Loading...
Publication
A influĂȘncia do marketing digital no comportamento dos consumidores
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.13 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O objetivo desta dissertação foi analisar os principais fatores do marketing digital que influenciam o comportamento de compra dos consumidores online, com especial destaque para o uso de influenciadores digitais, campanhas de email marketing, redes sociais e o posicionamento nos motores de busca. AtravĂ©s de uma abordagem quantitativa baseada em questionĂĄrios aplicados a consumidores de compras online, com o intuito de explorar como diferentes tĂĄticas de marketing afetam as decisĂ”es de compra em vĂĄrias categorias de produtos. Os resultados indicam que o gĂ©nero Ă© um fator significativo em certas categorias de produtos, como moda e beleza, com as mulheres a mostrarem-se mais influenciadas por campanhas digitais. Foi tambĂ©m verificada uma maior propensĂŁo para a influĂȘncia de influenciadores digitais entre consumidores que nĂŁo priorizam a poupança. No que diz respeito ao marketing por email, concluiu-se que os consumidores valorizam nĂŁo sĂł as promoçÔes, mas tambĂ©m conteĂșdos informativos e de novidades. Por fim, apesar do posicionamento em motores de busca ser relevante para a visibilidade das marcas, nem sempre garante uma conversĂŁo imediata, especialmente para consumidores focados no preço. Estes resultados sublinham a necessidade de as empresas adotarem uma abordagem personalizada e segmentada no marketing digital, adaptando as suas estratĂ©gias Ă s caracterĂsticas e motivaçÔes dos consumidores.
The aim of this dissertation was to analyze the main digital marketing factors that influence online consumer purchasing behavior, with a special focus on the use of digital influencers, email marketing campaigns, social media, and search engine positioning. Through a quantitative approach based on questionnaires administered to online shoppers, the research sought to explore how different marketing tactics affect purchasing decisions across various product categories. The results indicate that gender plays a significant role in certain product categories, such as fashion and beauty, with women being more influenced by digital campaigns. Additionally, there is a higher tendency for digital influencers to impact consumers who do not prioritize savings. In terms of email marketing, consumers value not only promotions but also informational content and product updates. Lastly, while search engine positioning is relevant for brand visibility, it does not always guarantee immediate conversion, particularly for price-sensitive consumers. These findings highlight the need for companies to adopt personalized and segmented digital marketing strategies, tailoring their approaches to the specific characteristics and motivations of their consumers.
The aim of this dissertation was to analyze the main digital marketing factors that influence online consumer purchasing behavior, with a special focus on the use of digital influencers, email marketing campaigns, social media, and search engine positioning. Through a quantitative approach based on questionnaires administered to online shoppers, the research sought to explore how different marketing tactics affect purchasing decisions across various product categories. The results indicate that gender plays a significant role in certain product categories, such as fashion and beauty, with women being more influenced by digital campaigns. Additionally, there is a higher tendency for digital influencers to impact consumers who do not prioritize savings. In terms of email marketing, consumers value not only promotions but also informational content and product updates. Lastly, while search engine positioning is relevant for brand visibility, it does not always guarantee immediate conversion, particularly for price-sensitive consumers. These findings highlight the need for companies to adopt personalized and segmented digital marketing strategies, tailoring their approaches to the specific characteristics and motivations of their consumers.
Description
Keywords
Marketing digital Comportamento do consumidor Estratégias de Marketing Redes Sociais Inquérito por questionårio Digital marketing Consumer behavior Marketing strategies Social media Questionnaire survey