CLSBE - Dissertações de Mestrado / Master Dissertations
Permanent URI for this collection
Browse
Recent Submissions
- Beyond the coffee cup : investigating the effects of breaking functional fixedness on consumer decision-making in social media advertisingPublication . Heseler, Mona; Almeida, Filipa deThis thesis explores the impact of breaking functional fixedness in social media advertisements on consumer engagement, product recall and purchase intention, addressing the research question: how does breaking functional fixedness affect consumer decision-making processes? Using a sample of 147 participants divided into experimental and control groups, the study employed a survey-based experimental design to assess cognitive engagement, recall and purchase intentions using validated scales and mediation analysis. The results show that breaking functional fixedness increases cognitive engagement and product recall, but does not significantly affect purchase intentions. These findings suggest that, while behavioural outcomes may need to be aligned with consumer motivations and preferences, strategies that break functional fixedness can foster deeper engagement. This study contributes to the dual-process theory literature and advertising creativity research, and provides practical insights for the design of innovative advertisements. Future research should explore the interplay between creative strategies, such as breaking functional fixedness, and other factors, such as emotional and motivational drivers, to better understand their role in shaping consumer behaviour.
- From soda to coffee : analyzing Coca-Cola's acquisition of Costa coffeePublication . Eichhorn, Jan; Flórido, JoãoAs the carbonated soft drink industry faced declining consumption in Western markets from the early 2000s, even industry leaders like Coca Cola were affected. Coca Cola made a sig nificant strategic change to revive its growth by acquiring the coffee house chain Costa Coffee. This acquisition marked an expansion from its traditional core market of carbonated soft drinks into the coffee industry. The following thesis explores Coca Cola’s challenges, motives behind this acquisition, and potential benefits and risks. Furthermore, Costa Coffee’s growth strategy after its acquisition by Coca Cola is examined. This thesis uses a pedagogical case approach. It includes a review of academic literature on growth strategies based on the Ansoff Matrix, inorganic growth approaches, and the business environment. This is followed by the description of the case. Finally, teaching notes are pro vided to guide the application of the case in classes related to corporate strategy and acquisi tions. The findings show how Coca Cola was pressured by changing consumer preferences and the evolving legislation to expand beyond its traditional product portfolio. This led the company to its new strategic goal of becoming a “total beverage company.” As part of its transformation, Coca Cola announced the acquisition of Costa Coffee in 2018. The acquisition allowed Coca Cola to enter the growing coffee market and leverage its strengths in ready to drink products. After being acquired, Costa Coffee's strategy focused on expanding internationally, exploring new distribution channels, and introducing new products.
- Does audience size matter? The role of macro- vs. micro-influencers in driving purchase intention across generations and product involvement levelsPublication . Gaspar, Íris Alexandra Barreira; Romeiro, PauloThis dissertation explores how influencer segmentation based on follower count, which differentiates between macro- and micro-influencers, affects purchase intention. Additionally, it examines whether generation (Gen Z vs. Millennials) and product involvement (low vs. high) moderate the relationship between influencer type and purchase intention. A quantitative approach was adopted using an online questionnaire, where participants were exposed to one of four different influencer-product combinations. Analysis of 156 valid responses suggested that influencer type alone did not significantly influence purchase intention. However, product involvement was found to be a critical factor. Both macro- and micro-influencers were more effective in promoting low-involvement products, while their influence was weaker for high-involvement products. Generational differences also failed to moderate this relationship, suggesting that Millennials and Gen Z respond similarly to influencer marketing. These findings suggest that brands should look beyond influencer size when developing influencer marketing strategies. As consumers become increasingly skeptical, partnering with influencers who align with their audience's valuesis crucial. Additionally, brands should always consider the type of product promoted and how consumers perceive it, adapting their communication strategies accordingly. Future research could explore alternative audience segmentation factors. Furthermore, a comparative approach across multiple social media platforms could provide insights into how influencer effectiveness differs.
- Accepting generative artificial intelligence in consulting services : an analysis of success factorsPublication . Herzog, Inessa; Lancastre, FilipaThe present study examines the success factors that influence the acceptance of Generative Artificial Intelligence (GenAI) among business consultants. While numerous research studies have developed and expanded models for general technology acceptance, there are still few studies that address the acceptance of GenAI in specific professional contexts such as the consulting industry. This work fills this research gap by developing a new model to investigate the acceptance factors of GenAI among business consultants. The model is based on established theories such as the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Task-Technology Fit (TTF) model, which have been combined into a new conceptual framework. For empirical verification, a quantitative study was conducted with 147 business consultants to identify key success factors on the intention to use and acceptance of GenAI. The results show that the fit between technology and tasks (Task-Technology Fit, TTF), the expected performance improvement (Performance Expectancy, PE) and the Behavioural Intention (BI) play a crucial role in the acceptance of GenAI in the business consulting context. The study highlights the need amongst companies for targeted training, practical use cases, and a strategic integration of GenAI into existing workflows to promote sustainable acceptance. The results provide both theoretical and practical implications for consulting firms to support the successful implementation of GenAI
- The impact of leadership on information overload and stress : exploring the mediating role of sense of powerPublication . Henriques, Marta Maria Veiga Cardiga; Almeida, Filipa deThis dissertation aims to explore the influence of different organisational positions on perceived information overload and stress. Could this relationship be explained by the sense of power? The information overload phenomenon occurs when the capacity to process information is lower than the information being received, meaning that the high load of information becomes a limitation rather than a support to an ideal decision-making process. Indeed, the constant disruptive technological advancements have been contributing to the growing availability of information. Consequently, there is an increasing necessity to address this phenomenon since it negatively affects productivity, decision-making and stress. Furthermore, previous findings have indicated that an enhanced sense of power, closely tied to leadership positions, enables more effective information processing capacities. On that basis, the results in this study have demonstrated alignment with previous research since it concludes that the sense of power effectively explains how leaders perceive less information overload. Moreover, power acts as an essential mechanism between information overload perceptions and organisational positions, mitigating adverse organisational outcomes, such as stress. In sum, this dissertation offers a novel perspective on how leadership and power influence cognitive organisational challenges. It refers to the perspective of power as a protective factor against information overload and stress perceptions, offering meaningful insights for both managerial practices and academic research.
- Blockchain based QR-code : perception in consumer trust and purchase intention in milk productsPublication . Martins, Matilde Maria Pereira; Rita, MiguelThe increasing consumer demand for transparency and trust in food supply chains has driven interest in blockchain technology as a tool for enhancing traceability. This study examines the impact of blockchain-enabled QR codes on consumer trust and purchase intention in the Portuguese dairy market, focusing on milk products. Using a mixed-methods approach, the research integrates qualitative in-depth interviews with consumers and a quantitative survey to assess how familiarity with blockchain, ethical concerns, and trust influence willingness to pay extra for milk with blockchain verification. The findings indicate that while blockchain technology enhances perceived transparency, consumer awareness remains limited. Trust in blockchain-enabled QR codes significantly correlates with purchase intention, but price remains a dominant factor. Ethical concerns, particularly regarding food safety and sustainability, positively influence trust but only moderately impact willingness to pay extra. Although blockchain familiarity plays a vital role in increasing trust, its effect on consumer decision-making is weaker than expected. Educational initiatives and pricing strategies are crucial for increasing consumer adoption of blockchain-based food verification.
- Comparing AI and human influencers : a study of consumer perceptions in the fashion industryPublication . Dennenmoser, Jana Yvonne; Borges, MónicaThe rise of artificial intelligence (AI) in social media has led to the growth of AI influencers who are challenging the dominance of human influencers in digital marketing. This dissertation examines how AI influencers compare to human influencers in relation to trust, perceived authenticity and their ability to build parasocial relationships, particularly in the fashion industry on Instagram. The study combines a quantitative survey with 199 participants and qualitative interviews with eight Instagram users, using a mixed-methods approach. The results show that human influencers are perceived to be above AI influencers in terms of perceived expertise, trustworthiness and authenticity, leading to stronger parasocial interactions and higher purchase intentions. While AI influencers benefit from visually curated content and controlled brand messages, their lack of personal experience and emotional engagement limits their effectiveness in building trust and influencing consumer decisions. These findings contribute to the understanding of AI-driven influencer marketing and offer practical implications for brands considering AI influencers for their advertising strategies.
- Cultural perspectives on responsible leadership : a qualitative comparison between Germany and PortugalPublication . Haug, Felicia Kristin; Cruz, Nuno Moreira daThis study explores cultural perspectives on Responsible Leadership (RL) between Germany and Portugal, focusing on perceptions, enablers, barriers and benefits in these two different cultural contexts. Using a qualitative research approach, semi-structured interviews analyse German leaders' subjective perceptions and compare them with findings from a previous study of Portuguese leaders. The findings indicate that both German and Portuguese leaders share a holistic understanding of RL, emphasizing employee well-being, although their priorities differ. While Germans prioritize operational efficiency, the Portuguese value adaptability. Key enablers in both countries include experience. Both groups face challenges related to time constraints; additionally, German leaders focus on balancing stakeholder interests, and Portuguese leaders emphasize market volatility. RL is recognized in both countries for improving employee motivation. Furthermore, German managers highlighted improvements in organisational networking, while Portuguese managers noted direct financial benefits. The findings highlight the critical role of cultural values in the perception and implementation of RL and provide valuable insights for global leaders on the importance of cultural sensitivity. Future research should expand sample sizes and consider dynamic cultural models to gain a more comprehensive understanding.
- From the U.S. to Europe : the challenges and opportunities of expanding American prebiotic soda brand, Poppi. A study of consumer perceptions, market viability, and marketing strategies in a cultural contextPublication . Parla, Lilly Ann; Reis, RicardoThe functional beverage industry has seen rapid growth in recent years, driven by increasing consumer interest in health and wellness. In particular, prebiotic sodas have emerged as a promising category, offering gut health benefits while serving as an alternative to traditional soda. However, the market for prebiotic sodas in Europe remains untapped compared to the United States. This study investigates consumer perceptions, purchase intent, and market barriers for prebiotic sodas in Europe, using Poppi as a case study. A survey of 133 valid respondents, including a sample of European consumers, examined factors such as awareness, price sensitivity, trust in health claims, and taste vs. health prioritization. Statistical analyses, including Chi-Square tests, ANOVA, and Wilcoxon Signed-Rank tests, were conducted to determine key purchase drivers. Findings indicate that awareness of prebiotic sodas is significantly lower in Europe than in North America, but openness to trying new beverages remains high. Price sensitivity did not significantly impact purchase intent, suggesting that premium branding should be prioritized over affordability. European consumers prioritize health benefits over taste, but regulatory restrictions in the EU limit the effectiveness of gut-health-focused marketing. Instead, emphasizing natural ingredients, fiber content, and effective brand storytelling may be a more beneficial approach. This study applies Hofstede’s cultural dimensions framework to analyze consumer behavior and provides strategic recommendations for branding, product positioning, and market entry strategies to optimize Poppi’s potential success across Europe.
- Crafting narratives for the next generation : a qualitative and strategic analysis of how storytelling can be leveraged as a powerful strategic tool to effectively engage with Generation ZPublication . Schefers, Alina; Pestana, CatarinaStorytelling is a powerful branding tool, helping companies connect with target groups. As Generation Z's economic influence grows, brands face increasing pressure to meet their expectations for authenticity, values, and interaction, presenting both challenges and opportunities. This thesis explores storytelling as a tool to connect with this audience, supported by a literature review and qualitative research highlighting the need for innovative, tailored approaches. The analysis highlights the need to avoid superficial or inauthentic portrayals, which risk alienating Generation Z or triggering backlash when their values are misused. Narrative elements like characters and plotlines are particularly effective in engaging this demographic. The research highlights a shift in storytelling where Generation Z not only consumes brand narratives but also actively shapes them. This is seen in their feedback, their involvement in creating brand stories, and their use of social media to amplify or critique messages. User generated content and influencer marketing further demonstrate how Generation Z influences brand storytelling in real-time. The study concludes that successfully engaging this audience requires adapting storytelling to their preferences while encouraging their active involvement in shaping narratives.