New insights on the importance of real-time marketing on building brand engagement and brand equity
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/20560 |
Resumo: | User participation has been gaining more importance on the Web. Customers are now creators and engagers of content, through multiple platforms such as Social Media. Through User-Generated Content, they create content and are instigated to like, comment and share some posts. Recognizing the importance of social networks, many brands have become present in these platforms as a way of keeping closer relationships with the consumers, establishing, developing, maintaining and improving such relationships – Relationship Marketing – and building Brand Equity. Brand Communities have also come online, being more accessible worldwide – Online Brand Communities. Sometimes its members are given the chance to Co-create with the brands strengthening the community and the interactions between them, ultimately increasing Brand Engagement. This dissertation investigates Real-Time Marketing as one strategy for businesses to take advantage of this social and technological ecosystem. The challenge of a more social and connected consumer is that they engage in online conversations, trends and things happening today. To get into those conversations, brands can launch campaigns and lay their communication strategy on events of public interest, relating their messages with a context. The model proposed revealed a good fit and proved the antecedent role of Co-creation on the Social Media Context, which will therefore positively impact User-Generated Content which will positively impact Brand Equity and Engagement. This study proves that Real-Time marketing leads to situations of increased User-Generated Content, complementing previous findings and addresses the gap in literature proving that Real-Time marketing leads to situations of increased Brand Equity and Brand Engagement. |
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New insights on the importance of real-time marketing on building brand engagement and brand equityReal-time marketingUser-generated contentBrand engagementBrand equityConteúdo gerado pelo usuárioEnvolvimento com a marcaEquidade da marcaUser participation has been gaining more importance on the Web. Customers are now creators and engagers of content, through multiple platforms such as Social Media. Through User-Generated Content, they create content and are instigated to like, comment and share some posts. Recognizing the importance of social networks, many brands have become present in these platforms as a way of keeping closer relationships with the consumers, establishing, developing, maintaining and improving such relationships – Relationship Marketing – and building Brand Equity. Brand Communities have also come online, being more accessible worldwide – Online Brand Communities. Sometimes its members are given the chance to Co-create with the brands strengthening the community and the interactions between them, ultimately increasing Brand Engagement. This dissertation investigates Real-Time Marketing as one strategy for businesses to take advantage of this social and technological ecosystem. The challenge of a more social and connected consumer is that they engage in online conversations, trends and things happening today. To get into those conversations, brands can launch campaigns and lay their communication strategy on events of public interest, relating their messages with a context. The model proposed revealed a good fit and proved the antecedent role of Co-creation on the Social Media Context, which will therefore positively impact User-Generated Content which will positively impact Brand Equity and Engagement. This study proves that Real-Time marketing leads to situations of increased User-Generated Content, complementing previous findings and addresses the gap in literature proving that Real-Time marketing leads to situations of increased Brand Equity and Brand Engagement.A participação do consumidor veio a ganhar mais importância na Web. Este está envolvido na criação e partilha de conteúdo, interagindo através de múltiplas plataformas como os Social Media. Através de Conteúdo Gerado pelo Usuário, este cria e interage com conteúdo através de gostos, comentários e partilhas. Reconhecendo o potencial das redes sociais, muitas marcas têm marcado a sua presença nestas como forma de estabelecer, desenvolver e melhorar as relações com os consumidores – Marketing Relacional – desenvolvendo a Equidade da Marca. Também as comunidades das marcas têm vindo a marcar a sua presença nestas redes sociais – Comunidades Online das Marcas. Muitas vezes os seus membros têm a possibilidade de Co-criar, melhorando as interacções entre estes e o seu envolvimento com a marca. Esta dissertação investiga a importância que Real-Time Marketing tem para as marcas que querem aproveitar o potencial deste sistema. O desafio de um consumidor mais conectado é que interage em conversas online sobre tendências e eventos de público interesse. Para participar nessas conversas, as marcas podem basear a sua estratégia de comunicação em eventos de interesse público e relacionar as suas mensagens com um contexto. O modelo proposto comprova que a possibilidade de co-criar com a marca leva a um aumento de CGU, que impactará a Equidade e o Envolvimento para com a marca. Complementa estudos passados comprovando que Real-Time Marketing leva a situações de maior CGU e pela primeira vez sugere que esta estratégia leva a situações de maior Equidade de Envolvimento com a marca.2022-06-09T00:00:00Z2020-06-09T00:00:00Z2020-06-092020-05info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/20560TID:202497240engPereira, Teresa Vianainfo: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:RCAAP2023-11-09T17:47:57Zoai:repositorio.iscte-iul.pt:10071/20560Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:23:19.519125Repositório 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 |
New insights on the importance of real-time marketing on building brand engagement and brand equity |
title |
New insights on the importance of real-time marketing on building brand engagement and brand equity |
spellingShingle |
New insights on the importance of real-time marketing on building brand engagement and brand equity Pereira, Teresa Viana Real-time marketing User-generated content Brand engagement Brand equity Conteúdo gerado pelo usuário Envolvimento com a marca Equidade da marca |
title_short |
New insights on the importance of real-time marketing on building brand engagement and brand equity |
title_full |
New insights on the importance of real-time marketing on building brand engagement and brand equity |
title_fullStr |
New insights on the importance of real-time marketing on building brand engagement and brand equity |
title_full_unstemmed |
New insights on the importance of real-time marketing on building brand engagement and brand equity |
title_sort |
New insights on the importance of real-time marketing on building brand engagement and brand equity |
author |
Pereira, Teresa Viana |
author_facet |
Pereira, Teresa Viana |
author_role |
author |
dc.contributor.author.fl_str_mv |
Pereira, Teresa Viana |
dc.subject.por.fl_str_mv |
Real-time marketing User-generated content Brand engagement Brand equity Conteúdo gerado pelo usuário Envolvimento com a marca Equidade da marca |
topic |
Real-time marketing User-generated content Brand engagement Brand equity Conteúdo gerado pelo usuário Envolvimento com a marca Equidade da marca |
description |
User participation has been gaining more importance on the Web. Customers are now creators and engagers of content, through multiple platforms such as Social Media. Through User-Generated Content, they create content and are instigated to like, comment and share some posts. Recognizing the importance of social networks, many brands have become present in these platforms as a way of keeping closer relationships with the consumers, establishing, developing, maintaining and improving such relationships – Relationship Marketing – and building Brand Equity. Brand Communities have also come online, being more accessible worldwide – Online Brand Communities. Sometimes its members are given the chance to Co-create with the brands strengthening the community and the interactions between them, ultimately increasing Brand Engagement. This dissertation investigates Real-Time Marketing as one strategy for businesses to take advantage of this social and technological ecosystem. The challenge of a more social and connected consumer is that they engage in online conversations, trends and things happening today. To get into those conversations, brands can launch campaigns and lay their communication strategy on events of public interest, relating their messages with a context. The model proposed revealed a good fit and proved the antecedent role of Co-creation on the Social Media Context, which will therefore positively impact User-Generated Content which will positively impact Brand Equity and Engagement. This study proves that Real-Time marketing leads to situations of increased User-Generated Content, complementing previous findings and addresses the gap in literature proving that Real-Time marketing leads to situations of increased Brand Equity and Brand Engagement. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-06-09T00:00:00Z 2020-06-09 2020-05 2022-06-09T00:00:00Z |
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/10071/20560 TID:202497240 |
url |
http://hdl.handle.net/10071/20560 |
identifier_str_mv |
TID:202497240 |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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