Improvised marketing interventions in social media: effects on brand loyalty and engagement
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/134438 |
Resumo: | Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence |
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7160 |
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Improvised marketing interventions in social media: effects on brand loyalty and engagementimproved marketing interventionssocial mediaimprovisationcustomer brand engagementeWOMDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceConsumers are exposed on their social media to massive amounts of brand advertisement every day, reducing consumers' attention to brand posts. To overcome this, brands in social media have recently introduced improvised marketing interventions (IMIs) with the hopes improve consumers’ engagement. Given the need for further research on the topic, this study aims to explore whether improvised marketing interventions have a positive effect on customer brand engagement. An experimental approach was conducted, with a total of 180 social media users, to examine how improvised marketing interventions in social media influences consumers’ positive feelings and brand loyalty. The findings reveal that improvised marketing interventions (compared to a control condition) positively affect emotions, purchase intentions, consumer brand identification, and brand loyalty. Finally, the findings reveal how improvised marketing interventions can serve as a competitive advantage in brand communication strategies in social media.Pinto, Diego CostaRUNCoelho, Mariana Milhano2022-03-14T11:48:17Z2022-01-312022-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/134438TID:202962210enginfo: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:RCAAP2024-03-11T05:12:51Zoai:run.unl.pt:10362/134438Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:48:05.196190Repositório 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 |
Improvised marketing interventions in social media: effects on brand loyalty and engagement |
title |
Improvised marketing interventions in social media: effects on brand loyalty and engagement |
spellingShingle |
Improvised marketing interventions in social media: effects on brand loyalty and engagement Coelho, Mariana Milhano improved marketing interventions social media improvisation customer brand engagement eWOM |
title_short |
Improvised marketing interventions in social media: effects on brand loyalty and engagement |
title_full |
Improvised marketing interventions in social media: effects on brand loyalty and engagement |
title_fullStr |
Improvised marketing interventions in social media: effects on brand loyalty and engagement |
title_full_unstemmed |
Improvised marketing interventions in social media: effects on brand loyalty and engagement |
title_sort |
Improvised marketing interventions in social media: effects on brand loyalty and engagement |
author |
Coelho, Mariana Milhano |
author_facet |
Coelho, Mariana Milhano |
author_role |
author |
dc.contributor.none.fl_str_mv |
Pinto, Diego Costa RUN |
dc.contributor.author.fl_str_mv |
Coelho, Mariana Milhano |
dc.subject.por.fl_str_mv |
improved marketing interventions social media improvisation customer brand engagement eWOM |
topic |
improved marketing interventions social media improvisation customer brand engagement eWOM |
description |
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-03-14T11:48:17Z 2022-01-31 2022-01-31T00:00:00Z |
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/10362/134438 TID:202962210 |
url |
http://hdl.handle.net/10362/134438 |
identifier_str_mv |
TID:202962210 |
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) |
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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1799138082411249664 |