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Num contexto em que é imprescindível o uso de smartphones no quotidiano das pessoas, implementam-se nas empresas, estratégias de marketing digital que se tornam relevantes para impactar os clientes de uma forma eficaz. Dentro destas estratégias, inclui-se o SMS Marketing.
Desta forma, justifica-se o quão imporante é, para as empresas, investir no envio de mensagens curtas e rápidas, estando presente num canal digital utilizado no dia-a-dia por cada um.
Tendo em conta que o mobile marketing é uma prática em crescimento, este estudo, prentende apronfundar o estudo sobre a aceitação que o mesmo possui, e a perceção dos consumidores.
A presente dissertação tem como principal objetivo perceber de que forma é recebido o SMS Marketing e a sua aceitação, assim como perceber a sua relevância na intenção de compra dos consumidores.
Adicionalmente, este estudo pretende perceber de que forma as SMS publicitárias são interpretadas pelos consumidores, conseguindo tirar conclusões sobre o conteúdo que deve ser utilizado e o que causa ou não, a aceitação destas mensagens, nos consumidores, assim como, a sua influência na intenção de compra dos consumidores.
Para o desenvolvimento desta investigação foi utilizada uma metodologia quantitativa, tendo sido criado e implementado um questionário online. A amostra em estudo, é constituída por 218 inquiridos, com idades compreendidas entre os 18 e os 65 anos, utilizadores de internet e redes sociais.
Os resultados desta investigação mostram que existe uma correlação entre a aceitação de SMS Marketing e a intenção de compra dos consumidores, sendo que existem fatores que auxiliam esta aceitação e outros que, tendo o efeito oposto, devem ser repensados aquando da implementação de estratégias de SMS Marketing.
Este estudo contribui para auxiliar os profissionais de marketing a conhecer melhor o comportamento do consumidor e de que forma as marcas poderão interagir com eles, de forma a atingir melhores resultados.
In a context in which the use of smartphones is essential in people's daily lives, digital marketing strategies are implemented in companies that become relevant to effectively impact customers. Among these strategies, SMS Marketing is included. In this way, it justifies how important it is, for companies, to invest in sending short and fast messages, being present in a digital channel used on a daily basis by each one. Bearing in mind that mobile marketing is a growing practice, this study intends to deepen the acceptance that it has and the perception of consumers. The main objective of this dissertation is to understand how SMS Marketing is received and its acceptance, as well as to understand its relevance in the purchase intention of consumers. Additionally, this study wants to understand how advertising SMS are interpreted by consumers, managing to draw conclusions about the content that should be used and what causes or not the acceptance of these messages by consumers, as well as their influence on the consumers' purchase intention. Aiming to develop this investigation, it was used a quantitative methodology, having been created and implemented an online questionnaire. The sample under study is made up of 218 respondents, aged between 18 and 65, internet and social media users. The results of this investigation show there is a correlation between the acceptance of SMS Marketing and the purchase intention of consumers, and there are factors that help this acceptance and others that, having the opposite effect, must be rethought when we are talking about implementing SMS Marketing strategies. This study helps marketers to better understand consumer behavior and how brands can interact with them, in order to achieve better results.
In a context in which the use of smartphones is essential in people's daily lives, digital marketing strategies are implemented in companies that become relevant to effectively impact customers. Among these strategies, SMS Marketing is included. In this way, it justifies how important it is, for companies, to invest in sending short and fast messages, being present in a digital channel used on a daily basis by each one. Bearing in mind that mobile marketing is a growing practice, this study intends to deepen the acceptance that it has and the perception of consumers. The main objective of this dissertation is to understand how SMS Marketing is received and its acceptance, as well as to understand its relevance in the purchase intention of consumers. Additionally, this study wants to understand how advertising SMS are interpreted by consumers, managing to draw conclusions about the content that should be used and what causes or not the acceptance of these messages by consumers, as well as their influence on the consumers' purchase intention. Aiming to develop this investigation, it was used a quantitative methodology, having been created and implemented an online questionnaire. The sample under study is made up of 218 respondents, aged between 18 and 65, internet and social media users. The results of this investigation show there is a correlation between the acceptance of SMS Marketing and the purchase intention of consumers, and there are factors that help this acceptance and others that, having the opposite effect, must be rethought when we are talking about implementing SMS Marketing strategies. This study helps marketers to better understand consumer behavior and how brands can interact with them, in order to achieve better results.
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Keywords
SMS marketing Mobile marketing Mobile advertising Intenção de compra do consumidor SMS Marketing Mobile Marketing Mobile Advertising Consumer purchase intention