NIMS - Dissertações de Mestrado em Marketing Analítico (Data-Driven Marketing)
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- The Impact of Data-Driven Personalization on Consumer Perceptions in Luxury Fashion: How consumers perceive brand authenticity, emotional attachment and loyaltyPublication . Villa, Maria Leonor Oliveira Pimentel Correa; Soares, Raquel Vanessa Reis Silva Ferreira; Pinto, Diego CostaThis research explores how data-driven personalization affects consumer perceptions and behavioral responses in the luxury fashion industry, with a particular emphasis on perceived brand authenticity and emotional attachment in foster consumer loyalty. As luxury brands increasingly incorporate data-driven practices into their digital ecosystems, understanding how consumers psychologically react to different degrees of personalization has become crucial. Building on this background, a single factor between-subjects experimental design was performed, exposing participants to one of three conditions (no personalization, basic personalization and deep personalization) to assessing whether consumers perceptions of different levels of personalization would produce different outcomes on customer loyalty. The empirical findings, however, challenge existing theories, revealing that participants did not significantly differentiate between the levels of personalization, particularly failing to recognize basic personalization as personalization at all. Consequently, none of the anticipated effects were confirmed; mediation models showed no indirect effects, and personalization did not influence perceptions of authenticity, attachment, or loyalty. These findings highlight a new paradigm of consumption, where consumers now view personalization in binary terms, suggesting that an effective personalization hinges on the sensory, aesthetic and human centered strategies, advocating for luxury brands to integrate data-driven knowledge with emotional resonance, sensory authenticity and relational continuity to enhance consumer loyalty.
- Trust and User Acceptance of Banking Chatbots: The Interplay of Service Quality, Satisfaction, and Perceived RiskPublication . Rosa, Carolina Fonseca; Rita, Paulo Miguel Rasquinho Ferreira; Oliveira, Pedro Miguel Garcia deChatbot-based services are becoming integral to banking operations. Still, research examining the factors that influence chatbot adoption in banking remains scarce, particularly regarding the antecedents and outcomes of consumer trust. This study addresses this gap by proposing a conceptual model that combines the Technology Acceptance Model (TAM), the Information System (IS) Success Model, and complementary variables drawn from prior technology adoption research. The aim is to investigate the central role of trust in banking chatbots by identifying the emotional, cognitive, and quality-related factors that shape it, and how trust influences satisfaction and behavioral intention. This quantitative study draws on a literature review and data collected via a questionnaire targeting chatbot users (n = 312), which were analyzed using SmartPLS to validate the model. Findings show that perceived ease of use and usefulness strongly predict trust, while service quality has a moderate effect, and perceived risk inhibits adoption. Trust emerges as a key mediator between perceptual elements and behavioral outcomes. Satisfaction acts as a central driver of behavioral intentions, rather than merely a consequence of trust. Overall, this study advances AI adoption research by combining cognitive, affective, and quality-related factors into a unified trust-based model that explains banking customers’ adoption behavior.
- Beyond the Surface Web: Revealing the Role of Technology-Based Opportunism and Dark Web Utilization in CyberlaunderingPublication . Ide, Miyuki; Helaly, Yasser Mohamed Megahed Youssef AlThe Dark Web is increasingly exploited for money laundering, providing conditions that facilitate illicit financial activities. While prior information systems research has examined technology adoption in legitimate settings, limited attention has been paid to how specific task and technology characteristics interact to influence adoption in illicit contexts. Grounded in Task–Technology Fit theory, this study examines the moderating role of technology-based opportunism and the mediating role of Dark Web utilization in shaping adoption intentions for cyberlaundering. We conducted a scenario-based survey with 254 participants who possessed technology and programming backgrounds and analyzed the data using partial least squares structural equation modeling. Results indicate that technology-based opportunism strengthens the positive relationship between money laundering characteristics and task– technology fit, suggesting that higher opportunism heightens the perceived alignment between illicit tasks and the Dark Web. Furthermore, Dark Web utilization fully mediates the effect of task–technology fit on the intention to use the Dark Web for cyberlaundering, indicating that perceptions of fit influence behavioral intentions primarily through actual or intended Dark Web engagement. This study extends Task– Technology Fit theory to illicit digital ecosystems by identifying technology-based opportunism and Dark Web utilization as dual boundary conditions and offers practical insights for detecting and disrupting technology use in money laundering.
- Data Analytics no Futebol: Avaliação do Desempenho Individual, Coletivo e Apoio à DecisãoPublication . Ferra, Frederico Serpa Santana; Baptista, Márcia LourençoA presente dissertação investiga o papel crescente da análise de dados no futebol moderno, com foco específico na avaliação do desempenho tático e na previsão e apoio à decisão em contexto competitivo. Num cenário marcado pela digitalização e pela disponibilidade de grandes volumes de informação, clubes e equipas técnicas recorrem cada vez mais a tecnologias como tracking, estatísticas de eventos e algoritmos de machine learning para compreender e otimizar o comportamento individual e coletivo. Para estruturar esta investigação, foi realizada uma revisão sistemática da literatura existente, seguindo o protocolo PRISMA, que permitiu identificar e analisar quinze estudos empíricos representativos das abordagens mais utilizadas na análise tática contemporânea. O primeiro tópico de análise do trabalho centra-se na avaliação do desempenho individual, explorando modelos que quantificam ações técnico-táticas, métricas físicas e padrões posicionais, incluindo contributos como o PlayeRank, métodos de deteção automática de ações e modelos híbridos que integram fadiga e comportamento tático. O segundo, aborda a avaliação do desempenho coletivo, analisando frameworks baseadas em tracking, padrões de passe, ocupação espacial e organização ofensiva e defensiva. Por fim, são exploradas metodologias de previsão tática e apoio à decisão, com destaque para modelos que antecipam formações, estimam táticas a partir de vídeo, selecionam equipas ótimas ou recomendam substituições em tempo real. O objetivo central deste trabalho foi compreender como diferentes abordagens de Data Analytics contribuem para a leitura tática do jogo e para decisões mais informadas por parte de treinadores e analistas. Os resultados mostram que estas metodologias estão a moldar de forma crescente o planeamento desportivo, revelando potencial significativo para melhorar a avaliação de desempenho, a preparação estratégica e a capacidade de prever dinâmicas em jogo.
- AI Agents and User Acceptance of Recommendations: Effects of Different Visual Representations of AI on User AcceptancePublication . Araújo, João Diogo Oliveira; Oliveira, Pedro Miguel Garcia deAs artificial intelligence (AI) systems become integral to digital personalization, understanding the psychological mechanisms that drive user trust and adoption is increasingly critical. This research investigates the impact of different visual representations of AI-powered recommendation agents, non-visual, human-like, and robot-like, on user trust and intention to adopt AI-generated recommendations. Grounded in the literature on personalization, trust, anthropomorphism, animacy, and intrusiveness, a conceptual model was empirically tested through an online experimental survey conducted in Portugal, yielding 197 valid responses. Participants were randomly assigned to one of three visual conditions and assessed on constructs relating to trust and adoption. The findings reveal that trust in competence consistently and significantly predicts adoption intention across all conditions. Perceived animacy serves as a strong antecedent of competence trust, while expected personalization positively influences both competence and integrity, though its effect diminishes under the robot condition. Anthropomorphism and intrusiveness do not significantly affect trust formation. These results indicate that perceptions of expertise and responsiveness outweigh visual human-likeness in shaping user acceptance. The study advances theoretical understanding of trust in AI-mediated personalization and offers practical implications for designing recommendation systems that emphasize competence, accuracy, and transparency rather than anthropomorphic design features.
- Brand Recall in AR vs Traditional Ads: The Role of Ad IncompletenessPublication . Pimenta, Joana Margarida Frade da Cunha; Rita, Paulo Miguel Rasquinho Ferreira; Oliveira, Pedro Miguel Garcia deThis study analyzes how interactivity and ad incompleteness shape users’ cognitive and affective responses to advertising in augmented reality (AR) versus traditional video. A 2 (format: AR vs non-AR) × 2 (exposure: complete vs incomplete) between-subjects experiment exposed participants to one of four sneaker ads. Using Partial Least Squares Structural Equation Modelling and Multigroup Analysis, a Stimulus– Organism–Response model was tested linking Ad Intrusiveness and User Control to Perceived Incompleteness, Curiosity toward the Ad, Emotional Response, and Brand Recall. User Control increased curiosity and positive emotions, while Ad Intrusiveness heightened perceived incompleteness and reduced emotional response and curiosity. Perceived Incompleteness, Curiosity and Emotional Response, however, did not significantly predict Brand Recall, and Need for Cognitive Closure did not moderate the incompleteness–recall relationship. These results suggest that interactivity and AR mainly enhance experiential engagement rather than brand memory. The study contributes to interactive advertising theory by integrating curiosity and perceived incompleteness into an AR-based S–O–R framework and by qualifying assumptions that immersive, high-engagement formats automatically strengthen brand recall, offering guidance for designing AR campaigns that balance immersion with clear, memorable branding.
- When Luxury Meets AI: How AI-Powered Shopping Platforms Shape Consumer Experience, Trust, and Purchase Intention in the Luxury MarketPublication . Faria, Matilde Silva; Gonçalves, Ana Rita da CunhaThis dissertation examines how different value framings (hedonic and utilitarian) shape consumers’ responses to AI-mediated luxury shopping experiences. Based on the Technology Acceptance Model and hedonic–utilitarian value theory, the study investigates the relationship between perceived usefulness, trust in AI platforms, brand engagement, luxury purchase experience and purchase intention. An experimental design involving two scenario-based shopping journeys was employed, with participants exposed to one of these two journeys. Data were collected via an online questionnaire (n = 152) and analysed using SPSS and the PROCESS macro. The measurement scales showed strong internal consistency, confirming the reliability of the constructs. No significant differences were found in perceived usefulness, brand engagement or purchase intention when comparing the hedonic and utilitarian scenarios. Mediation analysis showed that trust in the AI platform plays a central role in explaining how brand engagement influences purchase intention. In contrast, luxury purchase experience did not moderate this relationship. Overall, the findings suggest that consumers' reactions in AI-assisted luxury contexts are influenced less by the type of value framing and more by the degree of trust placed in the technology. These results highlight the importance of designing AI interactions that are perceived as credible and reliable, and that align with the emotional depth expected in luxury consumption.
- The Effects of Masstige and Brand Democratization on Brand Equity, Loyalty and Purchase Intention: An Experimental Study in the Fashion IndustryPublication . Porto, Leonor Aparício; Soares, Raquel Vanessa Reis Silva Ferreira; Barcellos, Márcia Dutra deThis dissertation investigates how Brand Democratization and Masstige Branding affect consumer responses in the fashion industry, focusing on the mediating roles of digital engagement and brand equity. A 2x2 between-subjects experimental design was implemented using four controlled brand scenarios reflecting different combinations of democratization and masstige cues. Data were analyzes using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test both direct and indirect effects within a serial mediation framework. The findings indicate that neither Brand Democratization nor Masstige Branding exerts significant direct effects on Brand Equity or behavioral intentions. Instead, both strategies influence consumer responses indirectly through higher engagement with Consumer Engagement with Brand-Related Social-Media Content (CEBSC), which strengthens Brand Equity and subsequently enhances Perceived Value, Purchase Intention, and Brand Loyalty. These results suggest that democratized and mass-prestige strategies only generate positive consumer responses when they activate meaningful digital engagement processes. The study strengthens branding literature by demonstrating that accessible and mass-prestige strategies create value primarily through engagement-driven and equity-building mechanisms rather than immediate attitudinal shifts. From a managerial standpoint, the results highlight the importance of authentic, interactive, and participatory digital experiences for brands seeking to translate democratization and masstige initiatives into positive consumer outcomes.
- Green vs. Fast Influencers: Does sustainability perception influence purchase intention?Publication . Cunha, Beatriz Martinez e; Rita, Paulo Miguel Rasquinho Ferreira; Oliveira, Pedro Miguel Garcia deThis study examines how influencer attributes and psychological mechanisms shape consumer responses in the fashion context. Guided by Source Credibility Theory, the research investigates how trust, credibility, information quality, and uniqueness influence parasocial interaction and, consequently, perceived green value, engagement, and purchase intention. A between-subjects experiment was conducted with 320 participants exposed to one of two controlled video stimuli. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results show that trust, credibility, and information quality consistently predict parasocial interaction, which emerges as the dominant emotional mechanism driving engagement and purchase intention across both influencer types. Multi-group analysis revealed that sustainability-oriented audiences rely more on relational trust and authenticity, whereas fast-fashion followers respond more strongly to informational cues. Overall, the study demonstrates that influencer effectiveness depends not only on message content but on the alignment between cognitive cues and emotional connection. The findings offer theoretical contributions to the literature on parasocial interaction and greenwashing and provide practical guidance for brands operating in both sustainable and fast-fashion communication contexts.
- Adoção da Inteligência Artificial no Marketing Digital: um estudo sobre a percepção de gestores de pequenos negócios em PortugalPublication . Dinis, Luana Ralha; Dalmoro, MarlonApesar do crescente impacto da inteligência artificial no marketing digital, a sua aplicação em pequenos negócios portugueses continua pouco explorada. Esta investigação teve como objetivo compreender como os gestores de pequenas empresas percecionam as oportunidades, barreiras e implicações éticas associadas à IA no marketing. Para tal, recorreu-se a uma metodologia de métodos mistos, combinando entrevistas qualitativas com um questionário quantitativo, o que permitiu integrar perceções individuais com tendências gerais. Os resultados revelam que a eficiência operacional, a personalização e a competitividade são os principais fatores de motivação para adoção tecnológica, embora persistam desafios significativos, como a escassez de recursos, a falta de competências técnicas e resistências culturais. Verificou-se ainda que as preocupações éticas, nomeadamente a privacidade de dados, a transparência algorítmica e a desumanização das interações, são decisivas para a aceitação da tecnologia. Conclui-se que a adoção sustentável da IA nas PME portuguesas exige não apenas soluções acessíveis, mas também formação, confiança e humanização, preenchendo uma lacuna na literatura e oferecendo contributos práticos para políticas de capacitação e governança ética.