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Publication
The Impact of Using Digital Platforms and Sharing Online Experiences on the Reputation of a Company
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Advisor(s)
Abstract(s)
The purpose of this paper is to evaluate the use of digital platforms and the sharing of online experiences concerning the sociodemographic profile of the consumer, the perception of the importance of the brand on digital platforms, and the significance of digital content in purchasing decisions. This article is pioneering for simultaneously addressing these three issues. The data is gathered using an online questionnaire distributed from April to May 2023. The analysis, including main component analysis and multiple linear regression models, was conducted using SPSS (version 21), AMOS (version 21), and STATA (version 14). The results indicate that age, level of education and the quality of digital content in the purchasing decision process are key elements in the use of digital platforms and sharing experiences. Companies that comprise the importance of these key elements can develop more effective marketing strategies, creating a positive online presence and cultivating lasting relationships with consumers.
Description
Keywords
Digital platforms Consumer behavior Digital marketing Brand building Brand reputation Social media
Pedagogical Context
Citation
Pereira, Beatriz; Brás, Gabriela; Vieira, Elvira; Borges, Ana Pinto; Vieira, Bruno Miguel; Fonseca, Manuel (2024). The Impact of Using Digital Platforms and Sharing Online Experiences on the Reputation of a Company. In 12th World Conference on Information Systems and Technologies, WorldCIST 2024. Cham: Springer Nature, p. 47-57. ISBN 978-3-031-60327-3
Publisher
Springer Nature