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Sobre

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Tópicos
de interesse
Detalhes

Detalhes

  • Nome

    Ana Torres
  • Cargo

    Investigador Colaborador Externo
  • Desde

    17 dezembro 2015
  • Nacionalidade

    Portugal
  • Contactos

    +351220402963
    ana.torres@inesctec.pt
001
Publicações

2023

How Startups and Entrepreneurs Survived in Times of Pandemic Crisis: Implications and Challenges for Managing Uncertainty

Autores
Silva E.; Beirão G.; Torres A.;

Publicação
Journal of Small Business Strategy

Abstract
The recent pandemic crisis has greatly impacted startups, and some changes are expected to be long-lasting. Small businesses usually have fewer resources and are more vulnerable to losing customers and investors, especially during crises. This study investigates how startups’ business processes were affected and how entrepreneurs managed this sudden change brought by the COVID-19 outbreak. Data were analyzed using qualitative research methods through in-depth interviews with the co-founders of eighteen startups. Results show that the three core business processes affected by the COVID-19 crisis were marketing and sales, logistics and operations, and organizational support. The way to succeed is to be flexible, agile, and adaptable, with technological knowledge focusing on digital channels to find novel opportunities and innovate. Additionally, resilience, self-improvement, education, technology readiness and adoption, close relationship with customers and other stakeholders, and incubation experience seem to shield startups against pandemic crisis outbreaks.

2023

Confronting security and privacy challenges in digital marketing

Autores
Pires, PB; Santos, JD; Pereira, IV; Torres, AI;

Publicação
Confronting Security and Privacy Challenges in Digital Marketing

Abstract
Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new, unique, and unusual opportunities, and with the emergence of new paradigms and models. Other areas of knowledge have embraced these innovations with swiftness, adapting promptly and using them as leverage to create new paradigms, models, and realities. Marketing, in clear opposition, has been somewhat dismissive, ignoring the potential of these new contexts that are emerging, some of which are already unavoidable. Confronting Security and Privacy Challenges in Digital Marketing identifies the most relevant issues in the current context of digital marketing and explores the implications, opportunities, and challenges of leveraging marketing strategies with digital innovations. This book explores the impact that these disruptive innovations are having on digital marketing, pointing out guidelines for organizations to leverage their strategy on the opportunities created by them. Covering topics such as blockchain technology, artificial intelligence, and virtual reality, this book is ideal for academicians, marketing professionals, researchers, and more. © 2023 by IGI Global. All rights reserved.

2023

Rating and perceived helpfulness in a bipartite network of online product reviews

Autores
Campos, P; Pinto, E; Torres, A;

Publicação
ELECTRONIC COMMERCE RESEARCH

Abstract
In many e-commerce platforms user communities share product information in the form of reviews and ratings to help other consumers to make their choices. This study develops a new theoretical framework generating a bipartite network of products sold by Amazon.com in the category musical instruments, by linking products through the reviews. We analyze product rating and perceived helpfulness of online customer reviews and the relationship between the centrality of reviews, product rating and the helpfulness of reviews using Clustering, regression trees, and random forests algorithms to, respectively, classify and find patterns in 2214 reviews. Results demonstrate: (1) that a high number of reviews do not imply a high product rating; (2) when reviews are helpful for consumer decision-making we observe an increase on the number of reviews; (3) a clear positive relationship between product rating and helpfulness of the reviews; and (4) a weak relationship between the centrality measures (betweenness and eigenvector) giving the importance of the product in the network, and the quality measures (product rating and helpfulness of reviews) regarding musical instruments. These results suggest that products may be central to the network, although with low ratings and with reviews providing little helpfulness to consumers. The findings in this study provide several important contributions for e-commerce businesses' improvement of the review service management to support customers' experiences and online customers' decision-making.

2023

Online Shopping Experience on Satisfaction and Loyalty on Luxury Brand Websites

Autores
Oliveira, R; Pereira, IV; Santos, JD; Torres, A; Pires, PB;

Publicação
Smart Innovation, Systems and Technologies

Abstract
The internet massification and e-commerce growth that have been driven by “millennials” and the coronavirus pandemic cannot remain indifferent to luxury brands. These brands have had to adapt to e-commerce and develop an online shopping experience which satisfies its customers, so that they repeat purchase. Therefore, the main objective of this research is to understand the main impacts of shopping experience on luxury brand websites on satisfaction and loyalty. A model which analyzes the relationship between the three constructs was developed and information was gathered through an online survey, from which resulted 356 valid answers. Through the analysis of data collected and using a structural equation model, using SmartPLS software, we realized that online shopping experience is positively related to satisfaction. Loyalty, in turn, is positively affected by brand satisfaction. This study makes an important contribution to luxury brands and to people in charge of marketing and online platforms selling luxury goods. It helps brands understand that enhancing online shopping experience can positively impact satisfaction and loyalty levels. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

2023

Analyzing Driving Factors of User-Generated Content on YouTube and Its Influence on Consumers Perceived Value

Autores
Torres, A; Pilar, P; Santos, JD; Pereira, IV; Pires, PB;

Publicação
Smart Innovation, Systems and Technologies

Abstract
Companies are increasingly focusing on audiovisual content as part of their strategy, and YouTube being a massive video hosting platform that makes content sharing possible has been the most successful platform for reaching their consumers products and services. Researches have proven that user-generated content impacts brand engagement, loyalty and firm revenue. Therefore, it is necessary to determine what factors stimulate the creation of consumers perceived value from user-generated content, on social media. We analyze the driving factors of user-generated content on YouTube and its influence on consumers perceived value. The sample data consists of 282 YouTube users’ responses collected through an electronic survey. This research contributes toward the digital content marketing literature by complementing existing research exploring consumer behavior on social media, assessing the driving factors of user-generated content and its impacts on customer perceived value. The study findings provide academic contributions and several challenges for firm and user-generated content, on actions they can tackle. Finally, based on the study limitations, we discuss future research in generated content in social media, providing insights for future research directions. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Teses
supervisionadas

2020

Developing software as a medical device with an Agile methodology

Autor
João Miguel Amaro dos Santos Martin Afonso

Instituição
UP-FEUP

2020

Marketing de influência nas redes sociais: Determinantes dos influenciadores digitais na influência social e impacto na intenção de compra dos seguidores

Autor
André Emanuel Sousa Ferreira

Instituição
IPP-ISCAP

2020

Estudo exploratório do empowerment feminino em campanhas de marketing digital e da relação do consumidor com a marca

Autor
Alexandra Couto

Instituição
IPP-ISCAP

2019

YOUTUBE MARKETING: MEDIR O IMPACTO DO CONTEÚDO GERADO NO ENGAGEMENT DO UTILIZADOR

Autor
Pedro Miguel Pilar

Instituição
IPP-ISCAP

2019

O Impacto dos Chabots no Comportamento do Consumidor Online

Autor
Carolina Pereira Mustur

Instituição
UP-FEP