18 documents found, page 1 of 2
É urgente falar de bem-estar nas instituições de ensino superior: Qual é o pape...
Mourão, R. M.; Sousa, I.; Pacheco, C.; Mourão, S.; Miranda, S.; Silva, S.A comunicação organizacional tem vindo a sofrer alterações na sua operacionalização, ao longo dos tempos. Por outro lado, o tema do bem-estar tem estado na agenda de muitas organizações. Apesar disso, estes dois temas têm vindo a ser tratados individualmente, desconsiderando-se a sua eventual relação, havendo igualmente pouco investimento no que diz respeito ao contexto do ensino superior. Neste estudo de inves...
The role of digital platforms in promoting pro-sustainable behavior and conscio...
Miguel, A.; Miranda, S.The growing concerns about the effects of the climate crisis and the highest consumer expectations regarding the environmental performance of businesses led companies to adopt a greater sense of accountability for sustainability, and some of them even became advocators of environmental causes. Today, brands are increasingly using digital media to disseminate environmental brand activist campaigns, take a stand ...
Unravelling brand activism effectiveness: The predictors and potential effects ...
Miguel, A.; Miranda, S.Although social issues have been considered by the business world for decades, these topics have never gained such preponderance as in the 21st century. Given the great pressures for brands to broaden their responsibilities towards society, brand activism emerges as a new strategy for companies to address relevant social-political issues, assuming a public stance on these topics and taking action to solve or im...
Linking corporate social responsibility, brand activism, and corporate reputati...
Miranda, S.; Miguel, A.Corporate Social Responsibility (CSR) and, more recently, brand activism has become an important topic in business strategies, with companies playing an increasingly prominent role in socio-political life and addressing a wide range of social issues. However, the legitimacy of spending capital for investments in CSR and activism actions is not yet fully accepted by the business and academic world, with several ...
The role of social media in the proliferation and promotion of brand activism
Miguel, A.; Miranda, S.Despite the relevance and actuality of brand activism, there are few theoretical investigations about the origins of this concept, and particularly about the role that social networks played in its proliferation and encouragement. This extensive literature review, based on the most prominent articles published in this field of expertise, investigates and discusses the role of technological advances, and particu...
Activism in the age of mediated communication: The impact of new media on the d...
Miguel, A.; Miranda, S.The emergence and expansion of new digital media led to profound economic, cultural, political and social transformations, which not only changed the relationship between media and audiences but also had a strong impact on the dissemination and organization of broader social phenomena, such as activist movements. New interactive technologies and their use by the common citizen have strongly intensified globaliz...
How social networks promote brand activism and the importance of authenticity i...
Miguel, A.; Miranda, S.The use of the Web on a global scale and based on two-way communication, provided by Web 2.0, enabled the creation and dissemination of social movements and online activist practices, due to the greater ease and reach of the association of individuals in “virtual communities”, characterized by shared interests and common issues. In addition, the access to additional sources of information on the Web and the gre...
Pode amar-se uma marca?: uma análise à campanha eu sou sporting!
David, A; Miranda, S.; Gouveia, C.; Di Fátima, B.Com base num estudo de caso de duas campanhas de marketing de um clube desportivo português, este artigo explora a comunicação, em plataformas digitais, de forma a consolidar a relação entre o clube e a sua comunidade, no ano em que o Mundo foi atingido pela pandemia de Covid-19.
“Levar a menina”: o engagement dos fãs no futebol feminino
Gouveia, C.; Fátima, B.; Miranda, S.; Antunes, A. C.Este artigo pretende contribuir no debate sobre o futebol feminino nas redes sociais, tendo como objetivo apurar a taxa de engagement dos fãs de desporto no Facebook, ainda que num evento único, a final da Taça da Liga de Futebol Feminino, numa partida realizada a 17 de março de 2021, e que pôs frente a frente as representantes do futebol no feminino de dois clubes que vivem uma rivalidade histórica: o Sporting...
Muito além do relvado: futebol, nacionalismo e redes sociais
Gouveia, C.; Di Fátima, Branco; Miranda, S.O artigo analisa as formas como os fãs das seleções de Portugal, Espanha, Marrocos e Irã, o Grupo B do Mundial de Futebol 2018, se envolveram com as suas respectivas páginas oficiais no Facebook e como as páginas se relacionaram com os stakeholders. A estratégia adotada assenta numa abordagem quantitativa aos fluxos de dados produzidos, entre 1 de abril de 2017 e 3 de maio de 2018, pelas fanpages e por seus uti...