Abstract

Abstract
This study presents a qualitative investigation into the current marketing and communication practices of the amateur sports modalities at Futebol Clube do Porto. Through structured exploratory interviews with key stakeholders, including the club’s marketing director, the marketing manager for the modalities, a player, a coach, and a club member, the research identified existing strengths, challenges, and critical gaps within their marketing efforts. The findings underscored specific areas for improvement, such as the need for dedicated marketing personnel, optimized digital engagement strategies, and innovative content creation. This study provides a robust foundation, offering nuanced guidance and critical insights that directly support a comprehensive digital marketing plan for the club’s diverse sports modalities. Ultimately, these conclusions aim to enable more effective communication, enhanced visibility, and stronger fan loyalty, thereby contributing to the sustained success and recognition of FC Porto’s non-football sports nationally and internationally.

Abstract
Corporate Social Responsibility (CSR) has consolidated itself as one of the strategic pillars of organizations, influencing reputation, competitiveness, and the relationship with consumers. This study examines the attitudes of Generations X, Y, and Z towards CSR practices, exploring the impact of these perceptions on purchase intention. In addition, it investigates the perception of the greenwashing phenomenon, with a particular focus on Generation Z, which is often considered more sensitive to sustainability issues. The research adopted a quantitative approach through an online questionnaire administered to 223 respondents, of which 218 were considered valid and distributed across the three generations under analysis (1965–2009). Data were processed using SPSS software, allowing the evaluation of knowledge levels, attitudes, and the influence of CSR on consumer behavior. The results show that Generation X demonstrates greater knowledge of CSR practices, while Generation Z reveals comparatively lower levels of concern. Generation Y displays balanced and consistent values across the different dimensions studied. These findings contribute to the intergenerational understanding of the relationship between CSR, trust, and purchase intention, offering relevant insights for companies and marketing professionals in designing ethical and differentiating strategies.

Abstract
This integrative literature review synthesizes insights from multiple disciplines to address the challenges and opportunities in designing digital communication interfaces for persons with Locked-In Syndrome (LIS). The paper highlights the importance of a multidisciplinary approach that includes ethical co-design, visual design principles, and Human-Computer Interaction (HCI). It emphasizes how important it is to have user-friendly, visually appealing, and accessible interfaces to help persons with LIS to communicate more effectively. Important technologies are evaluated for their potential to improve communication, including Augmented and Virtual Reality (AR & VR), Eye Tracking, and Brain-Computer Interfaces (BCI). To guarantee that the emerging technologies are both efficient and considerate of user demands, the review emphasizes the significance of ethical considerations and patient-centered design. This study intends to direct future design-based action research in constructing functional digital communication systems, using head-mounted Extended Reality (XR) technologies, by combining the various research findings from the review.

Abstract
This chapter explores the innovative development and integration of tailored user research instruments to inform digital health solutions for People Living with Amyotrophic Lateral Sclerosis (PALS) exhibiting characteristics of partial Locked-In Syndrome (LIS). Addressing the complex interplay of motor, cognitive, and emotional impairments typical of this population, the study proposes a synergistic framework combining three adapted instruments: the ALS Functional Rating Scale-Revised (ALSFRS-R/EX), the User Experience Questionnaire Plus (UEQ+), and a bespoke Cognitive-Motor-Emotional (CME) Observation Grid. These instruments were tailored to detect subtle variations in user function, affect, and interaction. Results show how embodied and sensory drawing participatory methods and customisation of instruments, along with semi-structured questionnaire and interviews with caregivers, can yield actionable insights for designing a model for solutions in neurodegenerative or communication-limiting contexts beyond Augmentative and Alternative Communication (AAC).

Abstract
This chapter is grounded in the results of the ERASMUS+ funded project SmartAgeCare, which investigated active and healthy ageing strategies across eight European countries. The project aims to foster digital inclusion, civic participation, and psychosocial well-being among older adults by exploring innovative models of engagement. This chapter introduces the concept of 'Ikigai Play' as a transdisciplinary framework rooted in a meta-narrative review and inspired by the Japanese philosophy of Ikigai—meaning 'reason for being'. Synthesising evidence from national studies and digital ageing strategies, the chapter identifies regional disparities, psychosocial drivers, and the transformative potential of inclusive technologies. 'Ikigai Play' is proposed as a culturally adaptive model to support autonomy, well-being, and digital health equity.