Relação entre a reação emocional à propaganda em mídias sociais e a avaliação da marca
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional Manancial UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/4644 |
Resumo: | The internet has changed the way that consumers interact with each other and with companies. Social media appear as a new communication channel for business and enabling closer interaction between enterprises and consumers. The literature explains that the social media has a vital role in the promotion mix and companies can interact with consumers through online platforms (Facebook, Twitter, MySpace and others). Therefore, companies can no ignore the phenomena of social media, because it have become a tool for consumers expose their perception of products and services. This study aimed to evaluate the relationship between the emotional response to advertising on social media (Facebook) and the evaluation of the Coca-Cola brand, under the influence of technology readiness and consumers trust. The methodological procedures used to obtain answers to the objectives that guided this study followed the steps of the survey method, by surveying a cross-sectional, exploratory and descriptive study. To assess the relationship between different variables, we used the technique of structural equation modeling. The population was composed of all Brazilians, social media users, subscribers on Facebook. We obtained a total of 1,196 respondents, and of these, 1,037 are valid questionnaires. The choice of brand Coca-Cola gave up because is considered the most valuable in the world for 13 consecutive years and the most followed brand on Facebook worldwide and the second most followed in Brazil. The confirmation of the properties of unidimensionality, reliability, convergent and discriminant validity of the constructs permitted to propose and validate an integrated model, considered as hybrid. The hybrid model tested 48 variables and 118 estimated parameters. The results show that: (1) the emotional reaction to advertising on social media has a positive and direct influence on the Coca-Cola brand evaluation; (2) consumer trust exercised direct and positive influence on brand evaluation and emotional reaction to advertising on social media; and (3) the technology readiness has not a significant influence on the emotional reaction to advertising on social media. We concluded that it is possible to determine consumer trust as the most important variable to a positive emotional reaction to advertising on social media and a positive brand evaluation. |
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2017-04-122017-04-122013-11-11HAHN, Ivanete Schneider. Relationship between emotional reaction to advertising in social media and the brand evaluation. 2013. 161 f. Dissertação (Mestrado em Administração) - Universidade Federal de Santa Maria, Santa Maria, 2013.http://repositorio.ufsm.br/handle/1/4644The internet has changed the way that consumers interact with each other and with companies. Social media appear as a new communication channel for business and enabling closer interaction between enterprises and consumers. The literature explains that the social media has a vital role in the promotion mix and companies can interact with consumers through online platforms (Facebook, Twitter, MySpace and others). Therefore, companies can no ignore the phenomena of social media, because it have become a tool for consumers expose their perception of products and services. This study aimed to evaluate the relationship between the emotional response to advertising on social media (Facebook) and the evaluation of the Coca-Cola brand, under the influence of technology readiness and consumers trust. The methodological procedures used to obtain answers to the objectives that guided this study followed the steps of the survey method, by surveying a cross-sectional, exploratory and descriptive study. To assess the relationship between different variables, we used the technique of structural equation modeling. The population was composed of all Brazilians, social media users, subscribers on Facebook. We obtained a total of 1,196 respondents, and of these, 1,037 are valid questionnaires. The choice of brand Coca-Cola gave up because is considered the most valuable in the world for 13 consecutive years and the most followed brand on Facebook worldwide and the second most followed in Brazil. The confirmation of the properties of unidimensionality, reliability, convergent and discriminant validity of the constructs permitted to propose and validate an integrated model, considered as hybrid. The hybrid model tested 48 variables and 118 estimated parameters. The results show that: (1) the emotional reaction to advertising on social media has a positive and direct influence on the Coca-Cola brand evaluation; (2) consumer trust exercised direct and positive influence on brand evaluation and emotional reaction to advertising on social media; and (3) the technology readiness has not a significant influence on the emotional reaction to advertising on social media. We concluded that it is possible to determine consumer trust as the most important variable to a positive emotional reaction to advertising on social media and a positive brand evaluation.A internet tem alterado a maneira como os consumidores interagem entre si e com as empresas. As mídias sociais aparecem como um novo canal de comunicação para os negócios permitindo maior proximidade e interação das empresas com os consumidores. A literatura explica que as mídias sociais tem um papel vital dentro do mix de promoção, sendo que as empresas podem interagir com os consumidores por meio de plataformas online (Facebook, Twitter, MySpace e outros). Assim as empresas não podem mais ignorar o fenômeno das mídias sociais, porque elas se tornaram a ferramenta para os consumidores exporem sua percepção sobre produtos e serviços. Este estudo objetivou avaliar a relação entre a reação emocional à propaganda em mídias sociais (Facebook) e a avaliação da marca Coca-Cola, sob a influência da prontidão à tecnologia e da confiança do consumidores. Os procedimentos metodológicos utilizados para obter respostas aos objetivos que orientaram este estudo, seguiram as etapas do método survey, por meio de levantamento de corte transversal, por um estudo de natureza exploratória e descritiva. Para avaliação da relação entre variáveis distintas, utilizou-se a técnica de modelagem de equações estruturais. O universo do estudo foi composto por todos brasileiros, usuários de mídias sociais, inscritos no Facebook. Obteve-se um total de 1.196 respondentes, sendo destes, 1.037 questionários válidos. A escolha da marca Coca-Cola deu-se por esta ter sido a mais valiosa do mundo por 13 anos consecutivos e a marca mais seguida no Facebook em nível mundial e a segunda mais seguida no Brasil. A confirmação das propriedades de unidimensionalidade, confiabilidade, validade convergente e discriminante dos construtos permitiu propor e validar um modelo integrado, considerado híbrido. O modelo híbrido testado, apresentou 48 variáveis e 118 parâmetros estimados. Os resultados evidenciam que: (1) a reação emocional à propaganda em mídias sociais exerceu influência positiva e direta sobre avaliação da marca Coca-Cola; (2) a confiança do consumidor exerceu influência positiva e direta sobre a avaliação da marca e a reação emocional à propaganda em mídias sociais; (3) a prontidão à tecnologia exerceu influência positiva sobre a reação emocional à propaganda em mídias sociais em nível não significante. Conclui-se que é possível determinar a confiança do consumidor como a variável chave para uma reação emocional à propaganda em mídias sociais e avaliação da marca positiva.application/pdfporUniversidade Federal de Santa MariaPrograma de Pós-Graduação em AdministraçãoUFSMBRAdministraçãoMídias sociaisConfiança do consumidorProntidão à tecnologiaReação emocional à propagandaModelagem de equações estruturaisSocial mediaTrustTechnology readinessEmotional reactionStructural Equation ModellingCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAORelação entre a reação emocional à propaganda em mídias sociais e a avaliação da marcaRelationship between emotional reaction to advertising in social media and the brand evaluationinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisScherer, Flavia Lucianehttp://lattes.cnpq.br/4607383855380646Bobsin, Deborahttp://lattes.cnpq.br/9741757650191659Löbler, Mauri Leodirhttp://lattes.cnpq.br/7320669188854401http://lattes.cnpq.br/9456792634662355Hahn, Ivanete Schneider6002000000064003003005003004fde65b8-7d9e-4960-a80e-a957620ebe762ae6d526-33a5-4270-b3f1-1a58c6a9ea76eaed60e2-f628-4be0-8423-a695002e231f13f4662e-e7cd-466b-99af-d104916cda67info:eu-repo/semantics/openAccessreponame:Repositório Institucional Manancial UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALHAHN, IVANETE SCHNEIDER.pdfapplication/pdf2747927http://repositorio.ufsm.br/bitstream/1/4644/1/HAHN%2c%20IVANETE%20SCHNEIDER.pdf2ab364d1ffc75f95452d67ecba8c52b8MD51TEXTHAHN, IVANETE SCHNEIDER.pdf.txtHAHN, IVANETE SCHNEIDER.pdf.txtExtracted texttext/plain345016http://repositorio.ufsm.br/bitstream/1/4644/2/HAHN%2c%20IVANETE%20SCHNEIDER.pdf.txt539e24629b25f4eec0a4d84d2fa342efMD52THUMBNAILHAHN, IVANETE SCHNEIDER.pdf.jpgHAHN, IVANETE SCHNEIDER.pdf.jpgIM Thumbnailimage/jpeg4758http://repositorio.ufsm.br/bitstream/1/4644/3/HAHN%2c%20IVANETE%20SCHNEIDER.pdf.jpg804df81ea276d7f28389db6fa6fcc418MD531/46442023-05-29 15:43:15.764oai:repositorio.ufsm.br:1/4644Repositório Institucionalhttp://repositorio.ufsm.br/PUBhttp://repositorio.ufsm.br/oai/requestouvidoria@ufsm.bropendoar:39132023-05-29T18:43:15Repositório Institucional Manancial UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
Relação entre a reação emocional à propaganda em mídias sociais e a avaliação da marca |
dc.title.alternative.eng.fl_str_mv |
Relationship between emotional reaction to advertising in social media and the brand evaluation |
title |
Relação entre a reação emocional à propaganda em mídias sociais e a avaliação da marca |
spellingShingle |
Relação entre a reação emocional à propaganda em mídias sociais e a avaliação da marca Hahn, Ivanete Schneider Mídias sociais Confiança do consumidor Prontidão à tecnologia Reação emocional à propaganda Modelagem de equações estruturais Social media Trust Technology readiness Emotional reaction Structural Equation Modelling CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Relação entre a reação emocional à propaganda em mídias sociais e a avaliação da marca |
title_full |
Relação entre a reação emocional à propaganda em mídias sociais e a avaliação da marca |
title_fullStr |
Relação entre a reação emocional à propaganda em mídias sociais e a avaliação da marca |
title_full_unstemmed |
Relação entre a reação emocional à propaganda em mídias sociais e a avaliação da marca |
title_sort |
Relação entre a reação emocional à propaganda em mídias sociais e a avaliação da marca |
author |
Hahn, Ivanete Schneider |
author_facet |
Hahn, Ivanete Schneider |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Scherer, Flavia Luciane |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/4607383855380646 |
dc.contributor.referee1.fl_str_mv |
Bobsin, Debora |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/9741757650191659 |
dc.contributor.referee2.fl_str_mv |
Löbler, Mauri Leodir |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/7320669188854401 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/9456792634662355 |
dc.contributor.author.fl_str_mv |
Hahn, Ivanete Schneider |
contributor_str_mv |
Scherer, Flavia Luciane Bobsin, Debora Löbler, Mauri Leodir |
dc.subject.por.fl_str_mv |
Mídias sociais Confiança do consumidor Prontidão à tecnologia Reação emocional à propaganda Modelagem de equações estruturais |
topic |
Mídias sociais Confiança do consumidor Prontidão à tecnologia Reação emocional à propaganda Modelagem de equações estruturais Social media Trust Technology readiness Emotional reaction Structural Equation Modelling CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Social media Trust Technology readiness Emotional reaction Structural Equation Modelling |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The internet has changed the way that consumers interact with each other and with companies. Social media appear as a new communication channel for business and enabling closer interaction between enterprises and consumers. The literature explains that the social media has a vital role in the promotion mix and companies can interact with consumers through online platforms (Facebook, Twitter, MySpace and others). Therefore, companies can no ignore the phenomena of social media, because it have become a tool for consumers expose their perception of products and services. This study aimed to evaluate the relationship between the emotional response to advertising on social media (Facebook) and the evaluation of the Coca-Cola brand, under the influence of technology readiness and consumers trust. The methodological procedures used to obtain answers to the objectives that guided this study followed the steps of the survey method, by surveying a cross-sectional, exploratory and descriptive study. To assess the relationship between different variables, we used the technique of structural equation modeling. The population was composed of all Brazilians, social media users, subscribers on Facebook. We obtained a total of 1,196 respondents, and of these, 1,037 are valid questionnaires. The choice of brand Coca-Cola gave up because is considered the most valuable in the world for 13 consecutive years and the most followed brand on Facebook worldwide and the second most followed in Brazil. The confirmation of the properties of unidimensionality, reliability, convergent and discriminant validity of the constructs permitted to propose and validate an integrated model, considered as hybrid. The hybrid model tested 48 variables and 118 estimated parameters. The results show that: (1) the emotional reaction to advertising on social media has a positive and direct influence on the Coca-Cola brand evaluation; (2) consumer trust exercised direct and positive influence on brand evaluation and emotional reaction to advertising on social media; and (3) the technology readiness has not a significant influence on the emotional reaction to advertising on social media. We concluded that it is possible to determine consumer trust as the most important variable to a positive emotional reaction to advertising on social media and a positive brand evaluation. |
publishDate |
2013 |
dc.date.issued.fl_str_mv |
2013-11-11 |
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2017-04-12 |
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2017-04-12 |
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HAHN, Ivanete Schneider. Relationship between emotional reaction to advertising in social media and the brand evaluation. 2013. 161 f. Dissertação (Mestrado em Administração) - Universidade Federal de Santa Maria, Santa Maria, 2013. |
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http://repositorio.ufsm.br/handle/1/4644 |
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HAHN, Ivanete Schneider. Relationship between emotional reaction to advertising in social media and the brand evaluation. 2013. 161 f. Dissertação (Mestrado em Administração) - Universidade Federal de Santa Maria, Santa Maria, 2013. |
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http://repositorio.ufsm.br/handle/1/4644 |
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