Browsing by Author "Silva, Susana Costa"
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- An exploratory study of how the story behind a pre-loved luxury item creates valuePublication . Sandes, Fábio Shimabukuro; Silva, Susana Costa; Duarte, Paulo
- Brand reposition impact in the internationalization of Brazilian footwear companies: the Havaianas casePublication . Silva, Susana Costa; Sousa, Maria João; Filho, Fernando FreyreNew markets, needs, desires and opportunities seem to appear every day on the global stage. This also means an increase in the number of competitors, technological innovations and new purchase alternatives for the consumer. The conquest of these buyers’ preferences therefore becomes the purpose of many companies, to whom brand starts to be seen as an intangible asset – fundamental in attracting the attention of several interest groups; creating an emotional bond with the customer. The excessive focus given by many organizations to the products and services offered is often limited to their functional and technical characteristics, and has given them the appearance of simple commodities, without any added value. This paper intends to show how is possible to reverse this kind of situation: creating a strong brand, whether in the local or international sphere of action, based in the planning and implementation of integrated actions of the marketing mix variables. With a case study carried out together with São Paulo Alpargatas (specifically with their sandals business unit which manages the brand Havaianas), the factors that made them one of the biggest Brazilian icons abroad are studied: the associations developed; the communication strategy used; the new position achieved by the brand; and the implementation of a long-lasting strategy.
- 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.
- Studying abroad: the role of consumer cosmopolitanism in the enrolment decisionsPublication . Salomão, Miriam Taís; Silva, Susana Costa; Côto, José RicardoPurpose: Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine people who have experienced Erasmus concerning the relationship between their level and type of consumer cosmopolitanism and the decisions related to enrolling in the Erasmus programme, which include the decision itself, motivations, choice of destination, pursuing cultural differences and search for different levels of globalisation.Design/methodology/approach: After proposing a conceptual model, data were collected by surveying undergraduate or postgraduate students. Then a set of multivariate analyses were developed to validate the hypotheses. Findings: Contrarily to what could be expected, results indicate that consumer cosmopolitanism decreases the likelihood for students to enrol on the programme. Additionally, three types of consumer cosmopolitanism were found: low, cultural and high cosmopolitans. According to results, low cosmopolitans display lower likelihoods of enrolment than the other two types. This evidence supports that intention to enrol is not always a good predictor of behaviour and that a gap is proven here as well. This study also suggests that cosmopolitan consumers do not reveal a preference for countries with similar/different cultures or levels of globalization to that of their own country, but, conversely, experiencing a different culture remains one of the leading motivations for these consumers. Originality/value: Although cosmopolitanism has been extensively studied in different research fields, its link with the decisions on studying abroad has barely been explored.