Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM

Detalhes bibliográficos
Autor(a) principal: Piçarro, Inês Nicolau
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/150674
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 Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOMConsumer-brand relationshipTrustBrand loveBrand hateBrand failureOnline WOMDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis study aimed to understand the relationship between the brand and the customer online. It investigated if an online brand failure can have as much impact as product or service failure, and it questioned if the feeling of trust is affected negatively after, specifically during Black Friday. It also lets us know if consumers tend to share their opinions online. A causal research design was implemented to obtain evidence of the changing effects of brand failure on the customer-brand relationship. The experiment was conducted for a unique sample group of 214 participants. Data analysis was performed with analysis of variance (ANOVA), linear regression to predict the value of the variables, and T-Test to assess the effectiveness of the different correlations expressed. The main results of this study were that the feeling of Trust after a brand commits an online failure diminishes, proving that trust is affected negatively. Specific correlations confirmed that the higher the customer considers the failure and its severity, the likelier it is to decrease the feeling of trust. The findings also showed that feelings of Anger and Worry are also felt after the brand failure. Finally, the data showed that most people tend not to share their opinions online, much less in a negative way, about businesses or brands. The research contributions confirm the importance of the digital behavior that brands should have and how a possible failure can impact the relationship with the customer. Finally, it showed how a brand failure is not just on physical products or services but also online.Rita, Paulo Miguel Rasquinho FerreiraPinto, Diego CostaRUNPiçarro, Inês Nicolau2023-01-272026-01-27T00:00:00Z2023-01-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/150674TID:203247523enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:32:56Zoai:run.unl.pt:10362/150674Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:54:15.617383Repositório 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 Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM
title Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM
spellingShingle Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM
Piçarro, Inês Nicolau
Consumer-brand relationship
Trust
Brand love
Brand hate
Brand failure
Online WOM
title_short Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM
title_full Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM
title_fullStr Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM
title_full_unstemmed Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM
title_sort Social Influence and Customer Engagement and, Online WOM: The impact of online brand failures on customer-brand relationships: Trust and WOM
author Piçarro, Inês Nicolau
author_facet Piçarro, Inês Nicolau
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Piçarro, Inês Nicolau
dc.subject.por.fl_str_mv Consumer-brand relationship
Trust
Brand love
Brand hate
Brand failure
Online WOM
topic Consumer-brand relationship
Trust
Brand love
Brand hate
Brand failure
Online WOM
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2023
dc.date.none.fl_str_mv 2023-01-27
2023-01-27T00:00:00Z
2026-01-27T00:00:00Z
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/10362/150674
TID:203247523
url http://hdl.handle.net/10362/150674
identifier_str_mv TID:203247523
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
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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