2020
Authors
Sette, G; Brito, PQ;
Publication
CREATIVITY AND INNOVATION MANAGEMENT
Abstract
Our research goal is to assess creativity and innovation in the profiles of digital influencers (DIs) and examine how they participate in the shared process of content creation with their partner brands. Based on in-depth interviews with 30 Brazilian DI who had at least one partnership with a brand, we showed that they expressed four out of the nine dimensions of creativity, in addition to a new attribute that we designated as 'Originality'. We also found that DIs regard as strategic sharing creative, innovative, quality content and also being involved in content production with the brands during the different stages of message development. The current literature tends to stress DIs' reactive role in the co-creation experience. We analysed how they manifest (process) their creative task as well as their strategies for generating innovative content. Our results help brand managers to cooperate more efficiently and respectfully with their DIs.
2020
Authors
Agapito, D; Brito, PQ;
Publication
JOURNAL OF SPATIAL AND ORGANIZATIONAL DYNAMICS
Abstract
This research analyzes the discrepancies respecting parents' and their children's perspectives on adolescents' risky online behaviors and parental mediation. Rather than focus solely on youth outcomes, this study explores dyadic data, by comparing reports from adolescents attending 7th to 12th grades in Portuguese schools and those of their parents (N=1016). Moreover, this research considers the existence of defense mechanisms influencing adolescents' reports, a factor that has been neglected in previous studies. Differences regarding adolescents' gender, parents' gender, and adolescents' school year are considered and tested using One-way ANOVA. Within the family unit, the only members considered by adolescents to have the same or more online and computer skills than the teenagers themselves are their older siblings. Practical implications aiming to mitigate the risk involved in adolescents' online experiences, and theoretical contributions to the field of prevention and youth well-being in the context of consumer behavior in the digital age are discussed.
2020
Authors
Quelhas Brito, P; Brandao, A; Gadekar, M; Castelo Branco, S;
Publication
JOURNAL OF FASHION MARKETING AND MANAGEMENT
Abstract
Purpose The purpose of this paper is to identify the antecedents and consequences of social media fashion influencer's (SMFI) diffusion of fashion information. This study proposes and examines following research questions: What motivates SMFI to share fashion information? In what way shared fashion information impact SMFI? Design/methodology/approach This study uses semi-structured interviews with SMFI to learn about their relationships with followers. It then conducts a survey of 510 SMFI in Portugal. The data are analyzed by structural equation modeling. Findings The results indicate that intrinsic motivation can develop a SMFIs' fashion leadership, while the SMFIs' perceived usability of fashion blogs does not. The authors also find a self-serving bias among SMFI. Research limitations/implications SMFIs' fashion leadership is associated with the intrinsic motivations of sharing and helping other consumers make fashion decisions, which indicates that marketers can improve their results through using opinion SMFI to assist fashion consumers in purchasing decisions. Further studies should explore the processes adopted by fashion consumers to evaluate SMFI. Originality/value This study helps to understand the antecedents and consequences of fashion diffusion by SMFIs. In particular, the research helps the marketers to understand how the bonds between SMFIs and followers are nurtured.
2019
Authors
Raut, UR; Pawar, PA; Brito, PQ; Sisodia, GS;
Publication
Spanish Journal of Marketing - ESIC
Abstract
2020
Authors
Esteves, F; Brito, PQ;
Publication
Handbook of Research on Resident and Tourist Perspectives on Travel Destinations - Advances in Hospitality, Tourism, and the Services Industry
Abstract
2022
Authors
Braga, P; Brito, PQ; Roxo, MT;
Publication
MARKETING AND SMART TECHNOLOGIES, VOL 1
Abstract
Web 2.0 has allowed collaboration, interaction and sharing of information online, such as online review platforms. Consequently, these short and straightforward opinions have increasingly proved to be essential sources of information not only for consumers but also for companies, as they represent the consumer's sincere evaluation, free from any kind of bias. In this sense, there should be an interest in the analysis and monitoring of online reviews by companies, as the result of these actions may provide guidelines to readjust their strategy, support decision-making and ensure the satisfaction of their consumers. To generate useful information to assist decision-making and strategies' implementation by retailers in the Municipality of Porto, online reviews from the GoogleMyBusiness platform were organised, classified, and analysed. 9945 online reviews were extracted, directed to 246 retail adaptations of the Municipality of Porto, from 2017 to 2020, which were later classified by the polarity of sentiment (positive, negative, neutral, or mixed). Sentiment analysis was conducted, combined with statistical tests and frequency distribution tables to discover relevant information for retailers. With sentiment analysis, retailers can understand their consumers and their behaviour to adapt their strategies and make the right decisions to ensure their customers' satisfaction. With the results obtained, this study proves that it is possible to extract useful information from online reviews and reveals that it is still an area of little interest for retailers in the Municipality of Porto.
The access to the final selection minute is only available to applicants.
Please check the confirmation e-mail of your application to obtain the access code.