Browsing by Author "Feitosa, Wilian"
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- An experimental approach to analyzing gender, sex appeal and idealized bodies in advertisingPublication . Feitosa, Wilian; Silva, Susana C.; Lourenço, Carlos; Sunago, Noemi; Resende, Ligia
- Desenvolvimento de uma nova plataforma para venda de lanches saudáveis para escolas via E-Commerce em PortugalPublication . Queiroga, João; Silva, Susana C.; Feitosa, WilianO presente estudo visa o desenvolvimento de um novo serviço – lanches saudáveis em escolas, - no seio de um varejista alimentar online. Considerando as tendências deconsumo da alimentação infantil, uma resposta à oportunidade identificada: a oferta de lanches saudáveis, escolhidos pelos pais, ao gosto dos filhos e entregues pelo varejista naescola. Trata-se de um novo modelo de negócio de distribuição de lanches escolares. Para o desenvolvimento dessa proposta, a metodologia action research foi empregada, apartir da vivência em um dos maiores players do varejo em Portugal. Por meio de simulações, obteve-se uma proposta de uma plataforma online, considerando o modelo B2B2C, com cardápio e uma proposta de go to market, com lançamento e abordagem comercial. O lançamento previsto foi abortado pelos desdobramentos do COVID-19 no ambiente escolar.
- How to increase engagement on social media using the honeycomb model: a case study in a Portuguese HR companyPublication . Silva, Susana Costa; Feitosa, Wilian; Duarte, Paulo; Vasconcelos, MartaPurpose – The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework. Design/methodology/approach – The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed. Findings – The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent. Research limitations/implications – There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results. Practical implications – The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature. Social implications – The importance of SM to spread good content and to reduce media costs is reinforced in this study. Originality/value – This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.
- A quasi-experimental approach to analyzing sexual appeal and gender in advertising – evidences from BrazilPublication . Feitosa, Wilian; Lourenço, Carlos Eduardo; Resende, Lígia; Sunago, Noemi Saeki; Silva, Susana C.Purpose – The use of sexual appeal in advertisements is a common practice in promotion, and its acceptance can vary throughout cultures. In the last twenty years, its use has been evaluated in several markets, including Brazil, where this research study was undertaken. The purpose of the study is to measure the effects of sexual appeal in advertisements on consumers, comparing the role of gender and perceptions about models’ idealized bodies.Design/Methodology/Approach – Two quasi-experiments were conducted on a dataset obtained from a non-probabilistic sample using online questionnaires. Both studies consider the effect of using sexual appeal in advertisements. The first used gym advertisements to compare the attitudes and purchase intention between men and women. The second assessed the use of female models with and without idealized appearance in beer advertisements.Findings and implications – It was observed that advertisements with low sexual appeal resulted in better evaluations; however, those with a higher level of sexual appeal were better evaluated by men if containing female models with characteristics typically considered to be attractive. On the other hand, women rated more highly the ads using female models with no features commonly regarded as attractive. Thus, it was concluded that gender can influence the advertising format to be adopted by companies: in the case of a female target audience, it is probably better to use models without “ideal” characteristics, but the opposite may have a more significant effect when it comes to a male target audience. This clearly incongruent perspective – gender-based bias – is a critical issue for managers and researchers.Limitations – This study only focused on a narrow dataset made up of Brazilian respondents, which was used as a non-probabilistic, convenience sample. Originality – This study is the first to use a quasi-experimental approach, connecting gender attitudes to brands and ads to bodies of idealized models and sexual appeal effects in ads.
- Using the Honeycomb model to analyse engagement on social media: a case study of a portuguese companyPublication . Feitosa, Wilian; Silva, Susana Costa e; Duarte, PauloInternet consumption behaviour has changed and nowadays consumers are using social media platforms to co-create, share, modify and discuss content. Social networks sites (SNS) gained relevance in this new paradigm, namely as a communication tool. However, effective incorporation of such channels in the communication strategies seems to be more difficult to B2B firms than for B2C. Actually, B2B companies establish fewer relationships than B2C do; however, when established, these connections are normally more direct, strong and relying on trust (Silva et al. 2012; Lacka & Chong, 2016). The same tends to happen with other service companies that do not normally rely on this type of communication as a way to engage with their clients. Many executives of such companies mismanage or ignore the power of social networks simple because they do not recognize its importance and they seem not to know how to engage with it. The purpose of this paper is to provide a solution for a problem raised by Alento, which is a human resources and consulting company that wishes to understand how the company could improve public engagement with its official Facebook page. To accomplish the proposed objective the company’s presence on Facebook was analysed using as theoretical framework the honeycomb model for social media functionality by Kietzmann et al. (2011) to find out which of the functional blocks of social media were more relevant for Alento. The company’s Facebook page engagement was assessed and guidance was then provided on how the company should expend its efforts to improve the relationship with its customers. Trying to analyse the effect of some demographic and social factors in the perception of the importance of the seven functional building blocks of Facebook engagement with fans a survey was conducted with 205 Alento’s Facebook page followers. The findings showed that the most important functional building blocks for the company’s Facebook fan page’s engagement with fans are “presence”, “identity” and “reputation”. Furthermore, factors that influence the perception of the importance of each of the seven functional building blocks for Alento’s Facebook fan page’s engagement with fans were identified. In parallel, we analysed the results of some Facebook Marketing strategies developed during a period of 5 months. After extensive analysis of the data collected, and with the organisation’s collaboration, we purposed structural changes in firm’s Facebook marketing strategies on a short to medium term basis. The most relevant contribution of the current study is the offer of some insights on the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature. To the best of our knowledge, this is a new angle that has been neglected in previous studies, mostly focused on understanding the consumer/end-user perspective. It relies on firm’s analysis of this innovative of communicating with their clients, irrespective of their nature.