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Cases on effective digital marketing for competitive organizations
Santos, Sara; Santos, José Duarte; Pires, Paulo Botelho; Pereira, Inês VeigaDigital marketing plays a significant role in promoting the competitiveness of organizations while bringing them closer to customers. However, it also represents a constant challenge for companies, which need to install capabilities capable of continually monitoring the evolutionary dynamics of digital marketing, with particular emphasis on the technological sphere. Digital marketing has several intervention pl...
Service Delight and Brand Love: Its’ Impact on Premium Price and Word-of-Mouth
Pereira, Inês Veiga; Araújo, Joana; Simões, João AbelOrganizations have come to realize that beyond satisfaction, customers desire an emotional attachment with brands, developing true love or hate feelings towards them. Now, can this feeling be visible in the intangibility of the services sector? This research has focused on Brand Love and its’ relationship with customer delight when services are concerned. Three specific dimensions were explored: the physical en...
Analyzing driving factors of user-generated content on YouTube and its influenc...
Torres, Ana; Pilar, Pedro; Santos, José Duarte; Pereira, Inês Veiga; Pires, Paulo BotelhoCompanies are increasingly focusing on audiovisual content as part of their strategy, and YouTube being a massive video hosting platform that makes content sharing possible has been the most successful platform for reaching their consumers products and services. Researches have proven that user-generated content impacts brand engagement, loyalty and firm revenue. Therefore, it is necessary to determine what fac...
Online shopping experience on satisfaction and loyalty on luxury brand websites
Oliveira, Ricardo; Pereira, Inês Veiga; Santos, José Duarte; Torres, Ana Isabel; Pires, Paulo BotelhoThe internet massification and e-commerce growth that have been driven by “millennials” and the coronavirus pandemic cannot remain indifferent to luxury brands. These brands have had to adapt to e-commerce and develop an online shopping experience which satisfies its customers, so that they repeat purchase. Therefore, the main objective of this research is to understand the main impacts of shopping experience o...