The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyalty

Detalhes bibliográficos
Autor(a) principal: Alves, Matilde Figueiredo
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/10362/163678
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyaltyPersonalizationSocial Media AdvertisementBrand engagementBrand attachmentCustomer LoyaltyDomínio/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 Digital Marketing and AnalyticsWith the rise of digital platforms and the increased use of personalized marketing strategies, understanding the nuanced effects of perceived personalization becomes valuable for marketing professionals. Drawing upon a quantitative research approach, the present study makes use of surveybased methodologies to gather insights from a diverse sample of social media users and examine the perceptual impact of personalized advertising within social media on key consumer-brand relationship dimensions: brand engagement, brand attachment and customer loyalty. The research showcases a significantly positive correlation between perceived personalization and brand engagement. Similarly, the research highlights the positive influence of perceived personalization on brand attachment and customer loyalty, albeit with varying degrees of impact across these three dimensions. Perceived personalization appears to exert a stronger influence on brand engagement compared to brand attachment and customer loyalty. This positive correlation highlights the importance of personalization in social media advertising for key facets of consumer-brand relationships, advocating for tailored marketing strategies aligned with evolving consumer behaviors in the digital era.Dalmoro, MarlonRUNAlves, Matilde Figueiredo2024-02-16T16:17:16Z2024-01-292024-01-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/163678TID:203519922enginfo: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:RCAAP2024-03-11T05:48:20Zoai:run.unl.pt:10362/163678Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:59:49.239372Repositório 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 The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyalty
title The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyalty
spellingShingle The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyalty
Alves, Matilde Figueiredo
Personalization
Social Media Advertisement
Brand engagement
Brand attachment
Customer Loyalty
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyalty
title_full The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyalty
title_fullStr The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyalty
title_full_unstemmed The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyalty
title_sort The impact of Personalization trough Digital Marketing Tools: The impact of personalized social media advertisement on brandengagement, customer loyalty
author Alves, Matilde Figueiredo
author_facet Alves, Matilde Figueiredo
author_role author
dc.contributor.none.fl_str_mv Dalmoro, Marlon
RUN
dc.contributor.author.fl_str_mv Alves, Matilde Figueiredo
dc.subject.por.fl_str_mv Personalization
Social Media Advertisement
Brand engagement
Brand attachment
Customer Loyalty
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Personalization
Social Media Advertisement
Brand engagement
Brand attachment
Customer Loyalty
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 Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-02-16T16:17:16Z
2024-01-29
2024-01-29T00:00:00Z
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/10362/163678
TID:203519922
url http://hdl.handle.net/10362/163678
identifier_str_mv TID:203519922
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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