FCH - Dissertações de Mestrado / Master Dissertations
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- Marketing de experiências e a sua influência no consumidor : caso Mundo Fantástico da Sardinha PortuguesaPublication . Travassos, Carolina Abrantes Leite Simões; Simão, João Duarte Borges Martins de VasconcelosO marketing de experiências evidencia-se como a estratégia que se foca na criação de experiências memoráveis e diferenciadas, e conexões emocionais com o consumidor, estimulando os cinco sentidos. Esta investigação pretendeu compreender de que forma o impacto do marketing de experiências no comportamento do consumidor, tendo como contexto, a marca O Mundo Fantástico da Sardinha Portuguesa. Para tal, recorreu-se à metodologia de investigação mista, incluindo uma entrevista semiestruturada e questionário com 151 respostas válidas, suportados por uma pesquisa teórica, de modo a obter uma perspetiva mais realista sobre as intenções e os objetivos por trás das estratégias de branding da marca e explorar como as estratégias de marketing de experiências são concebidas e implementadas, além de seu impacto percebido na perceção do consumidor. Os resultados reforçam a importância do marketing de experiências na diferenciação da marca, consolidando a sua posição no mercado e fortalecendo a relação com os consumidores. Em termos empresariais, esta investiga o evidencia que a aposta em experiências envolventes contribui para o sucesso da marca, demonstrando que a criação de ambientes imersivos e emocionais influencia positivamente a perceção e a fidelização.
- O papel da rádio na divulgação e promoção da cultura musical portuguesa : estudo do programa Snooze da estação Mega HitsPublication . Mousaco, Marta Alexandra Falcão; Ribeiro, Nelson CostaDesde os seus primórdios no século XX, a rádio consolidou-se como um médium vital para a disseminação e preservação da cultura musical. A presente investigação visa colmatar uma lacuna existente na literatura em Portugal, ao explorar a contribuição do meio radiofónico para a divulgação e promoção da música portuguesa. Através de um estudo ao programa Snooze, da estação de rádio Mega Hits, adotou-se uma metodologia mista, que combina técnicas de análise de conteúdo quantitativa com entrevistas semiestruturadas aos profissionais da emissora. Os resultados demonstram que a programação e os conteúdos de promoção musical da Mega Hits seguem uma linha coerente, concentrando-se na transmissão e promoção de um número restrito de artistas, canções e géneros musicais. Não obstante, observou-se também uma certa abertura à inovação, aliada a um meticuloso processo de curadoria musical, fatores que desafiam as teorias mais pessimistas sobre a rigidez das rádios privadas e a sua subordinação aos imperativos comerciais dos grupos empresariais. No entanto, e de um modo geral, se estes resultados comprovam que, quase nove décadas depois, a “fetichização da música” que Adorno criticava se mantém atual no contexto contemporâneo, por outro lado, levantam questões sobre o papel que as emissoras locais, como a Mega Hits, podem desempenhar na divulgação e promoção da música em Portugal, sobretudo num panorama global dominado pelas culturas dos países hegemónicos.
- How does CEO branding influence perceived corporate reputation?Publication . Wetzstein, Maxime Irmelin Marcelle; Tavares, Patrícia Isabel Ramos Pego NunesIn an era where corporate leaders are no longer confined to the boardroom but serve as publicfacing representatives of their organizations, the branding of Chief Executive Officers (CEOs) has emerged as a critical factor in shaping corporate reputation (Moore, 2019). Today’s CEOs are expected to embody their company's vision, interact with stakeholders, and navigate the dynamic interplay of social demands and market pressures (Bendisch, 2011; Ventrella, 2021). As the modern business environment emphasizes innovational strength, broad competencies and leadership authenticity, this study’s research question arises: How does CEO branding influence perceived corporate reputation? This question is supported by an analysis of key aspects, including the defining characteristics of CEO branding, the internal and external factors that shape it, and strategies to leverage its potential, thereby maximizing opportunities and minimizing risks. To address these dimensions, this study employs CEO branding as a framework, using semi-structured expert interviews and a desk research analysis of digital communications from CEOs (Döringer, 2020; Stewart, 2022). Both methods focus on German DAX enterprises to capture CEOs' significant reach and influence, and evaluate audience interactions with their branding strategies. To analyse the findings, a qualitative content analysis following Mayring’s methodology (2022) is employed, systematically evaluating key branding elements such as authenticity, vision, goal orientation, expertise, stakeholder alignment, and approachability (Gough & Richardson, 2024). Key findings reveal that authenticity is highlighted as the most impactful component, fostering stakeholder trust and credibility (2015; Ventrella, 2021; Freeman, 2023). A forwardlooking vision emerges as a cornerstone for aligning organizational strategies with social and economic trends, strengthening corporate reputation (Casanova, 2017; Fetscherin, 2015). This research underlines the interplay of hard and soft skills – such as expertise, goal orientation, and approachability – as essential for building a well-rounded and resonant CEO brand. However, the findings also underscore potential reputational risks stemming from traits like arrogance or misaligned corporate social responsibility initiatives (Fetscherin, 2015). Additionally, the study analyses theoretical frameworks like the Stakeholder Theory (Freeman, 2023), the CEO-Branding Mix (Fetscherin et al., 2015), and CEO Reputation Management (Casanova, 2002). This research contributes to the growing body of literature by providing actionable insights into the strategic alignment of the CEO branding with corporate goals (Malmendier & Tate, 2009; Fombrun 2012). It offers a framework for leveraging the CEO branding as a multidimensional tool to enhance corporate reputation, address stakeholder demands, and achieve long-term organizational success (Bai et al., 2019; Freeman, 2023). Thus, the study underscores that an effective CEO branding is not merely a reflection of leadership but a transformative force in a modern corporate strategy, bridging organizational activities with stakeholder demands (Fetscherin et al., 2015).
- Estratégias de promoção de diversidade e inclusão nas empresas : um estudo de caso de uma empresa do grupo seguradorPublication . Coelho, Maria João Oliveira Rocha; Oliveira, Ana Maria da CostaA Responsabilidade Social Empresarial (RSE) tem sido um tema de crescente interesse tanto para a academia quanto para o setor empresarial. Atualmente, muitas empresas vão além da busca pelo lucro, ampliando o seu foco para questões de sustentabilidade e impactos ambientais e sociais, adotando uma postura de responsabilidade social que abrange tanto as suas operações internas quanto externas. Contudo, as empresas têm vindo a sentir a necessidade de se adaptarem a novos paradigmas, focando-se no bem-estar dos colaboradores. Um desafio central é a promoção da diversidade e inclusão. O estudo e aprofundamento sobre este tema é fundamental porque permite compreender quais são os fatores promotores de diversidade e inclusão nas empresas e como estes podem impactar positivamente a inovação, produtividade e competitividade das organizações. Produzir conhecimento científico é essencial para orientar as organizações na aplicação eficaz de políticas inclusivas. A pertinência social de estudar este tema reside na promoção de igualdade de oportunidades e na tentativa da criação de ambientes de trabalho mais justos e representativos da sociedade. Neste sentido, o Serviço Social pode adquirir um papel importante como facilitador no processo de promoção de diversidade e inclusão. Sendo o Serviço Social uma área das Ciências Sociais, é importante que traga contributos para a intervenção nesta área na qual intervém. Esta investigação assenta numa pesquisa qualitativa, com base, essencialmente, na realização de entrevistas semiestruturadas a um total de seis colaboradores de uma empresa do grupo segurador com atuação em Portugal. Desta dissertação emergiu, assim, a importância da diversidade e inclusão nas organizações, destacando a necessidade de que essas práticas reflitam a pluralidade social e promovam um ambiente de trabalho justo e inclusivo. No entanto, persistem desafios significativos, como a implementação eficaz dessas iniciativas e a necessidade de monitorizar o seu impacto real.
- Code-Dependency : Tiktok's AI & suggested content feed. Users circumstances to go outside of their filter bubblesPublication . Tiraborelli, Alice; Tavares, Patrícia Isabel Ramos Pego NunesThis dissertation's main objective is to understand users' perceived usage of TikTok's algorithm, particularly focusing on their reasons for exploring content beyond the platform's suggested feed. This exploratory study aims to look into user search behavior concerning algorithmic recommendations. To gain a comprehensive understanding, the theoretical framework addresses three key areas: the concept of "Platform Society," the role of artificial intelligence (AI) and algorithms in social media, and the phenomenon of "Algorithmic Sovereignty." With this theoretical approach, this research addresses user interactions on TikTok by examining how users navigate and engage with the platform's algorithmically curated content, versus actively searching for content independently. Through a detailed examination of TikTok's algorithm, user behavior, and engagement strategies, the study provides insights into the interplay between user agency and algorithmic control. Findings indicate that TikTok's algorithm significantly influences user behavior by personalizing content feeds based on user interactions, preferences, and engagement patterns. The study reveals that while many users rely heavily on algorithmically suggested content, some actively seek diverse content, demonstrating varying degrees of algorithmic awareness. The algorithm's influence is most evident in shaping user engagement and interaction patterns, guiding content discovery, and reinforcing specific content preferences. Moreover, the study identifies a complex relationship between user agency and algorithmic influence, highlighting the need for greater transparency and user awareness in navigating algorithmically mediated environments. The implications of these findings extend to understanding digital behavior on social media platforms, emphasizing the importance of balancing algorithmic personalization with user autonomy. Ultimately, this dissertation contributes to the broader discourse on the societal impact of AI and algorithms, advocating for strategies that enhance user empowerment in the digital age.
- Improving FNAC's loyalty program through strategic partnerships : incorporating customer preferences and optimizing marketing strategiesPublication . Fonseca, Filipa Alves Carriço de Freitas; Soares, Fátima Patrícia Nunes da Encarnação Marques DiasNowadays, consumer loyalty and brand retention are increasingly important, since with a saturated market and consumers having more choice between different brands than ever before, this is becoming one of the most challenging objectives for brands. It is therefore essential for brands to develop effective strategies to achieve customer loyalty. Thus, partnership programs have emerged as one of the strategies used by several companies in different sectors. These programs have proven to be highly effective, as they enable members of the loyalty program to enjoy advantages both inside and outside the company's facilities. However, each brand has different members, and it is of paramount importance to understand them and their preferences so that these programs are adapted to their interests and needs. The more these interests are fulfilled by the company, the more aware and engaged with the partnership program the members are. Communication emerges in this process as a promoter of member awareness and engagement, and it is an indispensable strategic tool for companies that decide to incorporate partnerships into their customer loyalty program. This Internship Report implemented a mixed-methods study, including direct observation, benchmarking, and a questionnaire, to analyze a retail company, FNAC Portugal, and explore the best practices for improving its partnership program and, consequently, its communication with FNAC Card members. The results showed that the company has a well-established partnership program, with more than 100 partners, however many of the members are not aware of the partner network and don't use it either, showing that there is a problem both in the value they place on partnerships and in the communication made about them. It was possible to see that although most members are engaged in the program, a significant proportion report that they want a greater diversity of brands included in the program and need more information about it, and they prefer email (newsletters) for this communication. This research adds new clues to the scarce literature on this topic, drawing on FNAC's best practices and the suggestions of its members to provide some lessons on how to improve the program and its communication with members. Applying these practices can benefit both companies with loyalty program partnerships and their members.
- Reasons behind watching dating reality TV by young adults in PolandPublication . Brochocka, Julia Maria; Torres, Eduardo CintraReality television has become very popular around the world. Reality shows are usually based on the simple principle of showing common people in situations similar to real. Poland, like any other country, has also been affected by the popularity of reality TV. Reality shows, especially dating shows like Love Island, Hotel Paradise, Love Never Lies and The Sanatorium of Love, became a cultural phenomenon with high viewership. However, this phenomenon states the question: what motivates Polish viewers to watch these dating reality shows? By examining audience study theories such as Uses and Gratifications or Reception theory and understanding reality TV audience, their habits, and motivations, we conducted a survey and interviews among young adults in Poland. Both survey and interviews were based on prior research regarding reality television and their audience. Findings indicate that the majority of the responders watch those shows as they seek entertainment. Other less popular reasons are to pass time, relax, escape, socialize and because of participants in that shows. Some viewers watch dating shows for other reasons such as voyeurism, out of habit, for social learning or identification however this reason did not receive much support in this target group. Both the Uses and Gratifications theory and Reception theory were in line with the results of this study.
- A representação dos imigrantes e dos refugiados nas notícias televisivas e a respetiva integração destes grupos na sociedade portuguesaPublication . Maior, Filipa Marques Pereira Rio; Pereira, Ana Catarina Valdigem JacintoCom o aumento significativo da imigração em Portugal, os imigrantes começam a ganhar cada vez mais destaque nas notícias. Também os refugiados, que fogem da guerra e de conflitos de ordem política, são já uma realidade incontornável da sociedade portuguesa. A representação mediática da imigração é complexa e multifacetada e tem sido alvo de estudo de diversos autores na área da comunicação ao longo dos anos. Essa representação pode, por vezes, estimular narrativas negativas que associam o fenómeno da imigração a problemas sociais. A televisão, enquanto meio de comunicação social que chega a uma audiência de larga escala, tem um papel crucial na formação de opinião pública e na perpetuação de estereótipos que não captam a complexidade das experiências dos imigrantes e dos refugiados. O presente trabalho propõe assim estudar a forma como a imigração é representada nas notícias televisivas em Portugal em horário nobre e como essas representações impactam a integração de imigrantes e refugiados na sociedade portuguesa. Para responder a esses objetivos, recorremos a uma metodologia mista que combinou uma análise de conteúdo de notícias dos canais de sinal aberto RTP e SIC, exibidas em horário nobre durante o mês de março de 2023, com oito entrevistas semiestruturadas a imigrantes e refugiados. O trabalho conclui, por exemplo, que existem diferenças na forma como os meios de comunicação portugueses representam estes grupos, destacando que os imigrantes e refugiados provenientes de países europeus são os que menos sofrem com questões de discriminação e de representação na televisão portuguesa. Além disso, também coloca em evidência narrativas negativas que associam a imigração a problemas sociais como criminalidade e delinquência, fomentando assim barreiras à integração destes grupos. Pretende-se que este trabalho contribua para a promoção da compreensão, inclusão e respeito pela diversidade a fim de se construir uma sociedade mais inclusiva e acolhedora para todos.
- Reputation in focus : the role of social media in Lufthansa's strategic communicationPublication . Krannich, Céline; Soares, Fátima Patrícia Nunes da Encarnação Marques DiasThe aviation industry operates in a highly dynamic environment where corporate reputation plays a critical role in determining a company’s success and resilience. This study examines how Lufthansa utilizes strategic communication on social media platforms, particularly Instagram, to shape its corporate reputation. Employing a mixed-methods approach, this research combines a content analysis of Lufthansa’s Instagram posts and user comments with interviews conducted with the company’s communication employees and consumers. The study explores the interplay between public perception, brand communication, and corporate values, focusing on the alignment between the desired and perceived reputation. Therefore, this study investigates the following research question: How does Lufthansa's strategic communication on social media reflect the corporate reputation? The key findings reveal that Lufthansa leverages social media as a dual-purpose platform for brand promotion and stakeholder engagement. The analysis highlights the company's efforts to integrate sustainability, innovation, and reliability into its messaging while addressing the challenges posed by consumer feedback and media scrutiny. Although social media enhances visibility and interactivity, discrepancies between intended messages and consumer sentiment underscore the complexity of managing reputation in a digital era. This thesis contributes to the academic discourse by offering actionable insights into the strategic use of social media for reputation management. It emphasizes the importance of transparency, consistency, and audience-centric communication in fostering trust and credibility, ultimately providing a framework for enhancing corporate reputation in the competitive aviation sector.
- NeverForget : the September 11 attacks, american media and the cultivation of collective memoryPublication . Wagner, Anna Elisabeth; Ribeiro, Nelson CostaThe shift in media to online and digital has transformed the way audiences receive their news. This research explores how digital media outlets in the United States covered and portrayed the collective memory of the September 11 attacks in 2001. It has now been 23 years since the infamous day and political tensions have been high since, especially with the retreat of American troops in Afghanistan in 2021. Drawing data from 2006, 2011, 2016 and 2021, the analysis identifies and analyzes the main themes, language used and overall tone of the anniversary issues through the years and by outlet. Data is drawn from the following popular American media outlets: The New York Times, CNN, Fox News and The Washington Post. Using a discourse analysis thematic approach, the research explores if and how the collective memory of the September 11 attacks has shifted in Americans’ national identity. In using a set structure for the analysis of each of the 16 articles, the study identifies common themes and differing perspectives across the discourses, especially among years and by media outlet. In doing so, the research sheds light on how collective memory is shifted by the American media and journalists, especially in differing political climates.