The influence of digital marketing on the choice of a fuel brand

• Autor(a) principal: Rodrigues, Ricardo Jorge Andrade Silva
• 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/10400.14/42620
• topic: Digital marketing; Social media; Social platforms; Oil and gas; Gas station brand; Fuel brand; Marketing digital; Redes sociais; Plataformas sociais; Petróleo e gás; Marca de combustível; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

With the advent of social platforms, digital marketing strategies have been gaining a lot of importance among companies, in order to segment and approach their target audiences and consequently improve their performance. This study aims to examine the influence of digital marketing when choosing a Fuel Brand. It presents data from a questionnaire developed for reviewing an individual’s social media habits and the most important variables in Fuel Brand choice. The research was performed utilizing various methods of analysis. To see the differences on a demographic level and compare the respondent’s results to measure social media habits, a pivot table analysis was made. A correlation matrix was built to measure the correlation between digital marketing and its predictor variables, clustering was made to differentiate the types of customers and optimize a brand’s approach towards each, and a logistic regression was made to verify if there was any underlying variable that affected the influence of digital marketing when choosing a Fuel Brand. According to the study’s results, a Fuel Brand's investment in social platforms suffers from a lack of advertising and exposure towards the benefits of actually utilizing these, meaning that if well leveraged, a Fuel Brand’s digital efforts can effectively gain them a competitive advantage.