Publicação
Influence of brand awareness methods on consumer engagement: Online Retail Industry
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Rodrigues, Jorge Manuel Carrola | |
| dc.contributor.author | Amaro, Diogo Oliveira Silvestre | |
| dc.date.accessioned | 2024-11-05T14:14:10Z | |
| dc.date.available | 2024-11-05T14:14:10Z | |
| dc.date.issued | 2024-10-28 | |
| 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 | 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. | pt_PT |
| dc.identifier.tid | 203778251 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/174597 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Brand awareness | pt_PT |
| dc.subject | Consumer engagement | pt_PT |
| dc.subject | Consumer experience | pt_PT |
| dc.subject | E-wom | pt_PT |
| dc.subject | Online retail | pt_PT |
| dc.subject | Sentiment analysis | pt_PT |
| dc.subject | Social influence | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.title | Influence of brand awareness methods on consumer engagement: Online Retail Industry | 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 |