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Role of Digital Influencers in the Perception and Loyalty that the Consumer has of the Brand- Healthy Lifestyle

2021-11-24Dissertação de mestrado Acesso aberto
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dc.contributor.advisorRita, Paulo Miguel Rasquinho Ferreira
dc.contributor.advisorFortes, Nuno
dc.contributor.authorAlmeida, Catarina Soares
dc.date.accessioned2021-12-14T14:35:07Z
dc.date.available2024-11-24T01:30:50Z
dc.date.issued2021-11-24
dc.descriptionDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMpt_PT
dc.description.abstractThe aim of this study is to understand the role of digital influencers, or people with a voice in society (celebrities or great personalities), in the perception that consumers have of brands. Thus, the study aims to understand whether videos or publications that address the theme of healthy lifestyle published by these influencers have an impact on the loyalty that consumers place in the brands affected by these constant problems. A predictive model will be developed to try if there is a causal relationship between loyalty and (independent variable) and the published opinions of digital influencers (independent variable). Digital influencers are a very recent marketing channel and a new trend that brands use to publicize their products and services, so this project will be relevant because it will demonstrate the impact of these new voices on consumer behavior related to the healthy universe.pt_PT
dc.identifier.tid202812464pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/129175
dc.language.isoengpt_PT
dc.subjectDigital Influencerspt_PT
dc.subjectBrand loyaltypt_PT
dc.subjectPerceived Value-Utilitypt_PT
dc.subjectSocial Network Engagementpt_PT
dc.subjectHealthy Lifestylept_PT
dc.titleRole of Digital Influencers in the Perception and Loyalty that the Consumer has of the Brand- Healthy Lifestylept_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.embargofct"(…) ter a possibilidade de elaborar e publicar um artigo numa revista científica com base na dissertação de mestrado. "pt_PT
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameMestrado em Estatística e Gestão de Informação, especialização em Estudos de Mercado e Gestão de Relacionamento com o Clientept_PT

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NIMS - Dissertações de Mestrado em Estatística e Gestão da Informação (Statistics and Information Management)