Publicação
Effectiveness of Social Media in the Shopping Centre Customer Journey: Sonae Sierra Case Study
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Pinto, Diego Costa | |
| dc.contributor.advisor | Nunes, Joana Rita Martinho | |
| dc.contributor.author | Sequeiros, Rita Gabriel Gonçalves de | |
| dc.date.accessioned | 2024-10-30T12:08:12Z | |
| dc.date.available | 2024-10-30T12:08:12Z | |
| dc.date.issued | 2024-10-24 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203778804 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/174321 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Customer Journey | pt_PT |
| dc.subject | Shopping Centre | pt_PT |
| dc.subject | Social Media Marketing | pt_PT |
| dc.subject | Neuromarketing | pt_PT |
| dc.subject | Social Media Content | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.title | Effectiveness of Social Media in the Shopping Centre Customer Journey: Sonae Sierra Case Study | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |