Valentina Chkoniya - Academia.edu (original) (raw)

Papers by Valentina Chkoniya

RISTI, N.º E35, 09/2020, 2020

Pages: 152-166 Resumo: Este artigo parte do pressuposto que as tecnologias digitais, enquanto emi... more Pages: 152-166 Resumo: Este artigo parte do pressuposto que as tecnologias digitais, enquanto eminentes facilitadoras da interação social, promovem o aumento do capital social. Os smartphones são particularmente usados para fins de comunicação, incluindo o e-mail, mensagens de texto, mídias sociais, entre outros, tornando os seus utilizadores mais ligados e oferecendo maiores oportunidades para interação social. Espera-se, portanto, que o uso de smartphones esteja positivamente relacionado com o capital social. O principal objetivo deste estudo é explorar de que forma o smartphone contribui para o capital social dos seus utilizadores. Nesta premissa, apresenta-se um estudo quantitativo que relaciona a intensidade do uso do smartphone e o tipo de atividades realizadas com o capital social percebido do smartphone. Os resultados demonstram o impacto do uso do smartphone no capital social, destacando algumas atividades, como as mensagens de texto, como particularmente relevantes para o capital social percebido. Palavras-chave: capital social, comportamento do consumidor, geração Y, mídias sociais, smartphone, tecnologias digitais. Always connected: Generation Y smartphone use and social capital Abstract: This article assumes that digital technologies as eminent facilitators of social interaction promote the increase of social capital. Smartphones are particularly used for communication purposes, including email, text messages, social media, among others, making their users more connected and offering greater opportunities for social interaction. Therefore, the use of smartphones is

Espacios, 2020

Resumo No contexto de uma constante mudança, o marketing é uma ferramenta fundamental para acompa... more Resumo No contexto de uma constante mudança, o marketing é uma ferramenta fundamental para acompanhar as alterações dos mercados e promover a adaptação das empresas por forma a fazer face aos desafios. Este artigo tem como o objetivo demonstrar a importância das estratégias de marketing para o crescimento de uma empresa B2B. Os resultados deste trabalho, provenientes de uma revisão sistemática de literatura, apresentam a aplicação da matriz Ansoff ao mercado B2B e a elaboração dos planos estratégico, tático e operacional. Palavras-chave: Marketing, estratégias de crescimento, matriz Ansoff, B2B. Abstract In the context of constant evolution, marketing is a fundamental tool to follow market changes and to help companies to face new challenges. This paper aims to outline the importance of marketing strategies for the growth of a B2B company. The results of this work, derived from a systematic literature review, show the application of the Ansoff matrix to the B2B market and the preparation of strategic, tactical, and operational plans..

FECAP RBGN Revista Brasileira de Gestão de Negócios , 2020

Purpose-Perfume is arguably one of the most challenging experience products offered online. This ... more Purpose-Perfume is arguably one of the most challenging experience products offered online. This article explores how the associations between the human senses of olfaction and audition can help consumers recognize the characteristics of the scent in the absence of the real scent. Method-Given the scarcity of contributions regarding online shopping behavior for perfume, an exploratory qualitative approach was implemented. Twenty-seven in-depth interviews were conducted among individuals from three countries with prior experience of purchasing perfume online. Results-The study highlights the associations made by the interviewees between the types of sounds/voice and types of scents and the complementary role of these cues in online shopping of perfume. Practical implications-Both e-sellers and e-buyers can benefit from the findings of this research. In fact, it is likely that e-shoppers decide to either consider or ignore an unknown perfume for purchase based on the scent signals perceived from sounds, which can provide guidance for e-sellers as well.

European Journal of Economics and Business Studies, 2020

Decoding the ever-evolving consumer behavior is one of the biggest challenges faced by marketers ... more Decoding the ever-evolving consumer behavior is one of the biggest challenges faced by marketers around the world. The future of consumer behavior research is put into question by the advances in data science. Today, when consumers are all the time exposed to new technologies, trends such as facial recognition, artificial intelligence, and voice technology did not advance as rapidly as predicted, marketing intelligence gained a significant share of the spotlight. This paper gives an overview of possible ways to anticipate consumer data intelligence development from the perspectives of a robust data set and deep artificial intelligence expertise for better understanding, modeling, and predicting consumer behavior. Showing that marketing cannot happen in isolation in the era of digital overexposure, it requires a deeper understanding of consumer behavior. Data scientists, analysts, and marketers around the world have to work together to increase consumer loyalty, grow revenue, and improve the predictiveness of their models and effectiveness of their marketing spend. Efficiently integrating consumer behavior data into marketing strategies can help companies improve their approach towards attracting and winning the diverse and dynamic consumer segments and retaining them. This synthesis of current research will be helpful to both researchers and practitioners that work on the use of data science to understand and predict consumer behavior, as well as those making long-range planning marketing decisions.

Management & Marketing. Challenges for the Knowledge Society, 2019

Literature has highlighted the challenges of selling experience (vs. search) products online. In ... more Literature has highlighted the challenges of selling experience (vs. search) products online. In addition, the role of celebrity endorsers in purchase intention and attitudes towards brands has been emphasized by scholars. This article argues that celebrities provide cues on products' sensorial characteristics that have been so far disregarded by extant literature. By choosing perfume as a complex experience product, twenty-seven participants from three countries were interviewed in order to find how endorsers could assist e-shoppers to identify fragrant characteristics in the absence of the real scent. The results of the qualitative content analysis reveal that endorsers' personality traits and lifestyle could act as predictor of the type of scent. Scent categorization based on such traits are presented. This article provides valuable contributions to both researchers and practitioners interested in online sales of experience goods. Limitations and avenues for future search are also provided.

European Journal of Social Sciences, 2019

Portuguese consumers are an example to the world when it comes to eating fish. It is a fact that ... more Portuguese consumers are an example to the world when it comes to eating fish. It is a fact that Portugal is EU's top nation consuming fish, and that the country ranks 3 rd in the world in that category. It is something to be proud of. Especially when so many countries are investing millions on/and implementing fish campaigns, in the attempt to increase the consumption of fish. Therefore, this article attempt to highlight some major aspects of fish consumption in Portugal, explaining how, where, and when fish is consumed. To be able to characterize the Portuguese fish consumer, this article had exclusive access to data from Docapesca Portos e Lotas S.A's data (a government owned company, under the Ministry of Finance and the Ministry of the Sea). Two surveys were conducted (each with 1000 respondents-representative of general of the Portuguese population), one in 2017 and the other one in 2018, using plenty of variables that turned out to be extremely valuable data to market analyses and allowed a very strong comparative analysis. Results include the big impact of Information in the different channels of fish consumption, perceived value of fish, consumers' evaluation of the advantages of fish, expectation when consuming fish, and also the importance of consumer education (as a means to promote change in behavior, if wanted). By providing evidence from Portuguese fish consumption in two different years, this study offers valuable insights for both practitioners and researchers.

European Journal of Marketing and Economics, 2019

A human common need is the security of an adequate diet, which will provide energy and the variou... more A human common need is the security of an adequate diet, which will provide energy and the various nutrients necessary for metabolic functioning. This paper presents the case of a company that considers food quality, safety, health and nutrition as a priority: Docapesca-Portos e Lotas, SA. This state-owned company (operating in the Portuguese fish sector) has taken under its wing the task-and also the responsibility-of educating consumers' preferences regarding fish. Portugal ranks number 3 in the world consuming fish which is fantastic since fish is a fabulous source of easily digested, high quality animal protein. Fish is high in lysine and sulphur amino acids, provides vitamin A and vitamin D, and (above all) contains a very powerful, almost panacea-like nutrient-called "Omega-3 fat". According to Sørensen (1996), fish provides security and it is considered a very healthy product. The company analysed in this paper, Docapesca-Portos e Lotas SA, provides the public service of organizing the first sale of fish (on mainland Portugal), and also supports the fishing harbour sector. But besides that, one of the company's main objectives include consumers' education, nutritional education and knowledge transfer on healthy food and diet. Social responsibility, quality guarantee, cooperation with society and environmental and civic responsibility are also part of its mission. To write this paper we have had access to privilege State information and we have made an exhaustive detailed analysis of the different strategies implemented by Docapesca-Portos e Lotas, SA (in-depth interviews to key decision makers in the company were the way to reach all this exclusive data). This study gathered information from entire Portuguese population but gave special attention to the young generation (16 to 34 years old). Findings showed that, as a result of all the work that has been made towards educating consumers on fish, Portuguese consumers perceive fish as more than just fish.

Economia agro-alimentare / Food Economy, 2019

Information and Communication Technologies (ICTs) are powerful tools in an extremely unstable and... more Information and Communication Technologies (ICTs) are powerful tools
in an extremely unstable and turbulent world, being a vital weapon in an era of
electronic communication, full of unpredictability and entropy. Portugal is Europe’s
leader in consumption of fish and ranks third in the world. It is with this historical,
economic and food galaxy interpretation of the world that we have decided to
study the fish consumption supply chain in Portugal, distributing and analyzing
2 different surveys on purchase and consumption behaviors. 1393 respondents
participated in surveys, one survey being for the general of the population and
another one specifically for generations Y and Z. Being ICTs so vital to young
people and being generation Y and Z the future in consumption, we have focused
our study on how to build a support for the coming generations. To do that we
have design communication strategies for fishing sector, including point-of-sale
communication, underlining the issue of shopping experience, which in the case of
young consumers is, very closely linked to ICT, based on creating sustained value
for society underpinned by a relation of cooperation and proximity. Following
Toffler’s permanent adaptation survival rule, it is vital to the food supply chain (in
our case, fish) to rapidly understand that the future of consumption is in the hands
of the “Z/Post-Millennials” generation, meaning that product, place, price and
promotion have been replaced by Ettenson’s Solutions, Access, Value and Education.

European Journal of Interdisciplinary Studies , 2020

Portugal is Europe's leader in consumption of fish and ranks 3rd in the world (topped only by Ice... more Portugal is Europe's leader in consumption of fish and ranks 3rd in the world (topped only by Iceland and Japan). Portuguese consumers eat 59 kg of fish per year, distantly followed by E.U. (28) numbers 2 and 3-Spain and France-with 39 and 33.9 kilos per capita (2015). Culture theorists like Claude Fischler, Leon Rappoport, Mary Douglas, Poul Rozin, Massimo Montanari, Pierre Bourdieu and Cornelius Castoriadis, agree that the basic determinant of population's diet is its culture and food has always been much more than a source of physical nourishment. To analyse the tendencies regarding fish consumption we used Docapesca Portos e Lotas S.A's data (a government owned company, under the Ministry of Finance and the Ministry of Sea). A total of 1393 respondents participated in 2 surveys (one survey being for the general of the population and another one specifically for generations born after 1980s) which gave us a total of 221 variables to analyse. 7 segments were identified, depending on lifestyle, relationship with fish and how consumers buy fish. Results were abundant, remarkable and complete, including ex. factors influencing store choice store; the best source of information about food; what healthy eating means/ how it has changed over time; price; time; taste; availability; cooking skills; factors influencing the choice of a store; perceptions regarding fresh fish, its flavour, quality and freshness, smell, price and confection; personal preferences (salted dry fish, smoked fish, frozen fish, canned fish, fresh fish, whole fish, fish stalls, fish fillets).

26 APDR Congress, 2019

The contemporary world has been facing legal and illegal migrancy due to social, economic, politi... more The contemporary world has been facing legal and illegal migrancy due to social, economic, political, and
religious problems, or a combination of these. The number of migrants is growing every day. Mostly they are moving from
the East to the West or to Europe. Movement includes not only the physical activity, but also the displacement of culture,
traditions, and customs from one ethnical space to another. During migration, two different cultures – Eastern and Western
– cross each other, as people take with them a part of their culture. On the new soil they encounter unfamiliar culture and
a new reality where the past and the present clash. This could be the reason for the migrants’ dual existence, dissatisfaction
with the new reality and reluctance to accept it, which prompts them to lock themselves into traditions in order to protect
their identity. On the other hand, this new reality may win migrants over and create “new” people, “free from past”.
However, before this happens, they may be overwhelmed with the following questions: Who am I? Is home a geographical
space, a historical space, or an emotional and sensory space? When does it become my fortress, a strategic space I could
call home? These questions are essential and meaningful in their lives. After this process they begin to make a journey in
the maze of past to recollect it to define identity in real time and space. For migrants the first and main step in consumption
is appropriation, establishing mental association with the objects to be consumed, people can use the object to define their
places in different social unit, their ethnic identity etc. While studying Turkish Georgians in Turkey and Germany, study
came across very important Issues-Turkish Georgians when settled in Turkey in 1880`s they took with them different
typical things from Georgia. Even now these things are kept, of course they have lost their practical meaning, they are no
long used, but with them Turkish Georgians define their ethnic identity, construct past and ethnic memory. The authors
present the main concepts associated to the theme based on the extant literature, considering three different cultural
elements – Georgian, Turkish and German (Gummersbach /Bergneustadt) – influence their mode of life and affect their
everyday perceptions of reality. This study offers valuable insights for both practitioners and researchers.

Books by Valentina Chkoniya

Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry, 2021

The maritime supply chain is growing in complexity. Ports are at the crossroads of many activitie... more The maritime supply chain is growing in complexity. Ports are at the crossroads of many activities, modes, and stakeholders, and are actively becoming digital hubs. Today, digital and physical connectivity go hand in hand. The port could benefit from taping the opportunities arising from digitalization and data integration since it helps to leverage external knowledge, engage stakeholders, create new decisionmaking anchors, lower the risk of certain investments, boost productivity and cut costs, and accelerate greening and digital transition, generating possibilities for just-in-time operations and optimizations. The chapter aims to apprehend the use of data science in the port sector. The state of the art in Brazil and Portugal are different. Even inside Brazil, there is no homogeneity of ports in the usage of digital infrastructure, cloud computing, or artificial intelligence. The existing inequalities hinder general cooperation between nations but, at the same time, reveal opportunities to approach specific nodes in the international supply chain.

Direção-Geral da Saúde, 2020

Este estudo da Direção-Geral da Saúde teve como objetivo avaliar os conhecimentos da população po... more Este estudo da Direção-Geral da Saúde teve como objetivo
avaliar os conhecimentos da população portuguesa sobre a
dieta mediterrânica, bem como a adesão a este padrão
alimentar.

Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior, 2020

Consumption patterns have always been an important indicator of a generation's identity, but in a... more Consumption patterns have always been an important indicator of a generation's identity, but in a world where globalization tends to standardize everything and digital technology tends to accelerate the globalization process, some might predict that identities are dissolving faster than ever. This chapter aims to help understand how new Portuguese generations perceive fish products. Throughout this research, it became very evident that young consumers are very aware of the ultimate emergency of sustainability. This chapter uses the example of Docapesca's pioneer initiative to prove that it is worth investing in consumer education and that, when we adopt a generation focused approach to implement a national marketing campaign, it is possible to obtain valuable advances in consumption for a sustainable future.

IGI Global , 2019

The internet of things (IoT) is transforming the way consumers shop at stores, how shoppers colle... more The internet of things (IoT) is transforming the way consumers shop at stores, how shoppers collect information, and how they take purchasing decisions. The way manufacturers and retailers respond to the digital enabled shopper is key to ensure positive implications for revenues and profits, ensuring that the collaborative relationship focus on providing shoppers with a better customer experience. Category management is at the center of the manufacturer-retailer relationship, urging for a transformational turmoil that enables a prompt response to the digital enabled shopper. This chapter discusses the implications of the new digital empowered shopper for the traditional category management demand-side aspects underlying the need to enhance business results by focusing on higher collaboration and automation.

Talks by Valentina Chkoniya

GOVCOPP RESEARCH SEMINAR , 2020

The Covid-19 pandemic has changed the lives of citizens of all countries. New rules are communic... more The Covid-19 pandemic has changed the lives of citizens of all countries. New rules are communicated every day. At the same time, there are a lot of media messages and social media chatter happening around the pandemic, providing ample information. Are people able to extract what is the real truth? What do they believe in? What is the level of knowledge they have about the pandemic? Do they know and want to abide by the rules?
Western governments have adopted a human-driven approach to control the transmission of Covid-19. The reason why rules and restrictions will work much better if they address the real areas of weakness (in attitudes) and refer to the real concerns people have. Such knowledge should be especially important to refine or fine-tune the messages prepared for the general public.
With this in mind, the “COVID-19 Fever” project was conducted as the contribution of Consumer Neuroscience and Advanced Analytics to help solve this crisis by measuring the impact on the sentiment of people.
Attitudes were analyzed and explained by two factors (1) explicit, declared opinion, and (2) implicit, accessibility of attitudes. The new perspective that goes beyond rational verbatims, that are collected by traditional researches, to investigate real deep nonconscious convictions that people may not even be fully aware of. It becomes especially relevant in the situation like Covid-19 pandemic when people face new, rapidly changing reality when human interactions are tempered by uncertainty. This research is based on data from the “COVID-19 Fever” project data for in Portugal, collected and analyzed with the iCode Smart Test.