Kemna, LenaCasquinho, ConstançaHinz, Antonia Sophia2022-05-172022-05-172021-06-292021-05-20http://hdl.handle.net/10362/138053Online buying behavior in Portugal and Italy has been steadily increasing over the past years, fueled by the current global pandemic. This Work Project analyzed the key drivers behind online wetsuit buyer behavior in the two countries and investigated the influence of cultural dimensions on the latter. A comprehensive approach was developed, including a literature review as well as primary qualitative and quantitative research, allowing to understand the key drivers behind the wetsuit buying behavior of Portuguese and Italian surfers in correlation with the respective cultural dimensions. The obtained insights supported SRFACE, a wetsuit company that sells its products exclusively online, in pursuing the objective of increasing its market share in Portugal and Italy. Additionally, the findings emphasized the impact of cultural values on e-commerce, particularly in Portugal and Italy.engBrand strategyDigitalBrand managementMarketing researchE-commerceCultural dimensionsmaster thesis202894932