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Improvised marketing interventions in social media: effects on brand loyalty and engagement
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| 2.1 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Consumers are exposed on their social media to massive amounts of brand advertisement every day,
reducing consumers' attention to brand posts. To overcome this, brands in social media have recently
introduced improvised marketing interventions (IMIs) with the hopes improve consumers’
engagement. Given the need for further research on the topic, this study aims to explore whether
improvised marketing interventions have a positive effect on customer brand engagement. An
experimental approach was conducted, with a total of 180 social media users, to examine how
improvised marketing interventions in social media influences consumers’ positive feelings and brand
loyalty. The findings reveal that improvised marketing interventions (compared to a control condition)
positively affect emotions, purchase intentions, consumer brand identification, and brand loyalty.
Finally, the findings reveal how improvised marketing interventions can serve as a competitive
advantage in brand communication strategies in social media.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
improved marketing interventions social media improvisation customer brand engagement eWOM