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Publicação
Influence of brand awareness methods on consumer engagement: Online Retail Industry
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| 1.5 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This research aims to discover the brand awareness marketing methods that promote more
efficiency in engaging the consumer on the online retail industry. The main research
methodology approach involves a questionnaire that consists of surveying online retail
consumers and understand the effectiveness of the different marketing strategies towards
their engagement within the brand. Additionally, there is also a text mining and sentiment
analysis approach by analyzing online reviews from a Portuguese company of the sector:
Prozis. The marketing strategies concepts considered were Social Influence, existing e-WOM
and Consumer Experience. The questionnaire got 188 answers and was only answered by
Portuguese residents. The 28.283 reviews extracted from Trustpilot were from the period of
April 2015 to April 2024 (9 years). The main findings of this research indicates that Social
Influence has not statistically significance on Consumer Engagement, but E-WOM and
Consumer Experience are two marketing concepts that impacts positively Consumer
Engagement.
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
Brand awareness Consumer engagement Consumer experience E-wom Online retail Sentiment analysis Social influence SDG 8 - Decent work and economic growth