The Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving Innovation

Detalhes bibliográficos
Autor(a) principal: Gusmão, Felipe Batitucci de
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/10362/164776
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 Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving InnovationOpen InnovationUser-Generated ContentSocial Media MarketingCollaborative Innovation and Marketing TrendsSDG 4 - Quality educationSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 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 Digital Marketing and AnalyticsThis master thesis examines the role of user-generated Content as a driver to feed the Open Innovation Process with relevant Consumer-Centric insights. The study draws on a review of relevant literature, a data collection of 9600 reviews from Amazon Iberia, focusing on the Fast-Moving Consumer Goods (from hereon: FMCG) confectionery category, plus text mining analyses exercise identifying possible trends in product development respecting real consumer needs. An in-depth interview with five senior-level executives from different businesses that are known to have innovation as their core activities tries to figure out how important it is to have consumer opinion as the center of an Open Innovation strategy compared with the web scrapping results. The findings suggest that User-Generated Content can be a powerful catalyst for Innovation. Still, its effective utilization requires careful consideration of the motivations and behaviors of users, the quality of data captured, the possible drawbacks of not having the proper context when using the information collated, as well as the Integration of appropriate incentives and governance mechanisms. The implications of these findings for companies are discussed and recommendations are provided for future research in this area.Pinto, Diego CostaRUNGusmão, Felipe Batitucci de2024-03-12T17:40:20Z2024-02-012024-02-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164776TID:203544153enginfo: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:RCAAP2024-03-18T01:45:14Zoai:run.unl.pt:10362/164776Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:01:59.908474Repositório 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 Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving Innovation
title The Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving Innovation
spellingShingle The Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving Innovation
Gusmão, Felipe Batitucci de
Open Innovation
User-Generated Content
Social Media Marketing
Collaborative Innovation and Marketing Trends
SDG 4 - Quality education
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short The Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving Innovation
title_full The Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving Innovation
title_fullStr The Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving Innovation
title_full_unstemmed The Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving Innovation
title_sort The Role of User-Generated Content in the Open Innovation Process. Consumer-Centric Insights Driving Innovation
author Gusmão, Felipe Batitucci de
author_facet Gusmão, Felipe Batitucci de
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Gusmão, Felipe Batitucci de
dc.subject.por.fl_str_mv Open Innovation
User-Generated Content
Social Media Marketing
Collaborative Innovation and Marketing Trends
SDG 4 - Quality education
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Open Innovation
User-Generated Content
Social Media Marketing
Collaborative Innovation and Marketing Trends
SDG 4 - Quality education
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
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 Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-03-12T17:40:20Z
2024-02-01
2024-02-01T00:00:00Z
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/10362/164776
TID:203544153
url http://hdl.handle.net/10362/164776
identifier_str_mv TID:203544153
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
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