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Detalhes

Detalhes

  • Nome

    Mafalda Teles Roxo
  • Cargo

    Investigador Sénior
  • Desde

    01 maio 2016
  • Nacionalidade

    Portugal
  • Contactos

    +351220402963
    mafalda.t.roxo@inesctec.pt
Publicações

2024

Sustainable Tourism e-Communication Impact on Tourism Behavior

Autores
Azevedo, C; Roxo, MT; Brandão, A;

Publicação
Smart Innovation, Systems and Technologies

Abstract
This study develops some sustainable tourism advertising effects and consumer environmental awareness-raising and examines them by advertising certification and advertising format in a field experiment. The tourism advertising effects are analyzed by five dependent variables: trust and credibility, environmentalism, ad relevance, realism, and flow. Several ANOVA and multiple comparison tests were performed to understand whether these variables varied between groups. Experimental research findings indicate that flow and video format affect tourism advertising and consumer environmental awareness-raising. This study demonstrates the importance of understanding the concept of sustainable tourism and awareness-raising. It also points to identifying the best communication strategies to promote a sustainable destination, as different communication methods may lead to different results. In addition, it provides valuable information for marketers to consider when implementing their communication strategies. © 2024, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

2022

Organisation, Classification and Analysis of Online Reviews Directed to Retail in the Municipality of Porto

Autores
Braga, P; Brito, PQ; Roxo, MT;

Publicação
MARKETING AND SMART TECHNOLOGIES, VOL 1

Abstract
Web 2.0 has allowed collaboration, interaction and sharing of information online, such as online review platforms. Consequently, these short and straightforward opinions have increasingly proved to be essential sources of information not only for consumers but also for companies, as they represent the consumer's sincere evaluation, free from any kind of bias. In this sense, there should be an interest in the analysis and monitoring of online reviews by companies, as the result of these actions may provide guidelines to readjust their strategy, support decision-making and ensure the satisfaction of their consumers. To generate useful information to assist decision-making and strategies' implementation by retailers in the Municipality of Porto, online reviews from the GoogleMyBusiness platform were organised, classified, and analysed. 9945 online reviews were extracted, directed to 246 retail adaptations of the Municipality of Porto, from 2017 to 2020, which were later classified by the polarity of sentiment (positive, negative, neutral, or mixed). Sentiment analysis was conducted, combined with statistical tests and frequency distribution tables to discover relevant information for retailers. With sentiment analysis, retailers can understand their consumers and their behaviour to adapt their strategies and make the right decisions to ensure their customers' satisfaction. With the results obtained, this study proves that it is possible to extract useful information from online reviews and reveals that it is still an area of little interest for retailers in the Municipality of Porto.

2020

“I See Myself, Therefore I Purchase”: Factors Influencing Consumer Attitudes Towards m-Commerce AR Apps

Autores
Teles Roxo, M; Quelhas Brito, P;

Publicação
Augmented Reality and Virtual Reality - Progress in IS

Abstract

2020

Augmented Reality: What Motivates Late Millennials towards Fashion Mobile Apps?

Autores
Roxo, MT; Brito, PQ;

Publicação
Enlightened Marketing in Challenging Times - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Abstract

2018

Augmented reality trends to the field of business and economics: A review of 20 years of research

Autores
Roxo, MT; Brito, PQ;

Publicação
Asian Journal of Business Research

Abstract
Augmented Reality (AR) is emerging as a technology that is reshaping the current society, especially the fields of Business and Economics (B&E). Therefore, the scientific studies produced on AR call for an interdisciplinary systematic review of the knowledge generated to structure an organized framework. Three main questions are addressed: How has the production of AR scientific knowledge evolved? What user-related aspects does AR affect? Also, which set of subtopics is associated with each motivation to develop an AR solution? The content of 328 papers produced between 1997 and 2016 in the field of AR is analyzed, unveiling 58 coding categories. There are 13 digital media characteristics that assume instrumental roles in addressing four major motivations to develop AR solutions. Technological topics dominate the research focus over behavioral ones. The investigations on AR in mobile displays show the highest increase. This research identifies the main scientific topics that have led researchers' agenda. Consequently, they contributed to develop and to adopt AR solutions and to forecast its future application in the organizations' strategies.

Teses
supervisionadas

2022

A importância do branding para o sucesso e atratividade de uma startup: o caso iLoF.

Autor
Maria Margarida Malhão Mendes Leite da Cunha

Instituição
UP-FEP

2022

Barriers to omnichannel strategies implementation: The NOS SGPS case

Autor
Diana Marlene Ribeiro da Rocha

Instituição
UP-FEP

2022

The impact of surprise elements on customer satisfaction (Portuguese Hotels)

Autor
Márcia Lemos Martins

Instituição
UP-FEP

2022

Lojas autónomas: uma nova experiência de compra

Autor
Patrícia Marques da Silva

Instituição
UP-FEP

2022

Sustainable Tourism e-communication impact on tourism behavior

Autor
Catarina Machado de Azevedo

Instituição
UP-FEP