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Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal

Bibliographic Details
Main Author: Mendes, Pedro Filipe Magalhães Bessa
Publication Date: 2018
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/40255
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 Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in PortugalInstagramBrand EngagementBrand LoveWord of MouthDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThis study intents to explore attitudes of Portuguese consumers who engage with brands on Instagram in Portugal by following them. Throughout the self-expressiveness capacity of brands that can empower both inner and social selves from consumers, our goal is to explore the relationship between “following” a self-expressive brand on Instagram and relate it with brand outcomes as brand love, brand acceptance and WOM (word-of-mouth). The current study is an extension of the original study done by Wallace, Buil and Chernatony (2014) in Ireland applied to a different social network – Facebook. The data used in this research work was collected from an online questionnaire conducted to 132 Instagram’s users who declared to follow a brand in the same social network. The data was analyzed using structural equations modelling (PLS-SEM). Self-expressive brands that are followed on Instagram revealed to pursuit a very important impact in brand love. Furthermore, the present study also revealed a positive relationship between loved brands not only with WOM but also with brand acceptance among consumers who engage with a brand on Instagram in Portugal. In opposition, the current study shows that there is no relationship between self-expressive brands followed on Instagram and brand acceptance or WOM. Consumers who are highly engaged with a brand can offer great word-of-mouth, therefore, playing an important role as brand advocates of the brand. Additionally, loved brands can count with loyalty from consumers who are very likely to accept brand’s mistakes or testing new products.Marreiros, Cristina Isabel Galamba de Oliveira de CostaRUNMendes, Pedro Filipe Magalhães Bessa2018-06-26T12:48:50Z2018-06-122018-06-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/40255TID:201947692enginfo: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:RCAAP2024-05-22T17:33:38Zoai:run.unl.pt:10362/40255Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:04:40.145021Repositórios 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 Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal
title Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal
spellingShingle Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal
Mendes, Pedro Filipe Magalhães Bessa
Instagram
Brand Engagement
Brand Love
Word of Mouth
title_short Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal
title_full Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal
title_fullStr Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal
title_full_unstemmed Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal
title_sort Consumer engagement with self-expressive brands : brand love and WOM outcomes : an extension of wallace, buil and chernatony (2014) applied to Instagram in Portugal
author Mendes, Pedro Filipe Magalhães Bessa
author_facet Mendes, Pedro Filipe Magalhães Bessa
author_role author
dc.contributor.none.fl_str_mv Marreiros, Cristina Isabel Galamba de Oliveira de Costa
RUN
dc.contributor.author.fl_str_mv Mendes, Pedro Filipe Magalhães Bessa
dc.subject.por.fl_str_mv Instagram
Brand Engagement
Brand Love
Word of Mouth
topic Instagram
Brand Engagement
Brand Love
Word of Mouth
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2018
dc.date.none.fl_str_mv 2018-06-26T12:48:50Z
2018-06-12
2018-06-12T00:00:00Z
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/10362/40255
TID:201947692
url http://hdl.handle.net/10362/40255
identifier_str_mv TID:201947692
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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