The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce

Detalhes bibliográficos
Autor(a) principal: Hansen, Eva
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/10362/107355
Resumo: Programmatic advertising has changed the advertising industry radically for a long time and its use is already widespread.However, it poses a major challenge to brands to convey a brand image with data-driven ads that contain only compressed information.Especially the fast growing fashion e-commerce industry is still not realizing the full potential that programmaticadvertising is offering. This paper aims to investigate effects that using programmatic ads has on a brand’s image in order to provide strategic implications for their businesses. Based on a survey of 1,326 respondents, this paper identifies a variety of indicators that provide value for successful use.
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spelling The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerceProgrammatic advertisingBrand imageE-CommerceFashionDomínio/Área Científica::Ciências Sociais::Economia e GestãoProgrammatic advertising has changed the advertising industry radically for a long time and its use is already widespread.However, it poses a major challenge to brands to convey a brand image with data-driven ads that contain only compressed information.Especially the fast growing fashion e-commerce industry is still not realizing the full potential that programmaticadvertising is offering. This paper aims to investigate effects that using programmatic ads has on a brand’s image in order to provide strategic implications for their businesses. Based on a survey of 1,326 respondents, this paper identifies a variety of indicators that provide value for successful use.Antunes, JorgeRUNHansen, Eva2023-01-03T01:30:39Z2020-01-162020-01-032020-01-16T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/107355TID:202491943enginfo: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:RCAAP2024-03-11T04:52:04Zoai:run.unl.pt:10362/107355Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:56.637017Repositório 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 effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce
title The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce
spellingShingle The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce
Hansen, Eva
Programmatic advertising
Brand image
E-Commerce
Fashion
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce
title_full The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce
title_fullStr The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce
title_full_unstemmed The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce
title_sort The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce
author Hansen, Eva
author_facet Hansen, Eva
author_role author
dc.contributor.none.fl_str_mv Antunes, Jorge
RUN
dc.contributor.author.fl_str_mv Hansen, Eva
dc.subject.por.fl_str_mv Programmatic advertising
Brand image
E-Commerce
Fashion
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Programmatic advertising
Brand image
E-Commerce
Fashion
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Programmatic advertising has changed the advertising industry radically for a long time and its use is already widespread.However, it poses a major challenge to brands to convey a brand image with data-driven ads that contain only compressed information.Especially the fast growing fashion e-commerce industry is still not realizing the full potential that programmaticadvertising is offering. This paper aims to investigate effects that using programmatic ads has on a brand’s image in order to provide strategic implications for their businesses. Based on a survey of 1,326 respondents, this paper identifies a variety of indicators that provide value for successful use.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-16
2020-01-03
2020-01-16T00:00:00Z
2023-01-03T01:30:39Z
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/10362/107355
TID:202491943
url http://hdl.handle.net/10362/107355
identifier_str_mv TID:202491943
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)
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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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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