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Effectiveness of Social Media in the Shopping Centre Customer Journey: Sonae Sierra Case Study
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.9 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Given the increasing significance of social media in marketing, shopping centre marketing
managers need to comprehend its impact on the customer journey. Although some
researchers recognise the significance of using social media, only a few comprehend the
influence of different content types during the early phase of the consumer journey, ensuring
a smooth and seamless journey. Thus, this study aims to investigate the impact of emotional
and non-emotional content on social media on brand image and to determine whether
customer identification with the content plays a mediating role in this effect. With an
experimental lab study (N = 105) relying on a Neuromarketing tool, FaceReader facial
expression software, and a following questionnaire, the participants were randomly assigned
to one of the experimental conditions (Emotional vs Non-Emotional Content), showing two
different social media posts from Colombo Shopping Centre. The study's findings indicate that
using emotional and non-emotional content on social media does not significantly affect
Brand Image. However, the extent to which customers identify with the content mediates the
effect of emotional vs non-emotional content on enhancing Brand Image. These findings
indicate that marketing managers must carefully evaluate how different types of content
connect with their audience and leverage customer identification to improve brand image.
A strong brand image is essential for establishing a seamless customer journey, shaping how
customers perceive and engage with the brand at every touchpoint.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Customer Journey Shopping Centre Social Media Marketing Neuromarketing Social Media Content SDG 8 - Decent work and economic growth