The current study seeks to comprehend the influence of digitization inside the fastmovingconsumer products business, in concrete of Royal brand. It is critical for marketers to understand methods and strategies to create and maintain powerful brands. Brands add value to the firms and serve as a symbol of difference in the minds of customers. Following marketing trends, social media marketing has become an important touch point when defining each brand path, and with this it comes eword of mouth, a strong ally to consumers purchase intention. As a result, the purpose of this study is to connect the effect of social media marketing on brand equity to purchase intent. In order to capture the impact and influence on digital marketingtowards consumer purchase intention, a conceptual framework scheme was established. The researcher utilized a survey, with a total of 1020 respondents answering questions about the research goal.
| Date of Award | 24 Jan 2023 |
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| Original language | English |
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| Awarding Institution | - Universidade Católica Portuguesa
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| Supervisor | Pedro Celeste (Supervisor) |
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- Digitalization
- Digital marketing
- Digital transformation
- Social media marketing
- E-commerce
- FMCG industry
- Mestrado em Gestão e Administração de Empresas
A brand to activate or sustain? A Portuguese point of view on a local brand: the Royal case study
Garrete, M. F. (Student). 24 Jan 2023
Student thesis: Master's Thesis