How to communicate dreams and ambitions in e-commerce

Viegas, Lucas André Neto de Pompeia

http://hdl.handle.net/10400.26/32472

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Authors

Viegas, Lucas André Neto de Pompeia

Advisor(s)

Dutschke, Georg

Abstract(s)

Online shopping is one of the most popular internet activities globally with 20% of the total turnover of brands is from e-commerce sales. With this popularity, customers are searching for a more realistic approach from brands, something that they can relate to their lives. Luxu- ry brands are know for selling dreams to their customers through their products in their stores, also some non-luxury brands are applying the same concept to their businesses, but how can they communicate it online? In this research, the concept of Dreams and Ambitions was an- alysed in multiple factors applied to E-commerce, and through multiple surveys. A conceptual model was created to help any brand communicate their Dreams and Ambitions in e-com- merce. In addition, it was also verified what are the fundamental factors of e-commerce. The Power of Dreams and Ambitions: How to communicate them online?