Real-time marketing publications and their ethical perception

• Autor(a) principal: Borges, Maria Leonor Ribeiro
• Data de Publicação: 2024
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/164640
• topic: Real-time Marketing; Social Media; Consumer Perception; Brand loyalty; Ethical Content Marketing; Electronic Word of Mouth; SDG 9 - Industry, innovation and infrastructure; SDG 12 - Responsible production and consumption; SDG 16 - Peace, justice and strong institutions; Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação

This thesis explores the ethical dimensions of real-time marketing (RTM) in the context of brands leveraging current news events for promotional purposes on social media platforms. RTM, aimed at capturing immediate consumer attention, often involves aligning brand messages with unrelated topical moments, transcending direct product promotion. However, a notable gap exists in academic analysis regarding the ethical considerations and consumer perceptions associated with this practice. The experiment was elaborated with the objective of understanding if the brands by using RTM publications, the interpretations of consumers change their purchasing decisions, and how it makes them feel when it comes to ethics. We learnt that there is no negative relation between brand loyalty, consumer brand identification, consumer brand engagement, eWOM, how people perceive this type of publication, and its ethics. The participants did not see any harm, exploration, or felt bad perceptions of the brand. They see the publications as disruptive and original.