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Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent

Bibliographic Details
Main Author: Santos, Carolina Gomes Martinho Marques dos
Publication Date: 2023
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/150230
Summary: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage IntentReal-Time MarketingBrand Usage IntentSelf-Brand ConnectionConsumer-Brand EngagementBranded Content ExperienceGlocal MarketingDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThis 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.Szabó-Douat, TeodóraRUNSantos, Carolina Gomes Martinho Marques dos2023-03-09T11:45:38Z2023-01-262023-01-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/150230TID:203244923enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:09:46Zoai:run.unl.pt:10362/150230Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:40:06.666088Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent
title Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent
spellingShingle Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent
Santos, Carolina Gomes Martinho Marques dos
Real-Time Marketing
Brand Usage Intent
Self-Brand Connection
Consumer-Brand Engagement
Branded Content Experience
Glocal Marketing
title_short Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent
title_full Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent
title_fullStr Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent
title_full_unstemmed Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent
title_sort Everyday Real-Time Marketing: A (G)local Communication Antidote for Increasing Self-Brand Connection and Brand Usage Intent
author Santos, Carolina Gomes Martinho Marques dos
author_facet Santos, Carolina Gomes Martinho Marques dos
author_role author
dc.contributor.none.fl_str_mv Szabó-Douat, Teodóra
RUN
dc.contributor.author.fl_str_mv Santos, Carolina Gomes Martinho Marques dos
dc.subject.por.fl_str_mv Real-Time Marketing
Brand Usage Intent
Self-Brand Connection
Consumer-Brand Engagement
Branded Content Experience
Glocal Marketing
topic Real-Time Marketing
Brand Usage Intent
Self-Brand Connection
Consumer-Brand Engagement
Branded Content Experience
Glocal Marketing
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-03-09T11:45:38Z
2023-01-26
2023-01-26T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/150230
TID:203244923
url http://hdl.handle.net/10362/150230
identifier_str_mv TID:203244923
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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