Loading...
Publication
Marketing Digital nas empresas familiares: como alavancar o envolvimento do cliente?
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.18 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Esta dissertação analisa de que forma o marketing digital, a cocriação de valor e a imagem da marca influenciam o envolvimento do cliente no contexto das empresas familiares portuguesas, tomando como objeto de estudo a marca Delta Cafés. A investigação parte da crescente relevância das ferramentas digitais no fortalecimento das relações entre marcas e consumidores, especialmente nas empresas familiares, que enfrentam desafios específicos de profissionalização, inovação e continuidade geracional. Com base numa revisão aprofundada da literatura, foi desenvolvido um modelo conceptual que propõe relações entre o marketing digital, a cocriação de valor, a imagem da marca e o envolvimento do cliente, bem como um efeito mediador da imagem da marca na relação entre a cocriação e o envolvimento. A investigação seguiu uma abordagem quantitativa, tendo sido recolhidas 123 respostas através de um questionário online aplicado a consumidores da Delta Cafés. As hipóteses foram testadas com recurso a análises de regressão e mediação. Os resultados revelam que o marketing digital (β = .692; p < .001) e a cocriação de valor (β = .695; p < .001) têm um impacto positivo e significativo no envolvimento do cliente. Verificou-se também que a cocriação de valor influencia positivamente a imagem da marca (β = .219; p < .001), a qual, por sua vez, afeta o envolvimento do cliente (β = .192; p = .017). Por fim, identificou-se um efeito de mediação parcial da imagem da marca na relação entre a cocriação e o envolvimento (efeito indireto = .042; IC 95% [.006; .092]). Este estudo contribui para uma melhor compreensão das dinâmicas relacionais no ambiente digital e apresenta implicações práticas para as empresas familiares que pretendam aumentar o envolvimento dos seus clientes através de estratégias digitais mais integradas e participativas.
This dissertation aims to analyze how digital marketing, value co-creation, and brand image influence customer engagement in the context of Portuguese family businesses, using Delta Cafés as a case study. The research stems from the growing importance of digital tools in strengthening relationships between brands and consumers, especially within family businesses, which face specific challenges related to professionalization, innovation, and generational continuity. Based on an in-depth literature review, a conceptual model was developed, proposing relationships between digital marketing, value co-creation, brand image, and customer engagement, as well as a mediating effect of brand image in the relationship between co-creation and engagement. The research followed a quantitative approach, with 123 responses collected through an online questionnaire administered to Delta Cafés consumers. The hypotheses were tested using regression and mediation analyses. The results reveal that both digital marketing (β = .692; p < .001) and value co-creation (β = .695; p < .001) have a positive and significant impact on customer engagement. It was also found that value co-creation positively influences brand image (β = .219; p < .001), which in turn affects customer engagement (β = .192; p = .017). Finally, a partial mediating effect of brand image was identified in the relationship between value co-creation and engagement (indirect effect = .042; 95% CI [.006; .092]). This study contributes to a deeper understanding of relational dynamics in the digital environment and offers practical insights for family businesses seeking to increase customer engagement through more integrated and participatory digital strategies.
This dissertation aims to analyze how digital marketing, value co-creation, and brand image influence customer engagement in the context of Portuguese family businesses, using Delta Cafés as a case study. The research stems from the growing importance of digital tools in strengthening relationships between brands and consumers, especially within family businesses, which face specific challenges related to professionalization, innovation, and generational continuity. Based on an in-depth literature review, a conceptual model was developed, proposing relationships between digital marketing, value co-creation, brand image, and customer engagement, as well as a mediating effect of brand image in the relationship between co-creation and engagement. The research followed a quantitative approach, with 123 responses collected through an online questionnaire administered to Delta Cafés consumers. The hypotheses were tested using regression and mediation analyses. The results reveal that both digital marketing (β = .692; p < .001) and value co-creation (β = .695; p < .001) have a positive and significant impact on customer engagement. It was also found that value co-creation positively influences brand image (β = .219; p < .001), which in turn affects customer engagement (β = .192; p = .017). Finally, a partial mediating effect of brand image was identified in the relationship between value co-creation and engagement (indirect effect = .042; 95% CI [.006; .092]). This study contributes to a deeper understanding of relational dynamics in the digital environment and offers practical insights for family businesses seeking to increase customer engagement through more integrated and participatory digital strategies.
Description
Keywords
Marketing digital Cocriação de valor Imagem da marca Envolvimento do cliente Empresas familiares Delta Cafés