Publicação
Digital brand communication: the impact of corporate social responsibility on brand coolness
| dc.contributor.advisor | Pinto, Diego Costa | |
| dc.contributor.author | Condesso, Beatriz Silva | |
| dc.date.accessioned | 2021-12-16T17:54:36Z | |
| dc.date.available | 2021-12-16T17:54:36Z | |
| dc.date.issued | 2021-11-30 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence | pt_PT |
| dc.description.abstract | Corporate social responsibility (CSR) has become a trending topic among younger generations, and companies strive to create and increase customer engagement and brand coolness (BC) in social media networks. However, how CSR initiatives affect consumer’s perception on BC is still unknown. This study analyzes the relationship between CSR initiatives and BC through social media platforms and the influence that cultural dimensions have on BC, such as altruism (ALT), collectivism (CLT) and individualism (IND). Furthermore, this research evaluates the effect on consumer’s prosocial behavior and the impact that has on brand loyalty (BL) and positive word-of-mouth (WOM) regarding BC. The current study adds knowledge to the BC literature by identifying CSR as a new characteristic that is revealed to be an important dimension that has a significantly impact on prosocial behavior (PB). Consequently, consumer’s prosocial behavior demonstrates to have an impact on BL and positive WOM. Regarding cultural dimension, ALT was revealed to have influence on CSR, and CLT on BC and PB. However, and surprisingly, IND does not affect CSR. Overall, our research makes important contributions to understand consumer’s perception about BC with CSR initiatives through social media platforms and give to companies’ important insights for future CSR implementations. | pt_PT |
| dc.description.abstract | A Responsabilidade Social Corporativa (CSR) tem vindo a tornar-se um tema tendência entre as gerações jovens e as empresas esforçam-se para criar e aumentar o customer engagement e o brand coolness (BC) nas redes sociais. No entanto, como as iniciativas de CSR afetam a perceção do consumidor sobre o BC é ainda desconhecido. Este estudo analisa a relação entre CSR e BC através das redes sociais e a influência que as dimensões culturais têm na BC, como o altruísmo (ALT), coletivismo (CLT) e o individualismo (IND). Esta pesquisa avalia o efeito sobre o comportamento pró-social (PB) do consumidor e o impacto que tem na lealdade à marca (BL) e no passa-palavra (WOM) positivo em relação ao BC. O estudo identificou a CSR como uma nova característica que revelou ter um impacto significativo no PB. Consequentemente, o PB do consumidor demonstra ter um impacto sobre BL e WOM positivo. Em relação à dimensão cultural, o ALT revelou ter influência na CSR, e o CLT na BC e PB. Surpreendentemente, o IND não afeta a CSR. No geral, este estudo permite entender a perceção do consumidor sobre BC com iniciativas de CSR através das redes sociais e proporciona às empresas informações importantes para futuras implementações de CSR. | pt_PT |
| dc.identifier.tid | 202828085 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/129293 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Corporate Social Responsibility | pt_PT |
| dc.subject | Prosocial Behavior | pt_PT |
| dc.subject | Brand Coolness | pt_PT |
| dc.subject | Social Media | pt_PT |
| dc.subject | Cultural Dimension | pt_PT |
| dc.subject | Responsabilidade Social Corporativa | pt_PT |
| dc.subject | Comportamento Pró-social | pt_PT |
| dc.subject | Redes Sociais | pt_PT |
| dc.subject | Dimensão Cultural | pt_PT |
| dc.title | Digital brand communication: the impact of corporate social responsibility on brand coolness | 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 Gestão de Informação, especialização em Inteligência de Marketing | pt_PT |
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