The impact of social media advertising content types on e-commerce performance

  • Marta Oom Bilbao do Nascimento (Student)

Student thesis: Master's Thesis


Nowadays, Social Networking Sites has become part of the daily routine of the majority of people with an important role in their lives, not only to connect and interact with other users but also to gather and share information. To take this fact as an opportunity, managers used SNS as a channel to advertise their products/services.This dissertation explores the better decision of the type of content for a digital campaign in a SNS context, to increase the interaction with the user and impact his behaviour on the respective e-commerce promoted. To this end, an Instagram campaign from a Portuguese company in the fashion industry was used to analyse the impact of two specific types of content, static image and video, in relevant metrics such as the website traffic that was analysed by the clicks that the ad generated, the shopping cart abandonment and the total number of sales.The results concluded that video content advertising leads more users to the website and there is a potential impact in sales to, even not conclusive. Regarding the type of content previous selected in the ad, this does not influence the decision of the consumer to abandon the shopping car.
Date of Award5 May 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Rosa (Supervisor)


  • E-Commerce
  • Social Networking Sites
  • Instagram
  • Visual content advertisiment
  • Web traffic
  • Shopping cart abandonment
  • Sales conversion


  • Mestrado em Gestão e Administração de Empresas

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