60 documents found, page 1 of 6
Social Networks: The impact of political marketing on voter opinion formation
Tavares, Ana; Faria, Sílvia; Pereira, Manuel SousaThis study aims to understand the impact of digital marketing on the Portuguese political scene, as well as understanding the influence of social networks on the voter opinion formation process. The main objectives of this research are to collect current information on the use of digital marketing as a communication tool by political parties and their candidates and also to assess the influence of social networ...
Avatars in artificial intelligence marketing: A systematic literature review on...
Santos, Victor; Faria, Sílvia; Carvalho, João M. S.Sem resumo disponível.
Digital communication strategies for sustainable textile brands: A case study
Faria, Sílvia; Sousa , Bruno Barbosa; Pinto, César; Nogueira, SóniaDigital marketing is fundamental for boosting sales and enhancing companies' visibility in the current business land. This scenario holds particular relevance when many brands embrace sustainability as a cornerstone of their operations. The objective of this chapter will be to analyze the branding and communication digital strategies adopted by textile companies.Digital platforms allow brands to share their ini...
Brazilians’ acceptance of multi-attribute reverse Auction Model for B2C E-Commerce
Faria, Sílvia; Pereira, Manuel Sousa; Carvalho, João M. S.; Marques , Ruan PortoReverse auctions emerged in the late 1990s as a new form of online commerce; they offer a platform where sellers compete to supply goods and services at the lowest price. In the early 2000s, the concept gained popularity mainly in B2B transactions: companies started using reverse auctions to prospect goods and services efficiently and at lower prices. Over time, these reverse auctions expanded to B2C transactio...
Hyper-personalisation in wine industry: A scoping review
Félix, João; Carvalho, João M. S.; Faria, SílviaThe Portuguese wine sector has seen substantial changes in recent years, specifically regarding the emergence of online retailing, creating the need for small producers and distributors to adapt to new marketing challenges. This study suggests applying hyper-personalisation strategies in the Portuguese wine sector to address these challenges and achieve economic sustainability. The study aimed to conduct a scop...
From a multichannel to an optichannel strategy in retail
Faria, Sílvia; Carvalho, João M. S.This paper presents the first systematic literature review (SLR) that includes the concept of an optichannel strategy, examining the main principles, key characteristics, and implications for retailers when switching from a multichannel to an optichannel approach. The SLR was made using Web of Science, Scopus, and Google Scholar to find literature on the optichannel model in retail. The results show a paradigm ...
Digital literacy as a key factor in marketing education and business-academy re...
Viana, Carla; Faria, Sílvia; Nogueira, Sónia; Rua, Orlando LimaThe 5th International Conference in Information Technology & Education, to be held at the Federal University of Rio Grande do Norte, in Natal, Brazil, between the 10th and the 12th of July 2025 is a multidisciplinary conference with a special focus on new information technologies in the Education sector.
Digital Transformation, E-Commerce, and Branding: A qualitative study on the un...
Pinto, C. A.; Nogueira, Sónia; Faria, Sílvia; Sousa , B. B.The fashion industry is at a crossroads, with the rise of E-Commerce and the increasing consumer demand for sustainability reshaping the market. As digital technologies evolve, a brand that fails to monitor market tendencies and adapt to the online market’s growing acceptance and use may risk losing competitiveness. The problem is no longer how companies engage with consumers; it is also related to their capaci...
AI Integration in Organisational Workflows: A Case Study on Job Reconfiguration...
Oliveira, Pedro; Carvalho, João M. S.; Faria, SílviaThis study investigates how the integration of artificial intelligence (AI) transforms job practices within a leading European infrastructure company. Grounded in the Feeling Economy framework, the research explores the shift in task composition following AI implementation, focusing on the emergence of new roles, required competencies, and the ongoing reconfiguration of work. Using a qualitative, single-case st...
Attachment theory and sense of place for visitors to Kazbegi National Park
Cardoso, António; Pereira, Manuel Sousa; Sousa, Bruno Barbosa; Poladashvili, Tamari; Faria, SílviaThis study seeks to empirically contribute to the analysis and interpretation of issues related to “sense of place” in terms of environment and tourism, particularly in national parks. In this sense, a conceptual model was developed that identifies the explanatory factors of the “sense of place”, such as: “place identity” and “place dependence”. The empirical work resorted to the quantitative method to obtain t...