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Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent
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Orientador(es)
Resumo(s)
This study aims to explain how Real-Time Marketing can impact Self-Brand Connection and Brand-Usage Intent, plus validate the impact on Consumer-Brand Engagement, while introducing it as the ultimate antidote for global brands to fight overall preference for local brands. For this, the research will be conducted in Portugal – a country where this type of communication has been rising among international brands.
An experiment with a fictional brand was implemented in two stages: a pre-test with a total of 32 participants randomly assigned to one of the five conditions – representing each type of Real-Time Marketing; further, conclusions on the tested hypothesis were defended on a main study with 104 participants. To analyze the main effects between the independent and dependent variables, multiple analysis of variance (MANOVA) was used, thus PROCESS was used to test moderation and mediation.
The main results showed that respondents exposed to Everyday Real-Time Marketing were more likely to feel a sense of connection with the brand and have an overall preference for it, thus would be more likely to engage with further activities when a topic that resonates their memory and interests is used. On the exploratory research conclusions, the usage humor and product/service placement were the variables that seem to more contribute as antecedents, followed by first-mover advantage. Regarding annoyance, the respondents exposed to Opportunistic and Brand-on-Brand Real-Time Marketing tended to validate more this negative effect.
Overall, the study contributes to literature by explaining which type of this content is more effective, why it is important to invest in specially in the context of internationalization strategies, thus opens to room to further discussion around other topics such as antecedents and possible annoyance effects.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Real-Time Marketing Brand Usage Intent Self-Brand Connection Consumer-Brand Engagement Branded Content Experience Glocal Marketing