José Duarte Santos - Academia.edu (original) (raw)
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Papers by José Duarte Santos
IGI Global eBooks, Sep 30, 2022
Objetive: The present research main objective is to understand how fashion brands are communicati... more Objetive: The present research main objective is to understand how fashion brands are communicating their sustainability strategies online, from selected brands that claim to be concerned with sustainability. The sustainability degree will be observed, and from there the online communication will be analysed.
Sustainability
This research establishes the relationship between the digital channels that organizations use to... more This research establishes the relationship between the digital channels that organizations use to communicate with their audience and the stages of the consumer buying decision process in online stores. Researchers have not treated this relationship in much detail and little-known empirical research has focused on exploring relationships between the two subjects. Establishing this relationship is of crucial importance for organizations and consumers, as it ensures organizations use the digital channels that consumers want. A literature review of digital channels and consumer behavior models was performed, which allowed us to define which are the digital channels and to identify the different models of consumer behavior appropriate for the digital age. A quantitative methodology was used, supported on a questionnaire that allowed us to find out which digital channels are the most appropriate for each stage of the buying decision process. The results show that consumers use more than ...
IGI Global eBooks, Sep 30, 2022
Objetive: The present research main objective is to understand how fashion brands are communicati... more Objetive: The present research main objective is to understand how fashion brands are communicating their sustainability strategies online, from selected brands that claim to be concerned with sustainability. The sustainability degree will be observed, and from there the online communication will be analysed.
Sustainability
This research establishes the relationship between the digital channels that organizations use to... more This research establishes the relationship between the digital channels that organizations use to communicate with their audience and the stages of the consumer buying decision process in online stores. Researchers have not treated this relationship in much detail and little-known empirical research has focused on exploring relationships between the two subjects. Establishing this relationship is of crucial importance for organizations and consumers, as it ensures organizations use the digital channels that consumers want. A literature review of digital channels and consumer behavior models was performed, which allowed us to define which are the digital channels and to identify the different models of consumer behavior appropriate for the digital age. A quantitative methodology was used, supported on a questionnaire that allowed us to find out which digital channels are the most appropriate for each stage of the buying decision process. The results show that consumers use more than ...