Browsing by Issue Date, starting with "2024-01-24"
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- Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics PortugalPublication . Marques, Manuela; Fernandes, DanielNumerous companies experience uncertainty about how to comprehend the impact of brand activations on marketing outcomes. This study concentrates on the obstacles that a renowned cosmetics brand, referred to as "X Cosmetics Portugal", encountered in this regard. The primary focus of this research was to examine the extent to which purchase value is impacted by a brand activation conducted by X Cosmetics Portugal. Furthermore, this study explores its influence on consumers of varying genders, age groups, and purchase habits, as well as their perception of being influenced by publicity. Primary data was gathered through surveys placed at 32 brand stores during active and inactive brand activation periods. Using techniques like Propensity Score Matching and Average Treatment Effect, the research aims to establish a causal link between activation exposure and changes in consumer behaviour. Despite expectations to the contrary, it was not possible to conclude that the brand activation conducted by X Cosmetics Portugal had a positive effect in boosting the average amount spent by consumers. Nonetheless, it was surprisingly pointed out a potential impact on the spending behaviour of new high-value customers in a positive manner, suggesting an opportunity to target and build loyalty within this particular segment.
- Art in the age of AI : consumer perceptions and purchase behavior towards human-created and AI-generated artworksPublication . Meggert, Franka-Marie; Braga, João Pedro NizaThe artworld has been undergoing drastic changes due to the increasing usage of digital tools, particularly artificial intelligence, to create artworks. The study explores the connection between the type of art, AI-generated and human-created, in regards to purchase behavior as well as the influence on perceptions of authenticity, uniqueness and creativity. The existing academic literature in connection with the collected data, provides insightful and relevant results. To further gather data, an experimental research method was used to compare perceptions towards AI-generated and human-created art, providing in-depth insights. First of all the results show that individuals have higher purchase intentions for human-created art than AI-generated art, indicating that the type of art influences the decision-making process. Furthermore, the attributes authenticity and creativity show strong influences on how artworks are perceived as well as influence purchase decisions. Interestingly, the overall perception of AI-generated art is not perceived as more negatively than human-created art, leading to similar influence of purchase intention. Nevertheless, in the end the purchase behavior still changes due to the origin of creation. Involvement in this framework can only be assumed to have limited influences since the results are at most marginally significant. These findings lead to managerial and academic implications for the overall approach of handling and communicating the opportunities and challenges of AI-generated art for the artworld as well as creating new perspectives for further research to comprehensively understand the complex interactions between the types of art and consumer behavior.
- Deviating from the path : a resilience and learning perspective on remote work adoptionPublication . Pünder, Jonas Hermann Christian; Ilseven, EkinThe COVID-19 pandemic has influenced and changed the work environment like no other event in modern history. Due to being unable to meet in person, companies worldwide needed to implement mandatory remote work, and much research is being dedicated to this topic today. However, no study has linked the topic with the basic assumption that remote work practices were adopted almost in a mandatory way, which has triggered a process of organisational learning, an essential component of organizational resilience against such unexpected adverse events. This thesis investigates challenges organisations have faced in adopting remote work to remain profitable during the pandemic. By interviewing managers and consultants, it suggests that leaders can be part of the problem or solution and that leaders’ behaviour is path dependent on prior remote work experience of their company. Also, this thesis gives insights into how companies introduced/adapted their remote work practices and what they have learned regarding their workforce. It finds that mandatory remote work has brought advantages such as efficiency gains or learning to use remote work for specific tasks or activities. However, it has also been found that interviewees warn about possible negative influences such as loss of innovation and loss of employees. This thesis concludes that taking an extended process approach considering organizational learning on remote work adoption during COVID-19 offers fruitful and generalizable insights into technology adoption in response to unexpected adversities.
- Projeto de tradução com comentário de textos de Jules RenardPublication . Gailly, Pedro Raul Pires; Matoso, AnaO presente trabalho consiste num projeto de tradução com comentário. Tem como núcleo uma proposta de tradução de textos curtos de Jules Renard, seguida de uma reflexão sobre o respetivo processo tradutório. O objeto consiste numa série de textos curtos de Jules Renard, escolhidos por nós, dentre Coquecigrues (1893), obra inédita em português. Começaremos por apresentar o percurso de vida do autor do texto de partida, Jules Renard, até ao momento da publicação de Coquecigrues, refletindo sobre o contexto literário em que a sua obra se insere. Citaremos várias entradas do diário de Jules Renard – Journal (1887 – 1910) –, porquanto se trata de uma obra relevante para a compreensão da mundividência do autor e, nomeadamente, do modo como encara e desenvolve a escrita. Num momento seguinte, faremos uma breve apresentação da coleção que inclui os textos de partida, para, em seguida, apresentarmos as propostas de tradução dos textos selecionados. Por fim, faremos uma exposição das dificuldades próprias do processo de tradução com que nos deparámos e das estratégias que utilizamos para ultrapassá-las.
- O Des-Reconhecimento e a Aisthesis : uma reflexão a partir de Xavier Rubert de VentósPublication . Peixoto, Maria Inês Guimarães; Morais, Carlos António Saraiva BizarroXavier Rubert de Ventós (1939-2023) foi um filósofo, escritor e político catalão. Este pensador – partindo da fenomenologia da experiência individual – carateriza a experiência estética em três fases: o Desconcerto, o Reconhecimento e, por fim, o Des-Reconhecimento. Para Rubert, o prazer estético apenas pode ser experimentado num ato de des-reconhecimento. Além disso, este não é caraterístico – ou condição – apenas da obra de arte: o estético pode ainda ser experienciado em outras realidades, o que representa um obstáculo no encontro não só da definição de arte, como da sua autêntica experiência. Neste estudo, propomos analisar de que forma a concetualização da experiência estética se adequa a esta faculdade humana do desreconhecimento. Para tal, partimos do princípio de que um Desconcerto, bem como um Reconhecimento, são etapas que necessitam de ser superadas para que o estético, em si, aconteça. Xavier Rubert de Ventós sustenta que a experiência estética pressupõe uma atitude simultaneamente «passiva» e «recetiva», que apenas acontece quando não pretendemos dominar determinada experiência. Para este pensador, a verdade transcende sempre as nossas previsões ou expetativas. Contudo, é igualmente verdade que, nesta infinita espiral dialética, a síntese de um verdadeiro des-reconhecimento dará origem a uma nova tese – um desconcerto –, à qual sempre se oporá a antítese de um reconhecimento.
- Forecasting flight delays with climate data and implications for the airline industryPublication . Wimmer, Anna Christina; Nogueira, MiguelThis thesis investigated the impact of climate change on the number of flight delays and corresponding flight delay costs by examining departure delays from John F. Kennedy Airport in New York City, USA, from 2013 to 2022 and deriving a model for future delays from 2023 to 2030. This is relevant as the airline industry faces high flight delay costs caused by a changing and more extreme climate. First, machine learning algorithms were trained and evaluated on past weather and flight delay data to find the best model to predict whether a flight is delayed or not and the cost of the delay. The best-performing models, a gradient boosting classifier and a gradient boosting regressor, were then used to make predictions on data of two future climate scenarios. These scenarios represent the upper and lower thresholds of the expected evolution of anthropogenic greenhouse gas emissions and resulting climate change. The outcomes showed no significant change in the number of weather-related flight delays and flight delay costs until 2030 based on the computed Kendall Taus and Spearman Rank Correlations. Additionally, the results identified significant differences in the average delay cost per flight between airlines. It was recommended to regularly repeat this research to spot increasing delay risks as early as possible. This thesis applied the business analytics principles by exploring how the airline industry can use the prediction results to make business decisions. Suggestions were cost reduction measures and increasing the quantity or prices of plane tickets or complementary services.
- The effect of advertising on consumers’ perceptions and consumption intention of plant-based products : a comparative study among meat and non-meat eatersPublication . Correa, Susana Ortiz; Borges, MónicaThe global shift towards more conscious consumption has also led to a change in people's eating patterns, which has allowed growth in the market for plant-based products and with this a re-evaluation of consumer behavior towards meat substitutes. In this transition, the role of advertising could be fundamental to generating positive perceptions and influencing consumer choice. This study, entitled "The Effect of Advertising on Consumer’s Perception and Consumption Intention of Plant-based Products: A Comparative Study among Meat and Non-Meat Eaters", examines three perceptions that are fundamental when making a dietary change to plant-based products: environmental, ethical, and health. The main objective is to assess the relationship between these perceptions, based on advertising, and consumption intentions, while exploring the differences between two distinct groups of consumers: those who consume meat and those who opt for non-meat alternatives. Grounded on a quantitative study through the means of an online survey, demographic factors have shown to play an important role in consumer perceptions of plant-based food. We concluded there is a positive relationship between environmental perceptions of plant-based food and the intention to consume those products. This finding is empirically reinforced by the current trend toward more conscious consumption. However, ethical and health perceptions, as well as consumer type, did not show to have a significant relationship with the intention to consume these products. Our research highlights the diversity of factors influencing consumption decisions for plant-based products.
- AI sentiment analysis in b2b sales : unpacking competitive strategies and marketing effectiveness in the case of FlairPublication . Hartung, Jim Fabrice M; Xavier, RuteThis comprehensive study examines Flair, a sentiment analysis startup in the B2B sales sector, through two main research questions focused on competitive positioning and marketing strategies. The first segment of the research identifies gaps in the competitive landscape where Flair can establish a distinct advantage. The study finds that while competitors like Gong, Fireflies AI, and Pickle have garnered high user ratings, they fall short in areas such as call searching and affordability. Furthermore, user pain points like limited mobile compatibility and steep learning curves provide opportunities for Flair to differentiate itself. The second part evaluates the efficacy of different marketing strategies - Content Marketing, Paid Advertising, and Scaled Outreach. Each offers unique benefits, with Content Marketing showing a particularly high ROI of 980%, suggesting that a balanced marketing mix could optimize both immediate and long-term growth. The study concludes that Flair is well-positioned for both immediate gains and long-term sustainability, offering significant opportunities to fill market gaps and satisfy unmet user needs.
- A morte medicamente assistida e o seguro de vida em caso de morte : implicações no planeamento sucessórioPublication . Soares, Maria Beatriz Pereira; Xavier, Maria Rita Aranha da Gama LoboEste trabalho analisa as implicações da Lei da Morte Medicamente Assistida no contexto contrato de seguro de vida em caso de morte como instrumento de planeamento sucessório do doente. Partindo da evolução do processo legislativo que culminou na aprovação da Lei n.º 22/2023, de 25 de maio, focamos as especialidades relativas ao contrato de seguro de vida em caso de morte e comparamos as soluções adotadas com as previstas noutros ordenamentos jurídicos, refletindo sobre questões não expressamente previstas e sugerindo respostas adequadas.
- On the impact of artificial intelligence on marketing professionals and the future of marketing positionsPublication . Atlihan, Safak; Borges, MónicaAI is becoming a more potent tool for marketing because of its prowess in executing important tasks such as content generation and customer interaction. This research is aimed at gathering insights on the impact of AI on current marketing professionals and estimating the future of the marketing working environment. To do that, a mixed-methods research approach is implemented. A qualitative study was conducted by collecting data through semi-structured interviews with marketing professionals. Next, a quantitative study through the means of an online survey was carried out with 114 participants. The results show that marketing professionals are enjoying AI, and they believe AI has become a must. The concern of losing jobs to AI in the future is affected by several factors, such as the level of experience, whether they are currently working in marketing positions or aiming to pursue a career in marketing, and their feelings about the need for additional education to either work with or compete with AI. Age, gender, and income don’t have a significant effect on this concern. Marketing analytics and research are the fields that are more vulnerable to AI takeover. Our study contributes to the academic field as it is one of the first studies researching the effects of artificial intelligence on marketing jobs. Regarding practical contributions, our study can initiate a debate among marketing professionals and government entities to decide about AI and the working class's future.