Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions
Autor(a) principal: | |
---|---|
Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/137999 |
Resumo: | Black Friday has become one of the biggest shoppingdaysworldwideand isconsidered by some as the emblem of consumerism. Variousactorsof the economy are trying to fightthis phenomenon using several means. This paper aims to test to what extent do corporate philanthropy and environmental concern in the context of Black Friday impact consumer behavior. To do so,all the data were collected using an online survey and asample of 211 responses was used.The results highlight that people who are concerned about the environment show a more negative attitude toward massive Black Friday promotions. Limitations of this paper could be the representativeness of the population and a potential brand effect. The results of this paper imply that as environmental concern is growing among the population, marketers and managers should be aware of this concern and adapt their strategies during Black Friday. Implementing massive promotions may no longer be to the taste of consumers and other alternatives must be explored in order to meet the needs of consumers in the best possible way. |
id |
RCAP_822aa6aab9454205c506706f6736a4f3 |
---|---|
oai_identifier_str |
oai:run.unl.pt:10362/137999 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotionsSustainabilityBlack fridayCorporate social responsibilityConsumer behaviorDomínio/Área Científica::Ciências Sociais::Economia e GestãoBlack Friday has become one of the biggest shoppingdaysworldwideand isconsidered by some as the emblem of consumerism. Variousactorsof the economy are trying to fightthis phenomenon using several means. This paper aims to test to what extent do corporate philanthropy and environmental concern in the context of Black Friday impact consumer behavior. To do so,all the data were collected using an online survey and asample of 211 responses was used.The results highlight that people who are concerned about the environment show a more negative attitude toward massive Black Friday promotions. Limitations of this paper could be the representativeness of the population and a potential brand effect. The results of this paper imply that as environmental concern is growing among the population, marketers and managers should be aware of this concern and adapt their strategies during Black Friday. Implementing massive promotions may no longer be to the taste of consumers and other alternatives must be explored in order to meet the needs of consumers in the best possible way.Martinez, LuisRUNDoyen, Charline Anne Lucie2022-05-16T15:46:54Z2021-09-172021-09-072021-09-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/137999TID:202895084enginfo: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:RCAAP2024-03-11T05:15:23Zoai:run.unl.pt:10362/137999Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:48:55.943311Repositório 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 |
Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions |
title |
Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions |
spellingShingle |
Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions Doyen, Charline Anne Lucie Sustainability Black friday Corporate social responsibility Consumer behavior Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions |
title_full |
Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions |
title_fullStr |
Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions |
title_full_unstemmed |
Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions |
title_sort |
Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions |
author |
Doyen, Charline Anne Lucie |
author_facet |
Doyen, Charline Anne Lucie |
author_role |
author |
dc.contributor.none.fl_str_mv |
Martinez, Luis RUN |
dc.contributor.author.fl_str_mv |
Doyen, Charline Anne Lucie |
dc.subject.por.fl_str_mv |
Sustainability Black friday Corporate social responsibility Consumer behavior Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Sustainability Black friday Corporate social responsibility Consumer behavior Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Black Friday has become one of the biggest shoppingdaysworldwideand isconsidered by some as the emblem of consumerism. Variousactorsof the economy are trying to fightthis phenomenon using several means. This paper aims to test to what extent do corporate philanthropy and environmental concern in the context of Black Friday impact consumer behavior. To do so,all the data were collected using an online survey and asample of 211 responses was used.The results highlight that people who are concerned about the environment show a more negative attitude toward massive Black Friday promotions. Limitations of this paper could be the representativeness of the population and a potential brand effect. The results of this paper imply that as environmental concern is growing among the population, marketers and managers should be aware of this concern and adapt their strategies during Black Friday. Implementing massive promotions may no longer be to the taste of consumers and other alternatives must be explored in order to meet the needs of consumers in the best possible way. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-17 2021-09-07 2021-09-17T00:00:00Z 2022-05-16T15:46:54Z |
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/10362/137999 TID:202895084 |
url |
http://hdl.handle.net/10362/137999 |
identifier_str_mv |
TID:202895084 |
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 |
|
_version_ |
1799138089711435776 |