59 documents found, page 1 of 6

Educar para o consumo responsável: o projeto internacional CARE

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Does "story-making" have the potential to engage prosumers around a higher educ...

The transformations in the online environment have raised new challenges to the relationship between brands and their audiences, so it is necessary to explore new communication strategies. One of them is story-making, a technique that has been recently explored by several studies developed in the marketing and communication fields to engage customers around brands. This study draws on some related topics, such ...

Learning about the customer for improving customer retention proposal of an ana...

The market faces new challenges in retaining customers, since they have very high expectations, which translate into the demand for a swift response and intransigence to empty promises on the part of brands. These requirements result from the ability to disseminate and infuse information, which in turn makes customers more informed, more participative, and more uncompromising. This change in behavior implies re...

Are colors emotional triggers in digital branding?

This investigation exhibits a real study of the influence of color in a digital promotional product—social coupon. The paper’s goal is to analyze the perception of color in graphic design, through the analysis of consumers’ responses. Following the design-science research (DSR) approach through the development of the artifacts—social coupons—the emotional influence of color was studied during the literature rev...

Young adults’ views on digital storytelling campaigns

Storytelling is gaining popularity due to its expected ability to earn consumers’ attention and generate positive outcomes such as brand awareness, trust, and customer engagement. However, the effects of digital storytelling campaigns on brands are still insufficiently researched, especially among certain segments such as young adults. Therefore, the main aim of this article is to explore young adults’ views on...

Exchange students’ views on tourism: the impact of first-hand experiences on tr...

The design of social coupons used as a digital promotional tactic

Digital media is evolving and challenging the implementation of corporate communication strategies which ceaselessly look for new tactics for customer acquisition and retention. In this domain, the present study assesses the importance of design in the digitalization of discount social coupons. It focuses on the analysis of the tactics used to increase attractiveness to customers, through an analysis from the p...

Between promises and pitfalls: the impact of mobility on the internationalizati...

The study presented in this article aims at understanding the relevance of mobility initiatives to the internationalization efforts of Higher Education Institutions (HEIs). By building upon relevant literature, 17 propositions related to this contribution were identified. Empirical evidence from a concrete case of a European university was then used to evaluate those propositions. Data was collected from indivi...

Ambientes de social media e a integração de estudantes erasmus

Desde o crescimento da web 2.0 e, consequentemente, dos social media e dos Social Network Sites, a vida das pessoas tem convergido cada vez mais para as tecnologias digitais. A geração Z é a que mais as utiliza, tanto para a comunicação no geral como para a educação, sendo o contexto do programa Erasmus um dos exemplos. Suportado na metodologia de design de informação analisam-se os ambientes de social media ut...

Book trailers e digital storytelling na arte de persuadir o consumidor

O book trailer é uma ferramenta emergente de promoção de obras literárias (livros), com o objetivo de captar a atenção e persuadir o consumidor à sua compra. São divulgados em plataformas digitais como o YouTube, Facebook e Instagram. O recurso a técnicas como a narrativa e o storytelling pode ser usado para torná-los um produto atrativo e persuasivo aos olhos do público-alvo. Neste cenário, o objetivo principa...