CLSBE - Dissertações de Mestrado / Master Dissertations
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- The influence of emotions, product type, and self-control on impulse buying : an online shopping perspectivePublication . Caravaggio, Silvia; Braga, João NizaImpulsive buying, characterized by unplanned and emotionally driven purchasing behavior, is a prevalent phenomenon in online shopping environments. This study explores the independent and combined effects of emotional states (boredom, stress, happiness), product type (hedonic vs. utilitarian), and self-control on impulsive buying tendencies. Using a quantitative approach, data were collected from 242 participants through an online experiment employing a three-way factorial design. Emotional states were induced using a validated memory recall task, and participants evaluated hypothetical shopping scenarios involving hedonic or utilitarian products. The results revealed significant main effects of product type, self-control, and emotional states on impulsive buying. Hedonic products elicited higher impulsive tendencies than utilitarian products, while participants with low self-control exhibited greater impulsivity across all conditions. Among emotional states, boredom was identified as the strongest driver of impulsive buying, followed by stress and happiness. However, no significant interactions were found between the variables, indicating that these factors operate independently. These findings highlight the critical role of boredom as an underexplored emotional driver in consumer behavior. Future research should address limitations, such as the lack of cultural diversity in the sample and the use of hypothetical scenarios, by incorporating real-world shopping environments and cross-cultural comparisons. This study contributes to the theoretical understanding of emotion-driven consumption and provides practical insights for designing ethical and consumer-centered online shopping experiences.
- To swe*r or not to swear? : impact of profane language in social media ads on brand perception and trustPublication . Jerónimo, Joana Filipa Correia; Braga, João NizaThis research aims to explore the strategic use of profanity in social media advertising, focusing on its effects on brand perceptions such as emotionality, authenticity, trustworthiness, and brand personality. By examining how different styles of profanity (uncensored, censored, euphemistic) and language proficiency (native vs. non-native) influence consumer attitudes, the study seeks to demystify the role of swearing in marketing communication. Through a 3 profanity style x 2 language proficiency between-subjects design, this study revealed that incorporating the heaviest forms of profanity, uncensored or censored, can effectively enhance perceptions of authenticity, hedonic qualities, and brand personality traits such as aggressiveness and activity. Conversely, for brands aiming to emphasize simplicity and sophistication, the use of euphemistic swear words in social media advertisements offers a compelling solution. These insights provide actionable guidance for brands to tailor their communication strategies based on their desired image and audience expectations.
- Catch me if you can : sustainability meets airport expansion: case study with Vienna airportPublication . Mewes, Frederik Wedig; Moreira, SérgioThis dissertation explores the concept of socially sustainable and responsible airport expansion through a case study of Vienna International Airport’s planned third runway. The dissertation develops a master plan grounded in international standards, including the International Finance Corporation (IFC) Performance Standards (PS), Environmental, Health, and Safety (EHS) Guidelines, and International Civil Aviation Organization (ICAO) recommendations, combined with best practices from the aviation industry. A gap analysis evaluates the alignment of Vienna Airport’s social management measures with this master plan to identify strengths, gaps, and opportunities for improvement. The gap analysis reveals that Vienna Airport has implemented numerous measures exceeding legal requirements, such as proactive community engagement through the Dialog Forum (DF), comprehensive noise protection programs, and transparent grievance mechanisms. These initiatives position Vienna Airport as a potential best-practice model for socially responsible airport expansions. However, some gaps remain in areas such as resettlement planning, long-term health impact mitigation, and modern communication strategies like social media engagement. Recommendations for Vienna Airport also include enhancing transparency, developing a Community Health Action Plan, and strengthening resettlement and integration programs. This thesis concludes that Vienna Airport’s approach can serve as an excellent foundation for best practices in socially sustainable airport expansions, particularly with the integration of the proposed recommendations to further align its measures with global standards of social responsibility. While the master plan provides a robust framework for addressing social impacts, its applicability may be limited in regions with less stringent social commitments, highlighting the challenges of global standardization.
- Ethical branding in geopolitical conflict : the case of Nestlé in RussiaPublication . Doronina, Polina; Lakishyk, KyrylThis dissertation explores the ethical and strategic dilemmas faced by multinational corporations (MNCs) during geopolitical conflicts, using Nestlé’s response to the 2022 Russia-Ukraine war as a pedagogical case study. It aims to teach students how MNCs balance corporate social responsibility (CSR), stakeholder pressures, and financial goals when deciding whether to exit, suspend, or continue operations in unstable regions. The case study is divided into two parts for pedagogical reasons. It addresses different time frames and managerial challenges to enable focused discussions and comprehensive analysis. Part A examines Nestlé's strategic decision-making in early 2022, highlighting stakeholder dynamics and ethical challenges. Part B investigates Nestlé's post-decision strategies, focusing on operational adjustments and marketing challenges following its partial withdrawal from Russia. The findings reveal that suspension — providing essential products while ceasing non-essential operations — allowed Nestlé to maintain ethical commitments and secure operational flexibility. Drawing on theories of CSR, stakeholder management, and crisis communication, this study underscores the complexities of aligning ethical principles with business objectives. It emphasizes the role of proactive planning, stakeholder prioritization, and transparent communication in navigating geopolitical crises. The conclusions contribute to the broader discourse on ethics in international business, serving as a teaching tool to illustrate the need for innovative approaches to sustain brand value and market presence while adhering to ethical standards.
- Rocking the boat : alt-fuels and the super yacht industryPublication . Hirtenlehner, Jerome Joseph; Rajsingh, PeterThe superyacht industry, traditionally associated with luxury and exclusivity, is under pressure. With rising public scrutiny, changing climate regulations, and demands from different stakeholders, it is essential to promote the adoption of alternative fuels. This study used a literature review, twelve semi-structured expert interviews, and a survey with 179 respondents to investigate drivers of alternative fuels for the superyacht industry. The findings indicated that regulatory frameworks were the leading driver of the transition to alternative fuels, outweighing incentives from yacht owners or market forces. Although younger, more environmentally conscious owners expressed interest in lower-emission propulsion systems, they remain reluctant to invest substantially in new technologies without regulatory mandates and sufficient infrastructure. Furthermore, contrary to the findings of the literature, the Veblen effect does not apply to superyachts. Among the alternative fuels, methanol, and hydrotreated vegetable oil appeared to be practical transitional options, while hydrogen and other advanced solutions are hampered by high costs and infrastructural challenges. Growing pressure from stakeholders, including increased scrutiny from environmental groups and the adoption of transparent lifecycle assessment tools, highlights the need for credible sustainability measures to avoid accusations of greenwashing. In conclusion, the superyacht sector is at a turning point. Decisive policy intervention, stakeholder collaboration, and a strategic focus on established alternative fuels provide a clear pathway to integrating environmental responsibility with luxury maritime experiences.
- A managerial perspective on generative AI’s role in digital twin- enabled positive energy districtsPublication . Schmidt, Vanessa; Bohnsack, RenéAs cities worldwide strive toward more sustainable energy systems, Positive Energy Districts (PEDs) have emerged as a promising approach to achieving net-positive annual energy balances. However, the complexity and variability of urban energy supply and demand pose significant challenges for effective energy management. This thesis investigates how the integration of Generative Artificial Intelligence (GenAI) with Digital Twin (DT) technologies can enhance PEDs. Based on a comprehensive literature review, project proposals, and qualitative interviews with industry experts, the research explores how GenAI can strengthen DT capabilities by improving forecasting accuracy, scenario testing and resource allocation. Key findings show that GenAI can fill data gaps, support adaptive modelling and facilitate proactive energy distribution decisions. In addition, the research identifies organisational and regulatory barriers - such as privacy, interoperability standards and the need for capacity building - that must be overcome to realise these benefits. By providing actionable insights into how GenAI can augment DTs, this work contributes to the theoretical and practical knowledge of sustainable urban energy systems. It highlights the importance of strategic planning, stakeholder collaboration and robust governance mechanisms to guide managers and policy makers towards more efficient, equitable and forward-looking energy solutions in DTs.
- Effective assistance of video marketing strategies through AI applications : the case of YouTube as a social media platformPublication . Schmitt, Pascal Rene; Bohnsack, René; Rezazadeh, Arash; Marante, CláudiaThis thesis explores the effective integration of artificial intelligence (AI) into video marketing strategies, using YouTube as a case. Through literature review, expert interviews and a practical use case, the study explores how AI can enhance different stages of a video strategy. In addition, the paper examines the differences between video marketing strategies on the platforms YouTube and LinkedIn, highlighting the unique characteristics, algorithmic behaviors and audience engagement patterns. Findings suggest that while AI can significantly assist video marketing strategies, human oversight remains essential to maintain authenticity and emotional resonance. The outcomes offer theoretical insights into the intersection of AI and marketing psychology. Furthermore, they provide practical guidance for implementing AI in platform specific video strategies.
- Beyond reacting : integrating strategic foresight for proactive cybersecurity in criticalPublication . Karabulut, Delal; Ferreira, Duarte CardosoThis thesis investigates how strategic foresight can strengthen cybersecurity practices in critical infrastructure sectors against AI-driven threats. While existing research has explored cybersecurity in critical infrastructure, there remains limited understanding of how strategic foresight can be effectively implemented to counter emerging AI-driven threats. Through qualitative research methods, the study combines a comprehensive literature review with semi-structured interviews featuring cybersecurity experts from diverse industries to examine vulnerabilities and evaluate proactive security strategies. The research reveals three key findings: First, Collective Intelligence systems prove essential for enhancing information sharing and threat detection across organizations. Second, Autonomous AI technologies emerge as crucial tools for adapting to and mitigating emerging cybersecurity challenges. Third, IT consulting firms play a vital role in facilitating the transition toward foresight-based security measures. The study encountered several limitations, including restricted access to current and comprehensive literature and the rapidly evolving nature of AI and cybersecurity technologies, which may impact the longevity of the presented insights. Furthermore, selecting interview participants who could represent the full spectrum of sector stakeholders proved challenging. This research makes significant contributions to cybersecurity, strategic planning, and IT consulting fields by providing actionable insights for strengthening critical infrastructure resilience. The findings establish a foundation for future research and practical applications, emphasizing the necessity for security practices to continuously evolve alongside rapid technological advancement.
- From vine to the world : the internationalization of Quinta da AlornaPublication . Pinto, Martim Ricou Norton Vaz; Reis, RicardoThis dissertation aims to understand how Quinta da Alorna, a well-known company in the Portuguese wine sector with three centuries of history, managed to internationalize its business, exporting around 40% of its production to more than 20 countries. The focus is on the implications that led the company to make this decision and how the expansion process began, on identifying the company's strategies for entering new markets, and finally, on analyzing the impact that internationalization has had on financial results and current strategy. This study comprehensively analyses the different internationalization strategies of small and medium-sized companies at a global level, discusses the concept of internationalization and the theoretical perspectives on internationalization processes found in the literature. It also provides an overview of the global wine industry, the state of the sector in Portugal and where the country fitsinto the global context. The case study also offers an introductory note on Quinta da Alorna and its history. It also analyzes certain strategic changes adopted by Quinta da Alorna in recent years that have been decisive for the company's international expansion, and for its performance in general.
- The role of product familiarity in the effect of attribute communication on wagyu beef purchase intentionsPublication . Matias, Gonçalo Filipe Santos; Romeiro, PauloThis dissertation aims to understand how people perceive Wagyu beef and how communication influences their intention to buy a product that symbolizes luxury and quality. The focus is on familiarity with the product, how its attributes are communicated, whether intrinsic or extrinsic and how these influence their choices. An online questionnaire was created, and 226 validated responses were analyzed from consumers with different levels of familiarity with Wagyu. Normality tests made it possible to see that the data was non-parametric, so statistical methods such as the Mann-Whitney U test and moderation analyses were carried out. In this way, it was possible to investigate the impact of communicating the attributes and see whether familiarity with the product moderated the relationship between communication and the consumer's purchase intention and whether the impact varied according to the level of familiarity. The results showed very interesting effects. It was possible to observe that more familiar consumers value intrinsic attributes but still rely on external elements to increase confidence in their decision at the time of purchase. On the other hand, less familiar consumers rely more on extrinsic attributes, but to a lesser extent than expected. In addition, it was found that familiarity plays a very important moderating role since the greater the familiarity with the product, the stronger the impact of the communication of attributes on purchase intention.