2024
Autores
Snatos, R; Brandão, A; Veloso, B; de Vasconcelos, JB;
Publicação
Smart Innovation, Systems and Technologies
Abstract
Artificial intelligence (AI) is a strategy for global economic development due to its economic potential. However, the need for more transparency in AI applications generates mistrust because of the complexity of the algorithms. AI has transformed the service industry along with the development and challenge of human-AI interactions. This interaction can elicit negative feelings in consumers, creating communities to voice their disapproval and hatred of brands. Research in this area needs to be improved, and this study aims to understand the negative feelings that result from human-AI interaction in online communities (Reddit). Using sentiment analysis techniques and a qualitative approach, we aimed to identify the predominant negative emotions generated by this interaction. This study also hopes to understand the emotional effects of this interaction better, thus filling in a gap in the literature. The insights obtained can help develop more effective interaction strategies between humans and AI that can benefit brands and society. The results show a sizable presence of negative feelings such as hate anger and frustration. It is, therefore, essential to understand the negative interactions between consumers, brands and AI and the need to develop strategies to mitigate these feelings. Contributions from the academic and corporate fields emphasise the importance of monitoring feelings and promoting more positive interactions between brands and consumers. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
2024
Autores
Ferreira, RP; Brandão, A; Veloso, B;
Publicação
Smart Innovation, Systems and Technologies
Abstract
Integrating emerging technologies, such as AI, the Metaverse, and IoT, revolutionizes management and brand practices. Brands can create captivating virtual experiences within the metaverse, including virtual storefronts and interactive events. Scientific data on brand management in the metaverse must be improved due to the concept’s early-stage development. While virtual environments exist, they do not fully encompass the metaverse’s scope. So, this research bridges this gap by exploring the relationship between brand management and the metaverse, focusing on consumer perceptions and their contribution to brand equity in this virtual realm. Netnography with a data mining approach was the methodology followed in this paper. Data were extracted by a metaverse community on the Reddit platform and, in total, 696 posts and comments were analyzed from June 2022 until May 2023. The results highlighted a positive and favorable consumer perception of brand management in the metaverse reality. This research contributes to the emerging field of metaverse brand management, investigating the impact of consumer perceptions on brand equity. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
2024
Autores
Alcoforado, A; Okamura, LH; Fama, IC; Dias Bueno, BF; Lavado, AM; Ferraz, TP; Veloso, B; Reali Costa, AH;
Publicação
Proceedings of the 16th International Conference on Computational Processing of Portuguese, PROPOR 2024, Santiago de Compostela, Galicia/Spain, 12-15 March, 2024
Abstract
2024
Autores
Prisco, M; Pires, PB; Delgado, C; Santos, JD;
Publicação
DIGITAL SUSTAINABILITY: INCLUSION AND TRANSFORMATION, ISPGAYA 2023
Abstract
Shopping on the Internet is now an everyday activity for consumers. An understanding of which constructs are relevant in this activity is of crucial importance for online stores to adapt their strategies. The existence of a holistic model with these relevant constructs, however, is lacking in the literature. This research is exploratory in nature. The study aimed to identify the constructs that are closely and consistently related to the customer experience in online stores. In the literature review, 15 constructs were identified. They are web content, customer service, service quality, terms and conditions, digital channels, security and privacy, brand, perceived price, perceived risk, word of mouth, perceived value, trust, satisfaction, and loyalty. The review of the literature also revealed the imperative of building or revising the measurement scales of those constructs that were identified to allow for their operationalization. For this reason, a questionnaire with scales that have been adapted from several authors has also been proposed. This questionnaire has a feasible number of questions to be answered.
2024
Autores
Pech, G; Delgado, C;
Publicação
Informação & Informação
Abstract
2024
Autores
Pires, PB; Prisco, M; Delgado, C; Santos, JD;
Publicação
JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH
Abstract
This study aimed to identify the constructs related to customer experience that underpin e-commerce, as well as their interconnections, to develop a comprehensive conceptual model based on theories-in-use. A quantitative approach was employed through a survey of 441 respondents. Data analysis was conducted using partial least squares structural equation modeling. The research findings revealed that there are a total of 11 constructs: customer experience, customer satisfaction, customer loyalty, word-of-mouth, trust, perceived risk, security and privacy, web content, perceived price, perceived value, and service quality. Furthermore, twelve relationships were established between these constructs, which led to the development of a holistic conceptual model. The identified constructs and the relationships between them are hierarchized, which has practical implications for businesses. It allows them to concentrate on operational activities and formulate and implement strategies that are valued by consumers and supported by empirical evidence. The originality and value of this research lie in the conception and development of a comprehensive e-commerce model, which includes eleven constructs and twelve relationships. It also highlights the pivotal role of the customer experience.
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