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Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
No full textDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsIn advertising, augmented Reality (AR) has transformed consumer engagement by offering
immersive and interactive experiences. This research aimed to investigate consumer
perceptions of AR ads in terms of entertainment, informativeness, and novelty and their
subsequent impact on attitudes towards the ad (ATA) and the brand (ATB), as well as purchase
intention (PI). To achieve this, a conclusive research design and survey method were
employed, where participants were exposed to AR ads from a familiar or unfamiliar brand.
Data was collected from 302 valid cases using convenience sampling and analyzed using Partial
Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that
entertainment and novelty significantly improved ATA and the ATB, while informativeness
affected ATB but not ATA. Brand familiarity was found to mediate the relationship between
ATB and PI. A multigroup analysis highlighted differences based on AR familiarity levels,
showing that novelty impacted ATB more for less familiar users, while ATA impacted ATB more
for familiar users. This research contributed to the theoretical understanding of AR advertising
by identifying critical determinants of consumer attitudes and behaviors. It provided
actionable insights for marketers to design effective AR ads that optimized entertainment and
novelty to drive brand engagement and purchase intention
The influence of online reviews on the purchase decisions of customers in luxury fashion
No full textDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe accelerated evolution of digital technologies has significantly impacted consumer
behavior, particularly within the luxury fashion sector. This research investigates how online
reviews impact high-end fashion consumer purchases, focusing on review quality, quantity,
and ratings. A survey and structural equation model assessed how reviews affect Portuguese
consumers' attitudes, product involvement, and purchase intentions of luxury products. The
findings indicate that high-quality online reviews significantly enhance product category
involvement and positively influence purchase intentions and consumer attitudes toward
products. The findings indicate that the quantity of information and customer ratings
significantly enhance the quality of online reviews. Additionally, attitudes toward products
directly improve purchase intentions and affect product category involvement. The
involvement with the product also affects the intention to buy. This research contributes to
understanding digital consumer behavior in the luxury fashion market, providing actionable
insights for luxury brands to optimize their online presence and customer engagement
strategies
Determinants of water-saving appliances adoption: The role of water scarcity perception in adoption intention
No full textDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Information Analysis and ManagementThe evolution of societies has intensified resource pressure and environmental degradation as a result of human-induced impacts. Water resources are no exception, with footprint scenarios indicating a deterioration in water scarcity levels unless appropriate actions are taken to change consumption patterns. Water-saving appliances hold the potential to reduce the detrimental impact of water consumption. This research aims to analyse the key determinants that drive individuals to adopt water-saving appliances, as well as the perceived
outcomes of adoption. To achieve this, a research model was created and tested using a structural equation modelling. Based on the 279 responses collected, several findings were revealed. The results indicate that the adoption intention is significantly influenced by internal motivators and water scarcity awareness. Furthermore, water scarcity perception impacts the relationship between external and introjected motivators and the intention to adopt the appliances. As an outcome, the adoption intention affects the individual’s perceived wellbeing. These findings could be valuable in guiding fruitful communication strategies to encourage societies to adopt water-saving appliances
Are Consumers Driven by Impulse or Habit? Unveiling Patterns on Food Delivery Apps
No full textDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRMThis study investigates the drivers behind consumers' purchasing decisions on food delivery
apps, specifically studying whether impulse or habit predominantly influences these
behaviours. By adopting a multifaceted methodology incorporating the Stimulus-OrganismResponse (S-O-R) Model and the Technology Acceptance Model (TAM), a survey-based
approach was used to analyse data from 399 users with SmartPLS software. This study aimed
to uncover the relationship between the design elements of the app's interface and
promotional strategies on impulsive and habitual purchasing patterns. The results reveal that
while promotional strategies trigger impulse purchases, factors such as ease of use, visual
appeal, and navigation are more significantly associated with promoting habitual purchasing
behaviour. This research not only contributes to the theoretical understanding of digital
consumer trends, but also provides useful information for optimising app design and
marketing strategies to increase user engagement and sales
International growth strategy of Sn: marketing plan - Germany
No full textSn (code name for the company) is a Portuguese company, which aims to increase its European
presence. Therefore, to present a potential market selection and entry strategy, both the
company and the industry it operates in were analysed, using the appropriate frameworks. The
country clustering and ranking resulted in 4 countries: United Kingdom, France, Switzerland
and Germany, which were deeply studied. In the end, France and Germany were the chosen
markets and a Marketing Plan was devised for each one, comprised of a STP and a Marketing
Mix analysis. Finally, a Financial Plan was developed to evaluate the incremental changes this
project brought to Sn
The impact of Industry 4.0 technologies in the implementation of sustainable strategy in the context of Portuguese companies
No full textDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies ManagementIndustry 4.0 and sustainability are two central topics in the Portuguese context today. This
mixed methods study focuses on the impact that business strategy, organizational culture,
innovation capacity, and regulation have on the study of these two topics. The research aims
to understand how Industry 4.0 technologies can help and impact the definition of a
sustainability strategy. In the qualitative phase, eight experts in the areas under study were
interviewed about the constructs above. In the quantitative phase, 121 responses were
collected, of which 91 were considered valid. The data confirms that these constructs
significantly impact the Industry 4.0 technologies and sustainability study. Furthermore, the
technologies effectively reduce costs, reduce carbon emissions, and better monitor employee
safety. This reinforces the three aspects of sustainability: economic, environmental, and
social. In addition, the Business Strategy construct stands out from the rest, which shows the
importance of a company knowing what its vision is, what its current position is, how it wants
to position itself in the future, and how and in what way it demonstrates it intends to do so
are the first steps for the company to achieve the desired success
From Cocktail Recipes to Drinking Games: How Alcohol-Related Content on Social Media Shapes Alcohol Consumption Among College Students
No full textDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business IntelligenceAlcohol production and consumption have historically played significant roles in human
society, and currently, alcohol use among young adults is a critical public health concern. This
study examines how exposure to various types of alcohol-related content on social media
influences drinking behaviors and Fear of Missing Out among university students in Portugal.
A comprehensive taxonomy of alcohol-related social media content was developed,
categorizing the content into distinct groups. Data was collected through an electronic survey
that obtained 430 responses from higher education students in Portugal. Structural Equation
Modeling (SEM) with SmartPLS was used to assess the impact of specific types of alcoholrelated content on students' alcohol consumption and their experiences of Fear of Missing
Out. The findings indicate that visually appealing and engaging content, such as cocktail
recipes and reviews, significantly influences alcohol consumption, making it appear socially
desirable and rewarding. In contrast, traditional alcohol advertisements and awareness
campaigns did not have a significant impact on drinking behaviors. Content depicting
moments of celebration, casual drinking photos, alcohol narratives, anecdotes, and drinking
game content was found to significantly affect Fear of Missing Out, but not directly alcohol
consumption. Effective interventions should address these psychological constructs
influencing behavior. Additionally, understanding the specific types of social media content
that influence behavior can inform the development of more targeted and effective public
health campaigns. Future research should include actual examples of the alcohol-related
content assessed to ensure clarity
Ethics of the Utilization of Artificial Intelligence in Media and Entertainment: Factors that Influence Individuals’ Trust in AI and its Effect on Usage Intention
No full textDissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Data ScienceThe emergence of Artificial Intelligence (AI) has led to its inclusion in almost every aspect of
our lives, particularly in areas such as medicine, academics, and military. However, two sectors
that have been relatively unexplored and where concerns regarding this subject were recently
heightened are media and entertainment. This thesis explores the ethical challenges of
generative AI usage in the media and entertainment sectors, the factors that influence trust
in AI-powered tools among industry professionals and the general public, and the subsequent
effect of trust on individuals’ behavioral intention to use these tools. A conceptual model was
proposed and empirically tested through Partial Least Squares Structural Equation Modeling
(PLS-SEM) using data collected from an online survey. The findings indicate that behavioral
intention is primarily influenced by functionality trust, characterized by system-like trusting
beliefs (i.e. reliability, functionality, and helpfulness), while being negatively impacted by
perceived risk. Functionality trust was mainly shaped by social influence and perceived ease
of use and was negatively influenced by perceived risk. Perceived risk, in turn, was primarily
dictated by perceived ethicswashing - the belief that media and entertainment companies are
misleading in their ethical claims. For individuals within the media or entertainment sectors,
social influence had a greater impact on trust, while perceived ethicswashing had a more
pronounced effect on perceived risk. This research provides novel insights into the role of
generative AI in reshaping the media and entertainment industries, highlighting the
importance of genuine ethical practices and the critical factors that foster trust in AI-powered
tools
An evaluation of the environmental and socio-economic effects of the common agriculture policy pillar 2 component - measuring impact on soil erosion
No full textThe EU’s Common Agricultural Policy aims to foster rural development. Although various studies
have examined effects of CAP on rural areas, many are constrained by a narrow focus in particular
regions. To address this gap, the socioeconomic impacts of CAP at the EU region level were
analyzed. The study finds that higher CAP Pillar II payments were associated with slower
population growth in specific regions, adverse effects on agricultural employment, while the
impact on total regional economic value (GVA) and agricultural GVA varied. The evaluation is
extended to encompass outcomes on soil erosion, quality of life, tourism, and business
demography
User Adoption of Electric Vehicles with an AI-managed Battery
No full textDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Risk Analysis and ManagementThe world has recently faced pandemics, wars, and natural disasters, leading to energy crises
and an urgent need to address environmental issues. Electric vehicles (EV) are a promising
solution but face adoption challenges, mainly due to battery limitations. Meanwhile, artificial
intelligence (AI) has grown significantly across various fields. Integrating AI into EV can
improve efficiency, optimization, and the driving experience. This study aims to determine
whether this integration can promote EV adoption using the theory of planned behavior (TPB)
and adding both AI and EV-related variables. These relationships were analyzed by applying
SEM-PLS to the data from 214 survey questionnaire responses. The results highlight that trust
in AI (influenced by familiarity) and concern about range significantly impact users' attitudes
and their intention to adopt EV. Although charging satisfaction did not initially play a major
role when moderated by environmental concerns, it influences perceived behavioral control,
and consequently EV adoption