Percorrer por autor "Silva, Susana C."
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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
- Are perceived benefits of heated tobacco products consumption aiding smoking cessation?Publication . Martinho, Mafalda; Silva, Susana C.; Duarte, Paulo; Ferreira, Marisa R.Background: The tobacco industry has been facing several transformations, considering that technology has evolved and health concerns have increased. One way for this industry to meet the growing social and health concerns is to provide alternative solutions. Heated tobacco products (HTPs) were the solution found, but they nevertheless pose several challenges to regulators, companies, and consumers, since HTPs are advertised as a less harmful alternative to conventional cigarettes. Focus of the Article: This study aims to analyze smokers' perception of HTPs to provide insights for social marketing campaigns targeting behavioral change. Research questions: The main objectives of this research are: (1) to assess whether smokers and ex-smokers view HTPs as less harmful to health than traditional cigarettes; and (2) to determine to what extent HTPs can help increase the intention to quit smoking. Methods: This study explores smokers’ perception of HTPs consumption using a modified version of the Health Belief Model (HBM). A survey study involving 250 smokers and ex-smokers was conducted to test the conceptual model using PLS-Path modeling to validate the research hypotheses. The data were analyzed using the SPSS 27 and SmartPLS 3.3 programs. Results: The results suggest that the perceived benefits of heated tobacco consumption negatively influence the likelihood of quitting smoking. Therefore, HTPs do not work as auxiliary products with regard to the intention to quit smoking. In some cases, the effect is quite the opposite, as HTPs use increases tobacco consumption and dependence. Perceived susceptibility and perceived severity are not significant predictors of the decision to quit smoking. Research limitations: Future research could use a sample that includes only HTPs smokers and ex-smokers, analyze HTPs benefits and understand the primary motivation behind replacing conventional cigarettes with HTPs. Practical implications: Entities attempting to promote the reduction of tobacco consumption should equate HTPs to conventional tobacco and focus on campaigns targeting only HTPs smokers. Whenever studying perceptions on HTPs, it is important to consider smokers’ dependence on nicotine and the particularities of the devices used to consume HTPs. Importance to the Social Marketing Field: Considering the social relevance and growth of heated tobacco consumption, as well as the increase of the tobacco industry’s economic power, this research offers relevant insights into consumers’ perceptions toward HTPs.
- Be personal, but not too personal: necessary condition analysis of young consumers' reactions to personalized Instagram adsPublication . Lisboa, Ana; Meneses, Raquel; Silva, Susana C.; Santos, Carolina FreirePurpose: Nowadays, personalization is key to connecting with consumers. However, it comes with a caveat: privacy concerns, which lead to a personalization-privacy paradox. This study aims to examine how young consumers respond to personalized digital advertising, considering both the benefits and potential downsides. It investigates how these perceptions shape affective ad involvement and how that, in turn, influences key online behaviours. Design/methodology/approach: Data from an online survey of Instagram consumers were analysed using necessary condition analysis. Findings: Results show that achieving high affective involvement requires communication to be perceived as highly personalized, highly useful and minimally intrusive. Affective involvement is a necessary but not sufficient condition for purchase intention. Similarly, positive eWOM is necessary to drive purchase intention, while negative eWOM does not significantly deter it. Originality/value: The research examines both bright and dark sides of personalized advertising from the perspective of young consumers, offering a balanced view. By applying a necessary conditions analysis approach, it identifies the minimum levels of perceived benefits and concerns that must be met/avoided to trigger young consumers’ emotional engagement, sharing behaviour and purchase intentions. This approach provides more actionable and precise insights for designing digital marketing strategies that resonate with today’s privacy-aware, tech-savvy youth.
- Channel integration puzzle: internal obstacles, industry drivers and omnichannel capabilitiesPublication . Hajdas, Monika; Radomska, Joanna; Kawa, Arkadiusz; Klimas, Patrycja; Silva, Susana C.Purpose – In this paper, we aim to advance the research on how companies navigate channel integration by examining the internal and external challenges they encounter. Specifically, we investigate how internal obstacles and external industry drivers affect the level of channel integration. Design/methodology/approach – In our quantitative study, we collected the relevant data from 412 firms operating in over 20 diverse industries and offering both online and offline channels. We also explore how organizational omnichannel capabilities moderate the relation between internal and external factors and the level of channel integration. Findings – Our results indicate that channel integration is hindered by internal barriers, including limitations in operational efficiency, strategy and organizational culture. Additionally, external pressures stemming from industry-specific factors contribute to these challenges. Conversely, positive influences may arise from micro- environmental factors, such as an existing customer base already literate with omnichannel solutions or competitors advanced in omnichannel strategies. Originality/value – To evaluate the effects of channel integration, we examine its influence on performance across multiple dimensions (short-term, long-term and comparative), extending prior research that has predominantly emphasized short-term performance metrics.
- A company-basedvView on sustainable packaging orientationPublication . Duarte, Paulo; Ribeiro, Maria Inês; Silva, Susana C.; Pinhal, Rúben; Estima, AnaThis study aims to understand how companies address and integrate sustainability challenges in packaging design, as well as the motivations and processes that influence managers’ decisions when adopting sustainable practices. Semi-structured interviews were conducted with managers from five major Portuguese companies to gather qualitative data on the motivations and processes related to sustainable packaging strategies and actions. The list of questions was developed based on the literature review, from which the dimensions to be analyzed were identified. The results indicate that several factors influence companies’ decisions regarding sustainability in packaging. Despite some factors being beyond the control of companies, the interviews reveal that companies possess the necessary knowledge and are committed to adopting more sustainable packaging.
- Consumer guilt proneness scale: assessing individual differences in responses to transgressive consumption situationsPublication . Martins, Carla C.; Silva, Susana C.; Radomska, Joanna; Hajdas, MonikaFeeling or anticipating guilt associated with consumption situations may lead consumers to adjust their behaviors to avoid those unpleasant feelings and better conform to their personal, moral, and social standards. The experience of guilt regarding a consumption situation is influenced by both contextual factors, including marketing communications, and personal traits, namely the individual's proneness to feel guilt related to consumption. While research has examined the influence of contextual variables on guilt, the individual predisposition to feel guilt associated with consumption has received little attention. Understanding individual consumer guilt proneness can assist managers in customizing strategies to diverse guilt responses: recognizing varying susceptibility to guilt enables personalized approaches across the consumer journey, fostering empathetic managerial actions. This understanding can significantly impact consumer satisfaction, loyalty, and the success of marketing strategies. This study conceptualizes and proposes a measure of consumer guilt proneness, the individual tendency to feel guilt regarding transgressive consumption situations. To define the conceptual domain, a literature review is complemented with a qualitative study. Five dimensions corresponding to sources of guilt (health, extravagance, social influence, misevaluation, and ethics and sustainability) create the initial pool of items. Exploratory and confirmatory factor analyses corroborate the five-factor measurement model. The final scale demonstrates adequate convergent, discriminant, and nomological validity. Finally, the instrument is cross-culturally validated in three countries—Portugal, Poland, and Brazil—which not only strengthens the evidence of its validity and reliability but also lends credibility to its broader application in diverse cultural environments, particularly within Western cultures.
- Consumer vulnerability and well-being across contexts: Implications for international businessesPublication . Duarte, Paulo; Linardi, Marcelo Augusto; Domingues, Helena Sá; Silva, Susana C.This article assesses the relationship between consumer vulnerability (CV) and well-being (WB) by comparing the effects of ordinary (non-pandemic) and pandemic consumption contexts among Portuguese and Brazilian consumers. Data on pre-and post-pandemic perceived vulnerability and well-being from a cross-cultural sample of 397 consumers were analyzed through structural equations modelling using the PLS-Path. The results revealed an inverse relationship between CV and well-being, which worsened with the emergence of the pandemic. Refund Policies, Product Promotions and Purchase Ability are the dimensions of CV identified as the most affected by the COVID-19 outbreak. Furthermore, fear proved to mediate the effect of vulnerability on well-being partially. The findings allow us to conclude that the most disrupted CV dimensions during COVID-19 are Refund Policy (RP), Purchase Ability (PA), and Product Promotion (PP). Studies comparing consumer vulnerability in international contexts are scarce. By finding the most critical dimensions of CV during a pandemic crisis, this study provides novel insights for companies and public institutions when planning responses and strategies to future disruptive occurrences. The conclusions represent an original contribution by analysing and comparing consumers' vulnerability in an everyday consumption situation and an extreme situation deployed by the COVID-19 pandemic. Valuable insights for governments and policymakers are provided. Firms working in international markets can use the insights to adapt their business strategy as effects on well-being vary across cultures.
- Cultural contrasts in vegan food choice: a multi-methods comparative analysis of consumption values in Portugal and IndiaPublication . Duarte, Paulo; Meneses, Raquel; Silva, Susana C.; Tharakan, Riya RoyThis study examines the impact of consumption values on vegan food purchase intentions through a cross-cultural comparison between India and Portugal, two culturally distinct countries with divergent food traditions and value systems. Using the Theory of Consumption Values (TCV) as the framework, we analyze how functional, emotional, social, epistemic, conditional, and ecological values impact vegan purchasing decisions. We utilize both Partial Least Squares Multigroup Analysis (PLS-MGA) and Necessary Condition Analysis (NCA) on 394 responses collected via self-administered surveys. Results show significant differences across countries: Indian consumers are primarily influenced by functional price, conditional, and emotional values, while Portuguese consumers tend to rely more on epistemic and functional quality. Notably, ecological value appears as a key predictor in both contexts. NCA results indicate that several values—particularly ecological, conditional, and functional price—are necessary (but not sufficient) for vegan food purchase intention. These findings challenge the TCV’s assumption of additive and interchangeable value contributions, highlighting the importance of necessity-based reasoning in consumption choices. This study contributes theoretically by expanding TCV with ecological value and methodologically by incorporating NCA. Practically, it provides actionable insights for marketers seeking to promote vegan consumption in culturally diverse markets.
- 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.
- Desenvolvimento de uma plataforma e-commerce para venda de lanches saudáveis a escolas em PortugalPublication . Queiroga, João; Silva, Susana C.O presente estudo visa ao desenvolvimento de um novo serviço – lanches saudáveis em escolas – por parte de um retalhista alimentar online. Considerando as tendências de consumo da alimentação infantil, a resposta à oportunidade identificada diz respeito à oferta de lanches saudáveis, escolhidos pelos pais, mas também ao gosto dos filhos, e entregues pelo retalhista na escola. Trata-se de um novo modelo de negócio de distribuição de lanches escolares. Para o desenvolvimento da proposta, a metodologia action research foi empregada mediante a vivência em um dos maiores players de retalho alimentar em Portugal. Por meio de simulações, desenvolveu-se uma proposta de plataforma online, considerando o modelo B2B2C, com o cardápio estabelecido e uma proposta de go to market, com lançamento e abordagem comercial. O lançamento previsto foi, todavia, adiado, em vista do impacto da pandemia no ambiente escolar.