Percorrer por autor "Rodrigues, Bernardo de Santana Fonseca Ribeiro"
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- The role of social media marketing to raise brand awareness, build brandreputation, foster brand engagement and drive purchase intention in FMCG start-ups : the portuguese F&B industryPublication . Rodrigues, Bernardo de Santana Fonseca Ribeiro; Tavares, PedroSocial media marketing has transformed how start-ups connect with consumers, offering a unique opportunity to build strong brands in resource-constrained environments. This study examines the role of social media marketing in enhancing brand awareness, brand reputation and brand engagement to drive purchase intention amongst Portuguese F&B start-ups. This study employs a mixed-methods approach to examine these relationships. Qualitative data were collected through six semi-structured in-depth interviews (five with members and founders of Portuguese F&B start-ups and one with an entrepreneurship expert) and three agesegmented focus groups with Portuguese consumers (aged 18–24, 25–34 and 35–65). These insights were complemented by quantitative analysis of survey data. Findings reveal that social media marketing positively and directly impacts purchase intention, brand awareness, brand reputation and brand engagement. However, only brand awareness and brand engagement demonstrate direct and indirect positive effects on purchase intention. Moderation and mediation analyses reveal that the effectiveness of social media marketing is consistent across demographic groups, with social media usage emerging as a stronger predictor of purchase intention than income. Furthermore, innovation is evidenced as the predominant dimension of brand reputation. This research contributes theoretically by validating past conclusions in the entrepreneurial context of the Portuguese F&B industry. From a managerial perspective, the findings emphasize prioritizing brand awareness and engagement strategies through social media marketing while highlighting the unique aspects of their products/services to build reputation.