Browsing by Author "Martins, Carla Carvalho"
Now showing 1 - 5 of 5
Results Per Page
Sort Options
- Motives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football clubPublication . Machado, Joana César; Martins, Carla Carvalho; Ferreira, Frederico Correia; Silva, Susana Costa e; Duarte, Paulo AlexandrePurpose Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram. Design/methodology/approach An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand analysed was built around games, the authors divided fans into two groups based on the main method in which the club's games are watched: in stadium versus mediated. Multiple linear regression analysis was used to explore the relationship between motivations and fans' engagement, through content consumption and contribution, on Facebook and Instagram. Analysis was performed first with the whole sample and then by group (stadium attendance vs mediated attendance fans). Findings The findings show that social influence, entertainment, searching for information and rewards are the most relevant motivations for consumers to engage with brand-related content on Facebook. Entertainment, rewards and social influence are the main motivations influencing consumer interactions on Instagram. Group moderation was only confirmed in the impact of social influence on Facebook page content consumption. Originality/value The results provide valuable insights into the social media marketing activities of sports brands, which will assist brand managers to develop strategies for effectively stimulating engagement with the different groups of fans.
- Omnichannel approach: factors affecting consumer acceptancePublication . Silva, Susana Costa e; Martins, Carla Carvalho; Sousa, João Martins deThe omnichannel approach is a new commercial opportunity that aims to offer consumers a unique and satisfying experience through any touch point. This research aims to understand the factors that might lead consumers to accept and use this new approach. The conceptual model was tested empirically using primary data collected from 210 Portuguese participants. The results reported suggest that perceptions of usefulness, ease of use, and compatibility have a positive effect on brand experience, which strongly affects the behavioral intention to use. Additionally, a moderation analysis, using user status as a moderator, shows that while usefulness is important to uniquely explain use intention for low frequency, ease of use is only a good predictor of use intention for high-frequency users. This research provides useful insights for academic research by shedding light on this new phenomenon, and simultaneously for businesses by deriving some implications for defining their omnichannel strategies.
- The relevance of cause-related marketing to post-purchase guilt alleviationPublication . Silva, Susana Costa e; Martins, Carla CarvalhoGuilt is a self-conscious emotion that strongly influences human behavior, namely consumption. Aware of this, many brands promote anticipatory non-purchase guilt to lead people to buy their products. However, fewer are giving attention to the question of purchase guilt, despite the fact that it may be an aspect that hinders people to repurchase a product and recommend it to others. According to Burnett and Lunsford (1994), feelings of consumer guilt may arise from different types of transgressions, leading to four different types of consumption-related guilt: social responsibility guilt, moral guilt, health guilt and financial guilt. This study has two main purposes. First it strives to identify which kind of purchase behaviors better explain purchase guilt, an emotion that brands would like to prevent. Second, it examines the potential importance of using social causes as a remedy for preventing purchase guilt, namely by brands that, for their nature, will tend to incite more guilt. The results of a survey-based study suggest that only financial guilt feelings are good antecedents of general post-purchase guilt. These results have important implications to marketing practitioners for products whose marketing should receive special attention when it comes to prevent the occurrence of purchase guilt as a deterrent of buying. The results of an experimental study with a sample of 840 individuals opened new vistas in the use of cause-related marketing strategies to cope with the purchase guilt, by proving that the inclusion of a social cause in a marketing campaign may decrease the feelings of guilt and regret and increase the probability of buying and recommending a product. These results have important implications to marketing practitioners for products whose marketing should receive special attention when it comes to prevent the occurrence of purchase guilt, as a deterrent to buying. We conclude by opening new vistas in the use of cause-related marketing strategies to cope with the post-purchase guilt that some products may display.
- Understanding Portuguese young consumers intention to use mobile commercePublication . Silva, Susana Costa e; Martins, Carla CarvalhoIn the last decade, e-commerce became popular all over the world. The recent widespread of smartphones transformed a significant part of e-commerce in mobile commerce. Therefore, the aim of this paper is to find out which factors affect consumers intention of using m-commerce through the exploration of a conceptual model to analyze customers’ perceptions of using mobile commerce services for online shopping. This paper aims at anticipating consumer behavior, and providing implications for designers, managers, marketers, and operators related to mobile commerce (mcommerce). In order to test a conceptual model, an empirical investigation with a sample of 183 young Portuguese participants was carried out. It was used a structural equation model (SEM) in order to test the relationships of the model. The results reveal that anxiety, which is an affective obstacle against using new technology, is a key negative predictor of a customer’s intentions to use mobile devices for e-commerce. Additionally, enjoyment, usefulness, and compatibility have an impact on a customer’s behavioral intentions. Also, the consumer’s self-awareness of his/her mobile skillfulness affects anxiety, enjoyment, and usefulness and compatibility. The outcomes of this study help to understand what prevents or encourages the use intention of m-commerce. The results not only help develop a better understanding of mobile commerce theories for researchers, but they also offer viable knowledge to those involved in promoting m-commerce to potential purchasers.
- What do managers think about the success potential of CRM campaigns?Publication . Castanheira, Bruna Monteiro; Silvas, Susana Costa e; Martins, Carla CarvalhoThis research analyzes cause-related marketing (CrM) from the perspective of companies. The study aims to achieve a better understanding about what managers think about CrM by analyzing the level of acceptance and usage of this marketing tool, based on the UTAUT model. Using in-depth interviews as research method, we conclude that managers see the benefit of company partaken in initiatives as such, but not necessarily CrM. The reasons why managers choose to participate in Cause-related Marketing initiatives originate from the mix obtained through improving the firm by doing something considered socially positive. CrM was well evaluated by the participants and considered well positioned in terms of acceptance and usage, based on four factors: performance and effort expectancy, social influence, and facilitating conditions. Interviewees expressed excitement towards CrM and believe in it as a powerful tool to improve the firms’ image and consumers feeling towards it. While the literature uses several concepts (Corporate Social Responsibility or Social Marketing), the interviewees emphasize genuine caring and showing interest, time and funds to support consumers social concerns.