Science (Universidade Europeia)
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Consumer discrimination in service recovery situations
No full textPurpose – Discrimination in the marketplace has recently received increasing attention in marketing
discussions, especially related to service encounters. This research explores the effect of receiving lower (vs
higher) financial compensation than someone perceived to be from an upper social class (vs lower) on consumer
reactions after a service recovery situation.
Design/methodology/approach – Two experimental studies with two different populations.
Findings – Individuals who receive less compensation than someone from a higher socioeconomic status tend
to attribute differential treatment to discrimination. Both individuals who received less and who received
higher compensation are willing to engage in negative word of mouth, however, only consumers who were
discriminated against want to take revenge on the company.
Originality/value – Previous literature indicates that consumers’ reactions after service problems are
mediated by justice perceptions. This research offers a new perspective of social comparison in service
recovery situations by considering the role of discrimination perceptions
An analysis of latent demand in language tourism
No full textStudies on language tourism have been scarce. Existing research has focused on language tourists and their experiences. However, no study has approached nonparticipants and latent demand in language tourism. Latent demand refers to demand that cannot be satisfied due to particular constraints, and despite the interest of the individual. Yet, the characteristics of latent demand in this type of tourism remain unknown, as well as the constraints that impede the participation of these potential language tourists in language tourism. The present study aims to fill this gap in knowledge by identifying: a) the characteristics and constraints of latent demand in language tourism; and b) which factors predict the intentions of becoming a language tourist. This study comprises a sample of 1,462 nonparticipants in language tourism. Statistical quantitative data analysis (including a binary logistic regression method) was performed using SPSS. Among other findings, we concluded that several predictors increased the odds of intending to participate in language tourism (e. g., being single, being able to speak English, being enrolled in higher education), while others decreased it (lack of interest, lack of a travel companion, family commitments). Analyzing nonparticipants with high potential is key to remove constraints to their participation in language tourism
Study of the online fashion consumer shopping journey and the effects of digital communication media: Case study Mo Online
No full textThe following investigation aims to study the consumer behavior, more specifically of digital communication media and Online Consumer Shopping Journey. In this exploratory-natured study of quantitative methodology, the collection of data was obtained through a questionnaire where 166 valid answers were processed. This study resulted in important contributions, namely the construction and validation of the assessment instrument that combines the constructs of online shopping journey and digital media. In addition, it contributed as a step to solving a need of the MO Online, the company in which the internship took place—to know more about e-commerce—and where and how the brand’s potential consumers were present in an online environment. The obtained findings helped to build a digital communication plan for the internationalization of MO’s e-commerce, according to the profile and digital behavior of its target audience. It was found that digital media shape the online shopping journey. This is a study that can serve as a premise for future investigations but, above all, it is focused on a real need of the fashion retail market—knowing how to reach its potential consumers more effectively. It also has value on a practical level, as it presents very relevant insights for fashion marketing managers, providing them with relevant information that they can adopt daily on their digital platforms
Sustainability in project management and project success with virtual teams: A quantitative analysis considering stakeholder engagement and knowledge management
No full textProject success is crucial for businesses, but the impact of virtual teams on it is still not
fully understood. The global outbreak of the COVID-19 pandemic in 2020 has led to the widespread
adoption of virtual environment solutions to support geographically dispersed project teams. The
growth in the use of virtual or hybrid teams in projects is expected to continue, as it presents an
irreversible trend. Furthermore, there has been a significant increase in interest in sustainability in
project management in recent years, emphasizing the long-term perspective for project success. To
address this gap and contribute to the project success theory, a quantitative study was conducted to
examine the impact of stakeholder engagement, knowledge management, and sustainable practices
in project management on project success in virtual work environments using structural equation
modeling. Experienced Portuguese-speaking project management professionals were surveyed. No
evidence was found to support the moderating role of virtual teams, concluding that the virtual
nature of a team does not diminish stakeholder engagement, knowledge-sharing, or sustainability in
project management and its influence on project success. This study provides valuable insights for
enhancing project success in virtual work environments, as it is the first of its kind to quantitatively
address the sustainable long-term approach of project success in virtual environments
perceptions of authenticity and emotions in TripAdvisor reviews
No full textIntangible cultural heritage, such as music, often becomes the symbol of urban spaces. One example is fado, a music genre that originated in Lisbon, Portugal. With the increasing prominence of fado as a cultural heritage, an increasing number of tourists are attracted to fado shows. In this context, this study seeks to answer the following research question: “How do emotion and authenticity relate to visitors’ overall satisfaction in fado venues?”. Based on mixed methods research (descriptive statistics, inferential statistics, and content analysis), 2653 TripAdvisor reviews of four fado venues in Lisbon were analyzed. We conclude that although both authenticity and emotion are highly associated with overall satisfaction, lack of authenticity was not markedly associated with dissatisfaction. The most recent fado house is perceived as the most authentic one
Comparing serious games and video-based instructional methods in medical education: A randomized controlled trial
No full textPurpose: To compare the level of knowledge retention between two different instructional strategies (one combined face-to-face and serious game and the other a combined face-to-face and video) on undergraduate medical students. Methods: The comparison was achieve by conducting a randomized controlled trial. This trial involved 42 undergraduate medical students. First they participated in a conventional class of 45 minutes about 'the recommendation for the transportation of the critically ill patients', followed by a pre-test. Students were assigned at random to the control, video, and game groups, where they either watched instructive videos or played a serious game. After four weeks of exposure, a retention-test, containing the same questions of the pre-test, was administer to the video and game groups. The students also performed a survey eliciting students' perceptions, expectations and satisfaction regarding serious games. Knowledge test scores were analysed by the Wilcoxon signed-ranks test and Kruskal-Wallis test. The survey was descriptively analyzed. Results: The retention-test results showed that both instructional strategies (game and video) have achieved a slightly higher level of knowledge retention than the control group and in particular in the group that watched the video. Nevertheless, doing a between group analysis, no statistically significant difference (p=0.5) was observed for groups when comparing results obtained in the two points of assessment and teaching method. However, within-group comparison showed that there is a statistical significance when comparing the difference between pre/retention-test results for the instructional strategies (game and video, with p=0.001 and p=0.002, respectively), while this was not verified for the conventional class (p > 0.06). Conclusion: Results indicate improvement in students' previous knowledge for both instructional strategies, in particular in the group that combined face-to-face and video class
Future challenges of marketing Online-to-Offline (O2O)
No full textThe online and offline environment have come to coexist in the business environment, so the big question is to understand how we should integrate these two environments into marketing strategies. It is clear that online marketing strategies do not need to replace offline marketing strategies and vice versa. The big challenge will be how both will remain complementary to solving each other's shortcomings in view of a marketing strategy. It becomes evident that the techniques complement each other, forming a more robust and complete marketing strategy, bringing more attention to the brand, and increasing the visibility of the company. Therefore, the online-to-offline (O2O) and customer-centric approach will be able to build a stronger reputation, which will generate customer loyalty. In this context, a systematic review of the bibliometric literature on the basis of SCOPUS indexation was carried out. This study aims to understand what are the future designs of O2O Marketing and how they will coexist in a marketing strategy
Marketing strategies on social media platforms
No full textBusiness dynamics are also found in the digital economy, forcing the development of new business models to achieve strategic marketing excellence. It was verified that half of the world’s population is present in social media platforms. Social media can help organizations gain insights into markets and improve business intelligence. Social media is a flexible medium that companies can use in marketing strategies and build engagement and develop a communication plan and monitor performance. Marketing strategies in social media is a strategy to communicate brands, services, products, and ideas. Thus, it becomes evident that strategies in social media represent an intangible benefit related to marketing communication objectives. Research on social media strategy is an area of marketing communication, diverse and very fragmented, hindering its development as a promising research area. It is intended to conduct a review of the literature of social media strategies in order to take stock of theoretical and empirical development and identify research themes
A product design approach to promote: Psychological detachment in remote work from home
No full textThis research seeks to respond to a current problem, which has to do with the impact of remote work, from home, on the mental health of “knowledge workers” in particular. One of the greatest struggles people report having is being able to disconnect from work, a state known in the field of psychology as Psychological Detachment. In this context, the main objective of this work was to create a product capable of helping people in the process of disconnecting from work at home. To this end, we established an interdisciplinary research where the contribution of psychology stood out. After conducting a literature review, which culminated in the definition of a theoretical framework, we carried out user research, starting with surveys to find out about users who are being affected and concluding this stage with an Ideation workshop where users were encouraged to design solutions to help them disconnect from work. This collaborative and iterative process resulted in a number of ideas emerging alongside the theoretical framework, culminating in the proposal of three product concepts specifically aimed at helping people disconnect. These were subsequently evaluated by users and, according to their perceptions, gathered using User Experience Questionnaire. One of the concepts was chosen for refinement. Due to constraints imposed by the COVID-19 pandemic it was not possible to produce a prototype of this concept for evaluation with users, which limits this study. Obtained results and their implications are discussed