{"id":424702,"date":"2026-08-21T00:37:52","date_gmt":"2026-08-20T16:37:52","guid":{"rendered":"https:\/\/library.usj.edu.mo\/?post_type=tnc_col_19631_item&p=424702"},"modified":"2026-08-24T12:18:08","modified_gmt":"2026-08-24T04:18:08","slug":"perceptions-of-sports-agents-in-a-small-territory-the-case-of-macao","status":"publish","type":"tnc_col_19631_item","link":"https:\/\/library.usj.edu.mo\/zh\/student-thesis-dissertation\/perceptions-of-sports-agents-in-a-small-territory-the-case-of-macao\/","title":{"rendered":"PERCEPTIONS OF SPORTS AGENTS IN A SMALL TERRITORY: THE CASE OF MACAO"},"content":{"rendered":"

NOWADAYS MARKETERS AND PRACTITIONERS RECOGNIZE THE IMPORTANCE OF SOCIAL MARKETING AS A STRATEGY TO ACQUIRE CUSTOMERS. ACCORDINGLY, THE ENTERPRISES AND BRANDS ARE EMBRACING THE USE OF SOCIAL NETWORK IN COMMUNICATING WITH POTENTIAL CONSUMERS AD ACTUAL CONSUMERS, IN ORDER ITS PERFORMANCE SO AS TO INCREASE ITS SALES. AMONG ALL THOSE SOCIAL MEDIA PLATFORMS, INSTAGRAM IS ONE OF THE PLATFORMS WHICH IS IMAGE ORIENTATED AND CAN EASILY CONNECT WITH USERS AND PROVIDE INFORMATION WITH PHOTOS AND IMAGES. AS MACAU IS SMALL\u2010SIZED CITY WHERE THERE ARE ABUNDANT SMALL TO MEDIUM\u2010SIZED ENTERPRISES, THE LOCAL SMALL FIRMS ARE SWITCHING THEIR MARKETING STRATEGIES BY UTILIZING THE INSTAGRAM TO PROMOTE THEIR PRODUCT ONLINE. IN ORDER TO GET A BETTER GRASP OF HOW INSTAGRAM AFFECTS THE PROMOTION OF THE FOOD AND BEVERAGE PRODUCT IN MACAU, THE RESEARCH QUESTION HAS BEEN FORMULATED: \u201cTO WHAT EXTEND CAN THE LOCAL FOOD SECTORS IN MACAU USE INSTAGRAM AS A MARKETING TOOL TO ENGAGE PURCHASING INTENTION AND STRENGTHEN THEIR BRAND EQUITY? FROM THE PERSPECTIVE OF CUSTOMERS.\u201d SEMI\u2010STRUCTURED INTERVIEWS WERE CONDUCTED WITH 13 PARTICIPANTS WHO ARE THE INSTAGRAM USERS, WITH DIVERSE SITUATIONS OF ENGAGEMENT ON INSTAGRAM. ACCORDING TO THE INTERVIEWS, PARTICIPANTS EXPRESSED THAT HOW INSTAGRAM CAN ASSOCIATE EFFECTS WITH AROUSAL AND BRAND EQUITY (BRAND AWARENESS, BRAND IMAGE, PERCEIVED QUALITY AND BRAND LOYALTY) AND FORMATION OF PURCHASE INTENTION EVENTUALLY THROUGH THE INSTAGRAM MARKETING ACTIVITIES. THE RESULTS SHOWED THAT INSTAGRAM MARKETING ACTIVITIES STRONGLY CORRELATED THE BRAND EQUITY (BRAND AWARENESS, BRAND IMAGE, AND PERCEIVED QUALITY WHILE WHICH IN TURN LED TO PURCHASING INTENTION TOWARDS THE BRAND. THIS RESEARCH COMPREHENSIVELY ILLUSTRATES THE INFLUENCES OF INSTAGRAM MARKETING ACTIVITIES ON CUSTOMER\u2010BASED BRAND EQUITY. THE FINDINGS OF THIS STUDY WILL ENABLE LOCAL FOOD BRANDS TO MORE ACCURATELY FORECAST THE FUTURE PURCHASING BEHAVIORS OF THEIR CUSTOMERS THROUGH INSTAGRAM MARKETING ACTIVITIES AND PROVIDE A GUIDE IN MANAGING BRAND EQUITY AS WELL<\/p>","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","class_list":["post-424702","tnc_col_19631_item","type-tnc_col_19631_item","status-publish","format-standard","hentry","tnc_tax_19912-business-administration","tnc_tax_19818-english","tnc_tax_19716-faculty-of-business-and-law","tnc_tax_19659-master-thesis","tnc_tax_19651-master"],"taxonomy_info":[],"featured_image_src_large":false,"author_info":[],"comment_info":0,"featured_img":false,"coauthors":[],"author_meta":{"author_link":"https:\/\/library.usj.edu.mo\/zh\/author\/emilychan\/","display_name":"emily chan"},"relative_dates":{"created":"Posted 1 \u9031 ago","modified":"Updated 7 \u5929 ago"},"absolute_dates":{"created":"Posted on 21 8 \u6708, 2026","modified":"Updated on 24 8 \u6708, 2026"},"absolute_dates_time":{"created":"Posted on 21 8 \u6708, 2026 12:37 \u4e0a\u5348","modified":"Updated on 24 8 \u6708, 2026 12:18 \u4e0b\u5348"},"featured_img_caption":"","tax_additional":{"tnc_tax_19912":{"linked":["BUSINESS ADMINISTRATION<\/a>"],"unlinked":["BUSINESS ADMINISTRATION<\/span>"],"slug":"tnc_tax_19912","name":"PROGRAMME"},"tnc_tax_19818":{"linked":["ENGLISH<\/a>"],"unlinked":["ENGLISH<\/span>"],"slug":"tnc_tax_19818","name":"LANGUAGE"},"tnc_tax_19765":{"linked":[],"unlinked":[],"slug":"tnc_tax_19765","name":"SUPERVISOR(S)"},"tnc_tax_19716":{"linked":["FACULTY OF BUSINESS AND LAW<\/a>"],"unlinked":["FACULTY OF BUSINESS AND LAW<\/span>"],"slug":"tnc_tax_19716","name":"FACULTY \/ RESEARCH UNIT"},"tnc_tax_19659":{"linked":["THESIS & DISSERTATION<\/a>"],"unlinked":["THESIS & DISSERTATION<\/span>"],"slug":"tnc_tax_19659","name":"Document Type"},"tnc_tax_19651":{"linked":["MASTER<\/a>"],"unlinked":["MASTER<\/span>"],"slug":"tnc_tax_19651","name":"DEGREE LEVEL"}},"series_order":"","_links":{"self":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19631_item\/424702","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19631_item"}],"about":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/types\/tnc_col_19631_item"}],"replies":[{"embeddable":true,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/comments?post=424702"}],"version-history":[{"count":1,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19631_item\/424702\/revisions"}],"predecessor-version":[{"id":432080,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19631_item\/424702\/revisions\/432080"}],"wp:attachment":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/media?parent=424702"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}