"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.... 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."
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... 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 Interests: Business, Entrepreneurship, Information Technology, Development Studies, Digital Humanities, and 15 moreKnowledge Management, Focus Group discussions, Computer Supported Collaborative Learning, Management of Innovation, Applied Research, Business Development, Interviews, Business Model, Business Incubators, Conceptual Framework, Guidelines, New ventures, Incubator, Digital Media Learning, and Digital Transformation
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... 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...
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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... 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...
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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... 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 ...
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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... 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); ...
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Organic food purchase behavior is attracting increasing attention from researchers and managers. However, there is a need to further explore differences among groups of consumers, namely with regards to cultural dimensions. To help fill... more
Organic food purchase behavior is attracting increasing attention from researchers and managers. However, there is a need to further explore differences among groups of consumers, namely with regards to cultural dimensions. To help fill this gap, this article aims to examine the impact of collectivism on the determinants of organic food purchase intention and behavior. Building on the theory of planned behavior, this article suggests its extension by considering an additional set of explanatory variables that are shown to be relevant to explain consumer behavior. It includes a quantitative study conducted with young consumers from two European countries, Norway (n = 468) and Portugal (n = 448). Structural equation modelling allowed to conclude that collectivism positively impacts attitude, subjective norm, perceived price, and environmental concern towards organic food. The expected positive impacts of collectivism on product availability and health concerns were not supported by th...
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With the IoT, Big Data has more and more data. Big Data is a complicated concept to define precisely since the very notion of big varies in terms of the volume of collected data. Understanding purchase intentions, behaviors, needs, wants,... more
With the IoT, Big Data has more and more data. Big Data is a complicated concept to define precisely since the very notion of big varies in terms of the volume of collected data. Understanding purchase intentions, behaviors, needs, wants, and patterns is relevant to marketing.
The pandemic has accelerated the digital transformation, although it has already been underway in recent years. Currently, digitalization can be observed in several sectors, from services to industry, as well as from micro to large... more
The pandemic has accelerated the digital transformation, although it has already been underway in recent years. Currently, digitalization can be observed in several sectors, from services to industry, as well as from micro to large companies. Consequently, digital transformation increasingly assumes an essential role in the development of new business models and business growth. The Digital Economy and Society Index (DESI) shows Portugal in 19th place in 2020 which is structurally lower than the European average (within a Europe of 28 countries). Also, a report from the Strategy and Studies Office of the Ministry of Economy and Digital Transition reinforces the lower position of Portugal in the Internet usage rate (71% against 84% of the European Union average). Therefore, Portugal urgently needs to enhance the digital capacity of people and the digital transformation of companies. To face this strategic challenge and take the opportunities and trends that the digital world offers, ...
O processo de internacionalização das empresas está em constante mudança. Uma empresa para crescer e internacionalizar a sua atividade necessita de um elevado conjunto de recursos, capacidades e competências para diferenciar as suas... more
O processo de internacionalização das empresas está em constante mudança. Uma empresa para crescer e internacionalizar a sua atividade necessita de um elevado conjunto de recursos, capacidades e competências para diferenciar as suas marcas nos mercados de destino, tendo em vista a obtenção de vantagens competitivas. Este livro tem como objetivo fundamental fornecer suporte teórico e prático para auxiliar os gestores a definirem as estratégias digitais de internacionalização mais adequadas às suas empresas, nomeadamente na escolha de mercados prioritários, de métodos de entrada em cada mercado e de marketing digital que estas têm ao seu dispor, nomeadamente de SEO, de redes sociais e de criação de conteúdo. As temáticas apresentadas são aplicadas ao setor do retalho infantil e consubstanciadas pelo estudo de caso da Zippy. São apresentadas propostas de estratégias digitais de internacionalização da marca para os mercados da França, Bélgica e Holanda.
Using Augmented Reality (AR) in e-commerce to promote products becomes more and more frequent. Using it efficiently can generate a differential that adds value to the product and / or service. This article aims to verify whether the use... more
Using Augmented Reality (AR) in e-commerce to promote products becomes more and more frequent. Using it efficiently can generate a differential that adds value to the product and / or service. This article aims to verify whether the use of AR influences the purchase decision process. Based on the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) models, a technology adoption model that integrates RA was created. A questionnaire was applied to a sample of 301 individuals. It was concluded that there are significant positive differences in eight of the defined hypotheses, namely regarding the use of AR in view of the purchase intention, in view of the ease of use and the purchase intention in relation to consumer behaviour
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O Inbound Marketing é uma estratégia específica do marketing digital que pretende atrair tráfego para o website da marca, converter esse tráfego em potenciais clientes para posteriormente gerar vendas e fidelização. Dada a importância que... more
O Inbound Marketing é uma estratégia específica do marketing digital que pretende atrair tráfego para o website da marca, converter esse tráfego em potenciais clientes para posteriormente gerar vendas e fidelização. Dada a importância que esta abordagem tem adquirido nos últimos anos, esta investigação analisa até que ponto as empresas e os profissionais de marketing digital têm conhecimento do Inbound Marketing e se o usam na sua atividade. Foi usada uma abordagem quantitativa com a utilização de um inquérito por questionário administrado a uma amostra de 532 profissionais de marketing digital portugueses. Os resultados mostram um retrato não só do grau de conhecimento e aplicação desta abordagem, como também das estratégias específicas mais usadas e das maiores dificuldades sentidas pelos profissionais
The tourism sector is one of the most important drivers of the Portuguese economy. Indeed, any impacts on tourism organizations’ performance have a huge influence on the economic, social and cultural dynamic of the Portuguese society. As... more
The tourism sector is one of the most important drivers of the Portuguese economy. Indeed, any impacts on tourism organizations’ performance have a huge influence on the economic, social and cultural dynamic of the Portuguese society. As such, considering the challenges and pressure that the recent pandemic of COVID-19 has put on tourism organizations, much attention has been devoted to the problem. This paper focuses on web communication strategy followed by key organization in the tourism sector during COVID-19. It is an exploratory study based on a multiple case-study approach that combines different methodologies and techniques. The cases under study were selected through an analytic tool - SimilarWeb - and the preliminary findings, obtained through content analysis of websites and social media profiles of the organizations, indicate that Portuguese tourism organizations have entered in a new age of communication with their clients, characterized by more flexible, complex, and unbureaucratic communication strategies.
A telemedicina é um conceito que emerge nos finais do século XX, no contexto da evolução das tecnologias da informação e comunicação (TIC). No entanto, com a evolução das tecnologias da saúde e com o surto da pandemia COVID-19,... more
A telemedicina é um conceito que emerge nos finais do século XX, no contexto da evolução das tecnologias da informação e comunicação (TIC). No entanto, com a evolução das tecnologias da saúde e com o surto da pandemia COVID-19, evidenciou-se a necessidade de estudar a importância da telemedicina em Portugal. Não obstante a isto, apesar da aplicação da telemedicina ser ampla, no que tange as consultas à distância, a mesma ainda é vista com restrições dentro da classe médica e sua aceitação é ambígua. Este trabalho teve como objetivo identificar as principais categorias relacionadas à telemedicina, sob o ponto de vista dos profissionais médicos, e compreender de que forma o marketing digital pode contribuir para a expansão da adesão da telemedicina. Da revisão da literatura emergiram como categorias: aplicações da telemedicina, benefícios, riscos, barreiras, evolução da telemedicina e marketing digital na telemedicina. Seguindo uma abordagem qualitativa, neste trabalho foram cruzados ...
Worldwide organic food consumption has registered a consistent rise in recent years. Despite the relevant body of literature on the topic, it is necessary to further understand the antecedents of purchase intention. This article aims to... more
Worldwide organic food consumption has registered a consistent rise in recent years. Despite the relevant body of literature on the topic, it is necessary to further understand the antecedents of purchase intention. This article aims to identify the factors that influence the consumer’s intention to purchase organic food. It extends the theory of planned behavior model by including environmental concerns, health concerns, and perceived quality as determinants of attitude toward organic food products. Additionally, it considers the effect of product availability on consumers’ perceived behavioral control. This article includes a quantitative study that was conducted in Portugal in 2020 (n = 206). Structural equation modeling was used to test the proposed set of research hypotheses. In line with extant literature, this study confirmed that attitude toward organic food is the main determinant of purchase intention. Additionally, it demonstrates that health concerns and perceived qualit...
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The newsletter, as a communication tool, it is an essential communication support and relationship between brands and their public and its dissemination online opens up new possibilities and new challenges that brands should keep in mind.... more
The newsletter, as a communication tool, it is an essential communication support and relationship between brands and their public and its dissemination online opens up new possibilities and new challenges that brands should keep in mind. In this context, the present study analyzes the newsletter as a communication tool, considering the new digital landscape. In particular it intends to analyze aspects that are linked to the function of the newsletter to your viewing and its interactivity in online context. It was found that the public consider the newsletter an important vehicle of communication between the company and its customers and simultaneously a source of information and news about the same. With regard to the incorporation of audiovisual content in the online newsletter, the majority of respondents believe that this feature, awake and retains more attention, and more stimulates your viewing. These variables are correlated positively with the "habit of clicking" i...
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Realize whether the online sale of luxury fashion brands is a contradiction of concepts or whether it stems from a natural development of luxury fashion business is the motto of this research. The present work deals with the problems... more
Realize whether the online sale of luxury fashion brands is a contradiction of concepts or whether it stems from a natural development of luxury fashion business is the motto of this research. The present work deals with the problems associated with the E-commerce Strategies of Luxury Fashion Brands, in the way brands generate the apparent contradiction between the characteristics of online sales and the attributes of luxury fashion. It uses content analysis of luxury brand websites to identify and evaluate how brands approach the market in an omnichannel perspective and how they build a luxurious online environment achieving a Luxemosphere and enabling an online experience with the brand, compatible with its luxury status. The conclusions indicate an increase in the adoption of e-commerce by the luxury fashion brands of the sample, but with different execution profiles and, identifying needs for improvement, namely in the presentation of products and the construction of omnichannel.
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The growth of the internet is giving rise to the overall importance of digital marketing for business management. In fact, digital marketing is widely accepted as an essential component of business management, and its share of the... more
The growth of the internet is giving rise to the overall importance of digital marketing for business management. In fact, digital marketing is widely accepted as an essential component of business management, and its share of the marketing budget is getting bigger. Still, digital marketing professionals deal with some resistance, especially from small and medium companies from more traditional sectors and from businesses struggling with limited budgets for marketing and communication. Entrepreneurs and startup managers are expected to have a clear acknowledgement of digital marketing tools' benefits, which is confirmed in this study. However, budget constraints limit their willingness to spend money on digital marketing and to hire specialized personnel. This chapter provides valuable cues for digital marketing practitioners and companies that intend to approach startups.
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El catalogo es un producto de comunicacion con una fuerte presencia en el mundo de la moda, relacionado con el reflejo de la excelencia desde cada coleccion sobre la imagen de marca. Hemos investigado sus funciones desde entrevistas en... more
El catalogo es un producto de comunicacion con una fuerte presencia en el mundo de la moda, relacionado con el reflejo de la excelencia desde cada coleccion sobre la imagen de marca. Hemos investigado sus funciones desde entrevistas en profundidad a expertos del sector ya que los catalogos son utilizados por empresas de marcas textiles para presentar sus colecciones y como herramientas de comunicacion en la creacion o fortalecimiento de su imagen de marca. Con todo los criterios objetivos para la evaluacion de ete tipo de catalogos aun no han sido objeto de un proceso estructurado y completo, a pesar de la importancia que tienen, en nuestro caso, para las empresas del sector textil. Por eso en esta tesis hemos estudiado los elementos que definen desde la estetica y la semiotica los signos de calidad en los catalogos impresos de ropa. Se analizaron los catalogos de las marcas nacionales e internacionales en la industria de la moda, cuya calidad es reconocida por los profesionales del...
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The luxury sector is currently one of the most exciting market segments, standing out because of its ability to keep growing during economic crisis. In fact, high end consumers are a particularly attractive segment. They are willing to... more
The luxury sector is currently one of the most exciting market segments, standing out because of its ability to keep growing during economic crisis. In fact, high end consumers are a particularly attractive segment. They are willing to pay more for exclusive products and unique experiences, they value the symbolic meanings carried out by luxury products and brands, and they demand superior performance from luxury brand suppliers. But they are not the only ones choosing and buying luxury brands, as luxury is being increasingly adopted by the middle class, namely as a signal of success (Wiedmann & Hennigs, 2013)...
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In Portugal, the number of music festivals as well as the number of participants has been increasing. It is essential to be able to provide the best possible experience to the participants of these same festivals. Based on a survey, this... more
In Portugal, the number of music festivals as well as the number of participants has been increasing. It is essential to be able to provide the best possible experience to the participants of these same festivals. Based on a survey, this paper analyses the frequency of use of mobile applications of major music festivals in Portugal. In order to verify the factors leading to the adoption of applications, the Unified Theory of Acceptance and Use of Technology (UTAUT) model was used. The results show that less than half of the participants are using mobile applications, and that the main reason for not using is the lack of knowledge about the applications. Correlations of the analysed constructs of the UTAUT model were also tested, and correlations between the constructs were verified with the mediation of the age and gender moderators.
As estrategias de comunicacao e criacao de conteudos digitais dao visibilidade a uma intervencao artistica, social e/ou politica. A intervencao que deu origem ao projeto Merak(i): en franchissant la Ligne Verte foi criada por uma cidada... more
As estrategias de comunicacao e criacao de conteudos digitais dao visibilidade a uma intervencao artistica, social e/ou politica. A intervencao que deu origem ao projeto Merak(i): en franchissant la Ligne Verte foi criada por uma cidada cipriota que pretendeu criar um espaco para o dialogo entre os proprios cipriotas e comunidade internacional sobre o conflito vivido ate hoje no Chipre. O projeto foi uma iniciativa original no ambito da intervencao das estrategias de comunicacao digital em questoes de consciencializacao social atraves da arte. A metodologia utilizada foi o estudo de caso com recurso a analise documental, entrevistas, observacao direta e observacao participante. O trabalho apresenta o desenvolvimento de uma estrategia de marketing digital operacionalizada com a criacao de um website que serve de plataforma para apresentar e informar sobre a intervencao artistica e o desenvolvimento de uma estrategia SEO e de redes sociais. Os resultados permitiram concluir que o webs...
The dynamic of success and failure in business is an open question. Since the seminal work of Altman, a considerable flow of literature has attempted to construct and test business failure models. More recently, the development of... more
The dynamic of success and failure in business is an open question. Since the seminal work of Altman, a considerable flow of literature has attempted to construct and test business failure models. More recently, the development of artificial intelligence has demonstrated great potential and several studies have shown that machine learning techniques achieved better performance than traditional statistical methods.
Todos los contenidos creados por las comunidades virtuales pueden llegar a millones de personas en cualquier lugar del mundo. Blogs y foros, por sus caracteristicas unicas en la comunicacion bidireccional, son los mas interesantes para... more
Todos los contenidos creados por las comunidades virtuales pueden llegar a millones de personas en cualquier lugar del mundo. Blogs y foros, por sus caracteristicas unicas en la comunicacion bidireccional, son los mas interesantes para analizar en nuestro estudio. Los miembros de estas comunidades virtuales interactuan y comparten experiencias, expectativas y opiniones sobre diversos temas de interes. Las caracteristicas, opiniones y comportamientos comunes, los integran en tribus. Para conocer mejor esta realidad, creamos un focus group, con miembros de comunidades virtuales. Con este estudio percibimos que los miembros de las tribus pasan muchas horas en los foros y los blogs, participan activamente y comparten con facilidad, sus opiniones y experiencias de consumo. Es frecuente encontrar en los foros y blogs las opiniones sobre productos y servicios, posicionamiento en relacion a las marcas y a las acciones de comunicacion, contribuyendo para el desarrollo de imagenes favorables ...
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Data generation is currently expanding at an astonishing pace, and the function of marketing is becoming increasingly sophisticated and customized. Companies seek to understand their internal corporate environment and externalities and to... more
Data generation is currently expanding at an astonishing pace, and the function of marketing is becoming increasingly sophisticated and customized. Companies seek to understand their internal corporate environment and externalities and to exponentially enhance their marketing power. This study aims to understand the influence of Big data analysis on digital marketing. The methodologies used to approach this issue were: (a) a systematic literature review based on articles dated between 2014 and 2020; and (b) a bibliometric analysis of articles dated between 2000 and 2020 using the software VOSviewer. The literature review allowed us to conclude that in the next decades, the business world in general, and marketing in particular, will define more oriented strategies based on a more profound knowledge of consumer behavior. Artificial intelligence agents driven by machine learning methods, technology, and Big data will be a conditioning factor in defining these strategies.
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Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of... more
Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of metrics to measure the success of a search engine ads campaign. One research question arises: What are the metrics adopted by small and medium-sized companies to measure the performance of a Google Ads campaign? This chapter includes a mixed-method study with digital marketing professionals experienced in managing Google Ads campaigns for Portuguese SMEs. Interviews helped highlight the main difficulties faced by SEM's Google Ads' managers and to identify the performance measures they mostly control. Then, a survey enabled to analyse the association between performance measures and campaigns' perceived success. The insights produced by this chapter are particularly interesting for researchers, teachers, business managers, and digital mar...
The technologies have received predominant interest in the tourism industry. The increase of technology and wireless connection reduces time and distance limitation which leads to a positive communication and relationship between... more
The technologies have received predominant interest in the tourism industry. The increase of technology and wireless connection reduces time and distance limitation which leads to a positive communication and relationship between suppliers and consumers. However, are the web tools properly designed and coded, to be used by people with disabilities? This paper was aimed to present the results of the web accessibility of tourism websites. Each homepage was analyzed in terms of the World Wide Web Consortium’s (W3C) web accessibility. The majority of tourism websites homepages were found to fail one or more of the W3C web accessibility measures which means disabled users may have substantial problems when accessing websites. Several suggestions on how to improve the accessibility of the websites are then offered. This study contributed to the discussion about the use of tourism technologies by people with disabilities.
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Research Interests: Humanities and Art
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espanolEl presente trabajo de investigacion focaliza el estudio de generacion de la identidad de una ciudad y la forma como esta es vivida por los individuos cuando participan en un evento cultural que se celebra regularmente desde hace... more
espanolEl presente trabajo de investigacion focaliza el estudio de generacion de la identidad de una ciudad y la forma como esta es vivida por los individuos cuando participan en un evento cultural que se celebra regularmente desde hace unos anos. Las conclusiones permiten evidenciar que mientras se celebra el festival, los participantes alteran la forma como viven la ciudad. Al crear una forma especifica de vivir la ciudad, se integran en una tribu y la imagen de la ciudad conectada con el evento se materializa en un fenomeno identificador de la ciudad de Oporto EnglishThe purpose of this paper is to study the identity creation of a city and the way the city is perceived by people who attend an annual cultural event - Fantasporto. The results revealed that the identification of the group with the event and the way it experiences the city takes that identity and the celebration into the characterization of the city. By creating a particular form of experiencing life in the city they...
Proposta: Constitui objetivo deste trabalho fazer uma analise da informacao contabilistico-financeira disponibilizada nos website s dos municipios da NUT II. Desenho/metodologia/abordagem : A identificacao dos dados a registar foi feita a... more
Proposta: Constitui objetivo deste trabalho fazer uma analise da informacao contabilistico-financeira disponibilizada nos website s dos municipios da NUT II. Desenho/metodologia/abordagem : A identificacao dos dados a registar foi feita a partir de uma analise dos documentos: Plano Oficial de Contas das Autarquias Locais (POCAL), o Regime Financeiro das Autarquias Locais (Lei n.o 73/2013 de 03/09) e o Indice de Transparencia Municipal (ITM). Esta analise documental foi integrada com a revisao bibliografica, tendo-se gerado uma matriz que serviu de base ao registo da informacao economico-financeira encontrada nos website s da amostra selecionada. Simultaneamente com o registo de dados, foi feita a analise de alguns parâmetros da area da usabilidade segundo padroes de referencia de dois sujeitos (nao investigadores) que representavam o cidadao comum. Resultados : Observou-se que ainda subsiste alguns websites que nao disponibilizam um conjunto de itens de informacao de divulgacao obri...
Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of... more
Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of metrics to measure the success of a search engine ads campaign. One research question arises: What are the metrics adopted by small and medium-sized companies to measure the performance of a Google Ads campaign? This chapter includes a mixed-method study with digital marketing professionals experienced in managing Google Ads campaigns for Portuguese SMEs. Interviews helped highlight the main difficulties faced by SEM's Google Ads' managers and to identify the performance measures they mostly control. Then, a survey enabled to analyse the association between performance measures and campaigns' perceived success. The insights produced by this chapter are particularly interesting for researchers, teachers, business managers, and digital mar...