Abstract
essential for achieving the Sustainable Development Goals (SDGs), particularly in regions aiming to balance energy efficiency, waste management, and urban development. This study explores the application of multicriteria decision-making and statistical techniques to evaluate municipal sustainability, with a focus on renewable energy, using the Alto Minho region of Portugal as a case study. The analysis incorporates 12 SDG indicators across ten municipalities, addressing energy consumption, urban renewal, and waste management. Cluster analysis revealed distinct groups of municipalities, highlighting disparities in sustainability performance. Municipalities such as Melgaco and Moncao excelled in energy-related metrics, while others showed strengths in waste management and urban renewal. The Analytic Hierarchy Process (AHP) emphasized the importance of renewable energy indicators, revealing notable changes in rankings when energy-related criteria were prioritized. Ponte de Lima and Melgaco ranked highest under energy-focused weighting schemes, showcasing their leadership in energy efficiency and renewable adoption. The findings underscore the need for targeted policies to enhance sustainability across municipalities, particularly in regions lagging in energy performance.

Abstract
The study aimed to explore how communication can influence young individuals to become blood donors. It sought to answer a key question: how do communication strategies impact the recruitment of donors within this age group? The research was structured around four primary objectives. First, it evaluated young people’s knowledge about blood donation through a content analysis of 14 campaigns. Second, it examined the communication strategies implemented by the Portuguese Institute of Blood and Transplantation (IPST) via an exploratory interview with an expert from the organization. Third, it investigated the motivations and barriers affecting young people’s willingness to donate, using a survey conducted with 390 participants, which revealed that more than half of respondents were not blood donors. Finally, it identified the most effective communication strategies and actions to promote blood donation. The findings suggest that future campaigns should prioritize precise segmentation based on behavioral criteria and adopt integrated marketing communication more broadly. This approach is expected to enhance the effectiveness of initiatives aimed at increasing donor recruitment among young people.

Abstract
This paper aims to examine how Portugal and Brazil leveraged digital marketing to redefine their country brands during and after the COVID-19 pandemic. By focusing on the application of innovative digital strategies in tourism and culture, the research highlights the transformative potential of digital tools in overcoming pandemic-related challenges. Specifically, the study identifies key approaches such as the use of social media, data analytics, virtual reality, and influencer marketing that were strategically employed to maintain global engagement, foster international visibility, and support economic recovery. The results demonstrate that integrating digital marketing into country branding strategies not only sustained international recognition but also accelerated the adoption of sustainable tourism practices. By analyzing the cases of Portugal and Brazil, this paper provides actionable insights for policymakers and practitioners seeking to align tourism growth with global sustainability goals. These findings underscore the critical importance of digital transformation in enhancing the resilience and competitiveness of the tourism sector in a post-pandemic world.

Abstract
This chapter aims to understand how Esports organizations can improve digital marketing strategies, considering the unique characteristics of this sector and the importance of maintaining solid relationships with the target audience. The research was carried out using a mixed methodology, which included the application of quantitative research to evaluate the behaviors of Esports fans and a qualitative literature review to explore the trends and challenges of digital marketing in this context. The results show that the esports audience consists predominantly of young males, with a strong interest in video games, technology and pop culture. The personalization of digital strategies, focusing on platforms such as YouTube and Twitch, as well as the use of promotions and sweepstakes, proved essential for audience engagement. Although the use of influencers has a neutral perception, campaigns that offer direct benefits, such as promotions, are more attractive.

Abstract
Non-adherence to medication is a pervasive issue worldwide, affecting 50% of prescription users, resulting in suboptimal therapy outcomes and premature death. One of the key factors contributing to non-adherence is the complexity associated with managing medication regimens. To address this challenge, an automated pill dispenser “SelfMed, your medication partner” has been proposed. This study focuses on studying determinants of medication non-adherence, its ramifications and alternatives available in the market in order to increase medication adherence among adults aged 60 and over. The overarching goal of this research is to evaluate whether digital solutions like SelfMed are required for addressing non-compliance issues in Portugal while assessing their effectiveness over time for our target audience within the marketplace. The research was conducted using primary data collected through a questionnaire distributed to users and care institutions/companies in Portugal (Northern area). According to the analysis, 40% of users and 40% of care companies are interested in obtaining SelfMed to simplify the complex medication management and prescription regimen for the end user. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.