Publicação
How the number of followers influences brand attitude: a study on purchase intention, perceived quality, brand trust and net promoter score
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Martinez, Luis Manuel da Silva Pereira Fructuoso | |
| dc.contributor.author | Dias, Ricardo o Luís Picado do Nascimento | |
| dc.date.accessioned | 2018-06-19T11:59:16Z | |
| dc.date.available | 2018-06-19T11:59:16Z | |
| dc.date.issued | 2018-01-15 | |
| dc.description | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | en |
| dc.description.abstract | Presence of brands online has intensified over the past decade with Instagram being one of the main platforms. Previous research has found that following a brand’s Facebook page updates online enhances brand evaluations. With the help from Portuguese-speaking participants, we extended previous research by simulating the experience of navigating Instagram on a smartphone. The objective was to understand if brands with a large number of followers versus brands with a small number of followers are perceived differently by customers. The findings suggest that purchase intention and brand trust are positively influenced by a large number of followers in a brand page. The perceived quality and likeliness to refer the brand to a friend did not show meaningful differences. There were also no significant behavioral gender differences. | pt_PT |
| dc.identifier.tid | 201864606 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/39723 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Followers | pt_PT |
| dc.subject | pt_PT | |
| dc.subject | Purchase intention | pt_PT |
| dc.subject | Perceived quality | pt_PT |
| dc.subject | Net promoter score | pt_PT |
| dc.subject | Brand trust | pt_PT |
| dc.title | How the number of followers influences brand attitude: a study on purchase intention, perceived quality, brand trust and net promoter score | 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 | pt_PT |