Detalhes
Nome
Belém BarbosaCargo
Investigador Colaborador ExternoDesde
01 janeiro 2024
Nacionalidade
PortugalCentro
Laboratório de Inteligência Artificial e Apoio à DecisãoContactos
+351220402963
belem.barbosa@inesctec.pt
2025
Autores
Barbosa, B; Singh, S; Yetik, T; Carvalho, C;
Publicação
Cases on Metaverse and Consumer Experiences
Abstract
Technological developments are presenting new ways for companies to organize their businesses and offer new products, services, and experiences to their customers. The Metaverse allows the participation and interaction of individuals in immersive experiences that merge virtual and real worlds. The adoption of metaverse platforms by companies worldwide is growing steadily, with the potential to change business in various industries, including tourism. However, the literature on the Metaverse applied to tourism is very scarce. This chapter addresses this gap by exploring a case study of the implementation of a Metaverse strategy by a Portuguese wine brand, Sandeman, as part of their wine tourism experience offerings. The case study is built on secondary data, observation, and interviews with tourists. © 2025, IGI Global Scientific Publishing. All rights reserved.
2025
Autores
Gonçalves, MG; Barbosa, B; Saura, JR; Mariani, M;
Publicação
JOURNAL OF BUSINESS RESEARCH
Abstract
This study investigates the use of 9-ending pricing strategies in e-commerce by analyzing over 50,000 shoe prices. Using web scraping and a logit model from a German online retailer, the research assesses how product attributes influence the adoption of 9-ending prices. Key findings reveal that 9-ending prices are predominantly used for female and newly introduced products, as well as for items with lower and standard prices. The study also explores the effects of exclusivity and sustainability on pricing strategies, showing that their impact varies with different 9-ending price categories. Overall, this research demonstrates the complex nature of 9-ending pricing strategies, with the 9-zero removal model supporting all hypotheses, whereas the 99c and 95c models show differential effects. This extends our understanding of pricing tactics in online retail and highlights the significance of product attributes for marketing and sales strategies.
2025
Autores
Barbosa, B;
Publicação
Strategic Brand Management in the Age of AI and Disruption
Abstract
The main aims of this chapter were to explore metaverse branding by identifying the main trends and contributions in extant literature. Through a bibliometry and the critical analysis of the main contributions in the literature, the chapter proposes a metaverse branding conceptualization, which shows how immersive metaverse experiences that provide multi- dimensional value enhance brand engagement, which leads to increased brand awareness, brand love, satisfaction, trust, and brand equity. These factors ultimately drive online and offline purchases and strengthen brand loyalty. Overall, this chapter and the proposed framework provide relevant insights for both managers defining metaverse branding strategies, and researchers interested in these topics. © 2025, IGI Global Scientific Publishing. All rights reserved.
2025
Autores
Zabjesky, C; Barbosa, B; Neves, S;
Publicação
Effective Marketing and Consumer Behavior Tactics for High-End Products
Abstract
The main aim of this chapter is to study the digital touchpoints influencing customers' decisions in the five-star hospitality industry. This chapter adopted a qualitative methodology in the form of semi-structured interviews. The findings suggest the preeminent role of online travel agencies and hotel websites as the two most powerful touchpoints influencing the decision-making of the customer and serving as the principal means of making the reservation at the hotel. It also stresses the growing influence of customer-owned touchpoints, particularly user-generated content, in influencing customer perception. This research emphasizes the significance of personalized engagement in influencing customer satisfaction and loyalty. Overall, the study presents practical managerial implications for hoteliers, offering insights on how to effectively interact with customers at each stage of their journey, thereby enhancing both service delivery and overall guest experience. © 2025, IGI Global Scientific Publishing. All rights reserved.
2025
Autores
Teixeira, CP; Oliveira, ZM; Barbosa, B;
Publicação
Marketing Strategies for the Internationalization of Businesses and Brands
Abstract
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