60 documents found, page 1 of 6
Advertising and gambling in the digital age: insights and trends
Antunes, Ana Cristina; Farias, Ana RitaTechnological changes have provided an unprecedented opportunity to access and engage everywhere and all the time with gambling in the digital environment. The growth of online gambling markets fueled by technological advancements, with an increased reliance on online payments, and global digitization have completely transformed advertising in the gambling industry. In the last years, the gambling industry has ...
Older portuguese celebrities on Instagram: a snapshot of their strategies and c...
Antunes, Ana Cristina; Miranda, SandraOlder social media influencers and in particular celebrities have recently found a new arena where they can gather an entourage of fans: social networking sites (SNS). As their digital born and raised counterparts – social media influencers – they have the power to attract millions of followers by carefully and strategically sharing curated content from their lives, or their opinions and points of view on digit...
All users are equal, but some users are more equal than others: exploring the p...
Murteira, Carla; Antunes, Ana CristinaThe study of social influence in social media settings has gained significant importance in the last years due to the advent of the internet and the increase of social media users and followers of social media influencers (SMI). This chapter focuses on the followers’ psychological experience by reviewing how SMIs are perceived by followers and what moves the users to follow SMIs. Users follow SMI in an attempt ...
Is persuasion in the eye of the beholder?: a study on the use of persuasive tec...
Mendes, Thomas Rui; Antunes, Ana CristinaDigital marketing is being revolutionized by technological advancements in many fields, such as artificial intelligence and persuasive technologies. Persuasive technology still generates disagreements, both on the marketer side, by setting up a persuasive system, and on the consumer side, who is responsible for accepting and instilling persuasive initiatives. This chapter presents a case study, which focuses on...
Taking a fresh look of organizational backstages: political behavior and its co...
Miranda, Sandra; Antunes, Ana CristinaToday, it is widely accepted that politics is an unavoidable dimension of organizational dynamics, exerting a substantial impact on a diversity of factors and targets. This chapter, which covers some of the main theoretical and empirical frameworks that cut across the study of politics in organizations, aims to review the literature on the subject, analyzing the main theoretical perspectives and lines of resear...
Can macroinfluencers have an impact on the customers’ journey of their followers?
Antunes, Ana Cristina; Murteira, CarlaConsumer marketplaces have been changing due to the evolution of digital technology, especially with the creation and popularity of social networking sites. The rise and massive use of social media by consumers opened a door to new forms of communication between brands and consumers. One of them is through the use of social media influencers (SMI), which now assume a pivotal role to connect brands with consumer...
Hate speech on social media: behaviour of Portuguese football fans on Facebook
Miranda, Sandra; Gouveia, Célia; Di Fátima, Branco; Antunes, Ana CristinaThis article examines how Facebook is shaping the nature of hate speech. The observation field is the Facebook pages of the 18 Portuguese football clubs of the Portuguese League – the main professional competition in the country. Data extraction was performed automatically via Facebook Graph API in the first three months of the 2020/2021 season. The analysed dataset has 5,192 publications and 276,231 fan commen...
Can macroinfluencers have an impact on the customers’ journey of their followers?
Antunes, Ana Cristina; Murteira, CarlaConsumer marketplaces have been changing due to the evolution of digital technology, especially with the advent and growing popularity of social networking sites. The rise and massive use of social media by consumers opened a door to new forms of communication between brands and consumers. One of them is through the use of social media influencers (SMI), which now assume a pivotal role to connect brands with co...
Cartografia do ódio em rede: análise da Liga de futebol profissional em Portugal
Miranda, Sandra; Antunes, Ana Cristina; Di Fátima, BrancoA presente investigação tem como principal objetivo analisar as narrativas de ódio de tipo racista que são proferidas nos social media dos clubes da Liga Portuguesa de futebol profissional, na temporada de 2020/2021. Para o efeito, adotou-se uma metodologia mista, quantitativa e qualitativa, organizada em três momentos sequenciais: extração de dados do Facebook, o tratamento e a análise de conteúdo. Os dados po...
The (not so) secret life of senior social media influencers: an analysis of the...
Antunes, Ana Cristina; Miranda, Sandra; Gama, AnaThe changing media landscape and consumption along with the decreased efficacy of traditional advertising have confronted brands with the challenge to unravel different and innovative ways to effectively communicate with their targets. Influencer marketing is one of the strategies that is thriving and proved valuable for marketeers in this pursuit of new ways of reaching out to their audiences. Despite the rele...