Gestão e Economia | Comunicações em congressos, conferências e seminários / Communications in congresses, conferences
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- IA e talentos empreendedores: impactos no empreendedorismoPublication . Palma, PatriciaIA e Talentos Empreendedores: Impactos no Empreendedorismo.
- “Pontes e gerações: a(s) nova(s) liderança(s) nas organizações”Publication . Palma, Patricia
- Integrating digitization and plastic credits: dual levers for advancing the circular economyPublication . Negas, Mário Carrilho; Filipa Reis Carvalho SeiçaThis study explores the role of digitalization as a key enabler of circular economy models, with a particular focus on plastic credits as an emerging environmental and economic instrument. It analyzes how digital technologies—such as blockchain, artificial intelligence, IoT, and Big Data—enhance transparency, traceability, and efficiency in waste management and certification systems. Using a qualitative methodology based on document analysis and a case study of the Portuguese startup C-Plastic operating in Lusophone countries, the research examines the social, environmental, and economic impacts of digitally certified plastic credits. The study highlights both the benefits and challenges of these models, including regulatory gaps, risks of greenwashing, and the inclusion of informal recyclers. It concludes that while digitalization and plastic credits offer significant opportunities for inclusive and sustainable growth, their transformative potential depends on clear regulation, international standards, and coordinated global commitment.
- Generation Z and smart cities: a bibliometric exploration of their contribution to urban sustainabilityPublication . Negas, Mário Carrilho; MárioThis presentation examines how Generation Z is addressed in the scientific literature at the intersection of smart cities and urban sustainability. Through a critical review of recent research, it identifies recurring themes and dominant approaches that frame Generation Z both as a driver of innovation and as a critical social actor within contemporary urban transformations. The literature highlights Generation Z’s advanced digital skills and technological fluency as key enablers of eco-efficient urban practices and data-driven sustainability initiatives. At the same time, strong emphasis is placed on participatory, co-creation, and bottom-up approaches, positioning young people as active contributors to the design, governance, and evaluation of smart city strategies. Beyond this optimistic framing, the analysis also reveals a growing body of critical scholarship that problematizes smart city technologies when they reinforce social inequalities, exclude marginalized voices, or lack ethical and democratic grounding. Overall, the presentation argues that Generation Z is increasingly represented not only as a beneficiary or user of smart city technologies, but as an engaged and reflexive social group capable of both shaping and contesting prevailing models of urban sustainability.
- Narrative transportation and positive emotions as determinants of word of mouth in tourismPublication . Espírito Santo, Pedro; Santos, Sara; Augusto, Luísa; Ferreira, Sónia; Pessoa, LucianaProposal and Originality: Storytelling in advertising is a powerful tool for capturing the audience's attention and fostering a connection with consumers. Artistic design is new and, through digital, is becoming central to advertising (Gao & Chen, 2021). Our Study aims to study the immersion in a story that has emphasised the power of narratives (Green et al., 2004). This study has the originality to apply the storytelling in tourism that brings destinations to life by weaving local culture, history, and unique experiences into compelling narratives that inspire travellers to connect deeply with a place. Methodology: A sample of 234 tourists was constituted, and data was collected through online surveys. These were then analysed using statistical software SMARTPLS 4.2.1. All the items were obtained from existing scales in marketing and management and the results confirm convergent validity, composite reliability and discriminant validity. Results and Implications: Narrative transportation plays an important role in stimulating each tourist to the advertising presented in the video, and the fact that each tourist enters the scenes of the video presented boosts emotions which, if they are positive, result in word of mouth for the video in the community. Familiarity with the destination and the design of the video advertising have no direct influence on the emotions created in tourists who watch the videos of historic villages, but indirectly there is an impact on emotions through the force with which individuals enter the video scenes. Research Limitations: This study only analyzed one video from a specific and very particular tourist destination: historic villages.
- Piloto ou copiloto? A estratégia criativa com auxílio da IA: a visão dos profissionais da comunicaçãoPublication . Augusto, Luísa; Silva, Paulo; Santos, Sara; Espírito Santo, PedroO avanço da inteligência artificial e dos recursos disponibilizados à população em geral e particularmente aos profissionais do Marketing e Publicidade têm sido simultaneamente observados como catalisadores e castradores da criatividade e do desenvolvimento humano. A rápida evolução da tecnologia de inteligência artificial (IA) tem gerado uma multiplicidade de novas oportunidades e desafios na área da comunicação. Poderá a IA revolucionar a publicidade e o marketing? Será que a IA vem otimizar a comunicação e pode ser um auxílio na geração de conteúdo criativo ou é um risco para os profissionais da área? A IA pode ser uma ferramenta poderosa para os profissionais de comunicação, mas é fundamental compreender os seus limites e garantir que ela seja usada com responsabilidade e ética, de forma benéfica. O trabalho de investigação tem como objetivo compreender o papel da IA na área da comunicação, em particular, no processo criativo, localizar e identificar os riscos e benefícios da utilização da IA assim como ter uma função prospetiva da inserção e utilização destas tecnologias junto dos profissionais do setor. A abordagem metodológica adotada será mista, combinando técnicas qualitativas e quantitativas. Está subjacente a recolha de dados através da realização de entrevistas e aplicação de questionários a profissionais que trabalham na área da comunicação. Pretende-se aprofundar os aspetos teórico e práticos no domínio da IA, relativamente à comunicação, publicidade e processo criativo, trazendo contributos para as empresas e para os profissionais que trabalham na área da comunicação.
- O estilo mediterrânico de empreender: perspetivas para um ecossistema diferenciadoPublication . Palma, Patricia; Jardim, Jacinto
- How destination familiarity impacts on eord of mouth of tourist destinations: the moderation effects of social media engagementPublication . Santos, Sara; Ferreira, Sónia; Augusto, Luísa; Espírito Santo, Pedro; Pessoa, LucianaWith the advent of the Internet, communication has changed, and new concepts have emerged, especially in tourism. Today, there are many tourist destinations, so competition is increasing. However, cities must find an effective method of differentiating themselves and demonstrating the value of their brand through social media posts since almost everyone is active in the digital world. Using social media, citizens can create and send content or choose word-of-mouth to pass on information about touristic destinations. Communication is vital for marketing and building a close relationship with the customer. Familiarity with the destination is essential because tourists should be prepared for what they will find when visiting a country. This article aims to study the effects of familiarity on the acceptance of tourist destinations moderated by engagement in social media. A quantitative approach was used, and a questionnaire was used to conduct the research. Using literature-tested scales, this study collected data from a sample of 915 individuals, which was analysed using SMART PLS software. The results identified that social media engagement is vital in moderating the relationship between familiarity with the destination, advertising stimulation and word of mouth.
- How destination narrative influence visit destinationPublication . Augusto, Luísa; Santos, Sara; Ferreira, Sónia; Espírito Santo, PedroThe competitive environment of the tourism sector requires new strategies for constructing engaging narratives to stimulate interest, raise awareness and create an emotional connection with visitors, allowing for greater involvement that can influence their visit to the destination. The conceptual model of this study aims to analyse how destination narratives promote the intention to visit, exploring the influence of narrative structure and immersion on tourists' positive emotions, attitudes and behaviours. This study uses a quantitative approach based on structural equation modelling structural equations using the AMOS software. Considering a sample of 901 respondents, this research allowed us to conclude that the narratives influenced positive emotions and attitudes towards regions, conditioning the intention to visit the destination. In this way, this study brings contributions to academia and the professional world, as it allows for a deeper understanding of effective tourism marketing strategies and their practical implications.