Abstract
After the pandemic we experienced, companies have felt the need to reinvent themselves and adapt to the present moment. The Internet and social networks have developed and increased their activity substantially. Users spend more time on social networks, shop more online, and feel more than ever a need for information and to view content. The main objective of this research is to define and implement a content marketing strategy for the social networks, through a quarterly content plan in the marketing services company Naive. In the first part of the research, presented in this paper, the work consisted of designing and implementing a questionnaire, obtaining a sample of 200 respondents to assess their perceptions and habits regarding social networks and the content offered on social networks, to study the results. The results obtained and analysis done will be used to develop a content strategy for Naive, which include studying the specific objectives for the company's different social networks, the actions to be developed and the content to be implemented.

Abstract
The United Nations has set Sustainable Development Goals (SDGs) to build a more sustainable future. The SDG analyzes progress to understand major implementation challlenges, define disparities across nations or regions, and propose priorities for action. It has 17 objectives and more than 200 indicators. Cluster analysis was used to categorize the 10 municipalities. It was carried out using IBM SPSS software, which calculated the Euclidean distance and put the investigated regions into clusters with the traits they shared the most in common.

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.

Abstract
The aim of this study was to conduct a qualitative analysis research that will support the internal and external analysis, as well as the strategic options to be developed for a Marketing Plan for the Polytechnic Institute of Viana do Castelo. The methodology used was through exploratory interviews using a script based on nine key dimensions for creating a marketing plan. The script was applied through face-to-face interviews with the president of the Polytechnic Institute of Viana do Castelo. We obtained six interviews that could be analyzed in the nine dimensions. It was possible to understand that the elements suggest some changes in the different dimensions of the script. One of the points with the most observations for improvement was communication, mostly internal. However, all the improvements and growth that the institute has achieved over the years were acknowledged. It was also possible to realize that the six people interviewed have the same perspective and make similar observations on the different questions asked. With the interviews, it will be possible to outline the best structure and path for the strategic marketing plan. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.