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  • Exploração da multimodalidade e da computação afetiva para melhoria de estratégias de marketing
    Publication . Oliveira, Inês César de; Rodrigues, Maria de Fátima Coutinho Rodrigues
    Driven by the increasing convergence of digital and physical experiences in the Marketing realm, the complexity of customer behavior has grown significantly. The emotional subtleties of these intricate interactions are becoming more difficult to fully capture using conventional unimodal techniques, particularly concentrating on evaluating textual or visual information in isolation. The urgent need for improved tools to apprehend the emotional insights of consumer preferences across multiple channels has never been more crucial than now to keep up with market competitiveness. Undertaken as part of the PHYNHANCAI project, this dissertation investigates the potential of Multimodality and Affective Computing to enhance Marketing domains. The study focuses on many modalities, including text, visual, audio, and even tabular signals, intending to uncover the affective computing contribution and provide a more holistic understanding of multimodal consumer traits. Likewise, the present work aims to examine the possible synergies between these domains, describing the benefits and addressing the inherent issues of balanced appliances. The research conducted is divided into two phases: a systematic review using PRISMA methodology, to structure the knowledge base of the domain compilation, and practical development guided by the CRISPDM model, tailoring marketing future solutions with the review insights. The acquired results demonstrate that incorporating multimodal data leads to more accurate emotional predictions and deeper insights into consumer emotions. This dissertation also discusses ethical and legal considerations associated with multimodal AI and affective computing, providing compelling findings to improve emotional awareness in marketing strategies.
    2025-01-24Master thesis Open access Show more