Faculdade de Ciências Humanas
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Browsing Faculdade de Ciências Humanas by Sustainable Development Goals (SDG) "09:Indústria, Inovação e Infraestruturas"
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- Analysis the influence factors of influencer on tourist's cognitive styles loyalty and satisfaction : a case study of MacauPublication . Liu, Xinyu; Duarte, António Alexandre de OliveiraThe study examines the new communication mode of influencers on social medias networks, focusing on the various mechanisms and boundary conditions on social media platforms that impact cognitive style, customer loyalty, and customer satisfaction among Macau tourists. For example, influence communication can effectively attract tourists' interest through short videos, live broadcasts and blogs. These interesting contents and useful topics induce tourists' cognitive styles, such as high-value travel experiences, convenient tips, useful shortcuts, or preferential promotions and discounts, so that tourists are willing to follow, which leads to increased customer loyalty and satisfactory consumption results. The three main influencing factors provides an effective and new theoretical reference for the sustainable development of communication, marketing and advertising. The paper establishes a mediation model based on the three influencing relationships, and Macau tourism as a case study for collect data and measure variables through questionnaire survey. The following conclusions have been reached: 1) The changes in cognitive style exert a significant positive influenced to customer satisfaction; 2) Customer loyalty plays a mediated effective between cognitive style and customer satisfaction, and cognitive style positively influenced customer satisfaction by enhancing customer loyalty; 3) The power of influence’s communication is mediated by the effective between cognitive style, customer loyalty and satisfaction. The influence’s communication plays an adjustment role between cognitive style customer loyalty and satisfaction. The changes of cognitive style are positive affected to the connection between customer loyalty and satisfaction.
- Analyzing the effects of safe and natural ingredient claims on brand reputation in clean beauty branding : the case study of BenamôrPublication . Moulineau, Pauline Joanna Julie Marie; Tavares, Patrícia Isabel Ramos Pego NunesIn recent years, a new trend has emerged in the cosmetics industry: the “clean beauty” movement. Faced with a growing awareness of the health risks associated with certain hazardous substances and the negative impact of this industry on the environment, consumers are now turning to safer, more natural products, prompting companies to adapt to this evolution. It is therefore legitimate to question the real impact of this transformation on the reputation of these companies. This research aims to determine whether natural and safe ingredient claims influence the reputation of cosmetic brands, particularly in the context of clean beauty. While current literature focuses mainly on general aspects such as transparency and trust in eco-friendly brands, this study specifically explores the impact of such claims on brand reputation, focusing on the Portuguese brand Benamôr 1925. The aim is to study Benamôr employees' perspectives on these ingredients and evaluate their influence on brand reputation for consumers. This research was conducted through both qualitative and quantitative research. First, individual interviews with 6 employees of the Benamôr 1925 brand revealed their motivations and impressions behind the use of the natural and safe ingredient claims on their products. Subsequently, it analyzed the opinion of 34 consumers, based on a questionnaire sent in order to get insights on consumer’s perception of the brand's reputation in relation to the natural and safe ingredient claims. Findings suggest that Benamôr 1925’s emphasis on safe and natural ingredients is vital for its strong reputation in the clean beauty sector. Both employees and consumers value the brand's transparency, educational content, and ethical practices. This commitment fosters significant trust and loyalty among consumers.
- Attitudes and behaviors of consumers towards sustainable fashion in the digital era : a social commerce perspective with the Tiktok shop casePublication . Castanheira, Patrícia Lopes; Tavares, Patrícia Isabel Ramos Pego NunesThis study investigates how Digital Transformation, particular TikTok Shop, influences consumer attitudes and behaviors toward sustainable fashion. The fashion industry, especially fast fashion, is known to be one of the most polluting industries, but due to increased environmental awareness, fashion brands are beginning to adopt more sustainable practices. However, there is a gap between consumers' intentions and their attitudes, known as the Attitude-Behavior Gap. The importance of this study lies in understanding how emerging digital platforms impact this phenomenon as they can, offer valuable insights for fashion brands seeking to align their strategies with the growing demand for sustainability. This dissertation's research question is, “How does Social Commerce influence attitudes and consumer behaviors toward adopting sustainable fashion?” Its main objectives are to examine consumer perceptions of sustainability in the fashion industry and to understand how Digital Transformation influences consumers’ intentions and behavior towards sustainable fashion, namely in the case of social commerce, particularly considering the TikTok Shop platform. This study is based on the Theory of Planned Behavior, which explains the relationship between social norms, attitudes, and perceived control over action. In addition, the analysis of the literature review addresses the “Attitude-Behavior Gap”, consumer preferences for sustainable fashion, and the obstacles brands face in bridging this gap in the digital age. The study also investigates the role of e-commerce platforms, such as TikTok Shop, which help to rapidly advertise trends, including sustainable fashion. The study used a qualitative approach based on semi-structured interviews with 15 participants, investigating their attitudes towards sustainable fashion and the influence of digital platforms on their perceptions. The results revealed that even with consumers' increased concern for sustainability, a preference for fast fashion persists, driven by aspects such as price and convenience. However, TikTok Shop proved to be a tool that could contribute to raising awareness, influence consumers to adopt more sustainable fashion, and provide a chance for sustainable brands to reach a wider audience, it can also stimulate excessive consumption and, going against the principles of sustainable fashion. This results in a need for companies to focus on genuine and clear strategies to educate consumers and foster a stronger connection between sustainable purchasing intentions and attitudes.
- Cinema pela tela de um smartphone : as motivações e as transformações na experiência dos espectadores portugueses e brasileiros que assistem a filmes pelo celularPublication . Silva, Karina Rodrigues da; Afonso, Carla Susana Moiteiro GanitoO avanço da tecnologia mudou o modo como consumimos entretenimento, ao passo que a pandemia da covid-19, em 2020, acelerou tendências que levariam anos para serem alcançadas neste setor. O cinema, por sua vez, passou a dividir espaço com novas formas de assistir a filmes – e, neste atual cenário, o smartphone tem ganhado cada vez mais protagonismo, pois o aparelho se tornou uma extensão da vida cotidiana. Isto posto, esta pesquisa investiga as motivações dos usuários de smartphones em Portugal e no Brasil que assistem a filmes pelo dispositivo móvel e como essa escolha transforma a experiência cinematográfica. Para alcançar os objetivos traçados, fez-se uso de levantamento bibliográfico, questionário aplicado a 412 participantes de 18 a 38 anos e entrevistas semiestruturadas com profissionais de cinema de ambos os países. A escolha dessas nacionalidades partiu do interesse, não comparativo, de analisar as mudanças de comportamento no consumo de cinema frente ao crescimento das plataformas digitais e uso de smartphones, além da carência de pesquisas empíricas sobre o tema. O estudo revelou que acessibilidade, comodidade e mobilidade são as principais motivações que levam os usuários a escolher o celular como dispositivo para visualizar filmes. Atualmente, o espectador consegue otimizar tempo assistindo a produções nos intervalos de sua rotina – a qualquer hora e em qualquer lugar. Por conseguinte, observa-se um consumo mais individualizado, personalizado e controlado. Por outro lado, apurou-se que o smartphone desencadeia a falta de concentração para acompanhar um filme do início ao fim, reduzindo a conexão com a história. Portanto, o uso do celular promove uma atenção fragmentada, refletindo o comportamento típico do nosso dia a dia. O resultado da pesquisa indica que portugueses e brasileiros se distraem com frequência enquanto utilizam o dispositivo móvel, principalmente devido às notificações.
- The communication and perception of sustainability in the healthcare industry in France through social media : a case study of the Aboca brandPublication . Merendell, Irene; Fernandes, Anna Carolina Boechat ChavesThe current internship report is a result of a curricular internship at Aboca. This research aimed to analyze the sustainability communication strategies used by Aboca and its main competitors on social media, and also to measure the impact of these strategies on consumer engagement and perception. The relevance of this problem is linked to the fact that sustainability has become an important issue among consumers and professionals, but it is still not so deeply studied and through a social media communication perspective. For the aim of the study a mixed approach was used combining both qualitative and quantitative methods. The qualitative methodology guided the majority of the analysis and consisted in a descriptive, comparative, and thematic analysis of the contents published on social media by Aboca and its main competitors. Results showed that having different social media accounts represents a competitive advantage for brands, promoting a higher engagement rate than competitors. Also, the use of videos (e.g. Reels on Instagram) are associated with a higher number of likes than images. The combination of informational, emotional, and promotional tones, in particular the use of the emotional one, seems to represent a competitive advantage. It became clear that the frequency of sustainability messages published by Aboca on social media is higher than its competitors. Regarding the tone, Aboca employs an informational and promotional tone for its messages, generally aligned with the tone of competitors, but less emotional. Concerning the type of sustainable content, Aboca publishes mostly images which deal with not wasting water and generally promoting the reduction of the environmental footprint through good practices. Also, the engagement level of sustainability-related posts from Aboca is lower than the one of its competitors. Despite the fact that sustainability seems to be a competitive advantage, once there is more engagement in these posts than the other ones, sustainability is not enough to be an advantage for Aboca in terms of engagement. Indeed, other factors seem more relevant, such as the number of social media platforms, and number of followers, for example.
- Communication strategies of formula one on Instagram : a case study of Ferrari and Mclaren in media lifePublication . Caissée, Elisa; Fonseca, Isadora de AtaídeThis study aims to analyse, observe, and provide an overview of the Formula One social media landscape and the strategies used to reach the audience. The investigation emphasises the following research problem: What methods are employed by Formula One teams to leverage their social media presence on Instagram to foster audience engagement? The methodological choice is a qualitative study involving a content analysis and a case study construction of two Formula One teams: McLaren and Ferrari. The conclusion is that both analysed tiles leverage the Instagram platform to reinforce their existing connections with their audiences, creating and reaching a new audience segment. This is done through various strategies, from humanising the sport, the athletes practising it, and the teams to real-time updates that make the follower a well-integrated part of the sport. Both teams communicate in alignment with their brand values and use different leverages to achieve that.
- Comunicação estratégica aplicada a clubes de futebol profissional : estudo de caso do Clube Desportivo NacionalPublication . Nascimento, José Maria Mendes de Matos Baião do; Simão, João Duarte Borges Martins de VasconcelosA investigação realizada na presente dissertação procurou dar resposta à questão de partida “Quais as características da estratégia de comunicação digital do Clube Desportivo Nacional na rede social Instagram nas temporadas 2020/2021 e 2021/2022?”. De forma a dar resposta à pergunta de partida foram utilizados dois métodos de investigação. O primeiro método foi a entrevista semi-estruturada. O segundo método correspondeu à análise de conteúdo dedutiva e indutiva. A análise de conteúdo incidiu sobre os 1245 posts publicados pela conta oficial do Clube Desportivo Nacional na rede social Instagram, no período compreendido entre 12 de setembro de 2020 e 22 de maio de 2022. Conclui-se que a equipa de futebol profissional foi o principal foco da estratégia de comunicação digital do Clube Desportivo Nacional no Instagram no período em análise. Mais concretamente, o principal conteúdo publicado, nas épocas 2020/2021 e 2021/2022, traduziu-se no acompanhamento em direto dos jogos da equipa de futebol profissional enquadrando-se este conteúdo na primeira estratégia de comunicação digital identificada, o marketing de relacionamento. A segunda estratégia utilizada pelo clube foi a partilha diária de posts sobre todas as áreas do clube, de forma a manter o interesse dos adeptos e por consequência aumentar o valor de marca do clube. O reforço da identificação dos adeptos com o clube constituiu outra das estratégias utilizadas. Por último, o clube utilizou também projetos de responsabilidade social como forma de envolver os adeptos na vida do clube. Nas épocas em análise, houve um maior acompanhamento na página oficial do clube da equipa de futebol profissional na época 2020/2021, do que na época 2021/2022 devido à situação pandémica da Covid-19. Outra das diferenças na estratégia de comunicação digital no Instagram durante as épocas em análise teve a ver com a mensagem passada aos adeptos, pois, na primeira época, essa mensagem era positiva, enquanto na segunda época, a mensagem tinha como objetivo a gestão de expectativas.
- A comunicação interna nas agências de comunicaçãoPublication . Moniz, Diogo José Martins Pereira; Simão, João Duarte Borges Martins de VasconcelosNos dias de hoje, com a crescente valorização da comunicação interna como elemento estratégico nas organizações, torna-se essencial compreender como as tendências atuais nesta área podem impactar o envolvimento dos colaboradores. A comunicação interna, particularmente em agências de comunicação, desempenha um papel fundamental na promoção de um ambiente de trabalho colaborativo, no alinhamento estratégico e na retenção de talento. A questão de partida estabelecida foi: “Quais são hoje as principais tendências da comunicação interna nas agências de comunicação que possam influenciar o envolvimento dos colaboradores?”. Para responder a esta questão, foi adotada uma estratégica metodológica mista. Em primeiro lugar, foram conduzidas duas entrevistas exploratórias a colaboradores de diferentes agências de comunicação, aprofundando a análise qualitativa sobre as dinâmicas internas e as práticas de comunicação das suas empresas. Complementarmente, realizou-se um inquérito por questionário a colaboradores de agências de comunicação em Portugal, com o objetivo de recolher perceções sobre as práticas atuais e os fatores que promovem ou dificultam o seu envolvimento. Os resultados obtidos revelaram que práticas de comunicação interna alinhadas com as necessidades dos colaboradores, como o uso de canais digitais eficazes e o incentivo à partilha de feedback, são vistas como cruciais para o aumento do envolvimento. No entanto, identificaram-se desafios relacionados à sobrecarga de informação e à falta de personalização das mensagens. Este estudo sublinha ainda a relevância na criação e execução de estratégias de comunicação interna bem estruturadas como fator diferencial no envolvimento e na produtividade das equipas em agências de comunicação, destacando a importância da inovação e da humanização nas práticas de gestão interna.
- Content marketing in the digital age : analyzing the role of quality wellness content in building brand trust among Gen ZPublication . Meza, Pamela Nicole Ponce; Afonso, Carla Susana Moiteiro GanitoThis research focuses on the influence of content marketing in the wellness industry, particularly on the way Gen Z users interact with digital mental health apps. The importance of choosing this study arises from the increasingly important role that digital content plays in shaping consumer trust in wellness brands. The main objective was to analyze how quality content fosters trust among Gen Z users, which promotes sustained use of mental health and wellness apps. The study adopted a qualitative methodology. To collect information from users, it involved the design and application of semi-structured interviews with 12 participants between 23 and 27 years old, all of them part of Generation Z. The theoretical framework explores content marketing strategies, wellness consumption and building trust through digital content. The expected results of the research considered the continued use of digital content applications in well-being, especially in the field of mental health due to the strong pressures to which members of Generation Z are subjected, the immediacy of the responses expected from them and the increasingly varied and accelerated technological changes. The key findings show that most participants value mental health applications for their ease of use, affordability and accessibility, and many are aware of these applications through social networks. This finding constitutes a contribution to the scientific community of digital marketing and influencers, specialists in mental health, as it reveals not only the progressive consumption of these applications, but also the importance of these as tools for the digital natives of the generation Z A notable conclusion is that the representation of mental health awareness on social networks played a fundamental role in the decision to use these applications. In addition, most respondents highlighted that the applications provided essential tools during the COVID-19 pandemic, helping them to manage anxiety.
- A convergência tecnológica e as transformações no processo de produção de conteúdo radiofónicoPublication . Roldão, Beatriz Reis Gomes; Ribeiro, Nelson CostaO presente estudo resulta de um estágio curricular realizado na rádio Mega Hits, na área de produção e redes sociais do programa Snooze e Girls Night Out, entre outubro de 2023 e abril de 2024, sendo objeto de estudo apenas o Snooze. O principal objetivo é compreender de que forma é que a convergência tecnológica veio influenciar e, de certo modo, modificar a forma do Snooze criar e produzir conteúdo. Assim sendo, surge a pergunta de investigação: “De que forma é que a convergência tecnológica influencia o processo de produção nas emissoras radiofónicas?” Para dar resposta à pergunta de investigação, foi adotada uma metodologia de abordagem mista com uma análise de conteúdo quantitativa, para examinar os conteúdos do Snooze publicados nas plataformas digitais com mais aposta – Instagram e TikTok. Para além disso, foram realizadas entrevistas semiestruturadas ao diretor da estação de rádio Nelson Cunha, ao coordenador da equipa de Multimédia David Carronha, e à produtora executiva do Snooze, Matilde Prata. Com este estudo, apurou-se que, efetivamente, o Snooze constrói o seu conteúdo para vingar no digital e que todos os pormenores contam, como a duração do conteúdo, a plataforma em que é publicado, quando e até o tema abordado, porque, no final de contas, tudo se resume a números. O Snooze serve como exemplo da capacidade que uma rádio tradicional tem em reinventar-se e permanecer relevante num cenário mediático em constante transformação. Com estratégias bem delineadas para maximizar o alcance e a interação, o programa da manhã da Mega Hits garante uma presença significativa na vida dos jovens.