Social media advertising: The role of personalization in Performance expectancy and customer purchase intention

Detalhes bibliográficos
Autor(a) principal: Khakpour, Sanaz
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/10362/130279
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
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spelling Social media advertising: The role of personalization in Performance expectancy and customer purchase intentionPurchase intentionPersonalizationSocial mediaAdvertisingSocial media advertisingDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMSocial media is being widely used as a platform to manage marketing and advertising activities. Organizations are always having a challenge in how they can design social media advertising by spending a lot of time, money, and resources on social media ads to successfully fascinate customers and motivate them to purchase their brands. This study aims to evaluate the impact of personalization on purchase intention and also investigating the role of personalization moderating the relation between Performance expectancy and customer purchase intention. The conceptual model will be based on the extending Unified Theory of Acceptance and Use of Technology (UTAUT2). This study will be expected to provide several theoretical and practical rules on how personalization can successfully impact customer purchase intention over social media platforms.Gonçalves, Rui Alexandre HenriquesRUNKhakpour, Sanaz2022-01-05T17:03:02Z2021-12-202021-12-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/130279TID:202946169enginfo: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:RCAAP2024-03-11T05:08:59Zoai:run.unl.pt:10362/130279Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:46:44.217146Repositório 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 Social media advertising: The role of personalization in Performance expectancy and customer purchase intention
title Social media advertising: The role of personalization in Performance expectancy and customer purchase intention
spellingShingle Social media advertising: The role of personalization in Performance expectancy and customer purchase intention
Khakpour, Sanaz
Purchase intention
Personalization
Social media
Advertising
Social media advertising
title_short Social media advertising: The role of personalization in Performance expectancy and customer purchase intention
title_full Social media advertising: The role of personalization in Performance expectancy and customer purchase intention
title_fullStr Social media advertising: The role of personalization in Performance expectancy and customer purchase intention
title_full_unstemmed Social media advertising: The role of personalization in Performance expectancy and customer purchase intention
title_sort Social media advertising: The role of personalization in Performance expectancy and customer purchase intention
author Khakpour, Sanaz
author_facet Khakpour, Sanaz
author_role author
dc.contributor.none.fl_str_mv Gonçalves, Rui Alexandre Henriques
RUN
dc.contributor.author.fl_str_mv Khakpour, Sanaz
dc.subject.por.fl_str_mv Purchase intention
Personalization
Social media
Advertising
Social media advertising
topic Purchase intention
Personalization
Social media
Advertising
Social media advertising
description Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
publishDate 2021
dc.date.none.fl_str_mv 2021-12-20
2021-12-20T00:00:00Z
2022-01-05T17:03:02Z
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/10362/130279
TID:202946169
url http://hdl.handle.net/10362/130279
identifier_str_mv TID:202946169
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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