Improvised marketing interventions in social media: effects on brand loyalty and engagement

Bibliographic Details
Main Author: Coelho, Mariana Milhano
Publication Date: 2022
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/134438
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 Improvised marketing interventions in social media: effects on brand loyalty and engagementimproved marketing interventionssocial mediaimprovisationcustomer brand engagementeWOMDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceConsumers 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.Pinto, Diego CostaRUNCoelho, Mariana Milhano2022-03-14T11:48:17Z2022-01-312022-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/134438TID:202962210enginfo: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:RCAAP2024-05-22T18:00:08Zoai:run.unl.pt:10362/134438Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:31:02.349870Repositórios 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 Improvised marketing interventions in social media: effects on brand loyalty and engagement
title Improvised marketing interventions in social media: effects on brand loyalty and engagement
spellingShingle Improvised marketing interventions in social media: effects on brand loyalty and engagement
Coelho, Mariana Milhano
improved marketing interventions
social media
improvisation
customer brand engagement
eWOM
title_short Improvised marketing interventions in social media: effects on brand loyalty and engagement
title_full Improvised marketing interventions in social media: effects on brand loyalty and engagement
title_fullStr Improvised marketing interventions in social media: effects on brand loyalty and engagement
title_full_unstemmed Improvised marketing interventions in social media: effects on brand loyalty and engagement
title_sort Improvised marketing interventions in social media: effects on brand loyalty and engagement
author Coelho, Mariana Milhano
author_facet Coelho, Mariana Milhano
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Coelho, Mariana Milhano
dc.subject.por.fl_str_mv improved marketing interventions
social media
improvisation
customer brand engagement
eWOM
topic improved marketing interventions
social media
improvisation
customer brand engagement
eWOM
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2022
dc.date.none.fl_str_mv 2022-03-14T11:48:17Z
2022-01-31
2022-01-31T00:00:00Z
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/10362/134438
TID:202962210
url http://hdl.handle.net/10362/134438
identifier_str_mv TID:202962210
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
_version_ 1833596751534096384

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