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

Santos, Sara; Vasconcelos, Maria; Ferreira, Sónia; Augusto, Luísa; Espírito Santo, Pedro

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...


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

Augusto, Luísa; Santos, Sara; Ferreira, Sónia; Santo, Pedro Manuel Espírito; Vasconcelos, Maria de Almeida

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...


Examining the role of familiarity in the destination word-of-mouth

Ferreira, Sónia; Santos, Sara; Augusto, Luísa; Santo, Pedro Espírito; Vasconcelos, Maria

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...


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

Ferreira, Sónia; Santos, Sara; Augusto, Luísa; Santo, Pedro Espírito; Vasconcelos, Maria

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...

Augusto, Luísa; Santos, Sara; Ferreira, Sónia

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...


The Role of Social Media in Sustainable Branding

Santos, Sara; Vasconcelos, Maria de Almeida; Ferreira, Sónia; Augusto, Luísa; Santo, Pedro Espírito

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...


The role of quality of life, communication and affective image on residents' WO...

Oliveira, Adriana José de; Augusto, Luísa; Santo, Pedro Manuel do Espírito; Santos, Sara

Ao residir num território, o cidadão experiencia a cidade, constrói emoções e vive a sua cidade de forma única. Com a evolução do turismo e aumento da competitividade entre destinos turísticos, o word of mouth (WOM) tornou-se cada vez mais um método estratégico a ser potenciado pelas entidades turísticas e destinos. Em especí co, o WOM que os residentes fazem das suas cidades torna-se cada vez mais relevante pa...


How Endorser Promotes Emotional Responses in Video Ads

Augusto, Luísa; Santos, Sara; Santo, Pedro Manuel do Espírito

The importance of advertising on social networks has been growing, and the use of videos has become a more present reality. Understanding the narrative is not always understood by consumers. Closely associated with advertisements on YouTube are influencer marketing and the use of influencers by brands to produce content and narratives about brands, generating greater trust, engagement, and more positive emotion...


WOM antecedents of city residents: differences between men and women

Santos, Sara; Santo, Pedro Espírito; Augusto, Luísa

The impact of the COVID-19 pandemic on tourism has reduced the flow of visitors to cities, paralyzing what was a growing sector in recent years. Currently, cities urgently need to attract tourists to their territories. In this dissemination of cities, the role of citizens residing in cities cannot be neglected since, through their word of mouth (WOM), they promote their cities' experiences, infrastructure, and ...


Recommendations for Internal Communication to Strengthen the Employer Brand: A ...

Santos, Sara; Augusto, Luísa; Ferreira, Sónia; Santo, Pedro Espírito; Vasconcelos, Maria

The increasingly intense competition in organisations means that they have to develop strategies to differentiate themselves. One of these strategies consists of using internal communication to improve the company’s attractiveness to outside talent and increase its attractiveness to its existing employees. However, this relationship still needs to be studied in the existing literature. This review aims to find ...


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