Católica Lisbon School of Business & Economics
URI permanente desta comunidade:
Navegar
Percorrer Católica Lisbon School of Business & Economics por orientador "Afonso, Carolina"
A mostrar 1 - 2 de 2
Resultados por página
Opções de ordenação
- Exploring the relation between consumer motivations & engagement with brands in FacebookPublication . Lopes, Sofia Coutinho Rebelo Branco; Afonso, CarolinaThis thesis aims to explore the digital consumer behavior and proposes a conceptual framework that allows to comprehend the consumer’s Motivations and Engagement types to interact with brands in Facebook. Specifically, the research goal is to explore the relationship between the two and point out which Motivations better explain Engagement. Lastly, the analysis consists of segmenting Facebook users based on their Motivations and exploring their Engagement levels. The present research addresses the Portuguese Facebook users’ behavior based on Motivational and Engagement variables. Those were chosen with the intention of recognizing their importance in this context and exploring the connection between both. Scales from previous literatures were adapted and used to explore the Motivations, Enginkaya and Yilmaz (2014), and the Engagement, Malciute (2012). A quantitative and exploratory study was conducted and an online questionnaire was applied to a convenience sample of 350 Facebook users. Results indicated that the main Motivations to interact with brands in Facebook are Opportunity Seeking, Conversation and Entertainment. Moreover, the main Consumer Engagement dimension is Emotional. Further, there is a significant relation between Motivations and Engagement, and the Motivations that better help to predict Engagement are Brand Affiliation, Entertainment and Investigation. Moreover, three segments of Facebook users were identified and the main one presents the highest Engagement levels. The framework might serve as a tool for managers to better understand Facebook users’ behaviors regarding brands, thus enabling them to improve the allocation of digital resources, especially regarding Facebook and their marketing strategies with a suitable segmentation approach.
- Exploring the relation between consumer motivations and engagement in social media applied to Super Bock brandPublication . Luciano, Susana Martins Farrajota; Afonso, CarolinaThis dissertation aims to understand the consumer motivations to interact with Super Bock in social media. Based on Motivations that lead the consumer to interact with brands on social networks, the objective is to understand if they influence Consumer Engagement and to verify if there are differences between gender and age in those Motivations. This study is exploratory and quantitative; an online questionnaire was developed in which only followers of Super Bock pages in social media, were selected. From the collected data, 149 responses of the questionnaire were used. Regarding Motivations, the scale developed by Al-Menayes (2011) and the Consumer Engagement scale developed by Muntinga et al., (2011) were used. Using multivariate data analysis and through regressions, it was verified that there is a relation between Motivations and Engagement. The Motivations that best explain Consumer Engagement are Entertainment & Utility and Altruism. The results also suggest that there are differences between gender and age, being the main difference between the adult consumers compared to young consumers. This study contributes to greater knowledge in the field, providing important insights to brand managers and marketers to better understand their consumers and, above all, to understand the Motivations that lead them to interact and how create Engagement more effectively.