16 documents found, page 1 of 2
Navigating the AI Revolution: Tools and Skills Transforming Marketing Practices
Lacerda, Giovanna; Nogueira, MafaldaThis study explores the specific AI tools used by marketing professionals, their applications, and the subsequent impact on the skills needed in the AI era. The aim is to understand how these tools are integrated into marketing tasks and the evolving set of skills required for professionals in this field. The study uses a qualitative exploratory method with semi-structured interviews of twelve marketing profess...
Real-world healthcare resource use associated with recurrent or metastatic head...
Teixeira, Maria Margarida; Dias, João; André, Teresa; Joaquim, Ana; Fernandes, Ricardo; Magalhães, Joana; Marreiros, Laura; Pinto, LeonorRecurrent or metastatic head and neck squamous cell carcinoma (R/M HNSCC) is a challenging disease, requiring personalized management by a multidisciplinary team. The aim of this retrospective multicentric study was to characterize real-world healthcare resource use and patient care for R/M HNSCC in Portugal during the first year after diagnosis. A total of 377 patients ineligible for curative treatment were in...
Marketing de influência: uma relação tridimensional entre influenciadores digit...
Rebelo, Rafaela; Nogueira, MafaldaResearch goal: To explore the perception gaps of three key players regarding the design and implementation of influencer marketing strategies: brands, digital influencers and accounts, in the fashion, beauty and lifestyle sectors.Methods: Qualitative approach using 11 in-depth interviews with triads of participants involved in fashion, lifestyle and beauty influence marketing campaigns.Originality/Relevance: St...
From Y to Z: A cross-generational study of green purchasing behaviour
Bernardes, João Pedro; Nogueira, Mafalda; Marques, António DinisThis study presents the results of a work-in-progress analysis and synthesis of the body of knowledge so far produced about green/sustainable consumption among Gen-Y (also known as Millennials) and Gen-Z consumers [1,2]. The main purpose of this paper is to provide a crossgenerational, and comparative, quantitative analysis of Gen Y and Gen Z’s green purchasing behaviour, through a questionnaire with a sample o...
Generation Y’s sustainability attitude-behaviour gap
Bernardes, João Pedro; Ferreira, Fernando; Marques, António Dinis; Nogueira, MafaldaThis paper intends to study the gap between the attitude Millennial consumers (or Generation Y) have towards sustainability and sustainable purchasing habits and what they actually do in terms of their green purchasing behaviour. In order to understand this gap, some internal and external influencing factors were obtained from the literature review which can positively or negatively influence the green purchasi...
Consumers´ clothing disposal behaviour: we do we stand?
Bernardes, J. P.; Marques, António Dinis; Nogueira, Mafalda; Ferreira, F.The purpose of this article is to provide an overview of current knowledge on consumers’ clothing disposal behaviour. This article is based on a literature review on consumers’ clothing disposal behaviour, with a review process that resulted of a list of 50 papers. Articles not directly linked with the subject or available for download were excluded, resulting in a final sample of 30 articles. This research pre...
“Do as I say, not as I do” – a systematic literature review on the attitude-beh...
Bernardes, João Pedro; Ferreira, Fernando; Marques, António Dinis; Nogueira, MafaldaThis paper contributes to a consolidation of the field by narrowing down the gap between sustainable consumption “attitudes/intentions” and actual consumption “behaviour”. The adopted methodology is based on a systematic literature review with an initial sample of more than 1000 publications, this paper considers the following inclusion and exclusion criteria throughout the review: research scope, conceptualisa...
A new and sustainable service to slow fashion brands
Bernardes, João Pedro; Marques, António Dinis; Ferreira, Fernando; Nogueira, MafaldaThis paper explores the creation of an innovative clothing rental service, that is inspired by the ‘slow fashion movement’, and that focuses on the question: “are people willing to use second-hand clothing and/or leased when travelling?”. This is a rental service for the day-to-day and also business clothing. The creation and development of this service was possible through the use of a design thinking methodol...
Academic background as an influencing factor in the Gen Y’s sustainable consump...
Marques, António Dinis; Bernardes, João Pedro; Ferreira, Fernando; Nogueira, MafaldaThe main goal of this paper is to understand if a different academic background can have an influence in the Millennials’ perceptions regarding sustainability and their ‘green’ consumption habits of footwear in Portugal. The research method will be through the analysis of two focus groups, one with marketing students and other with fashion students. The analysis of the focus groups allows a better understanding...
The Generation Y’s sustainability perceptions and consumption habits in the foo...
Bernardes, João Pedro; Marques, António Dinis; Ferreira, Fernando; Nogueira, Mafalda; Luca, AlexandraThis paper intends to study the attitude that Millennial consumers (or Generation Y) have towards sustainability and sustainable purchasing habits and what they actually do in terms of their green purchasing behaviour regarding footwear. In order to understand this, some internal and external influencing factors were obtained from the literature review which can positively or negatively influence the green purc...