Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?

Detalhes bibliográficos
Autor(a) principal: Pereira, Maria de Lancastre Teotónio
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/10362/152943
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 Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?Digital MarketingFashion industrye-commerceKPI’sdigital campaignWeb AnalyticsSDG 9 - Industry, innovation and infrastructureSDG 12 - Responsible production and consumptionSDG 17 - Partnerships for the goalsDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThis project thesis aims to examine the impact of digital marketing on slow fashion brands through the implementation of e-commerce. Slow fashion brands have gained significant attention recently due to their commitment to sustainable and ethical production practices. However, their success in the digital age largely depends on their ability to utilize digital marketing tools to reach their target audience effectively. This thesis explores how implementing e-commerce can impact the overall digital marketing strategy of a specific slow fashion brand, Portuguesa. The research uses an approach of a quantitative analysis of data from slow fashion e-commerce websites and Google analytics. The findings show that e-commerce implementation can significantly improve a slow fashion brand's digital marketing performance, particularly regarding online visibility, customer engagement, and conversion rates. The results highlight the importance of aligning digital marketing efforts with e-commerce implementation for the success of slow fashion brands in the digital age. The study also points out that e-commerce implementation supports slow fashion brands' sustainable and ethical values. Overall, the thesis contributes to understanding how digital marketing and e-commerce can be used to promote sustainable fashion and support the growth of a recent slow fashion brand, Portuguesa.Rita, Paulo Miguel Rasquinho FerreiraSzabó-Douat, TeodóraRUNPereira, Maria de Lancastre Teotónio2023-04-142023-04-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/152943TID:203275691enginfo: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:RCAAP2024-03-11T05:35:31Zoai:run.unl.pt:10362/152943Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:55:07.557200Repositório 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 Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?
title Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?
spellingShingle Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?
Pereira, Maria de Lancastre Teotónio
Digital Marketing
Fashion industry
e-commerce
KPI’s
digital campaign
Web Analytics
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible production and consumption
SDG 17 - Partnerships for the goals
title_short Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?
title_full Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?
title_fullStr Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?
title_full_unstemmed Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?
title_sort Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?
author Pereira, Maria de Lancastre Teotónio
author_facet Pereira, Maria de Lancastre Teotónio
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
Szabó-Douat, Teodóra
RUN
dc.contributor.author.fl_str_mv Pereira, Maria de Lancastre Teotónio
dc.subject.por.fl_str_mv Digital Marketing
Fashion industry
e-commerce
KPI’s
digital campaign
Web Analytics
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible production and consumption
SDG 17 - Partnerships for the goals
topic Digital Marketing
Fashion industry
e-commerce
KPI’s
digital campaign
Web Analytics
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible production and consumption
SDG 17 - Partnerships for the goals
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 2023-04-14
2023-04-14T00:00:00Z
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/10362/152943
TID:203275691
url http://hdl.handle.net/10362/152943
identifier_str_mv TID:203275691
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)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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
repository.mail.fl_str_mv
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