Católica Lisbon School of Business & Economics
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Browsing Católica Lisbon School of Business & Economics by advisor "Afonso, Ana Carolina Baptista"
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- Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examinationPublication . Plasse, Kim van de; Afonso, Ana Carolina BaptistaThe aim of this thesis is to explore smartphone users’ dimensions of mobile marketing acceptance and to understand which of these dimensions are relevant in explaining the intention to participate in mobile marketing. A cross-country analysis is performed of The Netherlands and Portugal assessing differences between the two countries while taking into account their cultural values. The cultural values are measured on an individual level with the scales established by Yoo, Donthu, and Lenartowicz (2011). Scales of Persaud and Azhar (2012) are employed to measure mobile marketing acceptance and the intention to participate in mobile marketing. The study is exploratory as well as quantitative, which included data collection through an online survey with 252 respondents. The results show that mobile marketing acceptance dimensions positively influence the intention to participate in mobile marketing. Perceived value is among smartphone users the main determinant of the intention to participate in mobile marketing. This is valid for both countries and the perceived value does not differ, implying no cross-national differences. Still, the Dutch smartphone users are more intent to participate in mobile marketing than the Portuguese smartphone users. The Dutch shopping styles are more consistent with mobile marketing, whereas for Portuguese smartphone users brand trust is essential in order to feel more comfortable with mobile marketing. Cultural values enable to understand these findings, especially for managers in Portugal. A study that further explores the influence of cultural values on mobile acceptance is suggested for future research.
- Exploring the effect of online shopping motivations on purchase intention applied to cosmeticsPublication . Morais, Maria Constança Valente Machado Alves; Afonso, Ana Carolina BaptistaThis thesis’ aim is to explore the effect of online shopping motivations in the online purchase intention of cosmetics. A proposed conceptual model that helps to understand what are the main motivations that lead consumers to purchasing cosmetics online is presented. Specifically, this thesis research model proposal is about online cosmetics consumers’ behavior considering their motivations and online purchase intention. The ultimate goal of this study is to understand what motivations are relevant for increasing online purchase intention of cosmetics by consumers. In order to understand consumers’ motivations and degree of online purchase intention, the previously developed studies about motivations and purchase intention (Dodds et al., 1991; Arnold et al., 2003; Martínez-López et al., 2014) were consulted and the scales were adapted to fit the present study research, applied to the Portuguese consumers. A quantitative and exploratory study was conducted. For data collection, an online questionnaire was applied to 286 individuals. Results showed that online shopping motivations are a great predictor of online purchase intention. Also, findings showed that utilitarian motivations not only are a predictor of online shopping motivations of cosmetics, but also that availability of information, assortment and economic value were the dimensions among motivations that better explained online purchase intention. This theoretical framework helps understanding consumer behavior towards online shopping and may be an important tool for managers and marketers to develop strategies with the most relevant motivations in mind.
- How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intentionPublication . Rebelo, Marta Figueiredo; Afonso, Ana Carolina BaptistaThe purpose of this thesis is to understand the perception Instagram users, in other words consumers, have of influencers they follow on Instagram. Consumer perceived credibility of influencers, and its impact on the purchase intention, is therefore studied. This dissertation aims to highlight which credibility dimensions better explain the purchase intention. Gender is also explored to verify behavior differences between female and male consumers. To better analyze the perceived credibility of influencers and purchase intention, scales previously developed were applied and adapted as proposed by Ohanian (1990) and Dodds, Monroe & Grewal (1991), respectively. The present study is exploratory and quantitative. It was implemented through an online survey, where only active Instagram users that follow one or more influencers on the platform were selected. Overall, 285 valid responses were collected. The results of the present study indicate that perceived “attractiveness” and “trustworthiness” of influencers are the dimensions of credibility that better explain consumers’ purchase intention. In what concerns gender differences, it is verified that more female than male consumers are influenced by perceived trustworthiness. The developed model aims to support brands and marketers in better understanding the effects perceived credibility of influencers has on consumption, and of its impact in purchase intention.
- Segmenting wine consumers using product involvement to explore their motivations to interact with wine brands on Social MediaPublication . Aragão, Mónica Soraia Lourenço; Afonso, Ana Carolina BaptistaAs wine demonstrated to be a product with great variations in terms of Involvement levels among its consumers, Product Involvement has been showing to be a reliable and productive segmentation basis (Lockshin et al., 2001). This thesis, therefore, aims to explore whether consumers’ Involvement level influence their Motivations to interact with wine brands on Social Media. The objective is to propose a conceptual framework to help understanding how differently involved segments of wine consumers differ in their Motivations to interact on Social Media. The study is exploratory and quantitative and was conducted with resource to an online questionnaire applied to a sample of 316 respondents of Portuguese wine consumers. Involvement with wine was assessed through McQuarrie and Munson’s (1992) scale for Product Involvement and respondents’ Motivations to interact on Social Media were measured with the multi-item scale developed by Enginkaya and Yilmaz (2014). Results show that Product Involvement is positively correlated with consumer’s Motivations to interact on Social Media. To explore different levels of Involvement with wine, a Two-Step Cluster analysis was performed, resulting in two differently involved Clusters: the “Wine Lovers” and the “Wine Curious”. Consumers with higher wine Involvement levels were therefore found to differ on their Motivations when compared to those with a lower level. The framework proposed might help wine businesses to better understand the online consumer behavior of differently involved wine consumer segments and subsequently support managers and marketers in developing more effective marketing strategies and ways of interacting with diverging profiles among their customers.
- A typology of fashion consumers based on motivations to interact with brands in social media : the ZARA casePublication . Mata, Maria Duran Pantoja; Afonso, Ana Carolina BaptistaThis thesis main aim is focused on better understand the motivations to interact with brands in social media, applied to Zara. More specifically, the objective is to recognize and explore the fashion consumer profiles, taking into account psychographic (personality) and sociodemographic characteristics. The objective is to provide insights about “who” are the fashion consumers based on their motivations to interact with Zara in social media. In order to assess fashion consumers’ profiles the motivation scale developed by Enginkaya and Yilmaz (2014) and the personality scale developed by Baird et al., (2006) were adapted and used on this study. The study is exploratory and quantitative. An online and self-administered questionnaire was developed and data collection was applied among individuals who are simultaneously Zara clients and followers on the brand social media pages. Cluster analysis was used in order to segment Zara consumers using the 250 valid answers collected in the online questionnaire. Regarding the results, two segments of consumers were identified (Opportunity Motivated and Entertainment & Investigation Motivated). Both segments have identical sociodemographic profiles, however the segments differ on consumers’ personality traits and frequency of shopping at Zara. The Opportunity Motivated segment is consisted mostly by agreeable and open consumers and agreeable and conscious consumers comprise the Entertainment & Investigation Motivated segment. The theoretical framework proposed might help to support organizations to better understand the fashion consumer’s motivations to interact with fashion brands on social networks. It also helps managers and marketers to develop better market strategies for these segments.
- Understanding “Baby Boomers” and “Millennials” motivations to interact with brands on Social MediaPublication . Oliveira, Rute Sofia Matos de; Afonso, Ana Carolina BaptistaThe emergence and importance of social media and, in particular, social networking sites (SNS), has made it possible for an accessible integration between consumers and brands, by providing unlimited reasons for users to express, share and create content. The aim of this dissertation is to explore what motivates consumers to interact with brands on social media and to understand the relevance of those variables in explaining consumers’ loyalty toward a brand. Members of two distinct generations were studied and compared: Millennials and Baby Boomers. A scale suggested by Enginkaya and Yilmaz (2014) is analysed and comprise five different motivations: Brand Affiliation, Opportunity Seeking, Conversation, Entertainment and Investigation. Concerning brand loyalty, the scale used is proposed by Jacoby and Chestnut (1978). In terms of methodology, the study is exploratory and quantitative. An online, structured and self-administered questionnaire was performed to collect data, resulting in 324 valid responses. The main findings suggest that for Millennials, Brand Affiliation, Opportunity Seeking and Entertainment are the main motivations that drives these consumers to interact with brands. On the other hand, Conversation and Investigation are the principal motivations when concerning Baby Boomers. Additionally, it was concluded that the older generational cohort is more brand loyal when compared to its younger counterpart, where Entertainment, Opportunity Seeking and Brand Affiliation are the motivations that influence their loyalty. Concerning Millennials, Brand Affiliation is the only motivation that influences this behaviour. Lastly, theoretical and managerial contributions are discussed, where some implications for further research are therefore identified.
- Understanding the effect of fashion involvement in the motivations to interact with a brand in social media applied to MANGOPublication . Lopes, Mariana Gueifão; Afonso, Ana Carolina BaptistaNowadays, around 3,000 billion textile and garment industry new companies are entering the market daily (FashionUnited, 2016), which makes it a very competitive market. Nonetheless, fashion has changed. It his evident, that the industry has gone through a transformation because of social media and this shift is occurring because major fashion houses start to understand the real influence of social networking sites on the customer (Huffpost, 2017). Thus, the current research used ‘fashion involvement’, ‘motivations for using social media’ and ‘purchase intention’ as the three constructs of study. The objective is to understand whether fashion involvement influences the motivations to interact with a brand in social media and then the impact it might have on purchase intention, in the specific case of the brand Mango in the Portuguese market, due to personal involvement with the brand and current limitations of the brand in the online environment. In terms of methodology, this dissertation is divided in an exploratory and quantitative study. An online, structured and self-administrative questionnaire was performed, resulting in 265 valid responses. The main finding is that people mainly perceived Mangos’ social media platforms as entertainment and information seeking platforms, which is positively influenced by the involvement of consumers with the brand. Lastly, this thesis added significant information in the research about fashion industry both academic and managerial, however some implications for future research are then identified.