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Estética e identidade digital: Perceção da marca no mercado digital

Brás, Gabriela

O presente relatório surge no âmbito dos planos de estudo do Mestrado em Direção Comercial e Marketing, ministrado pelo Instituto Superior de Administração e Gestão, ao abrigo da orientação da Professora Raquel Pedrosa. Surge de um estágio profissional que tomou lugar na The Brand Coach, uma agência de Marketing Estratégico, que me permitiu adquirir experiência a nível prático, aplicando e fundindo simultaneame...

Date: 2024   |   Origin: ISAG – European Business School
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The Impact of Using Digital Platforms and Sharing Online Experiences on the Rep...

Pereira, Beatriz; Brás, Gabriela; Vieira, Elvira Pacheco; Borges, Ana Pinto; Vieira, Bruno Miguel; Fonseca, Manuel

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 qu...

Date: 2024   |   Origin: Biblioteca Digital do IPB
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