Loading...
15 results
Search Results
Now showing 1 - 10 of 15
- Sogrape: a relevância do customer-centricity na criação de um sistema de informação de marketingPublication . Silva, Susana C.; Silva, Paulo Gaspar
- The social TV phenomenon and fake online restaurant reviewsPublication . Cruz, Breno de Paula Andrade; Silva, Susana C.; Ross, Steven DuttPurpose – The social TV phenomenon has raised the interest of some researchers in studying the production of online reviews. However, little is known about the characteristics of reviewers that, without having had indeed a real experience of consumption, still dare to assess the service. The purpose of this research is to understand these reviewers better, using an experiment conducted in Brazil. Design/methodology/approach – Through a cluster analysis with 2547 reviewers of 7 restaurants that participated in a reality show in Brazil, we were able to create 4 fours. Using Spearman Correlation and Kruskal-Wallis Test, differences among groups were analysed in the search of behavioural changes among different types of reviewers. Findings – We conclude that social TV influence fake online reviews of restaurants that were involved in a tv show. Furthermore, we were able to verify that some reviewers indeed assess the service without indeed having tried the service, which strongly bias the influence they are going to cause in potential consumers. Four types of reviewers were identified: the real expert, the amateur reviewer, the speculator and the pseudo expert. The 2 latter types are analyzed through the anthropologic lens of the popular Brazilian culture and the TV influence in that country. Research limitations/implications – we were able to understand how TV can influence the construction of fake online reviews for restaurants. Practical implications – It is important for the restaurant and hospitality industry in general, to be able to be attentive to the phenomenon of fake reviews that can totally biased the advantages of this assessment system that was created to produce trust among consumers, but that can act exactly the other way around. Originality/value – This study highlights the relevance of taking into account cultural background of the country where the restaurant is located, as well as emphasizing the relevance of conducting a previous analysis of the decision of embarking on a reality show that it has high chances to biasedly influence consumers’ decisions.
- Should I stay or should I go?: Macau and Portuguese transnational diasporaPublication . Silva, Susana C.; Elo, Maria; Martins, Helena
- Multichannel versus omnichannel: a price-segmented comparison from the fashion industryPublication . Silva, Susana C.; Duarte, Paulo; Sundetova, AnelPurpose – The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies. Design/methodology/approach – To determine the differences between fashion and apparel brands in terms of marketing channel used, a multiple case study approach was selected based on a sample of nine wellknown and successful fashion brands from three different price segments. The research was carried out by analysing the online and mobile presence of the brands, company reports, news, magazines, and other types of articles. Findings – The results illustrate that fashion brands tend to act in the same way and have only slight differences concerning the number of channels and features available to clients despite the price segment they belong. The findings indicate that the brands under study have good channel integration, order tracking, online communication, and social media. Overall, the findings allow concluding that irrespective of the price segment, all fashion brands act almost in the same way and present only slight differences between the number of channels used and features available. Originality/value – The current study provides an innovative price-segmented comparison on channel use and integration by fashion brands’ and additional valuable information about channel strategy that can be used to guide new comparative research and helps new brands defining points-of-parity and points-ofdifference with regard to market standards.
- Pull forces in Colombia for Portuguese migrants: a qualitative study of Portuguese migrants and expatriates in ColombiaPublication . Elo, M.; Lima, J. de; Silva, Susana C.
- An experimental approach to analyzing gender, sex appeal and idealized bodies in advertisingPublication . Feitosa, Wilian; Silva, Susana C.; Lourenço, Carlos; Sunago, Noemi; Resende, Ligia
- Doing the right thing or doing things right: what is better for a successful manufacturing reshoring?Publication . Boffelli, Albachiara; Fratocchi, Luciano; Kalchschmidt, Matteo; Silva, Susana C.The article concerns the revision of earlier decisions to offshore production activities (so called “relocation of second degree”); more specifically it is focused on the “reshoring” (also referred as “relocation to the home country”, “back-reshoring” or “back-shoring”). The research aims are to investigate what types of mistakes occur along the decision-making and implementation process and how they affect the outcome, in terms of success or failure, of a relocation strategy. A multiple case study involving four companies in the fashion industry from Portugal and Italy was conducted. The cross-case analysis allowed to differentiate decision-making mistakes from implementation ones and to assess differences and similarities among the cases in terms of content of the relocation, drivers and outcomes. The research contributes to previous literature on reshoring by bringing evidence of different types of mistakes to be considered, thus requiring further conceptualization of the reshoring process. Managers and entrepreneurs should consider the importance of doing the things right also during the implementation, too often underestimated. The present article is the first one in the reshoring literature bringing evidence of cases of failure in the relocation decisions and discriminating among different kinds of mistakes.
- A state-of-the-art review on international strategic alliances: do we really know what we are researching?Publication . Silva, Susana C.; Elo, Maria; Larimo, Jorma; Vlačić, Božidar; Meneses, RaquelThis review explores recent literature on international strategic alliances (ISAs). Management of alliances requires a better understanding of different dimensions and components of ISAs and of their role. This review provides a state-of-the-art understanding of the concept using content analysis of 85 ISA articles. There is limited research on the concept of ISA and the components that affect the alliances’ formation, post-formation and outcome. We found notable inconsistencies in the ISA literature on the concept. This highlights the need for further structuration of the concept and the need to provide characterisation that is more coherent. This review presents implications for the definition and future research avenues for the concept, especially regarding the theory, context and the scope of ISA research. Finally, this study provides a state-of-the-art discussion that proposes critical viewpoints for future development of the concept of ISAs, their influential components and their application in research and international management.
- Marketing accountability and marketing automation: evidence from PortugalPublication . Silva, Susana C.; Corbo, Leonardo; Vlačić, Božidar; Fernandes, MarianaPurpose: The present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing. Design/methodology/approach: To investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory study among ten key informants located in Portugal. Findings: Based on the results of the qualitative analysis, a conceptual framework is proposed, which includes both strategic- and operational-level factors with the goal of creating a value-based agenda. In this agenda, executives such as the Chief Marketing Officer emerge as value creators, fostering business scalability, and further arguments are provided to justify budget allocation to MA activities. Originality/value: Through careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to a better understanding of MA and accountability within the current business paradigm.
- Need for touch and haptic imagery: an investigation in online fashion shoppingPublication . Silva, Susana C.; Rocha, Thelma Valeria; Cicco, Roberta de; Galhanone, Renata Fernandes; Mattos, Luiza Tari Manzini FerreiraPrevious research has found evidence that, due to the lack of sensory experience, shoppers are reluctant to purchase a garment online. Despite the importance of identifying possible compensatory cues for touch information, a lack of attention to this issue has been recognized in the literature. On this premise, this study addresses this research agenda to explain the mechanism by which information presentation influences customers' cognitive evaluations and behavioral responses and the role of individual differences in terms of need for touch (NFT). Specifically, drawing on the Stimulus-Organism-Response (S–O-R) paradigm, the study hypothesizes a model investigating whether verbal and pictorial information presentation affect haptic imagery, which in turn is supposed to influence behavioral responses (purchase intention), through a customer's cognitive evaluation (perceived product quality). To validate the research framework, a task-based online experiment was performed. Participants were requested to simulate a purchase experience on an online apparel retailer, after which they completed a questionnaire; 264 valid responses were received. The results support verbal haptic rather than pictorial information as a mechanism influencing haptic imagery and consequently behavioral responses. With regard to NFT, however, the expected moderating effect between haptic imagery, perceived product quality, and purchase intention was not supported.