Browsing by Author "Au-Yong-Oliveira, Manuel"
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- Attitudes toward fashion influencers as a mediator of purchase intentionPublication . Magano, José; Au-Yong-Oliveira, Manuel; Walter, Cicero Eduardo; Leite, ÂngelaFashion influencers are a new phenomenon and profession to which many young individuals may currently aspire; such is its impact in the digital and online world. Hence, the article serves an upcoming group of fashion-influencers-to-be, as well as firms that seek the help of such professionals. This study aimed to test the mediating role of the attitude toward influencers in the relation between, on the one hand, perceived credibility, trustworthiness, perceived expertise, likeability, similarity, familiarity, and attractiveness, and, on the other hand, purchase intention. Path analysis was used to test a conceptual model in which attitude toward influencers mediates the relation between perceived credibility, trustworthiness, perceived expertise, likeability, similarity, familiarity, attractiveness, and purchase intention. Among the seven components, the association between perceived credibility, trustworthiness, perceived expertise, similarity, and familiarity, on the one hand, and purchase intention, on the other, was completely and significantly mediated through attitudes toward influencers. It was found that the attitude toward the influencer determines the purchase intent; this attitude is, in turn, conditioned by the competence, the resemblance, and the proximity that the consumer perceives in the influencer. Thus, to lead the consumer to buy a certain product, influencers must pay attention to perceived credibility, trustworthiness, perceived expertise, similarity, and familiarity with the product (or service).
- A cross-sectional study on ethical buyer behavior towards cruelty-free cosmetics: what consequences for female leadership practices?Publication . Magano, José; Au-Yong-Oliveira, Manuel; Ferreira, Bruna; Leite, ÂngelaThis study extends the theory of planned behavior model and examines the humane factors (altruism, environmental knowledge, personal appearance concerns, attitude, perceived behavioral control, and subjective norms) that shape attitudes and buyer behavior toward cruelty-free cosmetics and the consumer characteristics that reflect their behavior toward such products. Recent global occurrences have affected human behavioral patterns, namely, the COVID-19 pandemic, which we aim to study. Has behavior changed to become more ethical? A survey was carried out involving a sample of 425 Portuguese participants (a feminine culture), following a convenienceand snowball-sampling procedure. Significant correlations were found between environmental knowledge, subjective norms, and buyer behavior toward cruelty-free cosmetics with attitude and environmental knowledge and buyer behavior. Through structural equation modeling to evaluate the conceptual model, a good model fit was found, being that standardized values in the model are significant except for regressions from perceived behavior control and personal appearance concerns to buyer behavior toward cruelty-free cosmetics. Women present higher values than men on attitude, altruism, environmental knowledge, and buyer behavior, in line with what is expected in a traditional and conservative feminine culture such as that to be found in Portugal. Such a result points to the need to promote increased gender equality, for example, in senior leadership roles, as women are seen to have the desirable qualities required for a more sustainable, cruelty-free, and humane society. This is an alert for human-resource managers in the region.
- É necessário ser bom praticante para ser bom professor? Uma nova perspetiva sobre a educaçãoPublication . Pires, Edmundo José Ferreira; Castro, João Carlos Pascoinho Carvalho; Silva, Eliseu; Au-Yong-Oliveira, ManuelAtravés de um inquérito a 96 professores ligados ao ensino da música este artigo exploratório, resultante de um trabalho de pós-graduação, cumpre o seu objetivo de inquirir sobre a importância de se ser bom praticante (performer) para se ser bom professor. Foram feitos testes estatísticos descritivos e inferenciais, incluindo o teste de Kruskal-Wallis e o teste de independência do Qui-quadrado, além da simulação de Monte Carlo em situações específicas. Várias relações estatisticamente significativas foram encontradas, incluindo: 1) Sou um(a) professor(a) empenhado que me esforço por desenvolver as minhas competências artísticas, χ2 KW (2) = 6.665, p = 0,036, os docentes com até 10 anos de antiguidade concordam significativamente mais com a afirmação do que os docentes com mais de 15 anos de antiguidade; 2) Entendo que a minha experiência enquanto performer contribui para desenvolver as competências dos meus alunos, χ2 KW (2) = 7.937, p = 0,019, os docentes com até 10 anos de antiguidade concordam significativamente mais com a afirmação do que os docentes com mais de 15 anos de antiguidade. Este estudo evidencia um consenso entre os professores sobre a necessidade de um estatuto profissional específico que reconheça e valorize a dupla função de educador e artista.
- Leading in the digital age: the role of leadership in organizational digital transformationPublication . Sacavém, António; Machado, Andreia de Bem; Santos, João Rodrigues dos; Palma-Moreira, Ana; Belchior-Rocha, Helena; Au-Yong-Oliveira, ManuelIn the modern digital age, organizations face unprecedented challenges and possibilities while managing the intricacies of digital transformation. Accelerated technological developments, changing customer preferences, heightened competition, and dynamic regulatory environments necessitate companies to synchronize their business goals with technological innovations. Leadership is crucial in steering businesses through changes, requiring a deep understanding of change processes and the capacity to adjust leadership accordingly. This research addresses the central question: How does leadership effectively promote organizational digital transformation? The study examines how leaders can effectively promote the adoption of advanced technologies and the promotion of innovation, by first exploring the nature of digital transformation within organizations and then analyzing the evolving dynamics of leadership in this context. An integrative review of the Web of Science (WoS) and Scopus databases was conducted, using the search terms: “Leadership” and “Digital Transformation”. The findings emphasize that effective leadership is crucial for managing the minutiae of digital transformation, integrating technology into organizational processes to facilitate learning, collaboration, and agility, enabling companies to adapt to market shifts, reduce uncertainty, and enhance decision-making for sustainable growth. By using the right tools and with the right frequency, leaders may develop team cohesion—even at a distance. Attentive digital-age leaders will know how to leverage the right mechanisms, and herein, we hope to give some indication of how that may be achieved, so that digital transformation increases rather than decreases team motivation levels.