Science (Universidade Europeia)
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Hashtags–a keystone of Instagram in the hotel digital strategy. An Iberian case study
No full textOne of the ways hoteliers can gain a competitive advantage is by increasing their digital footprint, which includes a hashtag strategy. In fact, hashtags have become an integral part of social networks, but are often not properly implemented in the hotel sector. The purpose of this study is to explore the importance of hashtags as an effective tool for a hotel’s online marketing strategy, with a particular focus on Instagram. The objective of this research is to provide an in-depth analysis of the hotel chains’ Instagram accounts with the most followers in Portugal and Spain. To such end, ten hotel chains were analyzed in both countries. Desk research was carried out to identify the sample and to consider metrics such as: number of mentions, hashtag reach, likes, comments and followers. The hotel with the most Instagram mentions is the Ushuaia Beach Hotel in Spain and the Six Senses Douro Valley in Portugal. By means of this last example, results showed that the average of likes, and comments increased significantly with the use of hashtags. Therefore, it is possible to ascertain that the use of hashtags increases the engagement of followers with the hotel brand
Attitudes towards machine translation and languages among travelers
No full textMachine translation (MT), i.e., automatic translation, is a growing field in artificial intelligence with huge impacts on societies and businesses. Despite its importance for traveling and tourism communication, it has not been approached within tourism research. This study aims to fill this gap in knowledge by analyzing how attitudes toward machine translation are related to tourists’ profiles, travel behaviors, and language mindsets. It comprises two parts. The first one concerns a sample of 2535 individuals, while the second concerns a sub-sample of 907 language tourists (LTs). Specific research goals are set for each study: (1) to compare individuals with opposing viewpoints on the importance of MT in terms of profiles and attitudes toward languages; and (2) to understand how LTs’ profiles and travel experiences differed according to their agreement with the importance of MT in their most significant language trip. Statistical exploratory and inferential analyses have been conducted. We conclude that those with more positive views of MT tend to be younger and less educated, report poorer language skills, and attribute greater importance to the role of English as a lingua franca. Concerning LTs, those who rate MT as less important are more likely to have acquired language skills formally, engage more in cultural activities, and have closer contact with locals during their language trips. Acknowledging the role of MT in their most significant language trip is neither associated with a more unfavorable attitude towards the role of language in tourism nor with perceived diminished travel outcomes
When sustainability goes wrong: A critical perspective about consumer behaviour, greenwashing, and its impact on sustainability
No full textBased on a conceptual discussion, this chapter focused on current consumer behavior, with a special emphasis on its relationship with sustainability, and on the recent sustainable practices of companies. Through the analysis of these two pillars, this narrative review aimed to frame sustainability and emphasize the greenwashing processes that take place in this context. To this end, some reasons why sustainability has been a major subject of debate in recent decades and also evidence on consumer behavior about this discussion were pointed out. The role of companies was also outlined - through corporate social responsibility practices - bridging the issue of greenwashing. As a negative aspect associated with sustainability, greenwashing was observed in depth, with a special focus on the digital environment, and in the context of marketing and influence
An overstimulated consumer in a highly visual world: The moderating effect of the highly sensitive person trait on the attitude towards the ad
No full textBrands are striving for attention and seeking to attract the right customer, therefore
online advertisements have become their big new showroom. Generally, advertisements
combine colored imagery and strong movements to encourage and capture the
consumer’s attention. However, research shows that people may react differently to
similar stimuli depending on their personality traits. This research focuses on how
people with a higher sensitivity to external stimuli – commonly defined as Highly
Sensitive Persons (HSPs) – react when exposed to ads with excessive visual stimuli
(i.e., colors, dynamic imagery, complex layouts). Results from two studies – (1) an
experiment conducted online (n = 149); and (2) a biometric data collection using
Mind Wave, a brain wave-reading device from NeuroSky (n = 18) – showed that the
HSP trait affects ads perception and leads to a negative reaction toward overstimulating
advertisements. This study sheds some light on the literature about personality
traits and online consumer behavior
The Explanatory Factors of Risk Disclosure in the Integrated Reports of Listed Entities in Brazil
No full textThe gaps observed in entities’ traditional reports and accounts led to the emergence of the integrated report (IR), which includes several content elements, namely the component relating to risks and opportunities. Within this scope, the specific risks that may affect an organization’s capacity to create value are disclosed, among others, which is information of interest to the different stakeholders. This paper aims to identify the explanatory factors that influence the disclosure of risks in IRs. For this purpose, the IRs of entities listed on the Brazilian stock exchange for the year 2020 were assessed. The study was based on the explanatory theories of risk disclosure usually found in the literature, namely, the legitimacy, the agency, the signaling, and the upper echelon theories. Linear regression models were used with the disclosure rates of different types of risk as dependent variables. The size, profitability, indebtedness, independence, and gender diversity in the board of directors (BD), audit, and activity sector comprised the selected explanatory factors. Associations were found between some of the types of risks disclosed and the size of the entity, the existence of an audit, the independence of the BD, and the activity sector. The paper contributes to the literature about the explanatory factors of risk disclosure by exploring its analysis with different typologies and attributes, having the IR as a source of information, which is still little explored. The scientific contribution encompasses proposing a new risk analysis model in the IR. The innovative elements also comprise the classification of risks related to sustainable development (SD), including environmental, social, and governance (ESG) factors
Digital influencers’ attributes and perceived characterizations and their impact on purchase intentions
No full textResearch into the role of digital influencers in marketing strategies is a rapidly developing
area that has attracted the interest of researchers and organizations. In recent years, organizations
have become increasingly interested in using digital influencers to promote their brands and disseminate
advertising messages with a high impact on their target audience. Digital influencers are
beginning to be used as models for sustainable consumption behavior (for example in the fashion,
food, and health sectors) by promoting environmental and sustainable values. By promoting sustainable
content and disseminating messages of environmental awareness, digital influencers can
help achieve the Sustainable Development Goals (SDGs). This study aims to identify the attributes
(attitude homophily, physical attractiveness, and social attractiveness) and perceived characterizations
(trustworthiness, perceived expertise, and parasocial relationship) of digital influencers and
their impact on purchase intention among a sample of Portuguese consumers. It also aims to identify
the most relevant types of digital influencers according to their areas of influence (fashion, sports,
beauty, and cinema/TV/music) and their impact on purchase intention. For data collection, an
online questionnaire was developed and administered to a non-probabilistic convenience sample.
Only respondents who had experience purchasing a product or service after watching a YouTuber’s
advertisement (screening question) or following or searching for a digital influencer could complete
the questionnaire. A total of 243 valid questionnaires were received. The main findings are that the
attributes and perceived characterizations of digital influencers have a positive and significant impact
on purchase intention. It was also found that digital influencers can enhance shopping experience
and credibility, which has a strong impact on consumers’ purchase intentions. In terms of sector,
the data show that the most important influencer in the ‘Fashion’ sector is Helena Coelho, in the
‘Sports’ sector is Cristiano Ronaldo, in the ‘Beauty’ sector is Sara Sampaio, and in the ‘Music, TV,
Cinema’ sector is Ricardo Araújo Pereira. This study can help companies use digital influencers more
effectively in their digital marketing strategies, as credibility, experience, and parasocial relationships
have a strong impact on consumers’ purchase intention
Digital transformation: Management of smart cities
No full textCities are becoming smarter and more optimized because of digital
transformation, reducing costs, increasing safety, attracting investment, ensuring
sustainability, and increasing viability. As a result of this optimization, they are becoming
smart cities. Smart cities are ones that use internet of things’ devices, such as connected
sensors, lights, and smart meters, to improve infrastructure and design by gathering and
analyzing real-time citizen data. In this research, different conceptions of smart cities and
the interconnections with digital transformation will be presented. Therefore, the purpose
of this chapter is to analyze how digital transformation may help manage smart cities. As a
result, a thorough and integrated evaluation of the SCOPUS database will be conducted
to address the following questions: 1) What are smart cities? 2) What is digital
transformation? 3) How does digital transformation help to manage smart cities? The
results point out that technologies and digital abundance, which include artificial
intelligence, blockchain and internet of things, play a crucial role in managing a controlled
and automated infrastructure in smart cities. These favor the development of suitable
places to live, work and have fun, with a better quality of life for everyone
Factors influencing the level of trust in vaccines
No full textThe authors explore the degree of consumer trust regarding the various brands of Covid-19 vaccines made available by laboratories in Portugal. This chapter aims to fill a gap in the literature, since brands of COVID-19 vaccines have never been analysed from a brand trust perspective. The results show that the level of trust differs significantly between vaccine brands, with BioNtech - Pfizer, Moderna - National Institute of Health and Oxford -AstraZeneca inspiring the highest levels of trust among respondents. Other vaccine brands - Sanofi GSK, Janssen Pharmaceutica NV, and CureVac - showed lower levels of trust or respondents had no opinion whatsoever. Gender, age, family net monthly income, educational qualifications, and being a health professional were also found to influence the level of trust towards vaccine brands differently. The results may serve as strategic orientations for the pharmaceutical industry brands, but they may also be the object of reflection for public organisms when making purchasing and implementation decisions in the country
Social entrepreneur perceived success by integrating cognitive mapping and MCDA
No full textThe dual nature of social enterprises (social and financial goals) brings crucial challenges regarding the tensions to which objectives address, and therefore success is harder to assess and attain. This study aims to respond to this gap of knowledge by investigating social enterprises perceived path to success. It gives voice to social entrepreneur's notion of success and applies the combination of Cognitive Mapping and MACBETH, techniques that help to capture success criteria's complexity. The outcome of this study is a framework that allows to understand the way social entrepreneurs perceive success for their social enterprises. The findings reveal five indicators, in which the most important is Financial Sustainability, followed by Social Impact, whereas Business Model is considered the least important factor
Complementary and alternative medicine legitimation efforts in a hostile environment: The case of Portugal
No full textThis article explores complementary and alternative medicine (CAM) organisations’ legitimation efforts that face extra obstacles as they are subject to more than one institutional logics (hybrids) and operate in a contested organisational space (hostile environment). CAM organisations espouse the health and market logics and their practices are questioned at an institutional level. The study is conducted in Portugal, where the legalisation of CAM therapies was a contested process over 10 years. Taking an abductive approach and drawing on qualitative interviews, the authors analyse CAM managers’ efforts to legitimise their practices and build viable organisations despite hostile conditions. Contrary to prior studies of hybrid healthcare organisations, CAM organisations derive moral legitimacy from the market logic rather than the health logic. The findings show that relationships, trust-building and consumer education appear to be the primary vehicles for establishing pragmatic legitimacy. Thus, pragmatic legitimacy relies on the health logic. The market logic dominates the pursuit of moral legitimacy through financial sustainability, human capital, marketing communications and partnerships, and advocating complementarity with biomedicine. We propose a model through which organisations use pragmatic legitimacy to enhance moral legitimacy and to create recursive feedback between moral and pragmatic legitimacy on the path to cognitive legitimacy