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Publication
Perfis de motivação em network marketing: será tudo um mar de rosas?
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Abstract(s)
Network Marketing é uma estratégia de marketing relativamente recente e em ascensão em várias empresas da atualidade. Com cada vez mais frequência, várias pessoas de todas as idades têm vindo a envolver-se em empresas que trabalham nesta base. Contando com uma amostra de 223 participantes, o presente estudo propôs-se a traçar perfis de motivação de sujeitos que tipicamente se envolvem nestas oportunidades, bem como a relação com o seu potencial empreendedor. Os resultados evidenciaram quatro perfis motivacionais: motivação controlada, motivação holística, motivação autónoma e amotivação. Para cada perfil motivacional foram identificadas diferenças ao nível das caraterísticas empreendedoras, nomeadamente resiliência e necessidade de realização. A investigação permitiu explorar as diferentes perceções dos marketers acerca do seu trabalho, relacionando-as com os resultados monetários atingidos e com a antiguidade no negócio. Este estudo revela-se benéfico à gestão de empresas que trabalham nesta base, para as quais é crucial a perceção da realidade motivacional dos seus colaboradores independentes, bem como para estes, pela detenção de uma maior base informativa das vantagens e desafios deste contexto.
Network Marketing is a relatively recent and rising marketing strategy in several companies today. More and more often, people of all ages are getting involved in companies that work on this basis. With a sample of 223 participants, this study aimed to draw motivation profiles of individuals who typically engage in these opportunities, as well as the relationship with their entrepreneurial potential. The results showed four motivational profiles: controlled motivation, holistic motivation, autonomous motivation and amotivation. For each motivational profile, differences were identified in terms of entrepreneurial characteristics, namely resilience and need for achievement. The investigation allowed to explore the different perceptions of marketers about their work, relating them to the monetary results achieved and seniority in the business. This study proves to be beneficial to the management of companies that work on this basis, for which the perception of the motivational reality of their independent employees is crucial, as well as for them, by having a greater information base on the advantages and challenges of this context.
Network Marketing is a relatively recent and rising marketing strategy in several companies today. More and more often, people of all ages are getting involved in companies that work on this basis. With a sample of 223 participants, this study aimed to draw motivation profiles of individuals who typically engage in these opportunities, as well as the relationship with their entrepreneurial potential. The results showed four motivational profiles: controlled motivation, holistic motivation, autonomous motivation and amotivation. For each motivational profile, differences were identified in terms of entrepreneurial characteristics, namely resilience and need for achievement. The investigation allowed to explore the different perceptions of marketers about their work, relating them to the monetary results achieved and seniority in the business. This study proves to be beneficial to the management of companies that work on this basis, for which the perception of the motivational reality of their independent employees is crucial, as well as for them, by having a greater information base on the advantages and challenges of this context.
Description
Dissertação de Mestrado apresentada no ISPA – Instituto Universitário para obtenção de grau de Mestre na especialidade de Psicologia Social e das Organizações
Keywords
Network marketing Motivação Teoria da autodeterminação Perfil empreendedor Traços de personalidade empreendedora Network marketing Motivation Self-determination theory Entrepreneur profile