| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.17 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A evolução tecnológica trouxe consigo uma diversidade de dispositivos móveis, nomeadamente o smartphone, que se tornou numa ferramente indispensável no quotidiano de todos nós. Acompanhando esta evolução, surge o mobile marketing que tem vindo a evoluir e a ganhar cada vez mais importância para as marcas, que tentam responder às exigências e necessidades dos consumidores neste campo, principalmente em relação às aplicações móveis, usadas diariamente pelos utilizadores de dispositivos móveis.
Esta dissertação pretende examinar o papel das aplicações móveis, como ferramentas do mobile marketing, na conexão emocional e cognitiva dos consumidores com as marcas e no comportamento de compra relativamente aos produtos dessas mesmas marcas, tentando perceber o papel das aplicações móveis no brand attachment, no brand likeability e no comportamento de compra dos consumidores. Quer-se com este estudo contribuir para um melhor entendimento do fenómeno quer em termos académicos quer em termos empresariais. Para tal foi levado a cabo um estudo exploratório, de cariz qualitativo, onde foram entrevistados utilizadores de aplicações móveis de três marcas diferentes do sector da moda.
No fim, os resultados sugerem que as aplicações móveis desempenham um papel relevante no comportamento do consumidor, assim como no brand attachment e no brand likeability, especialmente se os consumidores já tiverem uma relação afetiva com as marcas. Tendo em conta as implicações dos resultados obtidos e debatidos nesta dissertação, elaboraram-se também sugestões para investigações futuras e para os profissionais do marketing, mais especificamente do mobile marketing.
ABSTRACT: The technological progress brought a variety of mobile devices, including smartphones, which became an indispensable tool in almost everyone’s day-to-day. In specific, mobile marketing catches up with the technological progress by developing itself and becoming increasingly important for brands, which are focused on meeting the demands and needs of consumers, especially in what concerns mobile applications that are used in a daily basis by mobile users. The present paper aims therefore to examine the role of mobile applications, as tools of mobile marketing, in both emotional and cognitive consumer’s connections with brands and purchase behavior for products of those brands. Thus, this study seeks to understand the role of mobile applications regarding brand attachment, brand likeability and consumer’s purchase behavior. Moreover, the investigation contributes to a better understanding of the phenomenon for both academic and business areas. In order to achieve our goals, an exploratory study of qualitative nature was carried out, by interviewing users of mobile applications of three different brands on the retail sector. In the end, the results indicate that mobile applications play an important role in consumer behavior, in the brand attachment and in brand likeability, especially if consumers already have an emotional bond with brands. Taking into account the implications of the results obtained and discussed in this paper, we also elaborated some suggestions for future research and marketing professionals, specifically for the mobile marketing business.
ABSTRACT: The technological progress brought a variety of mobile devices, including smartphones, which became an indispensable tool in almost everyone’s day-to-day. In specific, mobile marketing catches up with the technological progress by developing itself and becoming increasingly important for brands, which are focused on meeting the demands and needs of consumers, especially in what concerns mobile applications that are used in a daily basis by mobile users. The present paper aims therefore to examine the role of mobile applications, as tools of mobile marketing, in both emotional and cognitive consumer’s connections with brands and purchase behavior for products of those brands. Thus, this study seeks to understand the role of mobile applications regarding brand attachment, brand likeability and consumer’s purchase behavior. Moreover, the investigation contributes to a better understanding of the phenomenon for both academic and business areas. In order to achieve our goals, an exploratory study of qualitative nature was carried out, by interviewing users of mobile applications of three different brands on the retail sector. In the end, the results indicate that mobile applications play an important role in consumer behavior, in the brand attachment and in brand likeability, especially if consumers already have an emotional bond with brands. Taking into account the implications of the results obtained and discussed in this paper, we also elaborated some suggestions for future research and marketing professionals, specifically for the mobile marketing business.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Aplicações móveis Comportamento do consumidor Brands attachment Brands likeability Mobile applications Consumer behavior Mobile marketing
Pedagogical Context
Citation
DUARTE, Ana Rita Mesquita - Mobile marketing: o papel das aplicações móveis no brand attachment, no brand likeability e no comportamento de compra do consumidor. Lisboa: Escola Superior de Comunicação Social, 2016. Dissertação de mestrado.
Publisher
Escola Superior de Comunicação Social