Gestão e Economia / Management and Economy
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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.
- Assessment of the efficiency of the territorial administrative reorganization of the parishes of the district of BragaPublication . Meneses, Nuno Filipe da Silva; Santos, Paula Gomes dos; Pinho, CarlosPurpose: The objective of this study was to identify whether the reorganization of parishes carried out in Portugal, in the District of Braga, in 2013, is the one that enhances the greatest efficiency gains. Theoretical framework: The study is based on the relationship between financial sustainability, efficiency, and territory, seeking the optimal dimension of the local power unit. Methodology: The study is based on the Data Envelopment Analysis method, using data from the parishes of the district of Braga in two moments, the year 2012 and the year 2015. For this year, a new territorial reorganization was also proposed and analysed. Results and Conclusions: The reform increased efficiency in 10 of the 14 municipalities. However, it was possible to observe that a reorganization that gives the parishes a larger size, that is, closer to the average seen in the European Union, would bring average efficiency gains in all municipalities. Thus, it is concluded that the reform of the parishes carried out in 2013 in the district of Braga is not the one that allows greater efficiency, since this can be enhanced if they benefit from a larger geographical scale. Research implications: The research contributes to the knowledge of the efficiency of territorial reforms, namely, regarding the impact of the dimension in this context, as well as to the evaluation of the public policy adopted, allowing the public decision-maker to make a sound and sustained decision. Originality/value: This study is original because it studies smaller units of local government, the parishes, on which research is very incipient, namely in Portugal.
- Assessment of the reliability of the Portuguese Republic financial report (2010 to 2019)Publication . Gomes, Carla; Santos, Paula Gomes dos; Martinho, Carla; Pinho, Carlos; Silva, ChristianObjective: Accountability and transparency are essential values within the New Public Governance, in which reporting emerges as an instrument of accountability from public managers to stakeholders. In this context, the research aims to study the reliability of the Financial Reporting of the Portuguese State from 2010 to 2019. Method: The investigation method was the case study. It was analysed the limitations disclosed in the Opinions of the General State Account, issued by the Court of Auditors, (TdC), from 2010 to 2019. Data have been classified to carry out the descriptive analysis, allowing the interpretation of the information. Results: It can be concluded that the reliability of the Portuguese State's financial reporting is conditioned, namely by limitations of the scope and by the existence of material errors. Also, the lack of consolidated financial information and an accounting system that allows the integrated recording of State operations, as provided for in the legislation, affects the transparency and reliability of the General State Account. These constraints also limit the issuing of an opinion by the Court of Auditors under the International Standards on Auditing. Originality/Relevance: There is no known research on the reliability of the financial reporting of the Portuguese State, which is essential for the desired transparency. Theoretical/methodological contributions: The study contributes to the knowledge of the public sector transparency, meeting the stakeholders’ requirements for good governance practices and accountability.
- 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.
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