22 documents found, page 1 of 3
Brand Engagement and Creative Digital Advertising: A Case Study of Galo Portugu...
Santos, Sara; Santo, Pedro Espírito; Ferreira, SóniaAdvertising 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...
The Role of Social Media in Sustainable Branding
Santos, Sara; Vasconcelos, Maria de Almeida; Ferreira, Sónia; Augusto, Luísa; Santo, Pedro EspíritoConsumers 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...
Ferreira, Sónia; Santos, Sara; Augusto, Luísa; Santo, Pedro Espírito; Vasconcelos, MariaAfter 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...
Examining the role of familiarity in the destination word-of-mouth
Ferreira, Sónia; Santos, Sara; Augusto, Luísa; Santo, Pedro Espírito; Vasconcelos, MariaAfter 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...
Recommendations for Internal Communication to Strengthen the Employer Brand: A ...
Santos, Sara; Augusto, Luísa; Ferreira, Sónia; Santo, Pedro Espírito; Vasconcelos, MariaThe 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 ...
WOM antecedents of city residents: differences between men and women
Santos, Sara; Santo, Pedro Espírito; Augusto, LuísaThe 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 ...
Video Ad Informativeness and Narrative Structure and Transportation as Antecede...
Santos, Sara; Santo, Pedro Espírito; Ferreira, SóniaThe massification of the use of the internet for advertising purposes and the growth of Youtube as a platform for disseminating brand content has channeled the investments of brand managers to digital media. In this scope, more and more advertisements are being shared on Youtube. The success of an ad depends on its contents and the narrative presented. Thus, this research identified that the informativeness of ...
WOM antecedents of city residents: differences between men and women
Santos, Sara; Santo, Pedro Espírito; Augusto, LuisaThe 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 ...
Influence of Age on Relationship with Websites
Santo, Pedro Espírito; Cardoso, Patrícia; Augusto, Luísa; Santos, Sara; Oliveira, AdrianaE-commerce has grown quickly, and companies seek to attract their target audiences to their websites. The differences in behavior between young people, as users of websites and other older people is real. Thus, this investigation aimed to present an investigation model in order to analyze the determinants of loyalty to the sites and test the influence of age in this relationship. Through a sample of 250 website...
Influence of Age on Relationship with Websites
Santos, Sara; Santo, Pedro Espírito; Cardoso, Patrícia Azinheira; Augusto, Luísa; Oliveira, AdrianaE-commerce has grown quickly, and companies seek to attract their target audiences to their websites. The differences in behavior between young people, as users of websites and other older people is real. Thus, this investigation aimed to present an investigation model in order to analyze the determinants of loyalty to the sites and test the influence of age in this relationship. Through a sample of 250 website...