Publication
Exploring millennials preferences and values to improve their online customer experience : a case study of FNAC in Portugal
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Xavier, Rute | |
| dc.contributor.author | Fenina, Lyne | |
| dc.date.accessioned | 2023-11-22T14:39:56Z | |
| dc.date.available | 2023-11-22T14:39:56Z | |
| dc.date.issued | 2023-07-06 | |
| dc.date.submitted | 2023-06-01 | |
| dc.description.abstract | In recent years, and especially after Covid-19, online shopping has been more common among millennials, making it crucial for businesses to understand the factors influencing their online experience through understanding their preferences and online behaviors. This study focuses on FNAC, an online retailer in Portugal, aiming to attract and retain the millennial target by understanding their distinct values and adapting marketing strategies accordingly. The research objective is to explore the impact of the online shopping experience on millennials' brand perceptions, purchase decisions, and e-loyalty. For this purpose, a mixed- method approach is employed, including a comprehensive literature review, benchmark analysis, an observational research, in-depth interviews, and a survey. The participants considered for the study are aged between 23 and 44 and reside in Portugal. The findings indicate that online presence have an influence on millennials' perceptions and behaviors. Social media platforms, search engines, and websites have an effect on building awareness, engagement and brand interaction. Authenticity, visually appealing content, and user-friendly interfaces are crucial for effective customer-brand interactions and long-term relationship. Moreover, search engine presence and the influence of online reviews significantly impact brand visibility and trust-building among Millennials. To attract and retain this generation, businesses must align their strategies with these preferences. Optimizing online presence and focusing on engagement, authenticity, and review management are paramount. Further understanding and catering to millennials' preferences are vital for brand success in the digital era. By taking into consideration these aspects, FNAC and similar businesses can effectively target millennials. | pt_PT |
| dc.description.abstract | Nos últimos anos, especialmente após a Covid-19, as compras online têm se tornado mais comuns entre os millennials. É crucial para as empresas entender os fatores que influenciam a experiência online desses consumidores, compreendendo suas preferências e comportamentos. Este estudo foca na FNAC, um varejista online em Portugal, com o objetivo de atrair e reter os millennials, adaptando as estratégias de marketing de acordo com seus valores distintos. A pesquisa explora o impacto da experiência de compra online nas percepções de marca, decisões de compra e lealdade eletrônica dos millennials. Os participantes têm entre 23 e 44 anos e residem em Portugal. As descobertas destacam a influência da presença online, incluindo plataformas de mídia social, mecanismos de pesquisa e sites, na criação de reconhecimento, engajamento e interação com a marca. Autenticidade, conteúdo visualmente atraente e interfaces amigáveis são cruciais para relacionamentos duradouros com os clientes. A presença do mecanismo de pesquisa e a influência das avaliações online também afetam a visibilidade da marca e a construção de confiança entre os millennials. Para atrair e reter essa geração, as empresas devem alinhar suas estratégias com essas preferências, otimizando a presença online, focando no engajamento, autenticidade e gerenciamento de avaliações. Compreender e atender às preferências dos millennials é vital para o sucesso da marca na era digital. | pt_PT |
| dc.identifier.tid | 203328043 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/43170 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Millennials | pt_PT |
| dc.subject | Online experience | pt_PT |
| dc.subject | Tech products | pt_PT |
| dc.subject | FNAC | pt_PT |
| dc.subject | Experiência online | pt_PT |
| dc.subject | Produtos tecnológicos | pt_PT |
| dc.title | Exploring millennials preferences and values to improve their online customer experience : a case study of FNAC in Portugal | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão e Administração de Empresas | pt_PT |