Browsing by Author "Dias, Joana Carmo"
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- Digital influencers: catalysts for customer engagement and purchase intentionPublication . Hani, Ghamama; Haider, Syed Waqar; Raza, Aamir; Silva, Susana C.; Dias, Joana CarmoSocial Media Influencer (SMI) marketing represents a contemporary addition to the arsenal of digital advertising tools. Digital Content Creators are individuals who regularly share a variety of content, including visuals, audio recordings, and updates, across multiple social media platforms to shape consumers' perceptions of a brand and its products. The focus of this study is to examine how the credibility aspects of social media influencers (expertise, attractiveness, and trustworthiness) influence purchase intention and brand intimacy while also considering the mediating role of consumer engagement. This study used a quantitative, cross-sectional design with convenience sampling targeting social media-active individuals. Data were collected via a questionnaire distributed through email and social media, selecting participants who followed influencers. To gather data, 250 participants were engaged in an online questionnaire distributed via Google Forms. The findings indicate that the credibility dimensions of SMIs, particularly their attractiveness and trustworthiness, positively influence brand intimacy and purchase intention. Furthermore, consumer engagement serves as a critical mediator, connecting the authenticity of social media influencers with purchase intention and brand intimacy. In line with these results, it becomes evident that consumer engagement indirectly influences influencer credibility (trustworthiness and attractiveness), purchase intention, and brand intimacy. Notably, expertise does not exert any discernible impact on either brand intimacy or purchase intention. This study's outcomes provide valuable insights for marketing managers, underscoring the significance of partnering with influencers who possess a high level of trust within their respective marketing niches.
- Emotional labor in healthcare: the role of work perceptions and personality traitsPublication . Dias, Joana Carmo; Silva, Susana Costa e; Rosario, AlbericoUsing the Job Demands-Resources (JD-R) model as the theoretical framework, this study investigates how the perception of the work environment predicts the emotional labor strategies, and the moderating effect of personality traits on this relationship. Data were collected through the Portuguese Nurses Council, yielding 180 valid questionnaires. The perceptions of the work environment were measured through the Practice Environment Scale for Nurse Working Index (PES-NWI). Emotional labor strategies and the personality traits, in turn, were measured through the Emotional Labor Scale (ELS) and the Big Five Inventory Scale (BFIS) respectively. The hypothesized model was tested through a hierarchical multiple regression and bias-corrected bootstrap analyses (using 1000 bootstrap samples) with the PROCESS macros. The results reveal a negative relationship between perception of the work environment and the adoption of a deep acting strategy. This relationship happens when individuals score high in consciousness and openness and when individuals score low in extraversion, agreeableness, and neuroticism. When healthcare institutions offer a good work environment, nurses try to do their utmost to make their emotions correspond with what is expected of them. Thus, healthcare managers need to better understand how organizational policies and practices are translated into the work environment.
- Enhancing consumer purchase intentions for sustainable packaging products: an in-depth analysis of key determinants and strategic insightsPublication . Duarte, Paulo; Silva, Susana C.; Roza, Afonso S.; Dias, Joana CarmoEnvironmental concerns drive corporate and consumer focus on sustainable packaging. Research explores key factors influencing consumer intent, emphasizing the importance of strategic integration for enhanced purchase intentions and environmental goals. A comprehensive literature review identifies factors such as perceived value, willingness to pay, environmental concern, and attitude toward sustainable packaging. Empirical validation using survey data demonstrates the statistical significance of these factors on consumer purchase intentions, with the willingness to pay to emerge as the most influential determinant. Stakeholders are urged to incorporate these findings into strategies for sustainable packaging, fostering positive environmental impact, and informing academic and managerial discussions.
- Exploring ethical consumer behavior: a comprehensive study using the ethically minded consumer behavior-scale (EMCB) among adult consumersPublication . Duarte, Paulo; Silva, Susana Costa e; Mangei, Isabella; Dias, Joana CarmoThis research assesses how adult consumers perceive and behave concerning ethical practices, aiming to comprehend the obstacles that hinder ethical and sustainable consumption. Employing a modified version of the Theory of Planned Behavior (TPB) alongside the Ethically Minded Consumer Behavior-Scale (EMCB), a sur- vey was conducted with 372 participants from Germany, young and educated, to reveal and compare the factors influencing ethical consumption, including both determinants and barriers. The results indicate positive correlations between attitudes toward ethical consumption, ethical obligation, self-identity, and the intention to engage in ethical consumption, while this intention is negatively associated with price. Additionally, the study validates the explanatory power of the modified TPB within the EMCB context. Understanding the drivers and hindrances of ethical consumption is crucial for companies and decision-makers, allowing them to prioritize these factors and refine strategies for promoting ethical consumption. This insight aids marketers in tailoring campaigns to reach this specific market effectively. Given the growing significance of ethical and sustainable consumption, this research provides valuable insights into the motivations and constraints shaping consumer behavior in this domain, contributing to both theoretical understanding and managerial decision-making for those targeting this consumer segment.
- How footwear companies can use online CX to WOW customersPublication . Silva, Susana C.; Dias, Joana Carmo; Braga, BeatrizPurpose: E-commerce has become an essential and highly competitive channel for e-retailers, who have felt the need to invest in the experience delivered to customers. Therefore, it becomes necessary to unveil the online customer experience so that brands can improve their offerings. In this study, the authors proposed a model that explores customer experience on websites, namely, what concerns the use of the latest technological developments such as artificial intelligence, augmented reality and virtual reality. Design/methodology/approach: The study offers a model to explore and compare the online consumer experience in e-commerce websites, considering eight dimensions that cover recent technological advances. A multiple case study that evaluated companies in the footwear industry was used to assess the model's applicability. The case study methodology considered two distinct segments, the high-price and low-price segments. Findings: The data collected by the websites' examination enabled us to confirm part of the suggested propositions. However, propositions concerning new technologies were not proved. Opportunities for improvement were identified, especially for high-price segment companies, since the results showed that these companies provide a less pleasant consumer experience than those of the opposing segment. Originality/value: This study extends the scope of the online consumer experience by introducing more contemporary dimensions. Additionally, the model allows an evaluation and comparison of the knowledge delivered by several online retailers, using the Portuguese footwear industry as a reference.