Capítulo VII – CONCLUSÕES
7.4 Limitações e sugestões de investigação futura
Este estudo, como qualquer outro, apresenta limitações que condicionam a extrapolação de resultados.
Apesar da extensa revisão bibliográfica, é possível que outras variáveis possam ter contribuído para os resultados obtidos, uma vez que certamente que não foram contempladas todas as variáveis que têm influência no envolvimento, na ligação à marca e lealdade. Neste sentido, em investigações futuras será importante procurar novas variáveis tais como outros benefícios (além dos sociais e funcionais) que possam estar a influenciar os estudantes e fazer uma análise cada vez mais ampla e multivariada. Além disso, a análise foi realizada apenas para o envolvimento no Facebook, uma vez que é a rede social mais utilizada pela Geração Y e estudantes em Portugal. No entanto, com o crescimento do Instagram será importante em estudos futuros analisar também esta rede social (ou outras relevantes) assim como comparar resultados da Geração Y versus outras gerações (Geração X, por exemplo).
O estudo foi realizado com uma amostra de estudantes atuais no ensino superior público, no entanto, tendo em conta que os alumni possuem também uma forte ligação à marca e assumem cada vez mais um papel de relevo no WOM, seria importante em estudos posteriores analisar o mesmo modelo para uma amostra composta por alumni e também por estudantes do ensino superior privado.
Por outro lado, foi analisado o envolvimento no Facebook do ponto de vista positivo, não foi tido em conta que o tipo de conteúdo gerado (por exemplo comentários) poderá ser negativo. Em estudos futuros será importante analisar a valência dos comentários e críticas.
Finalmente, reconhecemos que as conclusões deste estudo foram obtidas tendo em conta uma amostra representativa dos estudantes portugueses pelo que poderão não ser generalizadas para outras culturas e países.
Deste modo, sugere-se que as investigações futuras vão ao encontro de ultrapassar os limites apresentados contribuindo para um maior aprofundamento de conhecimento nos domínios do envolvimento no Facebook, ligação à marca e lealdade, nomeadamente através da inclusão de outros benefícios além dos estudados assim como uma amostra de alumni. Realça-se também a importância de realizar estudos comparativos entre gesrações e tipos de instituições (públicas e privadas).
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