Percorrer por autor "Rita, Paulo"
A mostrar 1 - 2 de 2
Resultados por página
Opções de ordenação
- Female gamers’ evaluation of influencer-generated gaming content: the roles of informativeness, playfulness, and homophilyPublication . Rita, Paulo; Santos, Zelia Raposo; Zhou, RanAbstract Influencer-generated content has become a prominent source of information and entertainment in digital gaming environments, yet limited research has examined how female gamers cognitively and affectively evaluate such content. This study examines how perceived informativeness, playfulness, and homophily are associated with attitudes toward influencer-generated gaming content and how these attitudes, in turn, are associated with purchase intention. The study uses a TPB-informed attitude-intention model, complemented by Social Influence Theory and a gender-sensitive contextual perspective. Survey data from 340 female gamers were analyzed using partial least squares structural equation modeling (PLS-SEM). Perceived informativeness and playfulness were significantly positively associated with attitude, whereas homophily was not significantly associated with attitude. Attitude, in turn, was significantly positively associated with purchase intention. Formal coefficient comparisons showed that the associations of informativeness and playfulness with attitude were significantly stronger than the association of homophily with attitude, while the informativeness and playfulness associations did not differ significantly. The study provides a contextual extension of influencer-marketing and digital-persuasion research by examining content-based and relational evaluations within an underexamined female-gamer context.
- Segmenting consumers through behavioural engagement in Facebook brand communitiesPublication . Santos, Zelia Raposo; Coelho, Pedro Simões; Rita, PauloAbstract: Companies must tailor their social media strategies based on consumer engagement levels for effective branding. Even the best strategies can falter if consumers lack a predisposition or appropriate personality traits for brand attachment. This study focused on segmenting FMCG brand consumers on Facebook by their brand-related activity frequency. The 1,091 participants were classified into three segments: active, moderate, and passive. Surprisingly, no demographic disparities were observed among the groups, indicating that traditional segmentation variables do not influence consumer engagement on Facebook brand pages. However, significant distinctions were found in personality traits, brand relationship proneness, and social relatedness. The most active consumers exhibited higher levels of extraversion, openness, proneness to brand relationships, and social relatedness. This research underscores the importance of considering psychological factors in social media strategies rather than relying solely on demographic segmentation.