Browsing by Issue Date, starting with "2018-07-18"
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- The effectiveness of content marketing activities in Facebook and Instagram : generating leads and improving sales for a B2C experiential service companyPublication . Behrend, Jan Philip; Rosa, Pedro Miguel GonçalvesNowadays a majority of society is using social media, which increased the number of social network sites (SNS) users. Business to consumer (B2C) companies have started to use SNS in order to gain from its close connectivity to customers and to attract new customers. Becoming of most self-interest to master the art of online marketing through SNS for B2C companies. The aim of this thesis is to study the effectiveness of visual user-generated content (UGC) versus own branded content for sales conversions on Facebook. Additionally, the study compares the effectiveness of own branded visual content vs UGC in generating leads on Instagram and Facebook. By analyzing the effectiveness of content marketing activities on SNS, we are contributing to the discussion on strategic marketing decisions for B2C enterprises. Having an interaction effect between the type of social network platform and type of content that is not statistically significant different, we can truthfully reject hypothesis one. The difference between conversion rates indicates that UGC inspires more confidence, achieving higher conversions rates over the five days the campaign occurred. Although the sample size was restricted which can affect the power of detecting meaningful difference and not allowing a statement on significance.
- CSR and Millennial Job Attraction : the case of Academia BAI & TotalPublication . Freeman, Marcelo Cohen dos Santos; Versari, PietroThe relationship between corporate social responsibility and millennial job attraction, is one that is extremely insightful to managers all around the world. A rapidly changing economic climate has exacerbated the need for managers to attract the best talent available, and equally important, retain that talent. This dissertation will focus on two corporations operating in Angola; Academia BAI & Total EP. Both companies are established in the Angolan market, and already have some form of internal CSR policies. These existing policies will be examined in order to better comprehend how they can be leveraged in order to intensify the desired impact (increased millennial attraction). When attempting to justify the relationship, social identity theory is used to explain the importance of shared values between an organization and a prospective job seeker. Signalling theory complements social identity theory by expressing the importance of communicating said values. In addition, the dissertation also tackles this problem from the perspective of Angolan university students. A series of interviews were conducted in order to better comprehend millennial preferences in terms of CSR and job attraction. Overall this dissertation shows that in the case of the two Angolan companies, a combination of new CSR initiatives with adjustments to pre-existing policies can be effectively used to increase the appeal of working at either firm.
- Message framing to encourage sustainable fashion consumption : the interaction of materialism and genderPublication . Nägele, Christian; Colaço, Vera Maria Portela Herédia Lancastre FreitasIn an era of fashion overconsumption, resources both human and natural are being exploited, and the question is raised on how to confront the abrupt growth of social and environmental problems. As fashion-related issues are geographically too far in distance for the daily consumer to properly register, social marketers need to address topics that are more easily perceivable to initiate change. This dissertation examines the impact of message framing on different consumer attitudes. For this purpose, gender and materialism are acting as moderators in a three-way interaction study. This current study aims to add value to the emerging field of behavioral economics and in particular to loss aversion theory. Furthermore, the author wishes to contribute useful learnings on the topics of gender and materialism studies and, most importantly, create an effective tool for social marketers to promote sustainable fashion consumption. The findings suggest that message framing has no main effects on consumer attitudes unless gender and materialism are being introduced as impactful moderators to the study design. Then, people high in materialism show significant gender differences. High materialistic female participants are more responsive to loss-framed messages, while high materialistic male participants are more sensitive to gain-framed messages. However, the findings also suggest that the two gender types are drawn by different motivations. These outcomes highlight the relevance of message framing combined with gender and materialism studies and show how these techniques can have a real impact when used precisely.
- Going back to the basics : identifying and implementing liquid’s value propositionPublication . Costa, Francisco Alves Barata Belmar da; Celeste, Pedro Manuel Amador RodriguesLiquid entered the Portuguese market in April 2011 with an innovate concept that, at that time, was only present outside national borders- with functional juices and smoothies, Liquid came up with a new and healthy alternative to the options found in the market. Its objective is to offer the health-concerned individuals the opportunity to opt healthy for their meals, where they can find the nutrients and vitamins one is expected to consume throughout the day. In one’s busy and stressed life, Liquid offers an easy and healthy alternative. The idea came from Teresa Barata, founder and CEO of Liquid, who based the brand’s foundation on her passion about healthy eating and nutrition in general. Still, Teresa lacked the knowledge and experience on launching and running a business. Of course, this had some repercussions- this dissertation strives to find what these were. Liquid has been losing focus and direction, much due to the lack of planning in the beginning. The many projects the company has been having led Teresa to rethink the brand’s essence. So, there is the need to understand what Liquid has to offer to the consumers and how it can add value to them. The results from the analysis of this dissertation suggest that Liquid has failed in positioning the brand in the mind of the consumers, which ultimately has led to the misallocation of the brand’s actual competition- this will help Liquid to find value proposition and implement it in the right frame of reference.
- Relatório de estágioPublication . Silva, Gisela Sofia Moreira Pires; Antunes, Isabel Maria Quelhas Lima EngráciaEste relatório surge no âmbito do Curso de Mestrado em Enfermagem, com Especialização em Enfermagem de Saúde Infantil e Pediátrica, que visa especificamente a aquisição, desenvolvimento e integração de saberes para a assistência de enfermagem avançada ao recém-nascido, criança e adolescente, sendo especialmente dirigida para a promoção do desenvolvimento e adaptação aos processos de saúde e doença. O estágio integra três módulos desenvolvidos em diferentes contextos: Módulo I – Saúde Infantil; Módulo II – Serviços de Medicina e Cirurgia e o Módulo III – Serviço de Urgência Pediátrica e Neonatologia e representa um total de 750 horas, das quais 540 horas de prestação direta de cuidados e 210 horas de trabalho individual. Tendo por base o agrupamento de competências do enfermeiro especialista pelos diferentes domínios: Prestação de Cuidados, Gestão, Investigação e Formação, foram delineados objetivos específicos para cada contexto assistencial que, por sua vez, determinaram a necessidade de planeamento e concretização de atividades. Pode ser salientada a área da parentalidade, nomeadamente no âmbito da sua promoção, como sendo aquela que de forma mais transversal esteve representada na assistência desenvolvida. Também a seleção, mobilização e integração dos conhecimentos adquiridos ao longo do meu percurso pessoal e profissional foram determinantes para a concretização dos objetivos formulados. Inclui-se no documento uma reflexão crítica na qual se transmite a intencionalidade do trabalho desenvolvido e o significado das experiências vividas, de forma a evidenciar as competências adquiridas. Este relatório evidencia o percurso formativo que permitiu a aquisição de competências especializadas e de mestre na área da Enfermagem de Saúde Infantil e Pediátrica.
- Market potential analysis of the independent aftermarket for large engine manufacturers at Robert Bosch GmbHPublication . Ach, Jacqueline Susan; Celeste, Pedro Manuel Amador Rodrigues; Roeder, KlausAfter-sales takes place after the purchase of the product by customers. Nowadays, this is acknowledged as a significant source of profits. For durable products, after-sales plays an important role, like in the automotive aftermarket for large engines, on which the case study focuses. The manufacturer and retailer company Robert Bosch can sell spare parts in the highly profitable independent aftermarket to wholesalers and end-users, instead of, to the engine manufacturer as original equipment service only. However, it is not feasible to cover the whole after-sales with the independent aftermarket. This paper aims, finding factors and their peculiarity, for the particular engine manufacturers that influence the possibility, to sell in the independent aftermarket. The applied research methodology is a qualitative content analysis. Failure to respond to customer requirements can have dramatic effects on the success of manufacturing companies in the modern global marketplace. Supporting consumers after the initial purchase is a crucial element of such a response. Therefore, the customer perspective on the independent aftermarket is included to understand, what they value. This helps to find out, if the company can fulfil their requirements and has the option to serve the independent aftermarket successfully.
- Assessing advertising effectiveness in social network media for products with different appealsPublication . Gonçalves, Maria Beatriz Galan Coimbra Nobre; Rosa, Pedro Miguel GonçalvesAdvertising on Social Networked Media is becoming more relevant for marketers. In fact, marketers’ budget for online advertising is gaining more weight in total marketing budget for brands. Therefore, it is becoming far more important these days to understand the aspects that build up an effective advertising campaign within SNS channels. This dissertation aims to study the effect that appeal types – hedonic or utilitarian – have on advertising effectiveness, whilst considering the impact of the platform in which the ad was being ran. This paper presents a multiple linear regression developed based on 274 actual campaigns that have been displayed both on Facebook and Instagram with two different appeals. The core analysis was made through a multiple regression model and independent samples t-test, using SPSS. Results have shown that ads with a utilitarian appeal perform better on social networked media than those with a hedonic appeal, meaning that consumers give more attention to ads where usefulness and benefits are featured. Moreover, it was concluded that the variable platform did not have an impact to the overall model. For marketing managers, this finding could mean allocating a higher amount of money for ads with this kind of appeal as they generate more clicks what demonstrates a higher interest in that specific product or service. Furthermore, it also could point out that actually it is not where the advertisement is displayed but what type of message it conveys.
- How to increase customer loyalty in the newspaper industry in Portugal : the Global Media Group casePublication . Costa, Sofia Rebelo Pessoa e; Celeste, Pedro Manuel Amador RodriguesThe Global Media Group (GMG) is one of the major media groups in Portugal, being the owner of several brands in the Press, Radio and Internet sectors, namely Diário de Notícias, Jornal de Notícias and TSF, among others. In an industry that is now characterized by the increase in online formats as sources of information, in detriment of traditional media formats such as print newspapers, it is essential to understand how to still increase and maintain customer loyalty in this area. Therefore, this dissertation tackles concepts such as loyalty, perceived value and brand trust, and uses both primary and secondary research methods to answer the problem statement. Through a set of in-depth interviews with group management employees, a focus group among consumers, and a public survey, as well as information from the market and the company, this dissertation provides conclusions on what factors influence buying choice, perceived value and brand trust, how consumers can be characterized, and ultimately how to increase customer loyalty for the GMG and the industry in general. Moreover, the dissertation includes recommendations on specific initiatives the group can use to increase the mentioned variable. Finally, the dissertation includes a chapter with notes for using this dissertation for teaching purposes, with suggestions of questions to be made for students.
- “Alexa, what should we buy next?” : the proposed acquisition of Ulta by AmazonPublication . Almirante, Sofia Margarida da Silva; Assunção, António Luís Traça Borges deE-commerce has rapidly grown for the past 20 years and while some traditional retailers could not survive the fierce competition, others were able to adapt and opened their own online stores. For the past decade, this has been the prevailing trend in the retail environment. In recent years, however, we have been witnessing to the inverse, retailers going from clicks to bricks. Amazon is known for having completed a high number of M&A transactions since its inception. The last one, in 2017, was the acquisition of Whole Foods Market and it shook the entire retail industry, as fears regarding a possible entrance by the e-commerce leader in the brick-and-mortar space spread. The purpose of this dissertation is to analyse Amazon’s acquisition of Ulta, the leading U.S. beauty specialty retailer, as part of the company’s quest for an omnichannel presence. The in-store experience in the $445Bn beauty industry is of major importance and Ulta’s 1070 stores in the U.S. and 28 years of experience in the field stand as valuable opportunities for Amazon. The recommended bid price is $331,2 per share, which includes a 30% premium over the market price at the 21st May 2018. This value is justified by net synergies of $4.123Mm and a $373Mm value of control. The transaction should be a cash deal carried as a friendly takeover and has the potential of creating $863.1Mm for Amazon’s shareholders and an accretion of 12,4% in the first year’s EPS.
- Strategies to scale social impact : a case study on VitamimosPublication . Piccinin, Edoardo; Versari, PietroThe phenomenon of social entrepreneurship has gained growing attention in recent years. The growth process of a social enterprise, however, can be more complex and difficult than the one of a traditional, profit-oriented firm. Indeed, even though much has been written about it, scaling social impact remains one of the biggest challenges for social entrepreneurs willing to reach more people in the community. This thesis uses the literature on scaling social impact with the purpose of advising Vitamimos (a Portuguese non-profit organisation fighting childhood obesity and promoting healthier lifestyles among children) on how to scale. Additionally, this thesis can be used by university professors as a managerial case study in courses dealing with subjects of Impact Scaling, Social Entrepreneurship, Social Innovations, Management Consulting. In this work, I identify and present some of the most important strategies that social enterprises can use to scale their impact. After conducting a qualitative analysis on the company, I conclude that Vitamimos has too many conflicting needs that are reducing its possibilities to scale. I suggest the company to ally with a powerful retailer that has previously shown interest in a collaboration with Vitamimos. Additionally, I invite the founder to spend more time creating a network of organisations and individuals that can help the company to scale. Finally, I encourage the founder to leverage the Web to scale its social innovation The Carrot Lollipop.
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