Sandrina Teixeira - Academia.edu (original) (raw)

Papers by Sandrina Teixeira

Research paper thumbnail of Marketing e Estratégias Digitais

Tópicos de Marketing Digital

Para se manterem competitivas, as organizações necessitam de inovar, seja através de ganhos de ef... more Para se manterem competitivas, as organizações necessitam de inovar, seja através de ganhos de eficiência ao nível dos processos, seja pela criação de novos produtos/serviços ou identificação e exploração de novas oportunidades de negócio. Neste sentido, a inovação não aparece apenas como um fator de sobrevivência das organizações, mas também como um elemento essencial do processo de crescimento e desenvolvimento das organizações. Com o mundo cada vez mais online e o rápido crescimento tecnológico, em que cada mudança acelera a mudança seguinte, as organizações, para se manterem competitivas, para além da presença online, têm abrido canais de venda e criado novos modelos de negócios disruptivos. O marketing também está a mudar. O executivo de marketing de hoje, na tomada das suas decisões estratégicas, exige que os meios online de que dispõe forneçam informações precisas e oportunas sobre os seus produtos, clientes e o mercado em geral. Neste sentido, a dimensão do mercado digital t...

Research paper thumbnail of The Influence of Social Media Marketing Activity on Purchase Intention in the Beer Sector: Case of SuperBock's Instagram

Smart innovation, systems and technologies, 2024

Research paper thumbnail of The Use of Social Media

Research paper thumbnail of Understanding the difficulties of leadership in the context of social entrepreneurship

Dutch Journal of Finance and Management, Dec 20, 2023

Female leadership is a new perspective on leadership, as they seek to bring their intrinsic chara... more Female leadership is a new perspective on leadership, as they seek to bring their intrinsic characteristics to the organizational environment. This research aims to verify the difficulties of female leadership, based on the theoretical assumptions that women face in the context of social entrepreneurship. The research is descriptive with a qualitative approach and field research strategy. The data was collected through interviews with representatives of two Brazilian companies based in the state of Ceará. The results reveal that the discrimination faced by women when they are in strategic positions is a recurring fact in the job market, even more so as they are part of a patriarchal society, particularly in Brazil. It is concluded that women still find themselves in an unfavorable environment, which is unaware of their potential, as well as the ability to overcome already exhausted business and organizational models.

Research paper thumbnail of The Attitude of Portuguese Consumers of Green Cosmetics

Advances in business strategy and competitive advantage book series, Dec 20, 2023

Research paper thumbnail of Newspaper Digital Content During and After the Silly Season

Advances in Marketing, Customer Relationship Management, and E-Services

This chapter aims to understand the options for distributing newspaper content online and offline... more This chapter aims to understand the options for distributing newspaper content online and offline. By adopting a case study approach, it analyses the content strategy of one of the most widely read newspapers in Portugal, Jornal de Notícias (JN). Several data sources were used, including an interview with the director and a survey with 570 readers. JN shared a much larger number of news in the paper version. It is a newspaper focused on difficult news; however, it combines this strategy with the use of infotainment, especially in the online version. This chapter highlights the importance of aligning the content strategy and the preferences of readers.

Research paper thumbnail of A Newsletter no Contexto das Relações Públicas e da Comunicação Digital: o sector dos serviços de saúde e bem estar em Portugal. The Newsletter in the Context of Public Relations and Digital Communication: the sector of services of health and well being in Portugal

Research paper thumbnail of Newspaper Digital Content During and After the Silly Season

IGI Global eBooks, Jun 30, 2022

This chapter aims to understand the options for distributing newspaper content online and offline... more This chapter aims to understand the options for distributing newspaper content online and offline. By adopting a case study approach, it analyses the content strategy of one of the most widely read newspapers in Portugal, Jornal de Notícias (JN). Several data sources were used, including an interview with the director and a survey with 570 readers. JN shared a much larger number of news in the paper version. It is a newspaper focused on difficult news; however, it combines this strategy with the use of infotainment, especially in the online version. This chapter highlights the importance of aligning the content strategy and the preferences of readers.

Research paper thumbnail of Online strategies of brands: A case of Portuguese luxury fashion designers

Innovative marketing, Feb 14, 2023

The assertive online strategies of Portuguese luxury fashion brands/designers (LFBDs) are essenti... more The assertive online strategies of Portuguese luxury fashion brands/designers (LFBDs) are essential for managers to succeed in the digital medium and establish long-lasting relationships with clients. This paper explores the challenges in digitizing all the distinctive elements of a luxury fashion brand: the product characteristics, the luxury atmosphere, the personalization of the service, and the services provided. Fourteen Portuguese brands/designers were selected for content analysis. According to Hansen's framework, 43% of Portuguese LFBDs fail to share information about their companies on their websites, and only 43% include promotions. Only 36% have a community outside the websites, compared to 93% of the international luxury fashion brands. Moreover, Portuguese websites lack 360° technology and augmented reality. Considering the Digital Visual Merchandising-MVD Grid, Portuguese LFBDs do not allow multiple zooms and 2D F/T cursor change, while international brands feature these tools. Regarding the Social Media Performance Analysis Grid, the global average engagement rate of Portuguese LFBDs on Facebook is 0.19% and on Instagram-0.89%. According to Social Media Content Analysis Grid, Portuguese brands bet a lot on sharing content in story format, mainly on Instagram; however, Facebook has a higher network value. Therefore, the findings show that Portuguese LFBDs should be present and market their products online. This online presence must be supported by a multi-channel strategy while maintaining luxury product characteristics and elements of differentiation.

Research paper thumbnail of Liderazgo de opinión, innovación y actitud de los consumidores de moda portugueses

Revista Mediterránea de Comunicación: Mediterranean Journal of Communication, Jul 1, 2016

Liderazgo de opinión de moda, adhesión a la innovación y actitud hacia la publicidad entre los co... more Liderazgo de opinión de moda, adhesión a la innovación y actitud hacia la publicidad entre los consumidores portugueses.

Research paper thumbnail of Revisiting Strategy and Performance Concepts in the Strategy Tripod Framework

Dutch Journal of Finance and Management

The association between Strategy and Financial Performance is commonly used in scientific researc... more The association between Strategy and Financial Performance is commonly used in scientific research. However, the dichotomy between deliberate and emergent strategies, although already discussed by several researchers, does not have a consensus in the literature. Also, the predominant practice in the academy investigates the financial perspective of performance and usually does not consider its plural aspects. Based on this reflection, this theoretical study discusses gaps in Peng's et al. (2009) strategy framework focusing on Strategy and Performance. As a result, we propose a review of the strategy framework, incorporating four strategic stages (deliberate, delibergent, emergent, and emergerate) and plural performance. We also propose methodological research that can be performed in business strategy.

Research paper thumbnail of Marketing e Estratégias Digitais

CEOS Edições eBooks, 2022

Para se manterem competitivas, as organizações necessitam de inovar, seja através de ganhos de ef... more Para se manterem competitivas, as organizações necessitam de inovar, seja através de ganhos de eficiência ao nível dos processos, seja pela criação de novos produtos/serviços ou identificação e exploração de novas oportunidades de negócio. Neste sentido, a inovação não aparece apenas como um fator de sobrevivência das organizações, mas também como um elemento essencial do processo de crescimento e desenvolvimento das organizações. Com o mundo cada vez mais online e o rápido crescimento tecnológico, em que cada mudança acelera a mudança seguinte, as organizações, para se manterem competitivas, para além da presença online, têm abrido canais de venda e criado novos modelos de negócios disruptivos. O marketing também está a mudar. O executivo de marketing de hoje, na tomada das suas decisões estratégicas, exige que os meios online de que dispõe forneçam informações precisas e oportunas sobre os seus produtos, clientes e o mercado em geral. Neste sentido, a dimensão do mercado digital tornou-se essencial. Segundo dados do Instituto Nacional de Estatística (INE), em 2021, 87,3% dos agregados familiares em Portugal têm ligação à Internet em casa, mais 2,8 pp. do que no ano anterior (84,5%), e a percentagem de utilizadores de e-commerce é consideravelmente mais elevada (51,6%) se tomarmos em consideração os 12 meses anteriores; no entanto, reduziram-se ligeiramente a quantidade de encomendas realizadas em relação a 2020. Para as organizações, a questão é saber como desenvolver estratégias robustas e eficazes de marketing digital direcionadas aos seus alvos, trate-se de grandes ou de micro e pequenas organizações, para atingirem os fins a que se propõem. O capítulo começa com a apresentação das noções básicas e alguns modelos de negócio do marketing e definição e âmbito do marketing digital. Segue-se a definição de estratégia de marketing digital e a apresentação das etapas do modelo SOSTAC. O capítulo prossegue com a apresentação de algumas estratégias de marketing digital. Por fim, a conclusão resume as principais ideias expostas ao longo do capítulo.

Research paper thumbnail of Facebook's Features and the Impact on The Purchase Behavior of Consumers of Organic Products - Generation Y And Z

Journal of Business and Legal Sciences

"In the era of digital globalization, there are many behavioral changes in consumption. Most... more "In the era of digital globalization, there are many behavioral changes in consumption. Most social media users use them to search for information about a product to determine whether they want to proceed with the purchase. Therefore, companies must develop digital marketing strategies for their profiles on social networks, especially in competitive markets, such as organic products. The objective of this study is to understand whether Facebook’s features have an influence on the purchasing behavior of consumers of organic products and which of the features has the most impact on these individuals. A questionnaire was created to carry out this study, which received 205 responses. The results of the study showed a positive influence of the following Facebook features on the purchase behavior of consumers of organic products: the “like” button, the “share” button, and the “advertising” button. Furthermore, these features proved to be more influential on Generation Z."

Research paper thumbnail of Developing a Digital Business Incubator Model to Foster Entrepreneurship, Business Growth, and Academia–Industry Connections

Sustainability

The roles and positive impacts of business incubators, including virtual ones, in promoting entre... more The roles and positive impacts of business incubators, including virtual ones, in promoting entrepreneurship and innovation in multiple industries, and their consequent contributions to fostering sustainable economic growth and social development, have been highly advocated in the extant literature. Nonetheless, several authors highlight the urgent need to further carry out research concerning these structures’ operation models by involving end users, since knowledge related to this phenomenon remains scant. This study sets out to convey the third phase of a broader research and development project following a design science research methodology. Ultimately, this contributes to the field by proposing a new virtual business incubator model with immediate practical applicability. This model was cocreated and validated with 23 incubator managers and startup founders from 15 business incubation centers during focus group sessions and organized into 8 dimensions concluded as fundamental ...

Research paper thumbnail of The Antecedents of Customer Satisfaction in the Portuguese Telecommunications Sector

Sustainability

This study’s primary goal is to examine the elements that affect customer loyalty and satisfactio... more This study’s primary goal is to examine the elements that affect customer loyalty and satisfaction with Portuguese telecommunications. Indeed, customer loyalty and satisfaction are crucial factors in guaranteeing the success and expansion of the services sector. Furthermore, it aims to include customers’ privacy perceptions in a thorough model. A structured questionnaire was adapted from previous studies in the field, collecting a total of 357 valid responses. The suggested hypotheses were tested using multiple statistical techniques to assess the reliability and validity of the gathered data, culminating with path analysis through Structural Equation Modelling. The research results demonstrate that consumer loyalty is highly impacted by satisfaction. On the other hand, service quality significantly influences customer satisfaction, whereas trust and perceived value have a positive yet insignificant impact on this construct. Additionally, perceptions of privacy risk were found to af...

Research paper thumbnail of Comfortable but Not Brilliant: Exploring the Incubation Experience of Founders of Technology-Based Startups

Sustainability

Business incubators have been highlighted as vital contributors and value-creation organizations ... more Business incubators have been highlighted as vital contributors and value-creation organizations to entrepreneurs during their venture developments by offering them multiple resources and specialized support. Notwithstanding, several authors call attention to the significant literature gap concerning research focusing on entrepreneurs’ daily lived incubation experiences to understand their perspectives on incubators. This study aims to explore which aspects are perceived as creating value or limiting the venture development of 16 founders of technology-based startups by interviewing them. Ultimately, it contributes valuable insights about incubation factors that enhance or hinder their overall incubation experience. It suggests that entrepreneurs consider intangible resources and social and relational aspects as the most enriching dimensions of their incubation experiences and concludes with the services they consider to be more important. Moreover, it also reveals negative aspects ...

Research paper thumbnail of Towards a Unified Virtual Business Incubator Model: A Systematic Literature Review and Bibliometric Analysis

Sustainability

Virtual business incubators have been highlighted for their positive impacts in fostering entrepr... more Virtual business incubators have been highlighted for their positive impacts in fostering entrepreneurship and innovation in several business areas, contributing to sustainable economic growth and social development. However, despite their crucial roles, previous literature emphasizes that research concerning their business models has been largely ignored, and several important issues are still unaddressed. This article aims to contribute to filling this gap and advancing this field by providing the first bibliometric and systematic literature review, as far as the authors know, concerning virtual business incubator models. The main results reveal the following: that academic production is relatively new, fragmented, and develops under a diversity of research paths; the analyzed models (n = 12) have only some dimensions in common and are proposed based on three different perspectives (business organization and management, information and communication systems, and user experience); ...

Research paper thumbnail of The Influence of Music on Online Advertising

Advances in Marketing, Customer Relationship Management, and E-Services

The objective of this chapter is to understand how the use of a particular type of music may or m... more The objective of this chapter is to understand how the use of a particular type of music may or may not capture the attention of the online user when viewing an ad and, perhaps, activate a click and an eventual conversion. An original advertisement was created to support this research and obtaining results through quantitative research in the form of an online questionnaire application. The way music can stimulate attention, memory, familiarity, the coherence of elements, rhythm, and personal tastes was analysed, as was understanding how these concepts interconnect with what the viewer visualises in an online advertising campaign. The ad was published on YouTube because in this social network there is only a short period of time of mandatory exposure of the ad to, consequently, lead to the conversion of the user to a landing page. It was concluded that the music of an online audiovisual campaign can induce the recipient's attention, confirming that the maximum optimization in an...

Research paper thumbnail of Segmentos de Jovens Consumidores e a Influência dos Canais Digitais na Indústria da Moda

International journal of marketing, communication and new media, Jul 17, 2021

This study examines the influence that different digital marketing communication techniques exert... more This study examines the influence that different digital marketing communication techniques exert on consumers of fashion and clothing. We identified three consumer segments according to their willingness to innovate (Jordaan & Simpson, 2006), and we subsequently verified the relative influence of six online communication techniques: Fashion brand websites, fashion blogs, brand pages on social networks, advertising in social networks, online banners and emails of fashion brands. The study concludes that the "innovative" groups are the ones that present higher values in all the evaluated techniques, highlighting websites, blogs and social networks. Some implications for professionals and future research are presented.

Research paper thumbnail of The use of sales technology by salespeople as an information source and stimulant for intrapreneurship

Revista galega de economía, Jan 26, 2023

Digitization has changed the role of salespeople and, consequently, the dynamics of their operati... more Digitization has changed the role of salespeople and, consequently, the dynamics of their operations at the interface between the supplier and the customer. Currently, a salesperson is often called upon to solve customer queries, which implies taking on the role of intrapreneur to internally create a solution. This study contributes to the literature by filling a gap regarding intrapreneurial salespeople and their uses of sales technology. This research focuses on the intrapreneurship of salespeople and explicitly investigates its antecedents. The structural equation modelling technique has been chosen as it is considered to be the most appropriate one for the analysis. Research data from 565 Portuguese salespeople reveals that their use of sales technology influences their intrapreneurship behaviour thanks to information systems. Last of all, this study adds invaluable knowledge to the literature, gives valuable insight to sales managers and proposes future lines of research.

Research paper thumbnail of Marketing e Estratégias Digitais

Tópicos de Marketing Digital

Para se manterem competitivas, as organizações necessitam de inovar, seja através de ganhos de ef... more Para se manterem competitivas, as organizações necessitam de inovar, seja através de ganhos de eficiência ao nível dos processos, seja pela criação de novos produtos/serviços ou identificação e exploração de novas oportunidades de negócio. Neste sentido, a inovação não aparece apenas como um fator de sobrevivência das organizações, mas também como um elemento essencial do processo de crescimento e desenvolvimento das organizações. Com o mundo cada vez mais online e o rápido crescimento tecnológico, em que cada mudança acelera a mudança seguinte, as organizações, para se manterem competitivas, para além da presença online, têm abrido canais de venda e criado novos modelos de negócios disruptivos. O marketing também está a mudar. O executivo de marketing de hoje, na tomada das suas decisões estratégicas, exige que os meios online de que dispõe forneçam informações precisas e oportunas sobre os seus produtos, clientes e o mercado em geral. Neste sentido, a dimensão do mercado digital t...

Research paper thumbnail of The Influence of Social Media Marketing Activity on Purchase Intention in the Beer Sector: Case of SuperBock's Instagram

Smart innovation, systems and technologies, 2024

Research paper thumbnail of The Use of Social Media

Research paper thumbnail of Understanding the difficulties of leadership in the context of social entrepreneurship

Dutch Journal of Finance and Management, Dec 20, 2023

Female leadership is a new perspective on leadership, as they seek to bring their intrinsic chara... more Female leadership is a new perspective on leadership, as they seek to bring their intrinsic characteristics to the organizational environment. This research aims to verify the difficulties of female leadership, based on the theoretical assumptions that women face in the context of social entrepreneurship. The research is descriptive with a qualitative approach and field research strategy. The data was collected through interviews with representatives of two Brazilian companies based in the state of Ceará. The results reveal that the discrimination faced by women when they are in strategic positions is a recurring fact in the job market, even more so as they are part of a patriarchal society, particularly in Brazil. It is concluded that women still find themselves in an unfavorable environment, which is unaware of their potential, as well as the ability to overcome already exhausted business and organizational models.

Research paper thumbnail of The Attitude of Portuguese Consumers of Green Cosmetics

Advances in business strategy and competitive advantage book series, Dec 20, 2023

Research paper thumbnail of Newspaper Digital Content During and After the Silly Season

Advances in Marketing, Customer Relationship Management, and E-Services

This chapter aims to understand the options for distributing newspaper content online and offline... more This chapter aims to understand the options for distributing newspaper content online and offline. By adopting a case study approach, it analyses the content strategy of one of the most widely read newspapers in Portugal, Jornal de Notícias (JN). Several data sources were used, including an interview with the director and a survey with 570 readers. JN shared a much larger number of news in the paper version. It is a newspaper focused on difficult news; however, it combines this strategy with the use of infotainment, especially in the online version. This chapter highlights the importance of aligning the content strategy and the preferences of readers.

Research paper thumbnail of A Newsletter no Contexto das Relações Públicas e da Comunicação Digital: o sector dos serviços de saúde e bem estar em Portugal. The Newsletter in the Context of Public Relations and Digital Communication: the sector of services of health and well being in Portugal

Research paper thumbnail of Newspaper Digital Content During and After the Silly Season

IGI Global eBooks, Jun 30, 2022

This chapter aims to understand the options for distributing newspaper content online and offline... more This chapter aims to understand the options for distributing newspaper content online and offline. By adopting a case study approach, it analyses the content strategy of one of the most widely read newspapers in Portugal, Jornal de Notícias (JN). Several data sources were used, including an interview with the director and a survey with 570 readers. JN shared a much larger number of news in the paper version. It is a newspaper focused on difficult news; however, it combines this strategy with the use of infotainment, especially in the online version. This chapter highlights the importance of aligning the content strategy and the preferences of readers.

Research paper thumbnail of Online strategies of brands: A case of Portuguese luxury fashion designers

Innovative marketing, Feb 14, 2023

The assertive online strategies of Portuguese luxury fashion brands/designers (LFBDs) are essenti... more The assertive online strategies of Portuguese luxury fashion brands/designers (LFBDs) are essential for managers to succeed in the digital medium and establish long-lasting relationships with clients. This paper explores the challenges in digitizing all the distinctive elements of a luxury fashion brand: the product characteristics, the luxury atmosphere, the personalization of the service, and the services provided. Fourteen Portuguese brands/designers were selected for content analysis. According to Hansen's framework, 43% of Portuguese LFBDs fail to share information about their companies on their websites, and only 43% include promotions. Only 36% have a community outside the websites, compared to 93% of the international luxury fashion brands. Moreover, Portuguese websites lack 360° technology and augmented reality. Considering the Digital Visual Merchandising-MVD Grid, Portuguese LFBDs do not allow multiple zooms and 2D F/T cursor change, while international brands feature these tools. Regarding the Social Media Performance Analysis Grid, the global average engagement rate of Portuguese LFBDs on Facebook is 0.19% and on Instagram-0.89%. According to Social Media Content Analysis Grid, Portuguese brands bet a lot on sharing content in story format, mainly on Instagram; however, Facebook has a higher network value. Therefore, the findings show that Portuguese LFBDs should be present and market their products online. This online presence must be supported by a multi-channel strategy while maintaining luxury product characteristics and elements of differentiation.

Research paper thumbnail of Liderazgo de opinión, innovación y actitud de los consumidores de moda portugueses

Revista Mediterránea de Comunicación: Mediterranean Journal of Communication, Jul 1, 2016

Liderazgo de opinión de moda, adhesión a la innovación y actitud hacia la publicidad entre los co... more Liderazgo de opinión de moda, adhesión a la innovación y actitud hacia la publicidad entre los consumidores portugueses.

Research paper thumbnail of Revisiting Strategy and Performance Concepts in the Strategy Tripod Framework

Dutch Journal of Finance and Management

The association between Strategy and Financial Performance is commonly used in scientific researc... more The association between Strategy and Financial Performance is commonly used in scientific research. However, the dichotomy between deliberate and emergent strategies, although already discussed by several researchers, does not have a consensus in the literature. Also, the predominant practice in the academy investigates the financial perspective of performance and usually does not consider its plural aspects. Based on this reflection, this theoretical study discusses gaps in Peng's et al. (2009) strategy framework focusing on Strategy and Performance. As a result, we propose a review of the strategy framework, incorporating four strategic stages (deliberate, delibergent, emergent, and emergerate) and plural performance. We also propose methodological research that can be performed in business strategy.

Research paper thumbnail of Marketing e Estratégias Digitais

CEOS Edições eBooks, 2022

Para se manterem competitivas, as organizações necessitam de inovar, seja através de ganhos de ef... more Para se manterem competitivas, as organizações necessitam de inovar, seja através de ganhos de eficiência ao nível dos processos, seja pela criação de novos produtos/serviços ou identificação e exploração de novas oportunidades de negócio. Neste sentido, a inovação não aparece apenas como um fator de sobrevivência das organizações, mas também como um elemento essencial do processo de crescimento e desenvolvimento das organizações. Com o mundo cada vez mais online e o rápido crescimento tecnológico, em que cada mudança acelera a mudança seguinte, as organizações, para se manterem competitivas, para além da presença online, têm abrido canais de venda e criado novos modelos de negócios disruptivos. O marketing também está a mudar. O executivo de marketing de hoje, na tomada das suas decisões estratégicas, exige que os meios online de que dispõe forneçam informações precisas e oportunas sobre os seus produtos, clientes e o mercado em geral. Neste sentido, a dimensão do mercado digital tornou-se essencial. Segundo dados do Instituto Nacional de Estatística (INE), em 2021, 87,3% dos agregados familiares em Portugal têm ligação à Internet em casa, mais 2,8 pp. do que no ano anterior (84,5%), e a percentagem de utilizadores de e-commerce é consideravelmente mais elevada (51,6%) se tomarmos em consideração os 12 meses anteriores; no entanto, reduziram-se ligeiramente a quantidade de encomendas realizadas em relação a 2020. Para as organizações, a questão é saber como desenvolver estratégias robustas e eficazes de marketing digital direcionadas aos seus alvos, trate-se de grandes ou de micro e pequenas organizações, para atingirem os fins a que se propõem. O capítulo começa com a apresentação das noções básicas e alguns modelos de negócio do marketing e definição e âmbito do marketing digital. Segue-se a definição de estratégia de marketing digital e a apresentação das etapas do modelo SOSTAC. O capítulo prossegue com a apresentação de algumas estratégias de marketing digital. Por fim, a conclusão resume as principais ideias expostas ao longo do capítulo.

Research paper thumbnail of Facebook's Features and the Impact on The Purchase Behavior of Consumers of Organic Products - Generation Y And Z

Journal of Business and Legal Sciences

"In the era of digital globalization, there are many behavioral changes in consumption. Most... more "In the era of digital globalization, there are many behavioral changes in consumption. Most social media users use them to search for information about a product to determine whether they want to proceed with the purchase. Therefore, companies must develop digital marketing strategies for their profiles on social networks, especially in competitive markets, such as organic products. The objective of this study is to understand whether Facebook’s features have an influence on the purchasing behavior of consumers of organic products and which of the features has the most impact on these individuals. A questionnaire was created to carry out this study, which received 205 responses. The results of the study showed a positive influence of the following Facebook features on the purchase behavior of consumers of organic products: the “like” button, the “share” button, and the “advertising” button. Furthermore, these features proved to be more influential on Generation Z."

Research paper thumbnail of Developing a Digital Business Incubator Model to Foster Entrepreneurship, Business Growth, and Academia–Industry Connections

Sustainability

The roles and positive impacts of business incubators, including virtual ones, in promoting entre... more The roles and positive impacts of business incubators, including virtual ones, in promoting entrepreneurship and innovation in multiple industries, and their consequent contributions to fostering sustainable economic growth and social development, have been highly advocated in the extant literature. Nonetheless, several authors highlight the urgent need to further carry out research concerning these structures’ operation models by involving end users, since knowledge related to this phenomenon remains scant. This study sets out to convey the third phase of a broader research and development project following a design science research methodology. Ultimately, this contributes to the field by proposing a new virtual business incubator model with immediate practical applicability. This model was cocreated and validated with 23 incubator managers and startup founders from 15 business incubation centers during focus group sessions and organized into 8 dimensions concluded as fundamental ...

Research paper thumbnail of The Antecedents of Customer Satisfaction in the Portuguese Telecommunications Sector

Sustainability

This study’s primary goal is to examine the elements that affect customer loyalty and satisfactio... more This study’s primary goal is to examine the elements that affect customer loyalty and satisfaction with Portuguese telecommunications. Indeed, customer loyalty and satisfaction are crucial factors in guaranteeing the success and expansion of the services sector. Furthermore, it aims to include customers’ privacy perceptions in a thorough model. A structured questionnaire was adapted from previous studies in the field, collecting a total of 357 valid responses. The suggested hypotheses were tested using multiple statistical techniques to assess the reliability and validity of the gathered data, culminating with path analysis through Structural Equation Modelling. The research results demonstrate that consumer loyalty is highly impacted by satisfaction. On the other hand, service quality significantly influences customer satisfaction, whereas trust and perceived value have a positive yet insignificant impact on this construct. Additionally, perceptions of privacy risk were found to af...

Research paper thumbnail of Comfortable but Not Brilliant: Exploring the Incubation Experience of Founders of Technology-Based Startups

Sustainability

Business incubators have been highlighted as vital contributors and value-creation organizations ... more Business incubators have been highlighted as vital contributors and value-creation organizations to entrepreneurs during their venture developments by offering them multiple resources and specialized support. Notwithstanding, several authors call attention to the significant literature gap concerning research focusing on entrepreneurs’ daily lived incubation experiences to understand their perspectives on incubators. This study aims to explore which aspects are perceived as creating value or limiting the venture development of 16 founders of technology-based startups by interviewing them. Ultimately, it contributes valuable insights about incubation factors that enhance or hinder their overall incubation experience. It suggests that entrepreneurs consider intangible resources and social and relational aspects as the most enriching dimensions of their incubation experiences and concludes with the services they consider to be more important. Moreover, it also reveals negative aspects ...

Research paper thumbnail of Towards a Unified Virtual Business Incubator Model: A Systematic Literature Review and Bibliometric Analysis

Sustainability

Virtual business incubators have been highlighted for their positive impacts in fostering entrepr... more Virtual business incubators have been highlighted for their positive impacts in fostering entrepreneurship and innovation in several business areas, contributing to sustainable economic growth and social development. However, despite their crucial roles, previous literature emphasizes that research concerning their business models has been largely ignored, and several important issues are still unaddressed. This article aims to contribute to filling this gap and advancing this field by providing the first bibliometric and systematic literature review, as far as the authors know, concerning virtual business incubator models. The main results reveal the following: that academic production is relatively new, fragmented, and develops under a diversity of research paths; the analyzed models (n = 12) have only some dimensions in common and are proposed based on three different perspectives (business organization and management, information and communication systems, and user experience); ...

Research paper thumbnail of The Influence of Music on Online Advertising

Advances in Marketing, Customer Relationship Management, and E-Services

The objective of this chapter is to understand how the use of a particular type of music may or m... more The objective of this chapter is to understand how the use of a particular type of music may or may not capture the attention of the online user when viewing an ad and, perhaps, activate a click and an eventual conversion. An original advertisement was created to support this research and obtaining results through quantitative research in the form of an online questionnaire application. The way music can stimulate attention, memory, familiarity, the coherence of elements, rhythm, and personal tastes was analysed, as was understanding how these concepts interconnect with what the viewer visualises in an online advertising campaign. The ad was published on YouTube because in this social network there is only a short period of time of mandatory exposure of the ad to, consequently, lead to the conversion of the user to a landing page. It was concluded that the music of an online audiovisual campaign can induce the recipient's attention, confirming that the maximum optimization in an...

Research paper thumbnail of Segmentos de Jovens Consumidores e a Influência dos Canais Digitais na Indústria da Moda

International journal of marketing, communication and new media, Jul 17, 2021

This study examines the influence that different digital marketing communication techniques exert... more This study examines the influence that different digital marketing communication techniques exert on consumers of fashion and clothing. We identified three consumer segments according to their willingness to innovate (Jordaan & Simpson, 2006), and we subsequently verified the relative influence of six online communication techniques: Fashion brand websites, fashion blogs, brand pages on social networks, advertising in social networks, online banners and emails of fashion brands. The study concludes that the "innovative" groups are the ones that present higher values in all the evaluated techniques, highlighting websites, blogs and social networks. Some implications for professionals and future research are presented.

Research paper thumbnail of The use of sales technology by salespeople as an information source and stimulant for intrapreneurship

Revista galega de economía, Jan 26, 2023

Digitization has changed the role of salespeople and, consequently, the dynamics of their operati... more Digitization has changed the role of salespeople and, consequently, the dynamics of their operations at the interface between the supplier and the customer. Currently, a salesperson is often called upon to solve customer queries, which implies taking on the role of intrapreneur to internally create a solution. This study contributes to the literature by filling a gap regarding intrapreneurial salespeople and their uses of sales technology. This research focuses on the intrapreneurship of salespeople and explicitly investigates its antecedents. The structural equation modelling technique has been chosen as it is considered to be the most appropriate one for the analysis. Research data from 565 Portuguese salespeople reveals that their use of sales technology influences their intrapreneurship behaviour thanks to information systems. Last of all, this study adds invaluable knowledge to the literature, gives valuable insight to sales managers and proposes future lines of research.