Browsing by Issue Date, starting with "2022-12-21"
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- What have we learned and how is EU trade policy to cope with new challenges?Publication . Bongardt, Annette; Torres, FranciscoThe EU is in a prime position in trade but faces an onslaught of challenges where a weakened open trading order, recent shocks with impacts on the international economic system (the Covid-19 pandemic, the Ukraine war, climate change), geopolitics and changing globalization patterns combine. This article (and special issue) takes stock of what we have learned and summarizes how EU trade policy copes with new challenges. It brings together the different perspectives on global cooperation and trade, deep trade agreements, EU deep trade agreements and the lessons from CETA, the EU’s Trade and Sustainability Chapters, and the European (economic, social, environmental) model.
- “Sex Sells”, but who’s buying? The effect of sexual appeals on purchase intention in influencer marketingPublication . Bastos, Pedro Francisco de Castro Couto; Machado, Joana Pinto Leite César; Martins, Carla Sofia CarvalhoOver the last decade, Influencer Marketing has become an integral part of firms’ marketing plans. According to extant literature, brands-influencers collaborations may be more persuasive than traditional advertising. However, little is known about the factors that drive its effectiveness. The aphorism that “sex sells” pervades traditional advertising and seems to be perpetuated in social media platforms like Instagram, though little academic evidence supports it. The present study addresses this research gap by examining the effect of different modes of exhibition of the female body (inconspicuous vs. conspicuous) on consumers’ purchase intention. The analysis of the data collected through an online questionnaire administered to Portuguese Instagram users revealed that conspicuous exhibition of the female body negatively affects purchase intention. The effect is serially mediated by source credibility, endorsement attitude and brand attitude. By providing empirical evidence for the effect of different modes of self-presentation on attitudinal and behavioral change, this study contributes to the growing body of literature on Influencer Marketing and provides managers with important guidelines to select and design brand-influencers collaboration strategies.