Abstract
The aim of this article is to show how autoethnography is a useful and revealing research methodology that should be encouraged in academia, especially in higher education. With objectivity, autoethnography, which is a relatively new approach, may be a path toward deeper cultural discussions that are so important in everyday life. Moreover, autoethnography leads to important reflexive and critical observations made by students. Autoethnography is a readily accessible, low-cost methodology and thus very appealing to students and younger researchers. With this article, the author exemplifies autoethnographic accounts and narrates three different stories that occurred while trekking with three different trekking guides in Patagonia (El Chalten), Argentina. Argentinian culture, in South America, is the focus. Researchers need to be careful of misleading statements in the literature, such as that in Argentina modesty is apparently not tolerated. We found that two of our guides and leaders - Mariano and Liz - both had modest (and pleasant) demeanors. Hence, we conclude that it is important to maintain an open mind and resist categorizing people. This is a vital point of cultural studies that is often not taken seriously. Cultures are made up of individuals and thus many differences can be found in the midst of an attempted standardization, and the desire to put everyone in the same "basket".

Abstract
In this age of technology, information, innovation, and so many other features that could be associated with it, it becomes necessary to review the benefits and risks associated with this change. The question that guides this article is: Does the easiness granted to us, through the many online mechanisms, affect our ability to perceive at the moment of making a purchase decision? Rather, from a financial perspective, is the quick and easy way that the internet allows the consumer to make a payment influencing the consumers' buying act? Through the analysis of various mobile applications available for the aforementioned purpose, as well as a survey, that featured 137 answers from various age groups and occupations, we will present a brief conclusion about this theme, aiming to contribute to a better and broader understanding of the benefits, risks, advantages and disadvantages of these so well-known banking applications that increasingly stand out in the daily lives of the Portuguese. The results of this exploratory study reveal the importance of a greater and better instruction when using these innovative tools, so the user can stop being merely a hostage to their risks and begin to fully enjoy the benefits.

Abstract
According to the literature, there is a research gap regarding digital advertising. This exploratory study focuses on how advertising on the social networks Instagram, Facebook and YouTube, three digital platform giants, is interpreted. Which has the most informative, most interesting, less irritating, and, as a consequence, most effective publicity? We performed a survey, which had 106 answers, and using descriptive statistics we concluded that Instagram and Facebook have better and less irritating publicity than YouTube. On Instagram and Facebook, despite 77,5% and 95,7% (respectively) of the respondents having indicated that they ignore the adverts which are presented, the quantity of people who visit and buy the advertised products is visibly higher, when compared to the numbers registered on YouTube. In contrast with YouTube, the survey sample evaluates Instagram as the platform with the most interesting publicity, in accordance with user preferences. YouTube has less direct and less segmented publicity than Instagram and Facebook.

Abstract
E-commerce facilitates the internationalization of companies at a low cost and enables companies to create a close relationship with their target audience. Often, to increase their sales volume, companies activate recommendation systems in their online stores. This study aims to investigate whether the usage of similar product recommendation systems influences future consumer purchases. Hence, a questionnaire survey was conducted, which had 160 answers. Thus, the factor “moment at which the product suggestions appear” is a variable which has a significant impact regarding online purchases (leading to, for example, impulse purchases). Regarding the form of the suggestions (esthetics, typography or colour), this has the greatest impact of the variables we analysed. Still further, a statistically significant association (chi square test) was found between occupation of the consumer (being a student or having a specialized profession) and making online purchases.

Abstract
With the increasing technological advances that mark society daily, it is essential to analyze, not only the behavior of consumers, but also the behavior of companies facing market changes. It is necessary to distinguish a company that achieves success from one that is not able to succeed, over time. Nokia was the mobile phone market leader for about fourteen years. The launch of the iPhone, by Apple, in 2007, was one of the main reasons for the loss of that leadership. Nokia and its handset division were not able to adapt and demonstrate having dynamic capabilities. They had an excessive focus on their outdated product (their dumbphone), while not taking advantage of their internal innovative product developments to anticipate inevitable change in the market. To provide more depth to the present study a survey was performed and answered by 120 people.

Abstract
Every player in the business world is constantly looking for a competitive advantage which will place them in a leadership position in their particular market. When chosen correctly, lighting may have a significant influence on consumers’ decisions to enter a retail shop or buy a certain item. However, the illumination theme does not only apply to physical purchases, in the retail environment, but also to advertisements and online shopping. Hence, this article aims to study light characteristics and the temperature of light which best emphasize product quality, making them more appealing to the customer. Thus, an online survey was performed, which had 130 answers. After analysing the data, we concluded that a desire exists that retail firms act honestly, and that they should thus use lighting which does not distort the perceived images (which should be as real as possible) of the products which are for sale.