Publicação
The new way of online shopping : creating a cashback model to benefit both companies and customers
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Lino, Rute Sofia Barbosa Xavier | |
| dc.contributor.author | Hahn, Lennart | |
| dc.date.accessioned | 2022-07-07T10:36:17Z | |
| dc.date.available | 2022-07-07T10:36:17Z | |
| dc.date.issued | 2022-01-24 | |
| dc.date.submitted | 2022-01 | |
| dc.description.abstract | In a global marketplace, e-commerce continues to gain importance. But when it comes to online shopping, customer trust in advertisement is limited, and finding the right product at the lowest possible price is time-consuming. For companies, among other factors, constantly creating con- tent to generate organic growth on Social Media and strengthening brand awareness is time and capital intensive. This dissertation proposes a solution to combat these problems. The App called Whisper ena- bles online shoppers to save time and money when posting content and tagging both the store or brand and Whisper. In turn, customers become brand ambassadors for companies, generat- ing more trustworthy visibility while automating marketing efforts. Results from the analysis revealed that this App appeals to the German young adult cohort. Within a large sample size (n = 359), over 54 % of participants are inclined to use the App. Cornerstone features include a high amount of cashback, a high number of partnered brands and shops, and a quick onboarding process. Whisper sets itself apart from the diverse German competition by adding new dimensions to the cashback and social commerce industry. The most important aspects are a curated feed within the App consisting of the most popular posts by users and the ability to receive cashback post-purchase. The analysis showed that Whisper has a unique business model in an uncontested market space. To discover underlying customer motivations and more precisely appease the target group, further research must be conducted. | pt_PT |
| dc.identifier.tid | 202965309 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/38114 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Word of mouth | pt_PT |
| dc.subject | Social media | pt_PT |
| dc.subject | Online shopping | pt_PT |
| dc.subject | Influencer marketing | pt_PT |
| dc.subject | Lean Canvas | pt_PT |
| dc.subject | Value proposition | pt_PT |
| dc.subject | Market analysis | pt_PT |
| dc.subject | Blue Ocean strategy | pt_PT |
| dc.subject | Product management | pt_PT |
| dc.title | The new way of online shopping : creating a cashback model to benefit both companies and customers | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão e Administração de Empresas | pt_PT |
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