Publicação
How does social media marketing impact brand loyalty in the luxury fashion industry in Portugal?
| Resumo: | In the current consumer landscape, new technologies are gradually demonstrating a greater impact, as consumers increasingly use technological tools in their daily lives. Social media has become a platform where billions of consumers interact with brands and other consumers. Therefore, for a brand to achieve the desired performance, it is necessary to understand the impact of its activities on social media on the target audience. Consequently, it is essential to thoroughly understand the extent to which social media marketing affects the long-term relationship between the brand and the consumer. Concepts such as brand loyalty, repurchase intention, and brand trust are crucial for understanding the relationship between both parties. A qualitative research method, mediated through personal interviews, revealed that social media interaction can profoundly affect the long-term relationship between the consumer and the brand. |
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| Autores principais: | Capela, Ricardo |
| Assunto: | Media sociais -- Social media Comportamento do consumidor -- Consumer behavior Fidelidade à Marca -- Brand loyalty Luxury fashion Moda de luxo |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | In the current consumer landscape, new technologies are gradually demonstrating a greater impact, as consumers increasingly use technological tools in their daily lives. Social media has become a platform where billions of consumers interact with brands and other consumers. Therefore, for a brand to achieve the desired performance, it is necessary to understand the impact of its activities on social media on the target audience. Consequently, it is essential to thoroughly understand the extent to which social media marketing affects the long-term relationship between the brand and the consumer. Concepts such as brand loyalty, repurchase intention, and brand trust are crucial for understanding the relationship between both parties. A qualitative research method, mediated through personal interviews, revealed that social media interaction can profoundly affect the long-term relationship between the consumer and the brand. |
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