Born digital: evaluating brand consumption patterns of generation alpha

Detalhes bibliográficos
Autor(a) principal: Silva, Sara Sofia Fernandes da
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/10362/159471
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 Born digital: evaluating brand consumption patterns of generation alphaSocial MediaBrand ConsumptionGeneration AlphaDigital NativesSDG 4 - Quality educationSDG 5 - Gender equalitySDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 12 - Responsible production and consumptionSDG 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 AnalyticsGeneration Alpha, born between 2010-2024, is experiencing new ways of learning, communicating, playing, and having hobbies. The way this generation makes their brand consumption choices is changing, with social media platforms significantly influencing them. This study uses data science techniques to understand Generation Alpha behaviors and preferences among social media channels. The analysis was centered on five different categories of brands: technology) Apple; gaming) Nintendo; sports) Nike; social media) Tik Tok; entertainment) Netflix. The data was gathered via Brandwatch, an Artificial Intelligence driven social media listening tool that generates sentiment analysis based on machine learning and lexical approach techniques. The presented methodology enhances the capacity of data visualization and text mining to accelerate the interpretation of data. Results demonstrate a high connection of Generation Alpha with technology, particularly video content. They actively engage in global events, creating hashtags trends and expressing their sentiments towards brands. Additionally, more males have started embracing social media platforms. This study provides valuable insights into Generation Alpha behavior and preferences, assisting brands and marketers in developing tailored marketing strategies. Furthermore, it suggests future research directions, emphasizing the need for in-depth data collection on online behavior, seasonality, and gender distribution among Generation Alpha.António, Nuno Miguel da ConceiçãoRita, Paulo Miguel Rasquinho FerreiraRUNSilva, Sara Sofia Fernandes da2023-10-232026-10-23T00:00:00Z2023-10-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/159471TID:203378245enginfo: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:RCAAP2024-03-11T05:41:53Zoai:run.unl.pt:10362/159471Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:57:33.620775Repositório 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 Born digital: evaluating brand consumption patterns of generation alpha
title Born digital: evaluating brand consumption patterns of generation alpha
spellingShingle Born digital: evaluating brand consumption patterns of generation alpha
Silva, Sara Sofia Fernandes da
Social Media
Brand Consumption
Generation Alpha
Digital Natives
SDG 4 - Quality education
SDG 5 - Gender equality
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible production and consumption
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Born digital: evaluating brand consumption patterns of generation alpha
title_full Born digital: evaluating brand consumption patterns of generation alpha
title_fullStr Born digital: evaluating brand consumption patterns of generation alpha
title_full_unstemmed Born digital: evaluating brand consumption patterns of generation alpha
title_sort Born digital: evaluating brand consumption patterns of generation alpha
author Silva, Sara Sofia Fernandes da
author_facet Silva, Sara Sofia Fernandes da
author_role author
dc.contributor.none.fl_str_mv António, Nuno Miguel da Conceição
Rita, Paulo Miguel Rasquinho Ferreira
RUN
dc.contributor.author.fl_str_mv Silva, Sara Sofia Fernandes da
dc.subject.por.fl_str_mv Social Media
Brand Consumption
Generation Alpha
Digital Natives
SDG 4 - Quality education
SDG 5 - Gender equality
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible production and consumption
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Social Media
Brand Consumption
Generation Alpha
Digital Natives
SDG 4 - Quality education
SDG 5 - Gender equality
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 12 - Responsible production and consumption
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 2023
dc.date.none.fl_str_mv 2023-10-23
2023-10-23T00:00:00Z
2026-10-23T00:00:00Z
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/10362/159471
TID:203378245
url http://hdl.handle.net/10362/159471
identifier_str_mv TID:203378245
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
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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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