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- Application of governance, risk management, and compliance practices in the public service, in light of the tam model: a study at the Federal Institute of BahiaPublication . Oliveira, R.; Miranda, L.; Pinho, Carlos; IGI GlobalThis work's main objective was to study the application of governance, risk management and compliance (GRC) practices at Federal Institute of Bahia (IFBA), based on COSO- ERM, ISO 31000, and PMBOK. The application was carried out from the perspective of the technology acceptance model (TAM) to investigate users' perception of using a GRC system. The study is based on a questionnaire graded on a seven- point Likert scale. This model, originating in studies by Davis in 1986, located a fundamental conceptual framework for understanding how people perceive and adopt new technologies. The results demonstrate the applicability of the TAM model to measure perceived usefulness and ease of use in relation to the use of new technologies. It is also concluded that managers perceive greater usefulness and ease of use than subordinates, in relation to the proposed system. Thus, this study contributes to the development of studies on the GRC theme by systematizing practical implementation guided by international models, evaluating the perception of servers using the system in light of the TAM model
- The art of storytelling: analysis of digital advertising campaigns in the telecommunications sectorPublication . Amorim, Edgar; Santos, SaraIn recent years, the telecommunications sector in Portugal has experienced increasing competition and consumer demand for more personalised and affordable services. In response, major brands have adopted emotionally engaging and immersive storytelling in their digital advertising strategies, particularly during seasonal campaigns. This study explores how storytelling in audiovisual campaigns can influence consumer engagement and evoke positive emotions. Through a literature review and qualitative analysis of two video campaigns by Vodafone and NOS, this paper examines the role of narrative structures and emotional appeal in shaping brand perception. The campaigns on YouTube were analysed in terms of narrative content, emotional tone, and audience engagement. Vodafone’s campaign, focusing on disconnection from technology to foster family bonds, achieved strong viewer interaction and empathy through relatable themes and nostalgic visuals. NOS’s campaign centred on traditional Portuguese values and the emotional power of a holiday message, resonating with audiences through music, familial imagery, and themes of longing. Both campaigns highlighted the strategic use of storytelling to humanise brands and deepen emotional connections with consumers. Despite growing academic interest, literature on narrative advertising in the digital environment, specifically within the telecommunications sector, remains limited. This study contributes to bridging this gap, providing insight into how storytelling can be an effective branding tool in a saturated and competitive market.
- Between emotion and rejection: the consumer in the age of controversyPublication . Carvalho, Beatriz; Simões, Jaqueline; Silva, Marcelo; Pereira, Miguel; Santos, SaraThe growing saturation of the advertising environment is driving brands to adopt provocative strategies to capture audience attention. Although the use of controversial themes is effective in increasing awareness, it entails high reputational risks. This study analyses, through a literature review, the impact of controversial campaigns on consumers’ emotional reactions and ideological perceptions. The findings show that controversy can intensify emotional bonding or trigger profound rejection, depending on the alignment between brand values and those of its audiences. Moreover, the strategic management of controversy, grounded in authenticity and communicational coherence, is essential to transform risks into opportunities for differentiation and to build loyal brand communities.
- Cases on effective digital marketing for competitive organizationsPublication . Santos, Sara; Santos, José Duarte; Pires, Paulo Botelho; Pereira, Inês Veiga; IGI GlobalDigital marketing plays a significant role in promoting the competitiveness of organizations while bringing them closer to customers. However, it also represents a constant challenge for companies, which need to install capabilities capable of continually monitoring the evolutionary dynamics of digital marketing, with particular emphasis on the technological sphere. Digital marketing has several intervention plans, particularly on communication, that use various communication channels and require specific monetization techniques. The vast amount of information available on the Internet, particularly on social networks, makes it difficult to capture consumers' attention. This requires digital marketing strategies in which content needs to be created according to the objectives and selected communication channels. As digital marketing cuts across different economic areas of society but also covers other areas, such as politics and religion, it is essential for those who are directly or indirectly linked to digital marketing to come into contact with examples, with case presentations of success and also of failure, which are duly contextualized in the theory that supported the decisions made by organizations. This book, “Cases on Effective Digital Marketing for Competitive Organizations”, main objective is to present several cases of companies/brands using digital marketing in different industries, allowing readers to develop/deepen knowledge and skills in the various dimensions of digital marketing, namely from a strategic, tactical and operational perspective. So, this book is ideal for (i) management and marketing academics and their students (undergraduate/graduate programs) who need to strengthen or dominate new concepts and know studies developed using quantitative or qualitative methodologies; (ii) researchers monitor conceptual developments and analyze the application of digital marketing through case studies; (iii) general managers, digital marketing managers, and marketers need more knowledge and skills to improve their competencies.
- A comunicação na era da inteligência artificial: o papel da inteligência artificial na transformação do setor imobiliárioPublication . Pereira, Hawayala; Santos, SaraA Inteligência Artificial (IA) tem assumido um papel estratégico na transformação de diversos setores da economia global, destacando-se pela sua capacidade de otimizar processos, gerar insights preditivos e melhorar a experiência do cliente. No setor imobiliário, a IA tem impulsionado inovações que vão desde a avaliação automatizada de imóveis até a personalização de campanhas de Marketing Digital (Zhao, Pobbathi, Ramprasath, & Patibandla, 2024; Tekouabou, Gherghina, Kameni, Filali, & Gartoumi, 2023). Este cenário é marcado não apenas pela automação, mas pela incorporação de tecnologias avançadas como Machine Learning (ML), IA Generativa, análise preditiva, Big Data, Realidade Virtual (RV) e contratos inteligentes (Abouzakhar, 2024). O presente estudo tem como objetivo analisar as principais aplicações da Inteligência Artificial no setor imobiliário à luz da literatura recente. A análise foca-se nos benefícios operacionais e estratégicos da IA, bem como nos desafios éticos e técnicos que envolvem a sua implementação, especialmente no contexto da transformação digital e da gestão orientada para o cliente. Além disso, pretende-se discutir como a IA pode ser integrada de forma sustentável nas práticas de Marketing Digital e na gestão imobiliária.
- Direito laboral ou gestão e liderança laboral?Publication . Lopes, M.; Palma, PatriciaAo invés de fomentar produtividade e inovação, as mudanças propostas parecem ter um potencial preocupante de intensificar a precariedade e, com ela, fenómenos de “lambe-botismo” e seguidismo dentro das organizações.
- Earnings management: Is accrual usage abusive?: auditors perception of accounting practices in AngolaPublication . Pinho, Carlos; Santos, Paula; Martinho, Carla; Edelweiss Applied Science and TechnologyThis research explores auditors' perceptions regarding earnings management practices in Angola, with a particular focus on the use of accruals as a mechanism for manipulating financial results. The study also aims to identify the accounting areas most affected by such aggressive practices. A quantitative approach, based on a linear regression model, was adopted through a structured survey conducted in 2024 among auditors from the Big Four firms operating in Angola. The results indicate that accruals are perceived to be used at a significant level as a means of manipulating earnings. Revenue and receivables, personnel expenses, and inventories were identified as the most frequently manipulated areas. The findings also support the emphasis of International Auditing Standard (ISA) 240 on revenue as a key risk area for fraud. The study contributes to a better understanding of financial reporting practices in emerging economies. It provides practical insights for auditors, regulators, and other stakeholders, highlighting the need for focused audit procedures in high-risk areas in Angola.
- O estilo mediterrânico de empreender: perspetivas para um ecossistema diferenciadoPublication . Palma, Patricia; Jardim, Jacinto
- Exploring social responsibility and social media engagement: the case of portuguese sustainable fashion brandsPublication . Santos, Sara; Silva, Paulo; Lopes, MargaridaConsumers value social and environmental responsibility today, leading fashion brands to use social media to promote sustainable initiatives and build consumer relationships. Digital platforms are essential for connecting with the brand by sharing responsible actions. Consumer behaviour is driven by motivations such as product acquisition and emotional satisfaction. Brand perception, influenced by marketing and social context, is crucial in purchasing decisions, which are increasingly made online. Creative and engaging content on social networks increases interaction with consumers. Brands' social responsibility efforts positively impact consumer trust and brand image. Such factors as consumer identity, brand experiences, and inherent characteristics such as self- esteem influence brand attachment. A research studyof three Portuguese sustainable fashion brands (Le Mot, Flair by MR, Kalimera) highlights the importance of social media strategies to reach and engage the public, convert interactions into sales and build consumer confidence in sustainable brands.
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