158 documents found, page 1 of 16

Center of Portugal Tourism: Effects of Video Advertisements on Positive Emotion...

Nowadays, it is possible to acknowledge the appeal of online platforms for advertising or the growing popularity of videos as a form of viewer engagement and entertainment. In video advertising, the narrative framework significantly impacts how the message is interpreted, particularly when storytelling techniques are applied. Moreover, the advertising's message quality and format directly impact consumers' inte...

Uninvited guests: New stored mangrove rice insect pests in Guinea-Bissau

Mangrove swamp rice is vital for food security in Guinea-Bissau, yet insect infestations cause significant post-harvest losses worldwide. This study identified insect pests affecting stored rice seeds using both morphological identification and DNA barcoding. In 2022, 64 rice samples were collected from 13 villages across 3 coastal regions yielding 1504 insect specimens, classified into 13 morphotypes from Cole...

Conserving saproxylic flagship species by complementing 150 years of natural hi...

The use of flagship species in conservation, such as the European Stag Beetle (Lucanus cervus), can positively affect the conservation of other taxonomic or functionally related species. This is especially true for taxonomic groups where the knowledge regarding their distribution and ecology is generally limited, as is the case of insects. This work represents the most accurate and up-to-date publication on the...

Noite europeia dos investigadores em Armamar: palco da ciência em ambientes rurais

Which Factors Influence Word-of-Mouth for Tourism Video Ads?

Nowadays, the popularity of the Internet for advertising purposes and the increasing use of videos to entertain and captivate viewers is undeniable. Short videos have recently gained signicant popularity and have great tourism marketing potential. Given the amount of information on the Internet and social media, it is necessary to make videos and advertisements that stand out. The narrative structure greatly in...

Brand Engagement and Creative Digital Advertising: A Case Study of Galo Portugu...

Advertising has evolved over the decades. Knowing consumers are increasingly avoiding advertisements, creating campaigns that attract attention and stay in memory is essential. Advertisers’ main goal is to get closer to consumers, generating visibility, attractiveness, and engagement with the brand. Furthermore, this topic has aroused the academy's interest, and studies show the importance of advertising and it...

User-Generated Content in Tourism: Could it impact Brand Equity and Intention t...

The Internet has changed communication and created significant challenges for the tourism and hospitality sectors. Due to the abundance of tourist destinations available, competition is fierce. Therefore, destinations must devise strategies to set themselves apart and strengthen customer brand equity by providing informative and engaging content on digital platforms, specifically social media, with millions of ...

The Role of Social Media in Sustainable Branding

Consumers increasingly expect brands to make a positive impact on communities and societies. Nowadays, communicating about corporate social responsibility can involve storytelling techniques, making the issues more understandable and relatable than straightforward and logical messages. However, in the academic field, research needs to gather and systematise the relationship between these topics and their influe...

Promotional tourism videos: examining the role of familiarity, attitude, and wo...

After the COVID-19 pandemic, tourism has grown enormously; this growth has been even more significant in Portugal. The dissemination of experiences by tourists who have already visited a region significantly impacts the interest aroused by other tourists. It is increasingly common for tourists to analyse the experiences of others before they travel. In this sense, word-of-mouth by tourists is a factor to be con...

Jornadas da Comunicação Aplicada 2024 Descobertas pelos caminhos da transformaç...

É com imensa satisfação que apresento o Livro de Resumos da Conferência Científica integrada nas "Jornadas da Comunicação Aplicada - Descobertas pelos caminhos da transformação digital". Realizada online no dia 14 de junho de 2024, na Escola Superior de Educação do Instituto Politécnico de Viseu, esta conferência científica, inserida no âmbito do Mestrado em Comunicação Aplicada, reuniu investigadores da comuni...