PROA-UA (Univ. de Aveiro)
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“Boring, crazy and ill-tempered”: theater artists, power and gender
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Facechurch - Uma análise exploratória aos santuários de Fátima e de Lourdes no Facebook
Full text linkThe use of digital marketing techniques in the field of religious studies is a recent phenomenon. It reflects the change in the way people interact with religion and consume religious content in the digital environment.
Religious institutions and religious leaders, adapting to new communication and content consumption preferences, recognize the potential of the internet to transmit their message, also using social networks to reach and engage their followers.
This study aims to analyze the religious marketing strategies used by the Catholic Church on Facebook to attract and retain the faithful. The analysis focuses on the official accounts of the Sanctuary of Fátima (Portugal) and the Sanctuary of Lourdes (France) on the Facebook social network.
The literature review on this topic shows that there are still few studies on religious marketing in the digital environment, and specifically on social networks. In this way, this study intends to fill this gap and broaden the debate on the topic in an empirical way.
The results indicate that the creation of online content on social networks is a way for the Church to connect with its audiences and keep the Christian and Catholic tradition present in life and society. Social networks follow the daily life of each sanctuary, in addition to inviting participation in celebrations, reflection and training initiatives.O uso de técnicas de marketing digital no campo de estudo da religião é um fenómeno recente. Ele reflete a mudança na forma como as pessoas interagem com a religião e consomem conteúdo religioso no ambiente digital.
As instituições religiosas e os líderes religiosos, adaptando-se às novas preferências de comunicação e consumo de conteúdo, reconhecem na internet o potencial para transmitir a sua mensagem, usando também as redes sociais para alcançar e envolver os seus seguidores.
Este trabalho tem como objetivo analisar as estratégias de marketing religioso utilizadas pela Igreja Católica no Facebook para atrair e manter fiéis. A análise recai sobre as contas oficiais do Santuário de Fátima (Portugal) e o Santuário de Lourdes (França) na rede social Facebook.
A revisão da literatura nesta temática mostra que existem, ainda, poucos estudos sobre o marketing religioso no ambiente digital, e em específico nas redes sociais. Deste modo, este estudo pretende preencher essa lacuna e alargar o debate sobre o tema de forma empírica. Os resultados indicam que a criação de conteúdo nas redes sociais é uma forma da Igreja se conectar com os seus públicos e manter a tradição cristã e católica presente na vida e na sociedade. As redes sociais fazem o acompanhamento diário da vida de cada santuário, além de convidar à participação em celebrações, em iniciativas de reflexão e de formação. 
Editorial: Digitalization & Artificial Intelligence: Catalyst or Barrier to Innovation?
Full text linkMarketing de Recrutamento, Felicidade e Propósito na Indústria High-Tech: O caso da Critical TechWorks
Full text linkRecruitment marketing is grounded in a new paradigm that truly intersects Marketing and Human Resources (Schaeffer, 2016), promoting an alignment between employees’ individual purpose and the organisation’s purpose, within a framework of social responsibility, meaning-making, and impact toward a better world. However, particularly in the high-tech industry, scientific literature on this topic remains surprisingly scarce. Addressing this gap, the present study aims to explore the specificities and potential of recruitment marketing in the IT industry, through a case study of the company Critical TechWorks (CTW). Founded in 2018 as a joint venture between Critical Software and the BMW Group, CTW was awarded in 2020 with the Fast Mover Employment prize (recognising the company with the highest growth in qualified job creation in the Portuguese tech sector) and the Fast Mover Turnover prize. With a horizontal, innovative, and distinctive organisational structure, CTW places “Purpose” at the core of its operations. This principle underpins the integration of the Happiness, Hearts, Marketing, and Talent departments, fostering alignment and bridges across functional areas with a shared focus on people.
O marketing de recrutamento assenta numa nova lógica de verdadeira interseção entre Marketing e Recursos Humanos (Schaeffer, 2016), remetendo para um alinhamento entre o propósito individual dos colaboradores e o propósito organizacional, numa dinâmica de responsabilidade social, criação de significado e de impacto para um mundo melhor. No entanto, e em especial no que toca a indústria high-tech, a literatura científica é ainda surpreendentemente escassa. Partindo desta lacuna, o presente trabalho visa explorar as especificidades e potencialidades do marketing de recrutamento na indústria de IT, aplicando uma metodologia de estudo de caso em torno da empresa Critical TechWorks (CTW). A CTW, fundada em 2018 através de uma Joint Venture entre a Critical Software e o grupo BMW, foi distinguida em 2020 com os prémios Fast Mover Emprego (empresa que mais cresceu em termos de criação de emprego qualificado na área de tecnologia em Portugal) e Fast MoverVolume de Negócios. Através de um desenho organizacional horizontal, inovador e peculiar, a CTW encontra no propósito, “Purpose”, o seu centro de atuação. É com esta premissa que liga as áreas de Happiness, Hearts, Marketing e Talent, de forma a construir alinhamento e pontes entre diferentes áreas funcionais que têm como propósito, e foco principal, as pessoas
Assessment of Service Management in Rural Tourism Contexts
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Tourism is an increasingly segmented activity with distinct individual interests. In particular, rural tourism has received the attention of several academics in different areas of knowledge. In a pandemic scenario (i.e. COVID-19) and in a post-pandemic context, tourist consumers have shown a special desire for pleasant, calm spaces with few clusters of respondents. Thus, segment tourism (e.g. agritourism) has reinforced its importance throughout the year 2020. This study aims to understand some of the main trends in tourist segmentation in the context of rural tourism. Preliminary research was conducted to develop the research instrument. Details of the preliminary research are given below. After the collection of the preliminary data, empirical data would be collected through fieldwork. This study discusses the growing phenomenon of rural tourism and the perspective of relationship marketing associated with specific contexts of rural tourism. The research study brings together a proposed conceptual model to test empirically to understand some of the main determinants of tourist demand in rural tourism environments and their behavioural intentions.
 
A influência do Facebook no comportamento de compra dos consumidores de produtos biológicos - Geração Y e Z
Full text linkSeveral behavioural changes have taken place during the era of digital globalisation, one of which is the growing importance of social media. A study by We Are Social shows that 70% of social media users turn to these platforms to seek information about products before deciding whether to proceed with a purchase. This has led to a paradigm shift in the relationship between consumers and brands. Consequently, it has become essential for companies to develop digital marketing strategies for their social media profiles, particularly in competitive markets such as organic products. The aim of this study is to understand whether Facebook influences the purchasing behaviour of organic product consumers and which features have the greatest impact on these individuals. A quantitative methodology was adopted, using an online questionnaire that collected 205 responses. The results indicate a positive influence of Facebook functionalities on the purchasing behaviours of organic product consumers. Among the features analysed, the “like” button, the “share” button, and advertising were found to be the most influential, particularly among Generation Z.Várias mudanças comportamentais ocorreram durante a era da globalização digital. Um deles foi a importância dada às redes sociais. Estudo realizado pela We Are Social, mostra que 70% dos utilizadores de redes sociais, utilizam-nas para buscar informações sobre um produto, a fim de determinar se desejam prosseguir com a compra. Isso levou a uma mudança de paradigma entre consumidores e marcas. Portanto, tornou-se imprescindível que as empresas desenvolvam estratégias de marketing digital para os seus perfis em redes sociais, principalmente em mercados competitivos, como os de produtos biológicos. O objetivo deste estudo é entender se o Facebook apresenta uma influência no comportamento de compra dos consumidores de produtos orgânicos e qual dos recursos mostra ter mais impacto sobre esses indivíduos. Para a realização deste estudo, utilizou-se uma metodologia quantitativa, sendo elaborado um questionário online que obteve 205 respostas. Os resultados do estudo mostraram uma influência positiva entre as funcionalidades do Facebook e os comportamentos de compra dos consumidores de produtos biológicos e que o botão “gosto”, o botão “partilhar” e o botão “publicidade” são as funcionalidades que se revelaram mais influentes entre estes indivíduos, em particular, a geração Z
Hybrid approaches to empowering sustainable tourism: Educating for the future
No full textThe global tourism industry significantly impacts both the economy and regional development, making sustainable development and effective management crucial. Recognizing this, the Agenda 2030 Sustainable Goals and the Paris Declaration for Climate Change emphasize the pivotal role of tourism, which constitutes a significant portion of global GDP and employment. Therefore, the emergence of Sustainable Hybrid Project Managers, equipped with the necessary competencies, is essential to achieve these goals.
The HyPro4ST Alliance for Education and Enterprises proposes an innovative approach to educate and support project managers and professionals in the sustainable tourism industry. This initiative seeks to foster innovation through knowledge exchange and collaboration in higher education