The new way of online shopping : creating a cashback model to benefit both companies and customers

• Autor(a) principal: Hahn, Lennart
• 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/10400.14/38114
• topic: Word of mouth; Social media; Online shopping; Influencer marketing; Lean Canvas; Value proposition; Market analysis; Blue Ocean strategy; Product management; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

In a global marketplace, e-commerce continues to gain importance. But when it comes to online shopping, customer trust in advertisement is limited, and finding the right product at the lowest possible price is time-consuming. For companies, among other factors, constantly creating con- tent to generate organic growth on Social Media and strengthening brand awareness is time and capital intensive. This dissertation proposes a solution to combat these problems. The App called Whisper ena- bles online shoppers to save time and money when posting content and tagging both the store or brand and Whisper. In turn, customers become brand ambassadors for companies, generat- ing more trustworthy visibility while automating marketing efforts. Results from the analysis revealed that this App appeals to the German young adult cohort. Within a large sample size (n = 359), over 54 % of participants are inclined to use the App. Cornerstone features include a high amount of cashback, a high number of partnered brands and shops, and a quick onboarding process. Whisper sets itself apart from the diverse German competition by adding new dimensions to the cashback and social commerce industry. The most important aspects are a curated feed within the App consisting of the most popular posts by users and the ability to receive cashback post-purchase. The analysis showed that Whisper has a unique business model in an uncontested market space. To discover underlying customer motivations and more precisely appease the target group, further research must be conducted.