Abstract
In a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. Under this reality, the employer branding (EB) concept gains more and more importance as a strategic tool to attract, retain, and involve human capital, given that this has become a source of competitive advantage to companies. Within this context, this study aimed to evaluate the relationship between employer branding strategies implemented by organizations, as well as their impact on the employee's affective commitment, evident in certain organizational cultures, which are sustained over time. The methodological framework applied to this study is quantitative, and the data collection was carried out with the application of an employer branding and an affective commitment questionnaire. To achieve a good representation of the active population, the sample of the quantitative study was composed of 172 individuals, working in the public and private sectors in Portugal, exercising different positions in the different sectors of activity. Results obtained with these techniques indicate a high level of affective organizational commitment (AOC) of employees in the organizations surveyed, suggesting that affective commitment develops when the individual becomes involved and identifies with the organization.

Abstract

Abstract
The aim of this article is to show how autoethnography is a useful and revealing research methodology that should be encouraged in academia, especially in higher education. With objectivity, autoethnography, which is a relatively new approach, may be a path toward deeper cultural discussions that are so important in everyday life. Moreover, autoethnography leads to important reflexive and critical observations made by students. Autoethnography is a readily accessible, low-cost methodology and thus very appealing to students and younger researchers. With this article, the author exemplifies autoethnographic accounts and narrates three different stories that occurred while trekking with three different trekking guides in Patagonia (El Chalten), Argentina. Argentinian culture, in South America, is the focus. Researchers need to be careful of misleading statements in the literature, such as that in Argentina modesty is apparently not tolerated. We found that two of our guides and leaders - Mariano and Liz - both had modest (and pleasant) demeanors. Hence, we conclude that it is important to maintain an open mind and resist categorizing people. This is a vital point of cultural studies that is often not taken seriously. Cultures are made up of individuals and thus many differences can be found in the midst of an attempted standardization, and the desire to put everyone in the same "basket".

Abstract
In this age of technology, information, innovation, and so many other features that could be associated with it, it becomes necessary to review the benefits and risks associated with this change. The question that guides this article is: Does the easiness granted to us, through the many online mechanisms, affect our ability to perceive at the moment of making a purchase decision? Rather, from a financial perspective, is the quick and easy way that the internet allows the consumer to make a payment influencing the consumers' buying act? Through the analysis of various mobile applications available for the aforementioned purpose, as well as a survey, that featured 137 answers from various age groups and occupations, we will present a brief conclusion about this theme, aiming to contribute to a better and broader understanding of the benefits, risks, advantages and disadvantages of these so well-known banking applications that increasingly stand out in the daily lives of the Portuguese. The results of this exploratory study reveal the importance of a greater and better instruction when using these innovative tools, so the user can stop being merely a hostage to their risks and begin to fully enjoy the benefits.

Abstract
According to the literature, there is a research gap regarding digital advertising. This exploratory study focuses on how advertising on the social networks Instagram, Facebook and YouTube, three digital platform giants, is interpreted. Which has the most informative, most interesting, less irritating, and, as a consequence, most effective publicity? We performed a survey, which had 106 answers, and using descriptive statistics we concluded that Instagram and Facebook have better and less irritating publicity than YouTube. On Instagram and Facebook, despite 77,5% and 95,7% (respectively) of the respondents having indicated that they ignore the adverts which are presented, the quantity of people who visit and buy the advertised products is visibly higher, when compared to the numbers registered on YouTube. In contrast with YouTube, the survey sample evaluates Instagram as the platform with the most interesting publicity, in accordance with user preferences. YouTube has less direct and less segmented publicity than Instagram and Facebook.

Abstract
E-commerce facilitates the internationalization of companies at a low cost and enables companies to create a close relationship with their target audience. Often, to increase their sales volume, companies activate recommendation systems in their online stores. This study aims to investigate whether the usage of similar product recommendation systems influences future consumer purchases. Hence, a questionnaire survey was conducted, which had 160 answers. Thus, the factor “moment at which the product suggestions appear” is a variable which has a significant impact regarding online purchases (leading to, for example, impulse purchases). Regarding the form of the suggestions (esthetics, typography or colour), this has the greatest impact of the variables we analysed. Still further, a statistically significant association (chi square test) was found between occupation of the consumer (being a student or having a specialized profession) and making online purchases.