Facebook Sponsored Ads and Likelihood to Purchase

Detalhes bibliográficos
Autor(a) principal: Paunoska, Stefani
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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spelling 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
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
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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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