Autor(es): Pereira, Beatriz ; Brás, Gabriela ; Vieira, Elvira Pacheco ; Borges, Ana Pinto ; Vieira, Bruno Miguel ; Fonseca, Manuel
Data: 2024
Identificador Persistente: http://hdl.handle.net/10198/31109
Origem: Biblioteca Digital do IPB
Assunto(s): Digital platforms; Consumer behavior; Digital marketing; Brand building; Brand reputation; Social media
The purpose of this paper is to evaluate the use of digital platforms and the sharing of online experiences concerning the sociodemographic profile of the consumer, the perception of the importance of the brand on digital platforms, and the significance of digital content in purchasing decisions. This article is pioneering for simultaneously addressing these three issues. The data is gathered using an online questionnaire distributed from April to May 2023. The analysis, including main component analysis and multiple linear regression models, was conducted using SPSS (version 21), AMOS (version 21), and STATA (version 14). The results indicate that age, level of education and the quality of digital content in the purchasing decision process are key elements in the use of digital platforms and sharing experiences. Companies that comprise the importance of these key elements can develop more effective marketing strategies, creating a positive online presence and cultivating lasting relationships with consumers.
