SINGERS’ ONLINE MARKETING STRATEGIES IN GUANGDONG PROVINCE: HOW TO ESTABLISH AND MAINTAIN A STRONG ONLINE PRESENCE FOR EFFECTIVE MUSIC PROMOTION AND FAN ENGAGEMENT

ABSTRACT

THIS STUDY ANALYSES HOW TO CONTRIBUTE TO THE PORTUGUESE CULTURAL LANGUAGE IN MACAU. MACAU HAS A LONG PORTUGUESE GOVERNING HISTORY, WHICH HAS LASTED FOR AROUND 450 YEARS AND FORMED THE PORTUGUESE CULTURAL HERITAGE. ONE OF THE ELEMENTS IS PORTUGUESE AND PATUÁ LANGUAGES, THE LANGUAGES THE MACAU RESIDENTS USED TO SPEAK. SINCE THE PORTUGUESE AND PATUÁ CULTURAL HERITAGE INFLUENCE HAPPENED, THE MACAU GOVERNMENT HAS TRIED TO PRESERVE THE PORTUGUESE CULTURAL LANGUAGE AS MUCH AS POSSIBLE. IN MACAU, THE UNIVERSITY OF SAINT JOSEPH IS A PART OF THE PORTUGUESE AND PATUÁ LANGUAGE CONTRIBUTION IN CONDUCTING PORTUGUESE PROGRAMMES FOR STUDENTS. THIS STUDY AIMS TO FIND OUT HOW TO EFFECTIVELY PROMOTE THE PORTUGUESE AND PATUÁ CULTURAL LANGUAGE VIA THE MACAU EDUCATION SYSTEM AND HOW TO BENEFIT THE DEVELOPMENT OF THE PORTUGUESE CULTURAL LANGUAGE IN MACAU. TO FIND OUT THE EFFICIENT WAY OF THE PORTUGUESE AND PATUÁ CULTURAL LANGUAGE CONTRIBUTION AT THE UNIVERSITY OF SAINT JOSEPH, WE APPLIED SNOWBALL ANALYSIS TO FIND THE KEY INTERVIEWEES TO CONDUCT FACE-TO-FACE SEMI-STRUCTURED INTERVIEWS WITH SIX INTERVIEWEES. THE RESULTS SHOW THAT THE PORTUGUESE AND PATUÁ CULTURAL LANGUAGES ARE VITAL TO THE MACAU EDUCATION SYSTEM, ESPECIALLY FOR STUDENTS LEARNING PORTUGUESE. FOR STUDENTS, LEARNING PORTUGUESE SHOULD BE COMPULSORY IN MACAU