Facebook Sponsored Ads and Likelihood to Purchase
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/117294 |
Resumo: | Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management |
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Facebook Sponsored Ads and Likelihood to PurchaseSocial Media MarketingSponsored AdsLikelihood to PurchaseIndustry PreferencesContent PreferencesDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies ManagementThe changes in the technological environment have been reshaping the marketing industry. Sailing through ‘newborn’ opportunities, businesses have options which can lead them to a new dimension of success, whether it is a small, unknown, or very famous business. Companies are being forced to consider another form of marketing and discover new strategies to gain better competitive positioning in the market. One of the newest marketing tools is the Social Media Advertising (Sponsored Ads) which is cost-effective and affordable approach to extend their target market. With limited empirical research in this field, there is a need for further exploring of the Social Media Advertising. Based on the review of the literature and different sources, an online survey was disrupted to current users of Facebook. This paper investigates some of the variables that affect likelihood to purchase. Likewise, the analysis of the responses demonstrates the ad receptiveness of sponsored ads based on content and industry preferences. Based on the marketing literature, this thesis explore already proposed factors that affect motives for using SM and components that encourage content engagement and opening ads. It provides suggestions for developing strategy which can have a powerful impact within rapidly changing consumer environment.Pinto, Diego CostaŠtemberger, Mojca IndiharRUNPaunoska, Stefani2021-05-07T15:31:21Z2020-04-082020-04-08T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/117294enginfo: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:RCAAP2024-03-11T05:00:27Zoai:run.unl.pt:10362/117294Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:43:35.535126Repositório 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 |
Facebook Sponsored Ads and Likelihood to Purchase |
title |
Facebook Sponsored Ads and Likelihood to Purchase |
spellingShingle |
Facebook Sponsored Ads and Likelihood to Purchase Paunoska, Stefani Social Media Marketing Sponsored Ads Likelihood to Purchase Industry Preferences Content Preferences |
title_short |
Facebook Sponsored Ads and Likelihood to Purchase |
title_full |
Facebook Sponsored Ads and Likelihood to Purchase |
title_fullStr |
Facebook Sponsored Ads and Likelihood to Purchase |
title_full_unstemmed |
Facebook Sponsored Ads and Likelihood to Purchase |
title_sort |
Facebook Sponsored Ads and Likelihood to Purchase |
author |
Paunoska, Stefani |
author_facet |
Paunoska, Stefani |
author_role |
author |
dc.contributor.none.fl_str_mv |
Pinto, Diego Costa Štemberger, Mojca Indihar RUN |
dc.contributor.author.fl_str_mv |
Paunoska, Stefani |
dc.subject.por.fl_str_mv |
Social Media Marketing Sponsored Ads Likelihood to Purchase Industry Preferences Content Preferences |
topic |
Social Media Marketing Sponsored Ads Likelihood to Purchase Industry Preferences Content Preferences |
description |
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-04-08 2020-04-08T00:00:00Z 2021-05-07T15:31:21Z |
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/10362/117294 |
url |
http://hdl.handle.net/10362/117294 |
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 |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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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