Gestão e Economia | Capítulos/artigos em livros internacionais / Book chapters/papers in international books
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- Social innovation and local sustainable development: a literature reviewPublication . Ruela, Maria João; Almeida, Filipe; Simão, João
- 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.
- Once upon a brand: storytelling in digital telecom campaignsPublication . Amorim, Edgar; Santos, Sara; JorgeStorytelling has been establishing itself as a central strategy in brand communication by providing narrative experiences that foster immersion, empathy with characters, and the emotional involvement of consumers. The ability of narratives to generate narrative transport and positive emotions has proven to be fundamental in strengthening the connection between consumers and brands, especially in digital contexts. This chapter analyses the impact of storytelling on digital advertising campaigns in the telecommunications sector in Portugal, seeking to address the scarcity of studies dedicated to this topic. The research analysed two 2024 Christmas campaigns broadcast on YouTube by the NOS and Vodafone brands. It surveyed 227 participants using a questionnaire that assessed narrative structure, narrative transport, positive emotions, and brand engagement. Statistical analysis confirmed that wellconstructed narratives increase narrative transport, trigger positive emotions and strengthen brand engagement.
- 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
- Enhancing higher education with artificial intelligence: implementing and assessing a chatbot in a business information systems coursePublication . Isaias, Pedro; Hoque, Tania Tanzin; Miranda, Paula; Sampson, Demetrios; Isaías, Pedro; Ifenthaler, DirkThe higher education sector is continuously searching for innovative technologies that can assist both lecturers and students to be prolific. The deployment of artificial intelligence in educational settings can assume a panoply of forms. Chatbots are a valuable example of the deployment of artificial intelligence in higher education, as they become increasingly popular in other areas of society. As with any innovative technology, the use of chatbots, in higher education, requires extensive research and careful consideration of their pedagogical value. The lessons learned from lecturers who experiment with chatbots can constitute important evidence to support their use. This paper presents a chatbot specifically designed for a higher education course, named RESOURCEbot, its mechanics and workflows. This chatbot was used in a university course to assist the students with recommendations of relevant research papers. It is also presented the chatbot’s evaluation. The evaluation of the RESOURCEbot derived from a questionnaire that was distributed among the students to assess their opinions about the experience of using a chatbot, its performance and their intention to use chatbots in educational settings. The results highlighted some of RESOURCEbot’s limitations, such as some difficulty in understanding the students’ prompts, but overall, they reflected the students’ positive opinions concerning its ease of use, and the value and pertinence of its recommendations.
- The specifics of the teacher’s education adapted towards new technologiesPublication . Reis, Felipa Lopes dos; Martins, António Eduardo Pais Falcão BarbosaThe education of teachers in new technologies allows each teacher to understand, through his own reality, interests and expectations, how technologies can be useful, the effective use of technology by the student first undergoing assimilation by the teachers. After all, if someone introduces computers to universities without proper attention paid to teachers, the benefit that students are going to ultimately derive from it is of low quality and usefulness. To reach positive effects it’s fundamental to consider an intensive initial enabling of capacity, starting with the teachers that may incentivise their students. Keywords
- Practice from implementing Web 2.0 tools in higher educationPublication . Isaias, Pedro; Miranda, Paula; Pífano, SaraEach new technology, tool, or resource that is introduced in higher education practice with the promise of enhancing the students’ learning experience and/or increasing their academic performance is subjected to meticulous scrutiny. In the early days of Web 2.0’s implementation in the context of higher education, many educators expressed their concerns and were reluctant to embrace it. As it slowly proved its pedagogical value and an increasingly higher number of teachers began to incorporate it in their teaching practice and courses, the body of evidence speaking to its advantages increased and offered other educators the confidence and proof they required to do the same. This chapter examines Web 2.0 in the context of higher education by debating both its benefits and shortcomings and presenting cases of actual implementation. The cases in question pertain to the use of YouTube, Wikis, and Twitter as valuable resources in the development of different types of skills and to support the acquisition of knowledge.
- Higher education and Web 2.0: barriers and best practices from the standpoint of practitionersPublication . Isaias, Pedro; Miranda, Paula; Pífano, SaraThe abundance of evidence of Web 2.0’s value in educational settings has provided both educators and researchers with prized information about the application of a panoply of technologies. The experience that this evidence portrays can be used to meaningfully direct teachers in their own ventures of Web 2.0 implementation. In online learning environments, any collaboration between the students must occur with the support of technology, so it is fundamental that technology functions as an enabler, maximizing the opportunities that online settings offer, and that students can tap into those technologies to enhance their learning experience. This chapter focuses on the implementation of Web 2.0 within higher education from the viewpoint of e-learning experts. It reports on the findings of on online questionnaire that examined both the barriers and the best practices of implementation and that was applied internationally among researchers and teachers in the higher education sector.
- Successful implementation of Web 2.0 in non-profit organisations: a case studyPublication . Pífano, Sara; Isaias, Pedro; Miranda, PaulaNon-profit organizations are becoming aware of the resourcefulness of Web 2.0 in terms of user engagement, communication, collaboration, and fundraising. Nonetheless, within the context of these organizations, the full potential of Web 2.0 technologies remains unrealized. This chapter explores the aspects that contribute to the successful implementation of Web 2.0 in non-profit organizations by using a case study of an international non-profit entity. The case study is based on an online questionnaire that was distributed among the members of the organization. The findings place an emphasis on the importance of the user-friendliness of the application, the participation of the users, on the availability of relevant content, and on the existence of features to create/exchange content in a multiplicity of formats.
- CRM 2.0 and Mobile CRM: a framework proposal and study in European Recruitment AgenciePublication . Gregório, Tânia Isabel; Isaías, PedroCompanies are becoming more focused on customers and on new ways to approach them individually. Mobile technologies and Web 2.0 have been pushing companies to evolve in this area. This research is focused on the way Customer Relationship Management (CRM) systems are used, on a European level, by recruiting companies to assist candidates in finding a satisfactory job. A framework is presented to identify how CRM 2.0 and mCRM (mobile CRM) can help candidates to find jobs in a personalized way. A set of four hypotheses have been defined. To gain a better understanding of these CRM systems, the methodology used in the exploratory study was quantitative, employing a non-probabilistic sampling technique, with 35 recruiting agencies being studied. Results showed that the use of software in recruiting agencies is quite common and that CRM 2.0 is present in the vast majority of the studied companies. When it comes to mobile CRM, there's still much to be explored in this channel, as agencies focus their resources on Web 2.0, leaving this channel's great potential of mobile CRM unused.
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