Social media presence
: the impact of a brand’s social media presence on consumers’ purchase intentions

  • Inês Henriques Esteves (Student)

Student thesis: Master's Thesis


Transactions have gotten more competitive in recent years as a result of shifting marketplaces, globalization, and new technologies, all of which have accelerated the pace of change in the corporate sector. Platforms such as Instagram, Facebook, Twitter, and YouTube are directing firms in a new direction via the use of social media. Customers and prospects may contact a brand representative directly or share information about a company with their friends via social media. Social media has become firmly embedded in the lives of millions of people across the globe, capturing the attention of companies. Nevertheless, the inability to place confidence in online transactions has been mentioned as the primary cause of people's aversion to online shopping. According to the results of this study, trust's role as a mediator in online transactions may reduce the risks that come with digital environments and make people more likely to buy. Academic research also suggests that the phenomenon of customer engagement influences consumer behavior. Engagement on social media, such as liking posts and commenting, is ones of the most prevalent behaviors users conduct on a regular basis. They operate as "cues" in social media, facilitating communication and connection without requiring terminology to convey their messages, thus improving confidence in the seller and, as a result, purchasing behavior. These results show that differences in trust and in how engaged customers are seen to be can be important for businesses that want to use their social media image to their advantage.
Date of Award8 Jul 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorDaniel Fernandes (Supervisor)


  • Social media presence
  • Purchase intentions
  • Trust
  • Consumer engagement
  • Web 2.0
  • User generated content


  • Mestrado em Gestão e Administração de Empresas

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