How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns

Detalhes bibliográficos
Autor(a) principal: Coelho, Sofia Cardoso dos Santos
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/150749
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy ConcernsOut of Home MarketingMobile MarketingMultichannelBrand TrustPrivacy ConcernsDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThe current project attempts to comprehend how brand trust is influenced by a cross-media approach involving mobile and out-of-home (OOH) marketing, as well as the impact mediated by privacy concerns. This study employed an online survey with 289 valid responses. To assess their behavior in various scenarios, the survey asked respondents whether they owned a smartphone and whether mobile ads were targeted at them. To evaluate the results, SMART PLS was used. Results show that multichannel marketing have a higher positive relationship with brand trust when compared with each channel individually. However, a multichannel approach does not reduce the impact of privacy concerns. Regarding the relationship between privacy concerns and brand trust, they have a negative relationship. Thus, retailers should focus in integrating these two channels, focusing on the relation between the channels and how privacy concerns can be reduced to build a relationship of trust with the consumer.Rita, Paulo Miguel Rasquinho FerreiraRamos, Ricardo Filipe CarreiraRUNCoelho, Sofia Cardoso dos Santos2023-03-17T16:17:14Z2023-01-232023-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/150749TID:203217373enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:33:07Zoai:run.unl.pt:10362/150749Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:54:18.101660Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
title How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
spellingShingle How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
Coelho, Sofia Cardoso dos Santos
Out of Home Marketing
Mobile Marketing
Multichannel
Brand Trust
Privacy Concerns
title_short How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
title_full How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
title_fullStr How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
title_full_unstemmed How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
title_sort How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
author Coelho, Sofia Cardoso dos Santos
author_facet Coelho, Sofia Cardoso dos Santos
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
Ramos, Ricardo Filipe Carreira
RUN
dc.contributor.author.fl_str_mv Coelho, Sofia Cardoso dos Santos
dc.subject.por.fl_str_mv Out of Home Marketing
Mobile Marketing
Multichannel
Brand Trust
Privacy Concerns
topic Out of Home Marketing
Mobile Marketing
Multichannel
Brand Trust
Privacy Concerns
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-03-17T16:17:14Z
2023-01-23
2023-01-23T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/150749
TID:203217373
url http://hdl.handle.net/10362/150749
identifier_str_mv TID:203217373
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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