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Advisor(s)
Abstract(s)
This thesis was written as part of a Double-Degree Masters program in Management, with
focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool
for managers and marketers, which conduct business online.
This thesis is a study of Content Marketing in the content of online commercial product
pages. Its aim is to understand how to use content marketing to drive conversion, by
understanding consumer attitudes and purchase intention towards content. A in-depth study of
existing theories and exploratory primary research was developed in other to attain these
objectives.
The exploratory research was characterized by a survey experiment with online consumers.
Participants were exposed to stimuli of content marketing tested according to their attitudes
and purchase intention. The focus was to understand the impact of two different content
marketing tactics—User-generated content and Videos & Tutorials—on attitudes and
purchase intentions and how they interact with content complexity.
The results indicate that content marketing in commercial product pages is relevant in driving
consumer attitudes and purchase intentions. Consumers are not motivated by a specific
content marketing tactic, unless that content has a certain level of complexity. In that case,
User-Generated Content becomes a relevant tactic in product pages, however VT is not.