Abstract
We propose a mechanism to raise the abstraction level of source-code analysis and robustly support multiple languages. Built on top of the LARA framework, it allows sharing language specifications between LARA source-to-source compilers, and enables the mapping of a virtual AST over the nodes of ASTs provided by different, unrelated parsers. We use this approach to create a language specification for Object-Oriented (OO) languages and add support for three different LARA compilers. We evaluate it by implementing a library of 18 software metrics using this language specification and apply the metrics to source code in four programming languages (C, C++, Java, and JavaScript). We compare the results with other tools to evaluate the approach.

Abstract
We discuss the concept of FPGA-unfriendliness, the property of certain algorithms, programs, or domains which may limit their applicability to FPGAs. Specifically, we look at graph analysis, which has recently seen increased interest in combination with High-Level Synthesis, but has yet to find great success compared to established acceleration mechanisms. To this end, we make use of Xilinx's Vitis Graph Library to implement Single-Source Shortest Paths (SSSP) and PageRank (PR), and present a custom kernel written from the ground up for Distinctiveness Centrality (DC, a novel graph centrality measure). We use public datasets to test these implementations, and analyse power consumption and execution time. Our comparisons against published data for GPU and CPU execution show FPGA slowdowns in execution time between around 18.5x and 328x for SSSP, and around 1.8x and 195x for PR, respectively. In some instances, we obtained FPGA speedups versus CPU of up to 2.5x for PR. Regarding DC, results show speedups from 0.1x to 3.5x, and energy efficiency increases from 0.8x to 6x. Lastly, we provide some insights regarding the applicability of FPGAs in FPGA-unfriendly domains, and comment on the future as FPGA and HLS technology advances.

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Companies and brands are increasingly using social media networks as one of the main channels of disseminating products and services, due to the exponential growth that these platforms have had in the last few years. Universities and Higher Education Institutions are also using the contents published on social networks as a way of advertising the institution itself and its training offer. Content marketing for social media has increasingly become one of the most used strategies by companies and brands to increase engagement and attract new followers on their social networks. The main goal of this paper is to develop a content marketing strategy for School of Business Sciences (ESCE) of Polytechnic Institute of Viana do Castelo’s social networks as Facebook and Instagram that can generate an increase in the school’s awareness and followingly increase the number of new students. This study also aims to create greater identification of students with ESCE, to improve the engagement of its social networks with their followers and to get more interaction from users who do not usually interact with ESCE’s social network profiles. Subsequently, content marketing strategy was developed, and it analyzed the results obtained with the statistical analysis of ESCE’s social network profile. With the results obtained with this study, it was concluded that the application of a social media content marketing strategy for a higher education school had very positive results, on increasing the engagement in social networks by the followers of ESCES’s social networks. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
The consumer's profile and behaviour have undergone drastic changes in recent years, as a result of rapid technological developments associated with the proliferation of the Internet, which have boosted the growth of e-commerce. Retail needed to adopt new strategies to respond to new consumer demands leading to the development of omnichannel. The omnichannel strategy is centred on the consumer and aims to offer him/her a unique, consistent, and quality experience, through any contact point and wherever the consumer wants. However, most Portuguese retailers still opt for a multichannel strategy, where the physical shop and the online shop operate independently from each other. Although there are already some successful cases in Portugal, it can be considered that the use of omnichannel is still at an early stage. More publicity is needed so that retailers are aware of the concept and above all recognise the advantages of this new strategy. Before disclosure it is important to understand why companies work with both online and offline channels and do not opt for an omnichannel strategy. This study aims to analyse Portuguese companies that have not yet adopted an omnichannel strategy, to understand the barriers that make them unwilling to adopt this strategy. To this end, a quantitative research was carried out through the application of surveys to companies in different districts of Portugal to understand their position in relation to omnichannel and the reasons for not moving to this structure. The results obtained made it possible to describe the importance of omnichannel as a commercial and distribution strategy and analyse the reasons why its use by companies in Portugal is still extremely low. The lack of knowledge about the structure and management issues emerged as the biggest barriers.