Abstract
This paper aims to examine how Portugal and Brazil leveraged digital marketing to redefine their country brands during and after the COVID-19 pandemic. By focusing on the application of innovative digital strategies in tourism and culture, the research highlights the transformative potential of digital tools in overcoming pandemic-related challenges. Specifically, the study identifies key approaches such as the use of social media, data analytics, virtual reality, and influencer marketing that were strategically employed to maintain global engagement, foster international visibility, and support economic recovery. The results demonstrate that integrating digital marketing into country branding strategies not only sustained international recognition but also accelerated the adoption of sustainable tourism practices. By analyzing the cases of Portugal and Brazil, this paper provides actionable insights for policy-makers and practitioners seeking to align tourism growth with global sustainability goals. These findings underscore the critical importance of digital transformation in enhancing the resilience and competitiveness of the tourism sector in a post-pandemic world.

Abstract
Artificial Intelligence (AI) is transforming how humans communicate, create, and connect. As algorithms increasingly mediate interactions, they shape not only the content of human expression but also the dynamics of relationship building. There is a growing need for research that examines the profound implications of AI for creativity, emotional exchange, and social bonds, exploring both the opportunities it offers and the challenges it presents.

Abstract
This study aimed to develop a strategic marketing plan for the Polytechnic University of Viana do Castelo. The methodology applied was a questionnaire survey applied in person to the students of the Polytechnic University of Viana do Castelo, during the class period. A total of 1762 valid responses were obtained. Although some answers indicate the necessary improvements to be made, most respondents are satisfied with the UPVC, pointing it out as young, welcoming and accessible higher education institution.

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.