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Authors
Advisor(s)
Abstract(s)
O número de utilizadores de aplicações mobile tem vindo a crescer exponencialmente ao
longo dos últimos anos. Esse crescimento é de tal forma impactante, que as empresas
implementam estratégias de mobile marketing e investem muitos dos seus recursos,
através de aplicações de terceiros ou aplicações desenvolvidas pela organização. O
desenvolvimento de uma aplicação mobile é um grande investimento para uma
organização. Tendo uma aplicação é importante rentabilizá-la e utilizá-la como um
espaço próprio de divulgação dos produtos/serviços da organização. Para efetuar essa
divulgação é necessária a criação de conteúdo publicitário relevante e cativante para a sua
audiência, para aumentar as vendas, pagar o investimento realizado no desenvolvimento
da aplicação e criar mais um touchpoint para estabelecer uma relação direta com os seus
consumidores durante a sua jornada de compra.
Deste modo, esta investigação pretende descobrir de que forma é que a publicidade nas
aplicações mobile das organizações impacta a jornada de compra do consumidor em
Portugal, utilizando elementos da Teoria da Ação Racional para entender o
comportamento do consumidor e a sua atitude perante a publicidade neste tipo de
aplicações, área de estudo pouco explorada em Portugal.
O estudo utilizou uma metodologia não probabilística por conveniência e usou como
ferramenta de recolha de dados primários o questionário online. Esse questionário obteve
104 respostas válidas.
Como principais resultados, concluiu-se que as variáveis da publicidade, informação,
entretenimento, irritação e credibilidade afetam a atitude dos consumidores perante a
publicidade nas aplicações mobile das organizações. A atitude e as normas subjetivas
afetam a intenção de visualizar publicidade. Por fim, a intenção de visualizar publicidade
nas aplicações mobile influencia a visualização de publicidade nas fases de
reconhecimento do problema, avaliação de alternativas, compra e pós-compra. Esses
insights podem ser utilizados para melhorar a experiência do utilizador. Este estudo é
relevante para a tomada de decisões das organizações que pretendam desenvolver
aplicações mobile para a suas marcas e para investigadores, para que estes tenham um
estudo que verse a temática e os auxilie em futuras investigações.
The number of mobile aplications’s users is growing exponentially in the last years. This grow is so impactful that organizations started to implement mobile marketing strategies and investing a good part of their resources in mobile applications of thirds and in mobile applications of their own organizations. The development of a mobile application is a substancial investment for a organization. After the development of the application it’s important to get revenue and use it to promote the organization’s services and products. Thus, to promote the organization’s services it’s essential to create relevant and atrative publicitary content in order to sell more, pay the investiment done in aplication’s development and to create another touchpoint to establish a direcxt relationship with their costumers along the buyer’s journey. Knewing that, this investigation pretends to find how the publicity in organization’s mobile applications impact the buyer’s journey in Portugal, using elements from the Theory of Reasoned Action to understand the buyer’s buhavior and its attitude towards the publicity in this sort of apllications, which it’s a subject not much explored in Portigal. The study used a non-probabilistic methodology by confidence and used the online survey as a primary data collection tool. This survey had 104 valid answers. As main results, it was concluded that information, entertainment, irritation and credibility affect the attitude of consumers towards advertising in mobile applications of organizations, which are variables of the advertising. Finally, the intention to view advertising in mobile applications influences viewing advertising in the recognition of the problem, evaluation of alternatives, purchase and post-purchase phases. These insights can be used to improve user experience. This study is relevant for the decision making of organizations that want to develop mobile applications for their brands and for other investigators, providing them a study about the matter that helps them in future investigations.
The number of mobile aplications’s users is growing exponentially in the last years. This grow is so impactful that organizations started to implement mobile marketing strategies and investing a good part of their resources in mobile applications of thirds and in mobile applications of their own organizations. The development of a mobile application is a substancial investment for a organization. After the development of the application it’s important to get revenue and use it to promote the organization’s services and products. Thus, to promote the organization’s services it’s essential to create relevant and atrative publicitary content in order to sell more, pay the investiment done in aplication’s development and to create another touchpoint to establish a direcxt relationship with their costumers along the buyer’s journey. Knewing that, this investigation pretends to find how the publicity in organization’s mobile applications impact the buyer’s journey in Portugal, using elements from the Theory of Reasoned Action to understand the buyer’s buhavior and its attitude towards the publicity in this sort of apllications, which it’s a subject not much explored in Portigal. The study used a non-probabilistic methodology by confidence and used the online survey as a primary data collection tool. This survey had 104 valid answers. As main results, it was concluded that information, entertainment, irritation and credibility affect the attitude of consumers towards advertising in mobile applications of organizations, which are variables of the advertising. Finally, the intention to view advertising in mobile applications influences viewing advertising in the recognition of the problem, evaluation of alternatives, purchase and post-purchase phases. These insights can be used to improve user experience. This study is relevant for the decision making of organizations that want to develop mobile applications for their brands and for other investigators, providing them a study about the matter that helps them in future investigations.
Description
Keywords
Aplicações mobile Jornada do consumidor Mobile marketing Publicidade Buyer’s journey Mobile marketing Advertising Mobile applications