CPBS - Dissertações de Mestrado / Master Dissertations
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- Artificial intelligence and search engine optimization : the case of Bydas Digital AgencyPublication . Encina Jara, José Santiago; Morais, Ricardo AlexandreDigital marketing has evolved at a rapid pace and certain technological advances such as Artificial Intelligence have positioned themselves to develop tasks, commonly referred to as 'human'. Search Engine Optimization (SEO) have also experienced a remarkable development in recent years, thanks to technological progress. It is here that an intriguing research question arises: How artificial intelligence influences search engine optimization? This type of question has also arisen in different areas, not only in marketing, but also in hundreds of rational and even creative tasks. We assume that Artificial Intelligence (AI) systems like ChatGPT respond best to logical requests, but today it is capable of crossing millions of data to fulfill creative tasks, that capability that supposedly differentiates humans from “machines”. This research presents results obtained from different sources, with the aim of comparing the skill of the human beings and AI tools for SEO. The context of such comparison is creative writing and digital marketing.
- Attracting talent from abroad : the role of place branding strategies and policy alignment in Estonia and LithuaniaPublication . Santos, Ana Mafalda Rede dos; Martins, Carla Sofia Carvalho; Machado, Joana Pinto Leite CésarGlobal competition for highly skilled talent is intensifying as technology is rapidly transforming the world and influencing the way we live. In response, countries are using place branding for talent attraction and retention. However, there is limited research on how these strategies are implemented and their relationship to the countries’ policy initiatives. The present study presents an in-depth analysis of the place branding strategies employed in Estonia and Lithuania to attract and retain highly skilled talent, and how these relate with local policy. This study presents a comprehensive overview of current practices and proposes a conceptual framework to support place decision-makers in guiding talent attraction efforts. A qualitative multiple case study methodology was applied, based on four semi-structured interviews, with representatives from relevant initiatives focused on talent attraction and startup initiatives, supported by secondary data and thematic analysis. Findings indicate that, besides difficulties in actual measurement, the strategies employed by the two countries are aligned with academic literature, with robust marketing and branding efforts, and consistent with the countries' realities. Yet, gaps remain in talent retention efforts and impact measurement. This study contributes to place branding literature and to place brand management authorities, by presenting theoretical insights and practical applications on how policymakers can adopt more effective strategies for talent attraction and retention.
- A case study on integrating generative AI in education : leveraging ChatGPT for enhanced learning and assessment in marketing and management educationPublication . Usman, Badar; Silva, Susana Cristina Lima da Costa EThis study investigates how teachers in business education are integrating generative AI tools; particularly ChatGPT; into their teaching practices. It aims to understand how these tools are reshaping teaching strategies which also influence student engagement and bring new ethical and operational challenges. The research seeks to fill the existing literature gap by exploring faculty experiences, comparing them with student centric studies of the past, and identifying institutional needs for effective AI integration in business education. Using a qualitative case study approach, the research presents insights from indepth interviews with seven faculty members from a few top Portuguese business schools. These interviews were structured around a conceptual framework that examined ChatGPT usage, student response, integration challenges, ethical implications, and institutional support needed for the integration of ChatGPT. Thematic analysis was used to categorize responses across constructs such as teaching enhancement, potential misuse, and future expectations of AI in business education. Teachers primarily use ChatGPT for lesson planning, creating teaching materials, and personalizing content to diverse student needs. ChatGPT was found to improve feedback efficiency and content clarity, while also raising concerns about over reliance, reduced critical thinking, and academic dishonesty. Most teachers had to train themselves due to limited institutional support and emphasized the need for structured programs to teach these new AI tools like ChatGPT. The tool was widely viewed as a teaching assistant rather than a replacement to traditional teaching, although it has begun to influence classroom norms and faculty expectations. This study uniquely focuses on faculty perspectives to reveal how ChatGPT is being used within business education, highlighting innovation and adaptation. Unlike prior research that often focused on student experiences or broad AI potential, this paper provides focused insights into the practical, ethical, and infrastructural challenges teachers face, offering interesting and useful recommendations for institutional policy and training on the use of ChatGPT.
- The causal effect of education on gender role attitudes : evidence from a natural experimentPublication . Mota, Henrique Vicente Sabino Domingues Soares da; Demiray, Zahide Eylem GevrekThis dissertation examines the causal effect of education on gender role attitudes using data from the 2013 and 2018 Turkish Demographic and Health Surveys. To address the potential endogeneity of education, the method of instrumental variables (IV) is employed, using the 1997 education reform in Turkey, which extended compulsory schooling from 5 to 8 years, as a source of exogenous variation. The reform significantly increased educational attainment among women, providing a credible natural experiment. The IV estimates show that, contrary to the positive associations found in ordinary least squares (OLS) regressions, education has no statistically significant effect on gender role attitudes. This result holds across multiple indices capturing views on family decision-making, female employment, political participation, and gender norms. The findings suggest that education alone is not sufficient to transform traditional gender role attitudes, pointing to the importance of broader cultural and institutional dynamics in shaping beliefs about gender roles.
- Challenges to the implementation of AI in organizations : an empirical analysis of implementation drivers and challengesPublication . Silva, Vasco Ramalheira e; Julião, Jorge Manuel SoaresArtificial Intelligence is no longer a futuristic vision. It is transforming how organizations operate, compete, and innovate. Yet, while its potential is widely recognized, implementation remains complex and uncertain. This study explores the drivers, benefits, barriers, and strategic tensions of AI adoption across four dimensions: organizational, social, technological, and financial. Using a qualitative, exploratory approach, the research combines a literature review with insights from 20 semi-structured interviews with professionals across diverse sectors. Findings show that leadership support, change management, and workforce reskilling are essential to successful implementation. Social factors, including expectation management and fears of job displacement, also play a key role. Technological readiness, particularly data infrastructure and regulatory compliance, emerges as both an enabler and a constraint. Financial considerations are relevant but less decisive than the ability to demonstrate strategic value and long-term returns. The study also finds that organizations often struggle to measure AI’s true impact. While most rely on informal feedback, early evidence points to clear gains in productivity, cost savings, and customer experience. By connecting academic insight with real-world practice, this research offers not just analysis but a roadmap for organizations seeking to turn AI from a buzzword into a competitive advantage.
- Challenging Zeithaml's theory : toward a quantum preferential choice model in Swiss watchmakingPublication . Silva, Ricardo Nelson Enes Albuquerque da; Madsen, Ana Margarida Lima Ferreira C. O. JunckerThis academic thesis explores contemporary consumer’s perceptions and preferences by examining the evolution and interaction between tradition and modernity in Swiss watchmaking. The study addresses three key questions: the influence of rational and emotional factors on consumer choices, the perception of tradition versus innovation, and the external and internal factors shaping brand preferences. This research challenges Zeithaml’s (1988) theoretical framework on perceived value. Although foundational, this approach focuses on rational evaluation while neglecting others critical dimensions. Other studies, such as Roger’s (1962) innovation adoption profiles, Kapferer’s (2009) symbolic brand identity, and Holbrook & Hirschman’s (1982) affective and experiential dimensions, each contribute in their own way to addressing these gaps. The methodology combines desk research, field studies, and six qualitative interviews with highly knowledgeable industry professionals (such as a former Rolex employee, Boutique Manager of Bucherer, the CEO of a Private Swiss watchmaking school, among others). The results reveal that Swiss watchmaking embodies a duality where rationality and emotion coexist, with the latter often prevailing in purchase decisions. Consequently, a new model, called Quantum Preferential Choice (QPC), is proposed to capture this dynamic coexistence, emphasizing a potential superposition of tradition, trend, emotion and rationality.
- Consumo sustentável e estilos de vida : análises das motivações, desafios e estratégias para a adoção de comportamentos de consumo mais sustentáveisPublication . Dias, Sofia Matos Bandeira; Coelho, Sandra Cristina Lima; Amador, Cláudia CarvalhoO consumo sustentável tem vindo a ganhar relevância face aos desafios ambientais, sociais e económicos da atualidade. Nesta dissertação foi analisado os fatores que influenciam a adoção de práticas de consumo sustentável, com especial enfoque nas motivações, nos desafios e nas estratégias que podem promover comportamentos mais conscientes. Para tal, recorreu-se a uma abordagem quantitativa, através de um questionário online aplicado a 130 participantes, maioritariamente jovens adultos em Portugal. A análise dos dados revelou que, apesar da crescente valorização da sustentabilidade, persistem obstáculos como o preço elevado dos produtos sustentáveis, a desconfiança nas práticas empresariais e a dificuldade no acesso a informação clara. Entre as motivações destacaram-se fatores ligados à saúde, ao bem-estar e ao impacto ambiental. Verificou-se ainda uma forte intenção de mudança entre os participantes, evidenciando a necessidade de criar condições mais favoráveis, como políticas públicas, educação ambiental e um maior compromisso empresarial. O estudo contribui assim para uma melhor compreensão dos comportamentos de consumo e para o desenvolvimento de estratégias que incentivem estilos de vida mais sustentáveis.
- The determinants of financial literacy in Portugal : evidence from PISA 2022Publication . Ferreira, João Miguel de Paiva; Demiray, Zahide Eylem GevrekFinancial literacy serves as a measure of young people's preparation for adult life and contributes to both individual progress and the development of attitudes and habits that are beneficial to society. Using data from the 2022 Programme for International Student Assessment (PISA) survey, this study aims to investigate the determinants of financial literacy in Portugal. The estimation results indicate that there is a gender gap in financial literacy in favor of males after accounting for student background characteristics and school fixed effects. PISA mathematics and reading test scores are positively correlated with higher financial literacy scores. The results provide evidence that higher socioeconomic status is linked to lower financial literacy, while parental involvement in financial matters is positively associated with better financial literacy. Moreover, students´ attitudes and confidence regarding financial matters play an important role in shaping financial literacy.
- Digital sustainability in organizations : a qualitative case studyPublication . Carvalho, Lourenço Manuel Abrantes de; Trocin, CristinaDigital sustainability lies at the intersection of emerging technologies and sustainable development, enhancing resilience across environmental, social, and economic domains. Despite growing global attention, there remains limited understanding of how digital sustainability is implemented at national and regional levels. This study explores Portugal’s approach, asking: what national initiatives has Portugal implemented to promote digital sustainability across organizations and institutions, and how do these initiatives support sustainable digital transformation? Using a qualitative methodology, it draws on policy and archival analysis, alongside semi-structured interviews with stakeholders from Portuguese organizations engaged in digital sustainability efforts. Guided by the Technology-Organization-Environment (TOE) framework and Dynamic Capabilities Theory (DCT), the study examines initiatives such as Portugal Digital, the Green Digital Transition Strategy, Compete 2030, and Sustentável 2030. These programs provide vital technological, regulatory, and financial support. However, challenges persist—particularly for SMEs—due to limited resources, digital skills gaps, and cultural resistance. The findings highlight how national initiatives can foster organizational sensing, seizing, and transforming capabilities. The study contributes to academic understanding by linking national policy with organizational adaptation and offers practical insights for policymakers and managers aiming to integrate sustainability into digital strategies. Emphasizing inclusive design, collaborative ecosystems, and targeted policy, the research situates Portugal as a valuable case for understanding digital sustainability in context.
- Diversidade e inclusão : uma meta-análise qualitativa de políticas de recursos humanos dirigidas a migrantes qualificadosPublication . Sousa, Maria Inês Ribeiro da Costa e; Oliveira, Eva Teresa Valente Dias de; Guimarães, Maria Isabel Gonçalves Guedes de CastroA atual força de trabalho caracteriza-se pela sua diversidade, na qual os migrantes qualificados assumem um papel de destaque. Estes profissionais, tendencialmente mais persistentes e inovadores, enriquecem as organizações com as suas diferentes perspetivas e experiências. Porém, enfrentam barreiras significativas que afetam a sua integração no país de acolhimento e no contexto organizacional. De forma a garantir a sua integração, as organizações, e em particular os Recursos Humanos, têm a responsabilidade de estabelecer práticas inclusivas, num clima de respeito pela diversidade e valorização dos seus colaboradores. O presente trabalho adotou uma abordagem qualitativa para analisar as políticas de Recursos Humanos dirigidas a migrantes qualificados, promotoras da sua inclusão no contexto organizacional. Com recurso a uma Meta Análise Qualitativa, foram selecionados e analisados 24 artigos. Através da análise de conteúdo, procurou-se sistematizar toda a informação reunida. Os resultados demonstraram a existência de quatro políticas: a adoção de práticas inclusivas de Recrutamento e Seleção, a disponibilização de formação linguística e cultural para trabalhadores internacionais, formação dirigida às chefias e às equipas e apoio personalizado para migrantes qualificados.