and improvement of the communication strategies used in social networks and that depend largely on the feedback they get from their target audience. Engagement is one of the most important metrics for managing social networks and little is known about the factors that may influence engagement in alcoholic drink brands.  Objectives:  It&#8217;s important to determine the best ways to use social networks to increase public and potential customers&#8217; engagement and to understand the differences between different social networks. The objective was to observe the communication of three alcoholic drink brands that are particularly active on Facebook and Instagram in Portugal.  Methods:  A case study was developed and a mixed methodology (qualitative and quantitative methods were used) was chosen in order to observe the communication activities of three alcoholic brands (Licor Beirão, Super Bock and Sagres) in social media.  Results:  Based on the results obtained, it was possible to determine which factors influence engagement. Some factors such as the level of vividness and the type of content seemed to have distinct influence on Facebook and Instagram. Other variables such as the frequency of publications, level of interactivity, positive comments and response to fans had similar results in the level of engagement generated on both platforms.  Conclusions:  The study shows how these brands&#8217; Instagram and Facebook pages can be used in different ways to enhance engagement with their target audience and it was possible to identify some clues that will help create more effective communication strategies directed to these two social networks.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo  Introdução:  Nos últimos anos, a importância das redes sociais na comunicação das marcas alterou por completo o Marketing. As empresas descobriram que os seus consumidores estão online e consequentemente a sua presença nas redes sociais é obrigatória. No entanto, a dinâmica no meio digital obriga a uma constante adaptação e aperfeiçoamento das estratégias de comunicação nas redes sociais, consoante o feedback do público-alvo. O engagement é uma das métricas mais importantes para a gestão de redes sociais e o conhecimento sobre os fatores que influenciam o engagement em marcas de bebidas alcoólicas é muito reduzido.  Objetivos:  Neste contexto, é importante determinar quais as melhores formas de utilizar as redes sociais para aumentar o engagement junto do público e perceber quais as diferenças existentes entre as distintas redes sociais. Desta forma, observou-se a comunicação de três marcas de bebidas alcoólicas muito ativas no Facebook e Instagram em Portugal.  Métodos:  Metodologicamente trata-se de um estudo de caso, tendo-se usado métodos qualitativos e quantitativos que permitiram a observação da comunicação de três marcas de bebidas alcoólicas (Licor Beirão, Super Bock e Sagres) nas redes sociais.  Resultados:  Com base nos resultados obtidos foi possível averiguar quais os fatores que influenciam o engagement. Alguns fatores como o nível de vivacidade e tipo de conteúdo mostraram influência distinta no Facebook e Instagram. Outras variáveis como a frequência das publicações, nível de interatividade, comentários positivos e respostas aos fãs tiveram resultados semelhantes no engagement das duas plataformas.  Conclusões:  O estudo mostra como os Instagram e os Facebook destas marcas de bebidas alcoólicas podem ser utilizados de forma distintas para potenciar o engagement junto do público-alvo e foi possível identificar algumas pistas para a criação de estratégias de comunicação mais eficazes nestas duas redes sociais.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción:  En los últimos años, la importancia de las redes sociales en la comunicación de la marca ha cambiado completamente el marketing. Las empresas han descubierto que sus consumidores están en línea y, por lo tanto, su presencia en las redes sociales es obligatoria. Sin embargo, la dinámica en el entorno digital requiere una constante adaptación y mejora de las estrategias de comunicación en las redes sociales, de acuerdo con la retroalimentación de la audiencia objetivo. El engagement es una de las métricas más importantes para la gestión de las redes sociales, y el conocimiento sobre los factores que influyen en la participación en las marcas de alcohol es muy bajo.  Objetivos:  En este contexto, es importante determinar las mejores formas de usar las redes sociales para aumentar el engagement con el público y comprender las diferencias entre las diferentes redes sociales. Por lo tanto, observamos la comunicación de tres marcas de alcohol muy activas en Facebook e Instagram en Portugal.  Métodos:  Metodológicamente, es un estudio de caso que utiliza métodos cualitativos y cuantitativos e que permitió la observación de la comunicación de las tres marcas de bebidas alcohólicas (Licor Beirão, Super Bock e Sagres) en las redes sociales.  Resultados:  En base a los resultados obtenidos, fue posible determinar qué factores influyen en el engagement. Algunos factores, como el nivel de vivacidad y el tipo de contenido, mostraron una clara influencia en Facebook e Instagram. Otras variables como la frecuencia de las publicaciones, el nivel de interactividad, los comentarios positivos y las respuestas de los fanáticos tuvieron resultados similares en el engagement de ambas plataformas.  Conclusiones:  El estudio muestra cómo el Instagram y Facebook de estas marcas de alcohol se pueden usar de manera diferente para mejorar el compromiso con el público objetivo y fue posible identificar algunas pistas para crear estrategias de comunicación más efectivas en estas dos redes sociales.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[engagement]]></kwd>
<kwd lng="en"><![CDATA[facebook]]></kwd>
<kwd lng="en"><![CDATA[Instagram]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[engagement]]></kwd>
<kwd lng="pt"><![CDATA[facebook]]></kwd>
<kwd lng="pt"><![CDATA[Instagram]]></kwd>
<kwd lng="pt"><![CDATA[social media]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[engagement]]></kwd>
<kwd lng="es"><![CDATA[facebook]]></kwd>
<kwd lng="es"><![CDATA[Instagram]]></kwd>
<kwd lng="es"><![CDATA[social media]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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