3 documents found, page 1 of 1
Which Factors Influence Word-of-Mouth for Tourism Video Ads?
Augusto, Luísa; Santos, Sara; Ferreira, Sónia; Santo, Pedro Manuel Espírito; Vasconcelos, Maria de AlmeidaNowadays, 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...
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...
The Influence of User-Generated Content on Tourism Organizations - The Case of ...
Vasconcelos, Maria de AlmeidaÀ Internet alterou o panorama da comunicação e levantou desafios significativos em várias áreas de atividade, incluindo a do turismo e hospitalidade. Devido à abundância de destinos turísticos disponíveis atualmente, a competição é notória. Por conseguinte, os destinos turísticos devem conceber estratégias para se destacarem, construírem, e reforçarem a familiaridade e ligação do cliente com a marca. As platafo...