Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM

Detalhes bibliográficos
Autor(a) principal: Vicente, Ana Carolina César
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/10362/164015
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
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spelling Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOMConsumer engagementCosmetic industryElectronic word-of-mouthMonetary incentivesPsychological incentivesSDG 12 - Responsible production and consumptionSDG 17 - Partnerships for the goalsDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceIn the dynamic landscape of global markets, the shift to e-commerce has become imperative for companies striving to maintain competitiveness. With consumers increasingly turning to online shopping, web search has evolved into the primary source for product discovery. Within the cosmetic industry, electronic word-of-mouth (eWOM) has emerged as a decisive factor in consumer decision-making. Consumers rely on the experiences and opinions of others, especially those deemed trustworthy, to make informed choices in cosmetic product purchases. Marketers have harnessed the power of eWOM, particularly through consumer reviews on social networks, not only as feedback mechanisms but also as instructional guides for product usage. Despite the critical role of eWOM in the cosmetic industry, there exists a research gap concerning the impact of monetary and psychological incentives on consumer engagement in this context. This study aims to bridge this gap by investigating how both monetary incentives (such as discounts and cash-back offers) and psychological incentives (linked to self-enhancement motives) influence consumers' intention to create positive online reviews about cosmetic products. The research further explores the role played by engagement price sensitivity and self-enhancing conditions in shaping online reviews. Drawing on an extensive review of the literature on eWOM, consumer engagement, and incentives, the study proposes a conceptual model predicting that both monetary and psychological incentives positively influence consumer engagement in eWOM within the cosmetic industry. Additionally, the model suggests potential variations in the effects of these incentives across different consumer segments, based on demographic and psychographic characteristics. The paper's subsequent sections follow a structured approach: Section 2 provides a thorough review of relevant literature, while Section 3 details the research methodology, including sample selection and data analysis techniques. Section 4 presents empirical findings derived from descriptive statistics and regression analyses. Finally, Section 5 offers a comprehensive discussion of the research findings, their implications for marketers, and suggestions for future research. In conclusion, this study contributes significantly to the existing body of literature by unraveling the intricate impact of monetary incentives and psychological incentives on consumer engagement in positive eWOM within the cosmetic industry. The insights garnered can empower marketers to craft effective eWOM strategies, leveraging incentives to cultivate positive perceptions and generate interest in their brands and products.Rohden, Simoni FernandaRUNVicente, Ana Carolina César2024-02-23T13:53:55Z2024-01-302024-01-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164015TID:203526899enginfo: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:RCAAP2024-03-11T05:50:21Zoai:run.unl.pt:10362/164015Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:59:59.818503Repositório 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 Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM
title Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM
spellingShingle Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM
Vicente, Ana Carolina César
Consumer engagement
Cosmetic industry
Electronic word-of-mouth
Monetary incentives
Psychological incentives
SDG 12 - Responsible production and consumption
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM
title_full Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM
title_fullStr Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM
title_full_unstemmed Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM
title_sort Beyond reviews: The influence of incentives on consumer engagement regarding positive eWOM
author Vicente, Ana Carolina César
author_facet Vicente, Ana Carolina César
author_role author
dc.contributor.none.fl_str_mv Rohden, Simoni Fernanda
RUN
dc.contributor.author.fl_str_mv Vicente, Ana Carolina César
dc.subject.por.fl_str_mv Consumer engagement
Cosmetic industry
Electronic word-of-mouth
Monetary incentives
Psychological incentives
SDG 12 - Responsible production and consumption
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Consumer engagement
Cosmetic industry
Electronic word-of-mouth
Monetary incentives
Psychological incentives
SDG 12 - Responsible production and consumption
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
publishDate 2024
dc.date.none.fl_str_mv 2024-02-23T13:53:55Z
2024-01-30
2024-01-30T00:00:00Z
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/10362/164015
TID:203526899
url http://hdl.handle.net/10362/164015
identifier_str_mv TID:203526899
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)
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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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