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- The role of user-generated content on brand equity and intention to visitPublication . Santos, Sara; Vasconcelos, MariaThe emergence of the Internet has revolutionized communication and posed notable obstacles for the tourism and hospitality industries. Intense competition among numerous tourist destinations necessitates the development of distinct strategies to enhance customer brand loyalty by delivering informative and compelling content on digital platforms, mainly social media, which boasts millions of users. Effective communication is crucial in shaping consumer perceptions and nurturing robust customer connections. Businesses must disseminate relevant information and encourage online customer feedback on social media platforms where thoughts and viewpoints hold considerable weight. Web 2.0 enables individuals to create and share information through usergenerated content and electronic word-of-mouth, serving as reliable sources for tourist-related details that significantly influence travellers' decision-making processes. These inputs can sway potential tourists' decisions to visit, making them pivotal in destination marketing efforts. A qualitative methodology was employed during a focus group session to gauge participants' views regarding user-generated content's impact on various dimensions of brand equity and their inclination to visit. A case study was conducted in the Central Region of Portugal and focused on Turismo Centro de Portugal. The results revealed that individuals who engage with user-generated content and follow the Tourism Center of Portugal on social media demonstrate increased brand equity and a greater intention to visit. Additionally, those originating from the Portuguese Central Region exhibit a deeper connection and sense of belonging to it.
- When controversy pays off: conditions for the strategic use of controversy in digital marketingPublication . Pereira, Miguel; Santos, SaraControversy in digital marketing presents both risks and opportunities as brands contend with saturated attention economies and highly engaged online audiences. This article offers a systematic literature review, conducted in accordance with PRISMA guidelines, of peer-reviewed empirical studies published between 2018 and April 2025 in Scopus. Selected works spanned multiple platforms (e.g., Twitter, Facebook, YouTube) and employed diverse methodologies, including computational text mining, big-data sentiment analysis, qualitative case studies, and experimental designs. A synthesis identifies four interlocking components essential for effective controversy management. First, proactive monitoring and early detection leverage computational tools to flag emergent or reputationally hazardous discussions. Second, inclusive stakeholder dialogue and engagement emphasize multi-stakeholder consultations and counter-conduct analyses to promote transparent communication. Third, strategic communication and framing involve crafting contextually tailored messages that respect local idioms and norms. Fourth, adaptive learning and governance close the feedback loop, enabling continuous refinement of strategies in response to evolving digital discourse. Building on these insights, a four-pillar framework is proposed (anticipation, engagement, communication, and learning) to guide digital marketing practitioners in transforming controversy into strategic advantage.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.