FCH - Dissertações de Mestrado / Master Dissertations
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- O impacto das críticas online na reputação das marcas hoteleirasPublication . Margarido, Beatriz Louro Miguéns; Fernandes, Anna Carolina Boechat ChavesThe behaviour of consumers has been changing throughout the years, especially in the tourism industry, where reviews online – such as Booking or TripAdvisor just to name a few -, have been growing, in particular in the early stages of hotels brand´s reputation. Having all this in consideration, this investigation had the goal to verify the impact of online reviews in the reputation of hotel brands, using the Portuguese consumers opinion as a starting point. Based on the quantitative methodology carried out through the implementation of a survey, it was possible to verify based on a sample ( n=320) that the online reviews of others consumers about a specific product or service continue to be more and more important to decide in the tourism industry and that the feedback given by users of the digital platforms strongly impacts the choice of the surveyed consumers, a premise that aligns with the contributions of Park et al. (2007), Elwalda e Lu (2016), Schuckert et al. (2015), Tsiakali (2018), Baneriee et al. (2017) e Rasoolimanesh et al. (2019). On the other side, it was possible to consolidate the idea that a reputation of a hotel brand is a decisive factor for a Booking accommodation, ensuring alignment with the thoughts of Fombrum (1996), Forudi et al. (2017), Brown et al. (2006), Ogut e Onur Tas (2012), Gândara (2008), Chnag e Liu (2009) e Mayer (2015). To sum up, the data collected allowed to conclude that online reviews have a strong influence in the decisions of Portuguese consumers in their choice of hotel brands, as well as their impact on their reputation.
- A holistic approach to working with global virtual teams : creating a cross-cultural app with service design methodologiesPublication . Ledesma, Victoria Noemi; Ilharco, Fernando Albano Maia de MagalhãesThe increasing number of global virtual teams (GVTs) brings unique challenges associated with their inherent characteristics. This final project presents a holistic approach to these challenges, acknowledging the need for customized and suitable strategies, as well as the development of personalized tools, for companies to thrive in multicultural and remote settings. Utilizing Service Design (SD) as a methodological framework, with the development of its core activities and corresponding methods, a cross-cultural app was designed to address the problems identified in both theory and subsequent research. To provide an integrated solution, a collection of insights and recommendations were introduced alongside the cross-cultural communication app.
- A prática da liderança na SIC : estudo de caso SIC Mulher e SIC CarasPublication . Nunes, Ângela Maria Simões; Ilharco, Fernando Albano Maia de MagalhãesIn the context of the creative industries and media, where the television channels SIC Mulher and SIC Caras are situated, leadership practices play a central role in ensuring innovation and competitiveness. This research focuses on understanding how leadership dynamics within these divisions of SIC influence organizational culture, operational efficiency, and the capacity for innovation factors that are fundamental to success and adaptation to the rapid changes in the sector. By investigating leadership practices, this study aims to assess how leaders guide teams, promote creativity, and ensure the fulfillment of organizational objectives in a context where collaboration and innovation are key. Through a qualitative approach, with interviews conducted with employees and leaders of SIC, it was possible to analyze the impact of leadership on internal management and the creation of an environment conducive to innovation and productivity. Leadership at SIC, particularly in the thematic channels SIC Mulher and SIC Caras, not only shapes the organizational culture but also directly impacts creative and operational processes. The results of the research show that leadership at SIC plays a decisive role in creating a collaborative and innovative environment, although challenges remain, for example, in relation to the integration of interns. However, SIC leaders are recognized as key agents in aligning teams.
- The effect of a self-directed coaching intervention on occupational self-efficacy and job satisfaction : interpersonal relationships as a mediating factorPublication . Albert, Philipp; Simão, Cláudia Patrícia CandeiasHealthy and safe interpersonal relationships are at the forefront of psychological wellbeing not only in partnerships and friendships but also at the workplace. Next to their contribution on an individual level, functioning interpersonal relationships improve team performance and allow employees to achieve their best. Therefore, it is in the best interest for companies and individuals to have tools and strategies on hand how to improve interpersonal relationships as well as the self-efficacy at satisfaction of employees. The present study comprised of 82 randomly selected participants which took part in a three group betweensubjects design. The proposed self-directed coaching interventions sought to identify the best outcomes and potential obstacles within interpersonal relationships at the workplace and asked randomly selected participants to formulate implementation intentions as well. Through a mediation analysis this study then tested for an effect of the coaching intervention on job satisfaction and occupational self-efficacy, while interpersonal relationships functioned as a mediator. Contrary to the formulated hypothesis results revealed that interpersonal relationships negatively mediated between the coaching condition with implementation intentions and had a negative impact on job satisfaction. This potentially points to the fact that the coaching had a negative effect due to the uncontrolled environment the intervention was done. Paths related to occupational self-efficacy did not provide any statistically significant results. Further discussion provided recommendations for future research especially in the direction of self-directed coaching interventions.
- Guardians of the past, gatekeepers of the future? : a study on the cultural foundation of german federal statesPublication . Mießen, Dela Christin; Gonçalves, Diana Isabel AdrianoBased on an internship at the Kulturstiftung der Länder (KSL) (Cultural Foundation of German Federal States), this study examines the intersections of culture, identity, and the significance of cultural preservation while ensuring its fluidity. This work reflects on the essential question of the purpose of cultural funding within the context of Germany9s cultural political landscape. Through an analysis of the KSL9s operations with a zoom on its publication Arsprototo, this report investigates how the KSL aims to stabilize cultural identity by connecting with regional importance, while promoting its fluidity. It is examined how certain funding and communication models shape cultural narratives. The study reveals that while the KSL emphasizes the preservation of cultural heritage through acquisitions, exhibitions, and restorations, there is often a lack of critical contextualization, particularly regarding the representation of marginalized narratives and diverse perspectives. Furthermore, while the KSL promotes projects which aim to democratize culture and support grassroots movements, the analysis points to an overall prioritization of historical and long-established cultural narratives. The research also contrasts the work of KSL with the Kulturstiftung des Bundes (KSB), noting that KSB initiatives often focus on digital innovation and international cultural exchange. The findings suggest that while both foundations contribute to the fluidity and preservation of cultural identity, greater transparency and inclusivity in funding decisions and cultural representations could further democratize cultural heritage in a rapidly evolving societal context of Germany.
- Nudges given the impact of sensationalism towards search patterns for information goodsPublication . Pereira, Henrique Grossmann Gonçalves; Silva, João Manuel Lourenço Confraria Jorge eThe contemporary environment of media skepticism coexists with the high-speed, high-choice information environment that the development of the internet helped create, in which the systematic evaluation of the quality of information sources is all but impossible. In this context, sensationalistic discourse becomes an attention-grabbing tool effective enough to be employed by traditional and alternative media alike, even while both are derided for the practice by public perception and one another. The association between sensationalism, bias, and mistrust begs the question as to what effect exposure to sensationalistic messages in our media diet might have on our willingness to expose ourselves to contradicting information, and what can be done given the answer. To help elucidate what areas might warrant the focus of research efforts, this study used insights from scientific literature on concepts related to sensationalism and information search to conceptualize sensationalism and a model of our ability and motivation to search for information, providing various avenues through which these could be related. Sources of information named by survey respondents were evaluated using an instrument to identify sensationalistic elements, supplementing it with a second instrument based on factors associated with sensationalism use taken from previous research. The correlation of these two measures with the number of information sources or mediums survey respondents used was studied using polynomial regressions across seven different categories, and the potential influence of other variables related to information search on this relationship using moderation regressions. Evidence was found for a probable influence of sensationalism on information source variety for most categories, strongest for personal interests and the economy, and suggesting that the nature and factors affecting this relationship vary both across categories and as the degree of sensationalism increases.
- Framing sex : the functions of language in shaping sexuality discourses through blog writingPublication . Casique, Natalia Lozano; Pinto, Sofia RodriguesThis internship report examines how language shapes societal discourses on sexuality and focuses on its capacity to reinforce existing power structures while also serving as a medium for resistance and empowerment. Drawing on experiences from an internship with the company Sexual Health Alliance (SHA) in their sexuality-focused blog, this work explores how language influences the organization of sexual identities, categories, and behaviors. By integrating perspectives from sociolinguistics, critical theory, gender studies, and queer theory, the report connects theoretical concepts with practical examples through an analysis of articles written during the internship. These articles serve as case studies that show how language can both uphold dominant narratives influenced by normative ideologies and challenge them by creating space for inclusive and transformational discourses. This report emphasizes the significance of reflective and responsible communication, particularly within the context of online platforms designed to educate and inform on topics related to sexuality.
- Understanding factors affecting sleep, fatigue, social support and the moderating role of job satisfaction among shift workersPublication . Nikishina, Alena; Reis, Cátia Cristina PeixinhoIn today’s 24/7 economy, shift work has become increasingly common across industries, posing significant challenges to workers’ health, well-being, and performance. Disrupted circadian rhythms, sleep disturbances, and chronic fatigue are well-documented consequences of irregular work schedules. However, less is known about the psychosocial factors—such as social support and job satisfaction—that may help mitigate these negative effects. Drawing on Affective Events Theory and the Job Demands-Resources model, this study aimed to deepen understanding of these dynamics in shift-working populations. The study had three main objectives: (1) to examine the relationships between sleep disturbances, chronic fatigue, and social support; (2) to explore whether job satisfaction moderates the relationship between chronic fatigue and sleep disturbances; and (3) to generate insights that could inform workplace interventions to support sleep health and well-being in shift work settings. A cross-sectional, quantitative survey design was employed, collecting data from 74 shift workers—including aircrew (pilots and cabin crew) and non-aircrew personnel (ground staff and office-based workers)—using validated questionnaires measuring sleep disturbances, chronic fatigue, social support (focused on family cohesion and intimacy), and job satisfaction. Data were analyzed using correlation, regression, and moderation analyses with bootstrapping to strengthen reliability. The findings supported the first hypothesis, revealing a significant positive relationship between sleep disturbances and chronic fatigue, with sleep disturbance explaining approximately 33% of the variance in fatigue. The second hypothesis was also supported: higher levels of social support were associated with fewer sleep disturbances, explaining approximately 38% of the variance. Partial support was found for the third hypothesis: job satisfaction moderated the relationship between chronic fatigue and sleep disturbances, but this effect was significant only at lower levels of job satisfaction. At higher levels of job satisfaction, the link between fatigue and sleep disturbance was no longer statistically significant. These findings suggest that social support and job satisfaction can act as protective factors in reducing sleep disturbances and fatigue in shift work environments. While the moderation effect of job satisfaction was only partially supported and limited by measurement constraints, the results align with existing theoretical models that emphasize the role of emotional and social resources in coping with occupational stressors. The results also highlight the potential for workplace interventions aimed at enhancing social support and job satisfaction to improve sleep quality and reduce fatigue. In conclusion, this study provides preliminary but meaningful insights into the complex interplay between shift work, sleep, fatigue, and psychosocial factors. Further research with larger and more diverse samples will be essential to validate these findings and support the development of targeted interventions to promote the well-being of shift-working populations.
- From declaration to perception : the role of the media in corporate social responsibility and human capital communication in the Brunello CucinelliPublication . Fusco, Francesca; Tavares, Patrícia Isabel Ramos Pego NunesThis research examines the processes of constructing, representing, and perceiving corporate ethical identity in the luxury sector, using the Brunello Cucinelli brand as a paradigmatic case study. In a context marked by growing attention to corporate social responsibility (CSR) and high symbolic exposure of brands, the study adopts a qualitative approach aimed at analyzing the narrative consistency between declared, represented, and perceived identities. This approach is embodied in the development of an original analytical matrix that integrates institutional data, media coverage, and user feedback on digital platforms. The results reveal consistency between the humanistic values proclaimed by the company and which they are perceived and recognised by the public. However, interpretative tensions and signs of ambivalence also emerge, highlighting the negotiated and non-linear nature of reputation, especially in participatory digital environments. The Cucinelli case shows how reputation in luxury is the product of sophisticated narrative governance, but also exposed to the risk of ‘rhetorical crystallisation’ and perceptual misalignment. The dissertation contributes to the theoretical debate on CSR as a performative discursive construct, proposing a perspective that interprets business ethics not as a stable attribute, but as a communicative act that requires consistency, openness to dialogue, and continuous renegotiation. Methodologically, the narrative triangulation model developed offers a replicable tool for analyzing corporate identity in highly symbolic contexts. Finally, at the managerial level, the study highlights the importance of systemic integration between storytelling, organizational culture, and monitoring of public perceptions in order to build an authentic, sustainable, and shared reputation.
- Influencer marketing and generation Z : evolution, perception, and analysis of the Balenciaga casePublication . Acella, Elisabetta; Tavares, Patrícia Isabel Ramos Pego NunesIn a communicative landscape where the identity of luxury brands is increasingly played in the digital sphere, influencer marketing has established itself as a central strategic tool to activate trusting relationships with new generations. In particular, Generation Z - native digital, hyper-connected and value demanding - does not just consume content, but acts as a critical interlocutor, asking brands for transparency, inclusiveness and narrative coherence (Francis, 2018). In this scenario, the ability to build and maintain a perceived authenticity becomes crucial for the reputational legitimacy of brands, especially in times of crisis. This dissertation aims to investigate how authenticity in influencer marketing is interpreted and judged by Generation Z, through the analysis of the Balenciaga case and the controversial 2022 "Gift Collection" campaign. The primary objective is to understand how the communicative choices of influencers and brands influence the perception of authenticity and, consequently, the trust and symbolic adherence of younger consumers. To address these issues, the study employs a qualitative approach based on a netnographic methodology, complemented by a thematic analysis of user-generated content and public reactions on TikTok, Instagram, Reddit, and Twitter (Braun, 2006). The corpus analysed focuses on the responses of Generation Z to the Balenciaga campaign, with particular attention to the languages of moral indignation, irony, minimization, value dissociation and strategic role (or failure) of influencers in reputation management. The results show that authenticity, in the public perception, does not correspond to an objective quality but to a relational effect built over time, based on expressive consistency, personal exposure and correspondence between stated values and public behaviour (Lou, 2019). When this balance is broken, as in the Balenciaga episode, dynamics of mistrust, rejection, and symbolic boycott are triggered, often extending to influential figures who choose to remain silent or adopt ambiguous positions (Ackerman, 2021). Generation Z is particularly sensitive to communicative dissonances, interpreting any lack of stance or apparent opportunism as a sign of unauthenticity. The case study analysed highlights the fragility of communication strategies based on aesthetic provocation and performativity without ethical anchoring, demonstrating that engagement cannot be separated from shared values. Finally, dissertation the dissertation proposes an interpretation of the role of influencers not only as channels of visibility but as cultural mediators, whose effectiveness depends on the ability to represent a credible, consistent and recognizable identity (Casaló, 2020). In this framework, perceived authenticity is not a rhetorical attribute, but a structural requirement for building trust, emotional participation and brand defence in high public exposure contexts. The analysis therefore suggests the need for luxury brands to rethink their digital strategies according to logics of transparency, narrative coherence and cultural responsibility, aligning themselves with the expectations of an increasingly critical public, competent and actively involved in the construction of meanings.