PROA-UA (Univ. de Aveiro)
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Prioritizing Factors Influencing Travelers\u27 Sharing of Travel Experiences on Social Media
Get PDFSocial media platform is one of the most used platforms for travelers worldwide to share their travel experiences. Recently, Oman has also started gaining attention as a tourism destination when people started sharing their travel experiences through photos, videos, blogs on social media platform. This presents an opportunity to harness the potential of social media for promoting Oman\u27s tourism industry. To leverage this opportunity, it is important to delve into the key factors that motivate and inhibit travelers from sharing their travel experiences on social media platforms. Therefore, this study takes a comprehensive approach to identify and prioritize the key motivating and inhibiting factors using the Analytic Hierarchy Process (AHP) technique. The insights gained from this research can provide valuable insights to tourism stakeholders and policymakers, enabling them to refine their strategies for promoting Oman as an attractive and competitive tourist destination aligning with the goals outlined in the National Tourism Strategy 2040
Joga-Mate: Integração de Jogos no Processo de Ensino da Matemática
Get PDFIt is with great pleasure that we present this special issue of Indagatio Didactica, dedicated to the Joga-Mate International Conference, held at the University of Aveiro on February 21 and 22, 2025. This event brought together teachers, researchers, and educators to explore the integration of game-based strategies and methodologies in mathematics teaching.
The nine articles selected for this special issue, written in English or Portuguese by 21 authors, present a variety of activities, both digital and physical, that use games and playful approaches to enrich the teaching of mathematics. These initiatives stand out for promoting student motivation, teamwork, problem-solving, and the development of essential skills. The contributions reflect innovative practices that combine the rigor of mathematical content with interactive methodologies, making learning more meaningful and effective.É com grande satisfação que apresentamos esta edição especial da Indagatio Didactica, dedicada à Conferência Internacional Joga-Mate, realizada na Universidade de Aveiro nos dias 21 e 22 de fevereiro de 2025. Este encontro reuniu professores, investigadores e educadores para explorar a integração de estratégias e metodologias baseadas em jogos no ensino da Matemática.
Os nove artigos selecionados nesta edição especial, redigidos em inglês ou português por 21 autores, apresentam uma variedade de atividades, tanto digitais como físicas, que utilizam jogos e abordagens lúdicas para enriquecer o ensino da Matemática. As iniciativas destacam-se por promoverem a motivação dos alunos, o trabalho em equipa, a resolução de problemas e o desenvolvimento de competências essenciais. Estes contributos refletem práticas inovadoras que combinam o rigor dos conteúdos matemáticos com metodologias interativas, tornando a aprendizagem mais significativa e eficaz
The Art of Storytelling: Analysis of Digital Advertising Campaigns in the Telecommunications Sector
Get PDFIn 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.In 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
From products to platforms: strategic service in the appliance sector through the AaaS model
Get PDFThis study critically examines the strategic feasibility of repositioning a conventional appliance manufacturer, such as Flama, as an Appliance-as-a-Service (AaaS) provider, within the broader frameworks of sustainability, digital transformation, and the circular economy. Employing a qualitative case study methodology, the analysis is grounded in internal strategic documentation and structured through conceptual lenses including the Resource-Based View (RBV), VRIO analysis, Dynamic Capabilities Theory, and strategic planning tools such as the Ansoff Matrix and SWOT. Complementary instruments for Environmental, Social, and Governance (ESG) alignment are also incorporated to assess value creation through sustainability.
The findings indicate that the AaaS model—while context-sensitive—facilitates more stable revenue streams, enhances customer lifetime value, and enables the strategic deployment of Internet of Things (IoT) technologies and predictive analytics to increase operational agility. Circularity is not merely a theoretical principle but is operationalised through practices such as refurbishment cycles, reverse logistics, and lifecycle carbon tracking. Moreover, ESG-integrated key performance indicators (KPIs) strengthen governance structures by embedding accountability throughout organisational layers.
The study concludes that AaaS signifies a fundamental shift from product-centric models to regenerative, service-oriented ecosystems. Although such a transition presents structural and behavioural challenges, it offers a credible and strategically sound pathway for industrial renewal within the evolving post-linear economy.This study critically examines the strategic feasibility of repositioning a conventional appliance manufacturer, such as Flama, as an Appliance-as-a-Service (AaaS) provider, within the broader frameworks of sustainability, digital transformation, and the circular economy. Employing a qualitative case study methodology, the analysis is grounded in internal strategic documentation and structured through conceptual lenses including the Resource-Based View (RBV), VRIO analysis, Dynamic Capabilities Theory, and strategic planning tools such as the Ansoff Matrix and SWOT. Complementary instruments for Environmental, Social, and Governance (ESG) alignment are also incorporated to assess value creation through sustainability.
The findings indicate that the AaaS model—while context-sensitive—facilitates more stable revenue streams, enhances customer lifetime value, and enables the strategic deployment of Internet of Things (IoT) technologies and predictive analytics to increase operational agility. Circularity is not merely a theoretical principle but is operationalised through practices such as refurbishment cycles, reverse logistics, and lifecycle carbon tracking. Moreover, ESG-integrated key performance indicators (KPIs) strengthen governance structures by embedding accountability throughout organisational layers.
The study concludes that AaaS signifies a fundamental shift from product-centric models to regenerative, service-oriented ecosystems. Although such a transition presents structural and behavioural challenges, it offers a credible and strategically sound pathway for industrial renewal within the evolving post-linear economy
Strategic Value of Blockchain-Enabled Traceability in Low-Carbon Aluminium: Evidence from a Simulation-Based Industrial Case Study
Get PDFThe accelerating convergence of regulatory innovation, exemplified by the European Union’s Digital Product Passport (DPP) and Carbon Border Adjustment Mechanism (CBAM), is fundamentally reshaping procurement dynamics within Europe’s industrial value chains. In this evolving landscape, traceability systems that enable verifiable transparency concerning material origin and carbon footprint are emerging as critical enablers of compliance and competitive differentiation. Yet whether blockchain-enabled traceability generates measurable economic value in business-to-business (B2B) markets remains empirically underexplored. Addressing this gap, the present study applies a simulation-based case analysis centred on Mikraltek, a Portuguese SME specialising in high-precision aluminium. A convergent mixed-methods approach was employed: an engineering simulation of a blockchain prototype estimated implementation costs (€0.08/kg), while a discrete choice experiment (DCE) with 60 simulated procurement professionals evaluated willingness to pay (WTP) for differentiated traceability levels. Mixed logit modelling revealed an average WTP of €0.92/kg, rising to €1.20/kg among ESG-oriented buyers, thus supporting the strategic relevance of verified transparency. A return-on-investment (ROI) simulation projected an internal rate of return of 218% over three years, with break-even achieved by month 13. Conceptually, the findings advance the resource-based view (RBV) through the proposed VRIOS² framework (Value, Rarity, Inimitability, Organisation, Sustainability, Servitizability), highlighting blockchain-enabled traceability as a potential sustainable source of competitive advantage for SMEs navigating increasingly transparency-driven industrial markets
A força inquietante dos objectos na Máquina Infernal de Jean Cocteau
No full textHailed by some as a great poetic spirit of our time, labelled by others as a mere juggler, Jean Cocteau has remained an unexplained writer up to this day. However, if we heed his dramatic work, and more precisely his play The Infernal Machine, we realise he is
a deeply modem author and has participated actively in the dramatic renewal of the 20\u27h century. By renewing the classical myth of Oedipus according to Sophocles, the writer intends to express his `poetry of theatre\u27, thus denying it its form to preserve the message. Conceived as a dynamic space, the charm of his play lies in the interplay of music, light, gesture, sound, word and objects, Cocteau\u27s theatrical poetry deriving from this conjugation. Among a]l these theatrical components, we have chosen to deal with the disturbing power of objects, since all of them, from the scarf to the mirror, help Oedipus\u27s destiny to be fulfilled. Far from being reduced to mere stylistic or ornamental accessories, they are assigned an important role in the action, by confirming the oracle and leading Oedipus to mutilate himself and Jocaste to hang herself.Saludado por algunos como un gran espíritu poético de nuestro tiempo, catalogado por otros como simple malabarista, Jean Cocteau constituye, aún hoy, un escritor por explicar. Pero si atendemos a su teatro, y más concretamente a su obra La Máquina Infernal, descubriremos que el autor es profundamente moderno y participa activamente en la evolución de la dramaturgia del siglo XX. Al renovar el mito clásico de Edipo, según Sófocles, el escritor pretende expresar su «poesía de teatro», negándole, por ello, la forma para salvar el mensaje. Concebida como un espacio dinámico, su pieza encanta por la unión existente entre la música, la luz, los colores, los gestos, los ruidos, la palabra, los objetos y de esa conjunción nace la poesía teatral cocteana. Sin embargo, de todos estos componentes teatrales, nos ocupamos de la fuerza perturbadora de los objetos porque todos, desde la echarpe hasta el espejo, ayudan a que se realice el destino de Edipo. Dejando de ser un simple accesorio estilístico y ornamental, pasan a desempeñar un papel importante en la acción, confirmando el oráculo y llevando a Edipo a mutilarse y a Yocasta a ahorcarse.Saudado por alguns como um grande espírito poético do nosso tempo, catalogado por outros de simples malabarista, Jean Cocteau constitui, ainda hoje. um escritor por explicar. Mas, se atendermos ao seu teatro, e mais precisamente à sua obra A Máquina Infernal, descobrimos que o autor é profundamente moderno e participa activamente na evolução da dramaturgia do século XX. Ao renovar o mito clássico de Édipo segundo Sófocles, o escritor pretende exprimir a sua «poesia de teatro», negando-lhe, por isso a forma para lhe salvar a mensagem. Concebida como um espaço dinâmico, a sua peça encanta pela união existente entre a música, a luz, as cores, os gestos, os ruídos, a palavra, os objectos e é dessa conjugação que nasce a poesia teatral cocteana. Contudo, de todas as componentes teatrais, debruçámo-nos sobre a força perturbadora dos objectos porque todos, desde a echarpe ao espelho, ajudam a que o destino de Édipo se realize. Deixando de ser um mero acessório estilístico e ornamental, eles passam a desempenhar um papel importante na acção, confirmando o oráculo e levando Édipo a mutilar-se e Jocasta a enforcar-se
Análise dos indicadores de desempenho em empresas internacionais
No full textAssessing the performance of internationalized companies is essential to identify their success or failure in internationalization processes, especially in Small and Medium Enterprises (SMEs), as their resources (whether human, financial, or technological) are limited compared to multinational corporations. Therefore, evaluating investments becomes crucial to ensure that resources are being allocated correctly. Identifying the essential performance indicators for this assessment is one of the most complex processes due to the lack of consensus in the literature on this topic.
The central purpose of this article is to identify and understand the various ways of measuring the performance of internationalized companies, with special attention to SMEs, contributing to the referencing and schematization of the most commonly used performance indicators in studies on companies\u27 internationalization. Based on a review of the existing literature most relevant to this topic, the study conducted comprises essentially a descriptive and analytical approach and proposes an integrative table of all performance indicators found in the literature, reflecting on their evolution. This study clarifies the international marketing literature and facilitates managers in identifying various indicators for assessing internationalization performance and those that best fit their business reality. This work is limited to identifying performance indicators without associating them with entry modes or stages of internationalization processes.Evaluar el desempeño de las empresas internacionalizadas es fundamental para identificar su (in)éxito en los procesos de internacionalización, más aún en las Pequeñas y Medianas Empresas (PYMES), ya que sus recursos (ya sean humanos, financieros o tecnológicos) son escasos en comparación con los de las empresas multinacionales, por lo que evaluar las inversiones se convierte en algo fundamental para comprobar si los recursos se están canalizando de forma correcta. La identificación de los indicadores de rendimiento esenciales para esta evaluación es uno de los procesos más complejos dada la falta de consenso en la literatura sobre este tema. Así, el objetivo principal de este artículo es identificar y comprender las distintas formas de medir el desempeño de las empresas internacionalizadas, con especial atención a las PYME, contribuyendo a la referenciación y esquematización de los indicadores de rendimiento más utilizados en los estudios sobre la internacionalización de las empresas. A partir de la revisión de la literatura existente y más relevante sobre el tema, el estudio realizado comprende en su esencia un enfoque tendencialmente descriptivo y analítico y propone un cuadro integrador de todos los indicadores de desempeño encontrados en la literatura, haciendo una reflexión sobre su evolución. Este estudio contribuye a clarificar la literatura de marketing internacional y facilita a los directivos su tarea de identificar varios indicadores posibles para utilizar en la evaluación del rendimiento de la internacionalización y los que mejor se ajustan a su realidad empresarial. Este trabajo se limita únicamente a identificar los indicadores de rendimiento, sin asociarlos a los modos de entrada o a las etapas de los procesos de internacionalización.Avaliar o desempenho de empresas internacionalizadas é fundamental para identificar o (in)sucesso das mesmas em processos de internacionalização, mais ainda em Pequenas e Médias empresas (PME), uma vez que os seus recursos (sejam eles humanos, financeiros, tecnológicos) são escassos face às multinacionais, pelo que avaliar os investimentos torna-se fundamental de forma a verificar se os recursos estão a ser encaminhados de forma correta. Identificar os indicadores de desempenho essenciais para esta avaliação é um dos processos mais complexos dada a falta de consenso existente na literatura sobre esta temática.
Desta forma, o propósito central deste artigo é identificar e compreender as várias formas de medição do desempenho das empresas internacionalizadas, com especial atenção das PME, contribuindo para a referenciação e esquematização dos indicadores de desempenho mais utilizados nos estudos sobre a internacionalização das empresas. Com base na revisão da literatura existente e de maior relevância nesta temática, o estudo realizado compreende na sua essência uma abordagem tendencialmente descritiva e analítica e propõe uma tabela integrativa de todos os indicadores de desempenho encontrados na literatura, fazendo uma reflexão sobre a evolução dos mesmos. Este estudo contribui para uma clarificação da literatura de marketing internacional e facilita os gestores na sua tarefa de identificação de diversos indicadores possíveis de utilização na avaliação da performance de internacionalização e aqueles que melhor se encaixam na sua realidade empresarial. Este trabalho limita-se apenas a identificar os indicadores de desempenho, sem os associar a modos de entrada ou fases de processos de internacionalização
Social Impact Measurement & Balanced Scorecard: A Review of Design, Effectiveness and Limits
Get PDFBalanced scorecard (BSC) has seen intensified scrutiny from academia in terms of its ability and effectiveness in driving sustainability goals. Additionally, the wider topic of organizational social impact measurement has seen similar debates around what can be considered a proper outlet for performance and control tracking. It also remained unresolved the need for a sustainability and/or social impact measurement solution that is standardizable, consistent, effective in achieving its goals and integrated in the corporate strategy. This paper takes on a journey of systematic literature review aiming to address whether a social impact measurement scheme can be effectively incorporated into existing performance monitoring & control systems. Following this approach, it investigates the space created around Balanced Scorecard (BSC), sustainability -as a benchmark in assessing their ‘co-existence’- and social value. The aim is to answer 2 research questions: (1) What are the missing links when it comes to achieving an integrated and standardizable approach in corporate sustainability and social impact measurement? (2) Is it effective to use BSC based design to monitor and track the corporate sustainability and/or social impact of an organization? This study analyzed 69 papers published between 2010 and 2024 and indexed on ISI Web of Science - Current Contents. These papers underwent comprehensive analysis with the help of Endnote and NVivo. Subsequently a refined sample of 40 papers, directly related to the research questions, was isolated. The findings of this study show that although existing infrastructures for performance management (i.e BSC) could be redesigned so that they can incorporate additional social impact measures, there are significant limitations in terms of effectiveness. It suggests that given the complexities of a social impact measurement endeavor, essential foundational elements of effective measurement and integration need to be addressed first. This implies having a tailored approach in the setup of performance tools able to effectively support the social impact measures endeavor. 
O Brand Love e a Potencial Influência no Comportamento dos Consumidores: Uma Revisão de Literatura
Get PDFFor a better understanding of the state of the art, this article aims to explore the concept of brand love in its fullness and the potential influence of brand love on consumer behaviour. For this purpose, a methodology based on the collection and review of relevant literature was adopted. Four major areas on the theme were highlighted: (i) the concept of brand love; (ii) the dimensions of brand love; (iii) the consumer-brand relationship; and (iv) brand love and social media. In exploring the concept of brand love, it became fundamental to study the dimensions that allow its construction, namely: (i) passion; (ii) integration of the brand itself; (iii) positive emotional attachment; (iv) long-term relationship; (v) anticipated separation distress; (vi) overall attitude valence; and (vii) attitude strength. Thus, the consumer is assumed as the main element in the relationship with a particular brand, materializing as a basic premise the perception of the role he plays in the development of its products. This is because individuals often incorporate a brand in their self-concept, allowing the construction of their desired self, which translates into a great commitment to the beloved brand. With the development of new information and communication technologies and the transformation to an increasingly digital world, it has become opportune to analyse the impact of social media on the development of the individual\u27s feeling of love for the brand. Thus, by providing a feeling of belonging to a community, which inflates brand love, social networks allow a greater use of them, generating a positive effect in the construction of the consumer-brand relationship.Para uma melhor perceção do estado da arte, este artigo tem como objetivo explorar o conceito de brand love (amor pela marca) na sua plenitude e a potencial influência do brand Love no comportamento dos consumidores. Nesse sentido, foi adotada uma metodologia baseada na recolha e revisão de literatura relevante. Quatro grandes áreas sobre a temática foram destacadas: (i) o conceito de brand love; (ii) as dimensões do brand love; (iii) a relação consumidor-marca; e, (iv) o brand love e os social media. Na exploração do conceito de amor pela marca, tornou-se fundamental estudar as dimensões que permitem a sua construção, nomeadamente: (i) a paixão; (ii) a integração da própria marca; (iii) a ligação emocional positiva; (iv) a relação a longo prazo; (v) a angústia de separação antecipada; (vi) a valência da atitude global; e, (vii) a força de atitude. Deste modo, o consumidor assume-se como o elemento principal na relação com uma determinada marca, concretizando-se como premissa básica a perceção do papel que este desempenha no desenvolvimento dos produtos da mesma. Isto porque, muitas vezes os indivíduos incorporam uma marca no seu autoconceito, permitindo a construção do seu eu desejado, o que traduz um grande comprometimento com a marca amada. Com o desenvolvimento das novas tecnologias de informação e comunicação e a transformação para um mundo cada vez mais digital, conceituou-se oportuno analisar o impacto dos social media no desenvolvimento do sentimento de amor do indivíduo pela marca. Assim, as redes sociais ao proporcionarem um sentimento de pertença numa comunidade, o que inflaciona o brand love, permitem uma maior utilização destas, gerando um efeito positivo na construção da relação consumidor-marca