NIMS - Dissertações de Mestrado em Marketing Analítico (Data-Driven Marketing)
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- The Influence of BookTok on Book Buying BehaviorPublication . Ferreira, Margarida Colaço; Rohden, Simoni FernandaSales of books recommended on TikTok have been boosted by the BookTok community, where review content went viral and transformed consumer behavior. This study investigates the perceived influence of BookTokes through psychological factors, sense of belonging, and trust on purchase intentions and consumer engagement. A survey was conducted with 200 respondents who were familiar with BookTok. With the use of a conceptual model, the main objective of the study was to test the influence of BookTokers' perceived influence on purchase intentions and consumer engagement, as well as the mediating roles of trust and sense of belonging. The results show that perceived influence of BookTokes significantly increases purchase intentions and consumer engagement, with a strong mediating effect of sense of belonging in consumer engagement. Although sense of belonging did not mediate purchase intentions and trust was rejected as a mediator to either outcome. These findings contribute to the theoretical understanding of the BookTok community and provide insights for publishers, marketing professionals, and BookTokers marketing strategies. This study highlights BookTokers' direct influence on purchase intentions and engagement, also through sense of belonging, revealing limitations of trust for future research on literary influencer marketing.
- Short-Lived, Strongly Felt: Instagram Stories and the Psychological and Brand-Relational Drivers of Content Engagement in the Fashion IndustryPublication . Oliveira, Inês Gonçalves da Cruz Palhares; Santos, Zélia de Jesus Calvário Raposo dosEphemeral content, particularly Instagram Stories, has become a core element of fashion brands’ digital communication strategies. This dissertation explores how exposure to fashion brands’ Instagram Stories relates to content engagement by integrating psychological (consumer gratification and fear of missing out) and brandrelational mechanisms (brand trust and self-brand connection) within a single conceptual model. A quantitative approach was adopted using an online survey, resulting in 293 valid responses, and the proposed relationships were tested through Partial Least Squares Structural Equation Modelling (PLS SEM). Ephemeral content was modelled as a formative second-order construct comprising six dimensions. Among these, perceived relevance, aesthetic quality, and interactivity significantly shape the construct within the fashion context, whereas informativeness, entertainment, and trendiness do not contribute significantly. At the structural level, exposure to Instagram Stories was positively associated with consumer gratification, FOMO, brand trust, and, most strongly, self-brand connection. In turn, gratification, brand trust, and self-brand connection were significant predictors of content engagement, while FOMO played a comparatively weaker role. Although the conceptual model emphasized indirect effects, the results also reveal a significant direct link between ephemeral content and content engagement. Overall, engagement seems to grow from a combination of enjoyable experiences and brand-related responses. By combining psychological and relational mechanisms in one framework, this study offers a more comprehensive understanding how Instagram Stories can shape engagement in the fashion industry and provides practical direction for brands aiming to use Instagram Stories more strategically.
- Comparing Digital Urgency and Scarcity Nudges: Effects on Purchase Intention and Emotional Response in Mobile Commerce: Consumer Behavior in Services and RetailingPublication . Gonçalves, Maria da Graça Nogueira da Silva; Rohden, Simoni FernandaThis thesis compares the influence of digital nudges urgency (time-limited) and scarcity (quantity-limited) on consumer purchase intention and emotional responses, within mobile commerce platforms. In the rapidly growing European mobile commerce landscape, where around 80% of individuals are used to make purchases online, digital nudges such as countdown timers and low-stock alerts play an increasingly critical role in shaping consumer behavior. Despite their widespread use in digital marketing and social media ecosystems, there is a lack of frameworks that compare both the psychological and behavioral effects of digital nudges. Utilizing a quantitative experimental design centred on a mobile flight-booking scenario, the research evaluates how these interface cues affect consumer behavior through the mediating roles of perceived value, enjoyment and anxiety, while considering consumer impulsivity as a critical moderator. Contrarily to traditional assumptions in commodity theory, the empirical results indicate no statistically significant difference between urgency and scarcity nudges in their direct impact on purchase intention. However, the study also reveals a nuanced Anxiety-Relief Pathway: where urgency nudges elicit higher levels of anxiety than scarcity. More, anxiety paradoxically functions as a navigational heuristic that drives conversion and increases purchase intent by resolving choice-uncertainty. Furthermore, the research identifies a significant moderated mediation effect regarding consumer impulsivity. While nudges boost perceived value for low-impulsivity consumers, they also trigger psychological reactance in highly impulsive individuals. In this impulsive segment, aggressive digital nudges end up backfiring and devaluing the product, which disenables purchase intention. These findings provide actionable insights for marketers to transition from one-sizefits-all pressure tactics toward personalized, utility-driven design strategies that prioritize consumer trust and reduce decision fatigue.
- Communication Transparency in GenAI Health Advice: The Mediating Roles of Perceived AI Competence and Agency in Shaping Intention to FollowPublication . Nowakowska, Maja Irena; Rohden, Simoni FernandaAs Generative AI (GenAI) chatbots are increasingly used for everyday health guidance, understanding how explanation-based design fosters responsible reliance is critical for user safety and wellbeing. This study investigates whether communication transparency, operationalized through brief, user-facing explanations that justify recommendations, increases users’ intention to follow (ITF) such advice. Drawing on dual-process perspectives, a parallel mediation model is proposed where transparency influences ITF through two psychological mechanisms: perceived AI agency (a socialrelational pathway) and perceived AI competence (a cognitive-evaluative pathway). A quantitative, single-factor, between-subjects online experiment (N = 151) randomly assigned participants to either high- or low-transparency GenAI health recommendations within a wellness scenario. Results show that transparency significantly increases ITF AI advice. Mediation analyses reveal that this effect occurs indirectly through enhanced perceptions of both agency and competence, with competence emerging as the stronger driver - suggesting that users prioritize demonstrated expertise over social attribution in health-related decisions. These findings advance human-AI interaction research and offer strategic guidance for health-tech developers by highlighting that transparent, evidence-based reasoning is a primary driver of user adherence in AI-mediated healthcare.
- The impact of artificial intelligence autonomy on smart retailing consumer experience: An analysis of consumer perceptions and behavioral outcomesPublication . Dias, Beatriz Isabel Lopes; Rohden, Simoni FernandaArtificial Intelligence (AI) is increasingly integrated into physical retail environments, where autonomous technologies are expected to enhance efficiency and convenience. However, concerns persist regarding their potential psychological effects on consumers. Drawing on emerging frameworks that suggest AI may constrain human experience through reduced agency, increased vulnerability, and objectification, this study investigates how different levels of AI autonomy influence consumer perceptions and behavioral responses in a smart retail context. Using a between-subjects experimental design, participants were exposed to either a high-autonomy or lowautonomy AI-powered retail scenario. Results show that higher AI autonomy increased intention to use the technology and willingness to self-disclose personal information, while no significant effect was found on satisfaction. Contrary to expectations, AI autonomy did not significantly influence perceived agency, vulnerability, or objectification. Although these perceptions were directly associated with consumer outcomes, none of them mediated the relationship between AI autonomy and behavioral responses. Additional analyses revealed that perceived consumer agency was the only consistent predictor of intention to use, satisfaction, and willingness to self-disclose. Overall, the findings suggest that AI autonomy does not inherently undermine consumer experience in functional retail context, highlighting the central role of consumer agency in shaping evaluations of autonomous technologies.
- The Impact of AI-Powered Personalization (Recommendations vs. Discounts) on Customer Loyalty in Food-Delivery AppsPublication . Anjum, Muzamal; Rohden, Simoni FernandaFood-delivery applications such as Uber Eats and Glovo operate in highly competitive digital environments where sustaining long-term customer loyalty remains a critical challenge. To enhance retention, these platforms increasingly employ AI-powered personalization strategies, particularly content-based recommendations and price-based personalized discounts. Although personalization has been widely examined in prior research, it is often treated as a unified construct, with limited attention to how different personalization mechanisms influence longterm loyalty through relational processes. This study investigates the differential effects of content-based and price-based personalization on consumer loyalty in food-delivery apps, examining trust and engagement as mediating variables and usage frequency as a moderating factor. A quantitative cross-sectional survey was conducted among 142 active food-delivery app users using convenience sampling. The data were analyzed using regression analysis and Hayes’ PROCESS macro to test mediation and moderation effects. The findings indicate that content-based personalization significantly enhances customer loyalty indirectly through trust and engagement. In contrast, price-based personalization does not significantly strengthen relational outcomes, suggesting that discounts primarily drive short-term transactional behavior rather than sustainable loyalty. Furthermore, usage frequency partially moderates personalization effectiveness, indicating that AI-driven strategies may operate differently across user segments. Theoretically, this research advances personalization literature by distinguishing between content- and price-based mechanisms and clarifying the relational pathways that drive loyalty in digital service platforms. Managerially, the results suggest that food-delivery companies should prioritize engagement-driven, content-based personalization strategies over heavy reliance on price incentives to foster long-term customer relationships.
- Using Agentic AI to Scout Future Football Stars: A Strategic Approach with model and prototypePublication . Carmo, Tomás Nuno Jerónimo do; Santos, Vítor Manuel Pereira Duarte dosNowadays in professional football, the identification and recruitment of future stars are key to build successful teams and ensuring bright future. Traditionally, the scouting process are made by scouts and coaches, which, while valuable, are often limited by personal opinion and time constraints. Recent technological advances in video analysis and performance data tracking have begun to revolutionise scouting by providing objective metrics to evaluate players technical and tactical abilities. However, despite these advancements, most current scouting tools are already simple and only helps scouts review data like provide dashboards and statistics without suggesting players or spotlight patterns. Agentic AI represents a promising opportunity to transform this situation by enabling autonomous systems that analyse player performance data and video footage, learn from historical patterns of successful transfers and proactively suggest players who fit the tactical, physical, and cultural characteristics of specific clubs. In this thesis, it´s intend to answer the following question: How can Agentic AI be applied to automate and personalise the football scouting process to improve the identification and recruitment of players who best fit club specific tactical and cultural profiles?
- The Impact of AI-Powered Chatbots on Satisfaction and Purchase Intentions in HoReCa: Consumer Behavior in the Service IndustryPublication . Smirnova, Margarita; Rohden, Simoni FernandaThe rapid integration of artificial intelligence in customer service has transformed how businesses interact with consumers, yet questions remain about whether AI-powered chatbots can match human agents in generating trust, satisfaction, and purchase intentions. This research addresses this gap by investigating the impact of service interaction type on consumer responses within the hospitality, restaurant, and catering industry, with trust examined as a potential mediating mechanism. Through an experimental design, this study provides findings on how AI chatbots compare to human agents in shaping consumer attitudes and behavioral intentions in service contexts. The gathered insights reveal that trust plays a critical role in driving both purchase intentions and satisfaction, regardless of whether consumers interact with an AI chatbot or a human agent. Contrary to expectations, the type of service agent does not significantly differentiate consumer responses in standardized service scenarios such as restaurant bookings. Additional exploratory analyses uncover that consumers' specific attitudes toward AI technology serve as an important driver of trust, proving substantially more influential than general technological readiness. These findings offer valuable guidance to businesses implementing AI chatbots in service environments, suggesting that fostering positive perceptions of AI specifically may be more effective than emphasizing technological sophistication or attempting to replicate human qualities in automated systems. This research contributes not only theoretical understanding of trust formation in AI-mediated service interactions, but also practical applications for service providers seeking to optimize customer experiences through chatbot implementation.
- The impact of the inherent failures of AI Chatbots on brand satisfaction: a pre and post-purchase comparisonPublication . Janeiro, Carolina Ribeiro; Dalmoro, MarlonThe integration of AI-based conversational agents has become a growing practice in customer support services, allowing companies to provide consumers with immediate responses, reduce operating costs, and serve as guides throughout the purchasing journey. However, the presence of failures in these systems raises questions about the impact that such occurrences may have on brand evaluations, with a particular focus on satisfaction. With this in mind, this study aims to understand the impact of failures inherent in AI chatbots on brand satisfaction at different stages of the consumer journey- pre and post-purchase. To this end, a mixed methodological approach was employed, including in-depth interviews and an experimental study. The qualitative results identified the existence of a risk area for the occurrence of failures- postpurchase- where the feeling of frustration is more intense due to the greater investment, time and expectations in relation to the brand. However, the quantitative findings do not support a statistically significant effect of the moment of failure (pre vs. post-purchase) on brand satisfaction, nor did it support the mediation hypotheses regarding brand perception and reputation. Overall, although the failure disrupts the service experience, consumers tend to attribute responsibility to limitations in the technological system rather than to the brand, which contributes to maintaining stable levels of satisfaction. Additionally, it was concluded that the variables of brand perception and reputation, rather than a mediation system, serve as interpretive lenses that allow the failure to be recognized and contextualized, mitigating or intensifying its effect. This study explores how the overall evaluation of the brand is relatively protected from isolated failures, reinforcing the importance of considering the experiential context and the normalization of AI (and its limitations) in customer support services.
- The influence of tone of voice in social health campaigns on obesity prevention among Gen Z: From messaging to needs: improving obesity prevention for Gen ZPublication . Bijl, Floor van der; Rohden, Simoni FernandaAs the result of societal changes leading to reduced physical activity and increased unhealthy food consumption, rising obesity rates have become a societal issue worldwide. To fight one of the most pressing global health challenges we face today, communication is needed that offers prevention methods to prevent further escalation. This research answers the research question: how does tone of voice in social health campaigns influence obesity prevention among Gen Z? Through a quantitative study design insights were gathered to guide future creation of obesity prevention campaigns. A single-factor between-subjects experiment was performed through an online questionnaire with a sample of 124 valid Gen Z participants. Participants were randomly assigned to either a rational-toned or emotional-toned campaign, after which both groups answered the same set of questions. From the data it was concluded that the difference in tones of voice did not impact behavioural intentions. Findings did include the implication that the Self-Determination Theory may be extended beyond motivation to intention, as intention to adopt healthy behaviours is influenced by competence, relatedness and autonomy. Message credibility also proved to be a powerful predictor of intention, demonstrating that tone may establish a perception of accuracy, authenticity and believability independent of source credibility. A non-linear relationship was found between relatedness and BMI, where the most at-risk group (BMI >30) portrayed the lowest levels of relatedness, indicating a stigmatisation gap. The results of this work indicate a shift from tone of voice to the satisfaction of psychological needs & to the avoidance of stigmatising content in order to effectively target the most at-risk group in disease prevention health campaigns.