Boletim informativo NEPS
Universidade do Minho. Instituto de Ciências Sociais. Núcleo de Estudos de População e Sociedade
2001-11-01
Resultados de pesquisa
Foram encontrados 89 registos.
Cette recherche a pour objectif d’examiner l'effet des médias sociaux sur le comportement d’achat des internautes algériens. Par l’utilisation du test de Sobel, cette étude a pour but aussi d’examiner l’effet médiateur de la confiance perçue et l’utilité perçue des commentaires. Pour atteindre ces objectifs, une étude quantitative a été réalisée auprès d’un échantillon de 300 utilisateurs du Facebook, Twiter et Linkdin. Suite à cette étude empirique, les résultats montrent que les medias sociaux ont une influence sur le comportement d‘achat des interrogés. Les résultats confirment aussi que la confiance perçue fait office de variable médiatrice dans la relation entre les médias sociaux et le comportement du consommateur. A partir de ces résultats ; il apparait nécessaire pour les managers des entreprises de se mobiliser pour gagner la ...
Digital marketing and online business are growing considerably. As Kotler (2017) points out in his latest book Marketing 4.0, we are witnessing is a shift from traditional to digital marketing. In such context, the edition of this special issue on marketing and digital business in the International Journal of Marketing, Communication and New Media (IJMCNM) is a recognition of the utmost importance of the topic, since the fusion of traditional and digital marketing is increasingly a reality. Hence, it is with great pleasure that we publish the Second Special Issue of the IJMCNM in the Research and Internationalization Unit of the Higher Institute of Entre Douro and Vouga (U3Is).
Objectivo: O objectivo deste estudo é tentar compreender quais são os principais determinantes da performance empresarial. Nomeadamente, tem como propósito investigar o impacto na performance empresarial das variáveis, orientação para o mercado, orientação para a inovação, capacidades de marketing e vantagem competitiva. Design/metodologia/abordagem: Esta investigação propõe um modelo teórico que será testado usando os modelos de equações estruturais (SEM). Foi desenvolvido um questionário para investigar a influência de variáveis como a orientação para o mercado, a orientação para a inovação, as capacidades de marketing e a vantagem competiva na performance empresarial. Foram recolhidos 206 questionários válidos de uma amostra de empresas portuguesas.Resultados: Os resultados do modelo de equações estruturais mostraram que as variávei...
The role of internet in the purchasing behavior of tourists led to a modification in marketing plans that became increasingly digital. This study aims to identify how managers of the hospitality industry use digital marketing, as a marketing tool.This study adopted a qualitative methodology comprising: a) the analysis of the online presence - website, Facebook, Instagram, Twitter, Booking.com and TripAdvisor - of the 59 four and five stars establishments of Porto; b) semi-structured interviews that were conducted to managers and marketers of the 32 hotels in study. Digital marketing tools provide numerous benefits to the hospitality industry. However, managers still do not take advantage of their full potential. In digital marketing the performance indicators are always evolving. Although the data were collected at the end of 2016, we ...
The reader will have online access to four research works about “Dynamic Marketing through Engagement: Answering the Role of Marketing Functions”, “Societal Values in Portugal: Replication of the Globe Project 17 years later and implications for management.”, “The Business Performance Determinants in Portugal” e “The (In)visible Brand, Impacts of Consumer Perceptions in the Low-Cost Clothing Market: The Primark’s case.”
É inegável a importância das marcas no mundo atual. Nas decisões de consumo esta desempenha um papel de relevo, bem como um outro fator tornado premente em qualquer contexto, mormente na crise económica, o preço. Uma empresa de origem irlandesa, a Primark, percebeu que os consumidores estão dispostos a pagar menos pelas roupas que usam, assegurando níveis competitivos de qualidade em relação a outras marcas. Neste trabalho são analisados os impactos que a marca Primark tem na Intenção de Compra dos seus clientes. Esta marca, retalhista no segmento de pronto-a-vestir, é considerada Low-Cost (baixo custo) em comparação com empresas Medium-Cost (médio custo), exemplo da Zara, e de empresas High-Cost (alto custo), exemplo da Gant. Considerando que a marca não surge evidente nos produtos, ponderamos qual seria a intenção de compra dos seus ...
The offline to online marketing system (O2O) in this article provides a new perspective on marketing strategies to address the role of marketing functions in Dynamic Marketing Capabilities (DMC's) through Engagement. The originality of this research lies in the development of new concepts through the synthesis of theories that support the findings of the new concept of Dynamic Marketing through Engagement (DME). This concept is expected to be contributed to strengthening the theoretical basis of Dynamic Marketing Capabilities (DMC's) and Actor Engagement as a sustainable competitive advantage. The purpose of this study is to examine and analyze the role nature of the Dynamic Marketing Engagement (DME) concept in marketing perspective as a management strategy to achieve and maintain a sustainable competitive advantage in improving busin...
Generation Z is the first generation who has grown up in the middle of an era of developed information technology, being one of the most critical users of social networking sites (SNS), constantly engaging in online exchanging of information and conversation between peers. The study of this generation’s consumer behaviors is an opportunity for marketers to get to know their preferences, identify the major influences on their decision-making process, and understand how to target them more effectively.In this paper, we designed a survey to study the effect of peer interaction and word-of-mouth (WOM) on the different stages of Generation Z’s decision-making process, and to understand how this generation’s preferences are formed. Data was analyzed through Confirmatory Factor Analysis and Structural Equations Modeling. Results showed that p...
Nos últimos anos a utilização da Internet tem tido um crescimento exponencial, por parte do consumidor e das organizações em turismo. Atualmente, o consumidor em turismo recorre à Internet em todas as fases do ciclo da viagem. Deste modo, as organizações de turismo preocupam-se cada vez mais em estar presentes na Internet através de diferentes canais de marketing. O objetivo deste artigo é mostrar que a análise da Web pode auxiliar as organizações de turismo a conhecer os canais de marketing utilizados pelos consumidores e também a perceber os seus interesses e antecipar necessidades. Para tal, recorremos aos dados obtidos através da ferramenta Google Analytics (GA) e Google Trends (GT) e efetuamos análises univaridas e bivaridas. Além disso, correlacionamos os dados do GT com os dados das estatísticas oficiais de Turismo em Portugal e...
As in many other geographies, in the Portuguese context, especially in academic literature, qualitative methods in marketing research are clearly under-represented when compared with quantitative methods. This happens all the more as qualitative methods are used in isolation over mixed-methods approaches. It follows that in the Portuguese context, netnography, the ethnographic/qualitative study of social networks conceptualized and developed by Robert Kozinets (e.g. Kozinets, 2002, 2009, 2015) remains largely unused. The following research is a first attempt at bringing netnography to the Portuguese context by studying online communication around one of its most popular dessert brands, Boca Doce, an instant dessert produced by Kraft foods and distributed in Portugal by the AMD company. Netnography is herewith used as a qualitative meth...
