How do people react to advertisement in social media and what are the implications for memory and attention

Detalhes bibliográficos
Autor(a) principal: Dinis, João Duarte Mestre
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/164191
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
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spelling How do people react to advertisement in social media and what are the implications for memory and attentionOnline AdvertisingSocial MediaAttentionMemoryConsumer BehaviorBanner BlindnessAd IntrusivenessAd AvoidanceAd IrritationAd OverexposureSocial InfluenceSDG 8 - Decent work and economic growthSDG 9 - Inovação infraestruturaDomínio/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 Marketing IntelligenceThe present dissertation examines consumer behavior in the context of social media advertising with a particular emphasis on attention and memory. In the first section, it emphasizes the value of social media advertising in the current digital environment and also the broad reach of its effects on global audiences. The effects of advertising on attention and memory, social influence, banner blindness, among other factors, were all examined in an online survey that was conducted during this study. Specific research questions and hypotheses inspired the development of this topic. Additionally, the study showed how crucial ad attitude and ad irritation are in influencing user behavior, highlighting the significance of developing consumer-friendly advertising campaigns. The research also revealed an unexpected result, emotional advertisements caused more doubt than informative ads. The effectiveness of emotional triggers in advertising and their impact on consumer behavior and memory recall are intriguing issues that are raised by this unusual result. This study clarifies the complex nature of consumer reactions to social media advertising, where memory and attention are key factors. The unexpected findings regarding emotional triggers require additional study to thoroughly assess their efficacy and consequent influence on user behavior in order to improve advertising strategies in a constantly changing digital environment.Naranjo-Zolotov, Mijail JuanovichRUNDinis, João Duarte Mestre2024-02-27T17:50:51Z2024-01-312024-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164191TID:203530969enginfo: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:RCAAP2024-03-11T05:51:12Zoai:run.unl.pt:10362/164191Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:00:04.939788Repositório 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 How do people react to advertisement in social media and what are the implications for memory and attention
title How do people react to advertisement in social media and what are the implications for memory and attention
spellingShingle How do people react to advertisement in social media and what are the implications for memory and attention
Dinis, João Duarte Mestre
Online Advertising
Social Media
Attention
Memory
Consumer Behavior
Banner Blindness
Ad Intrusiveness
Ad Avoidance
Ad Irritation
Ad Overexposure
Social Influence
SDG 8 - Decent work and economic growth
SDG 9 - Inovação infraestrutura
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short How do people react to advertisement in social media and what are the implications for memory and attention
title_full How do people react to advertisement in social media and what are the implications for memory and attention
title_fullStr How do people react to advertisement in social media and what are the implications for memory and attention
title_full_unstemmed How do people react to advertisement in social media and what are the implications for memory and attention
title_sort How do people react to advertisement in social media and what are the implications for memory and attention
author Dinis, João Duarte Mestre
author_facet Dinis, João Duarte Mestre
author_role author
dc.contributor.none.fl_str_mv Naranjo-Zolotov, Mijail Juanovich
RUN
dc.contributor.author.fl_str_mv Dinis, João Duarte Mestre
dc.subject.por.fl_str_mv Online Advertising
Social Media
Attention
Memory
Consumer Behavior
Banner Blindness
Ad Intrusiveness
Ad Avoidance
Ad Irritation
Ad Overexposure
Social Influence
SDG 8 - Decent work and economic growth
SDG 9 - Inovação infraestrutura
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Online Advertising
Social Media
Attention
Memory
Consumer Behavior
Banner Blindness
Ad Intrusiveness
Ad Avoidance
Ad Irritation
Ad Overexposure
Social Influence
SDG 8 - Decent work and economic growth
SDG 9 - Inovação infraestrutura
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 Marketing Intelligence
publishDate 2024
dc.date.none.fl_str_mv 2024-02-27T17:50:51Z
2024-01-31
2024-01-31T00:00:00Z
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/10362/164191
TID:203530969
url http://hdl.handle.net/10362/164191
identifier_str_mv TID:203530969
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
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
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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