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Browsing ESCS - Capítulos ou partes de livros by Author "Antunes, Ana Cristina"
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- All users are equal, but some users are more equal than others: exploring the psychology of users that follow social media influencersPublication . Murteira, Carla; Antunes, Ana CristinaThe study of social influence in social media settings has gained significant importance in the last years due to the advent of the internet and the increase of social media users and followers of social media influencers (SMI). This chapter focuses on the followers’ psychological experience by reviewing how SMIs are perceived by followers and what moves the users to follow SMIs. Users follow SMI in an attempt to obtain information, inspiration, and entertainment, therefore brands have the chance to promote their products and services based on an appealing communication that can be provided by the SMI. However, the SMIs’ perceived credibility, trustworthiness, authenticity, and expertise can impact not just the interaction with followers but also the brand image. It is recommended that brands conduct a continuous and careful assessment of SMIs’ communication style and followers’ perceptions to improve followers’ attitudes towards the brands and their purchase intentions.
- Can macroinfluencers have an impact on the customers’ journey of their followers?Publication . Antunes, Ana Cristina; Murteira, CarlaConsumer marketplaces have been changing due to the evolution of digital technology, especially with the advent and growing popularity of social networking sites. The rise and massive use of social media by consumers opened a door to new forms of communication between brands and consumers. One of them is through the use of social media influencers (SMI), which now assume a pivotal role to connect brands with consumers. This has led many companies and brands to increasingly include in their marketing strategy influencer-based campaigns, although as Janssen et al. (2022) alert, much remains to be explored to gain a better understanding of the value of digital influencers as an instrument for marketing communication. One of the issues that warrant further research is what types of influencers are effective in which situations and for what purpose (Vrontis et al., 2020). Given that the empirical research is mainly focused on a broader and generic concept of social media influencers, scholars have already highlighted the need to address potential differences among the several types of SMI and examine if they have a distinct impact on the customers’ journey (e.g., Boerman, 2020; Vrontis et al., 2020). There are numerous typologies of digital influencers depending on factors such as their status, practices, or their impact and presence on specific social media platforms, but the most popular classification is related to audience size, that is, their number of followers. In this study, we depart from the last criteria (number of followers) to examine the role and impact of a specific SMI type – the macroinfluencer - on the customers’ journey of their followers. The authors collected and analyzed data from approximately 460 Instagram users in Portugal that followed one or more lifestyle macroinfluencers on this digital platform. These followers, mostly women between 18 and 45 years old, use Instagram on a daily basis. In this survey, we examined the role of the social media macroinfluencers’ perceived credibility, perceived content utility, their perceived similarity with their followers, the perceived fun and satisfaction that followers derive from following them, as well as consumer motives to follow, on the consumers’ decision process. Overall, the results show that the perceived macroinfluencers characteristics are positively related to the consumers’ intentions to search for and purchase products and services announced by these SMI. According to the findings, the examined macroinfluencers’ perceived characteristics are also positively related to the followers’ intentions to keep following the SMI in the future. The results are discussed, and the academic and business implications of the study are examined.
- Capital humano e capital psicológicoPublication . Antunes, Ana Cristina; Cunha, Miguel Pina eNeste capítulo, traçamos os principais vetores para descrição e análise do capital humano e do capital psicológico. Desenhámos este texto de modo a servir como guia para cada um destes conceitos, como um instrumento de trabalho para a operacionalização dos mesmos e como uma proposta de desenvolvimento para o leitor. O conceito de capital humano é apresentado de acordo com vários enfoques e perspetivas, possibilitando ao leitor o exercício de uma análise crítica acerca desse conceito e das formas como tem sido concetualizado e operacionalizado. Em relação ao capital psicológico, circunscrevemo-nos à sua abordagem pelo comportamento organizacional positivo. Quer o capital humano, quer o capital psicológico, têm sido abordados de formas distintas pela economia, pela sociologia, pela antropologia e pela psicologia. No entanto, atendendo aos objetivos deste livro, consideramos mais frutuoso para o leitor conhecer a abordagem adotada no seio das ciências organizacionais.
- Challenging old paradigms about aging and social networks: seniors as social influencersPublication . Miranda, Sandra; Antunes, Ana Cristina; Gama, AnaThe advances of the Network Society and the dissemination of Information and Communication Technologies (ICT) are associated with potential phenomena of exclusion, such as a set of skills and predispositions less present among older generations – the so-called digital immigrants. Despite the difficulties widely portrayed in the literature, it appears that in addition to the growing adherence of seniors to ICT and the internet, older people are gradually appropriating social networks and digital tools to give voice to content channels starting to stand out as digital influencers. Using an exploratory approach, this research aims to study the Instagram profile and analyze the posts of the top two most popular elderly women digital influencers: @Baddie Winkle (4 million followers and considered, in 2020, by Forbes one of the most influential people on the network) and @Iris Apfel (2 million followers). For this purpose, a qualitative methodology was carried out, where thought a content analysis of the posts, we examined several dimensions such as: the topics covered, the signs, the tone of communication and the audiovisual and multimedia resources used to create interaction and engagement with followers. In total 47 posts were analyzed. The results show that fashion and arts are the central themes of Baddie and Iris posts, allied to the rupture of the image of weakness and fragility of seniors, punctuated by a communication full of humor, fun, grace, and some emotional tone. Artistic photography is the dominant visual resource, some of them in a sponsorship format. In addition to the high (young) number of followers that senior influencers have, there is a high engagement with followers who interact mostly through likes, views, and comments. In relation to these last ones, it is verified the presence of an extremely positive and friendly feedback marked by respect and admiration.
- Compreender o usuário: o papel da cognição, da emoção e das atitudesPublication . Antunes, Ana CristinaPorque é que os usuários preferem determinados sistemas e medias digitais e rejeitam outros? Porque é que usam somente algumas funcionalidades e não todas as disponibilizadas pelo sistema? Porque é que cometem erros e o que fazem perante estes erros? Este capítulo pretende dar resposta a estas e outras questões relativas aos usuários, a partir da análise do seu funcionamento cognitivo, afetivo e atitudinal.
- Consumer engagement: The amplifying effect of commentsPublication . Machado, Ana Teresa; Antunes, Ana Cristina; Miranda, SandraFacebook brand pages have become a major channel through which consumers are able to interact with brands in a direct way by liking, sharing and/or commenting on brands’ posts and messages. In fact, these liking, sharing and commenting functions of Facebook enable anyone to respond to a brand post easily. Thus, one brand post can receive thousands of comments from Facebook users interacting with the brand and other commenters, providing a platform for dialogue on social media from which it is easy to solicit information, gain feedback and better understand the consumer. Customers can increasingly integrate and act as co-creators and multipliers of brand messages and are now empowered to get in contact with each other, as well as engage and participate actively in brand communication on Facebook brand pages. These activities strengthen the bonds that consumers have with companies by turning them into engaged fans. It is vital for brands to understand this engagement to successfully develop their social media strategies, and thus achieve their desired outcomes. It is our purpose to address some of these issues. Brand fans can comment either positively, neutral, or negatively on brand posts and we postulate that the valence of comments have an impact on the Consumer Engagement with Facebook brand pages. For the purpose of our study we selected the Facebook pages of Cubanas, Paez, Havaianas and Fly London, four fashion brand shoes with high levels of awareness that ranked on the top position RankUPT, a statistics website aimed at the analysis and measurement of Facebook’s Pages in Portugal. Postings and respective data were collect automatically from the 1st of March 2015 until the 31st of December 2017. Results indicate that positive comments are predictors of sharing and commenting activities on Facebook brand pages while negative comments did not prove to be a statically valid antecedent of those variables. The academic and business implications of the study are examined, in particular for branding and relationship marketing.
- Designing for blind users: guidelines for developing mobile apps for supporting navigation of blind people on public transportsPublication . Antunes, Ana Cristina; Silva, CamilaThis chapter covers the guidelines developers should follow when creating to support visually impaired people in their use of public transports. Technology has evolved in a remarkable fashion, mobile applications being the perfect example of a resource that has been solving problems for a vast array of users, including visually impaired people. These apps hold tremendous potential seeing as they present an accessible, multi-functioned, and cost-effective solution to the mobility issues impacting visually impaired people. In order to identify the best practices in the development of these apps, one should focus on the particularities, limitations, and concerns of visually impaired people regarding their mobility, orientation, and navigation on public transports. It's equally important to understand the existing technology and how these users interact with it, so that we can optimize the user experience, the accessibility, and usability in future endeavors.
- A different type of influencer? Examining senior Instagram influencers communicationPublication . Miranda, Sandra; Antunes, Ana Cristina; Gama, AnaThe aging of the population, the advance of ICT, and the opening of social networks have allowed the reception of massive phenomena led by the so-called digital immigrants. Indeed, despite the digital divide and a lesser predisposition of older people to deal with technology, it turns out that the market for senior digital influencers begins, gradually, to be marked by its growth, revealing specificities, and differentiating elements. This means that in addition to the traditional role of content receivers, older people are now active content creators, occupying a space that for a long time was restricted to younger generations, contributing to the building up of a vast audience and a wide range of interested, engaged and interactive followers. Using an exploratory approach, this research aims to study the Instagram profile of the top ten most popular elderly influencers and compare the posts of the top two digital influencers (man and women, each). For this purpose, a qualitative methodology was carried out, we examined and compared the posts of @Baddie Winkle, @Iris Apfel, @ George Takei and @dinneranddance, using several dimensions of analysis such as the topics covered, the tone of communication, and the audiovisual and multimedia resources used to create interaction and engagement with followers. The results show that fashion is one of the central themes, punctuated by a communication full of humor, fun, and eccentricity, challenging the paradigm and negative stereotype related to aging and breaking with the traditional image of decline, frailty, and disability associated with old age.
- Golden years in social media world: Examining behavior and motivationsPublication . Miranda, Sandra; Antunes, Ana CristinaThe context of demographic aging, combined with the wide dissemination of Information and Communication Technologies (ICT), in the various domains of society, defined a set of challenges, potentialities, and limits for seniors (65+). Although there is a positive evolution regarding adhesion and even domestication of ICT by this age segment - namely the internet and digital social networking sites, the literature review presents us with an immature, limited and fragmented field of study, comprising an immense space of evolution. Aware of the strength, magnitude and considerable ignorance of the action of seniors in the network society, this chapter intends to map, through a review of the multidisciplinary literature, how the relationship of seniors with ICTs is configured. In addition, usage behavior, as well as the drivers, and the consequences for the elderly of navigating digital social networks are also analyzed.
- Is persuasion in the eye of the beholder?: a study on the use of persuasive technology and its effectPublication . Mendes, Thomas Rui; Antunes, Ana CristinaDigital marketing is being revolutionized by technological advancements in many fields, such as artificial intelligence and persuasive technologies. Persuasive technology still generates disagreements, both on the marketer side, by setting up a persuasive system, and on the consumer side, who is responsible for accepting and instilling persuasive initiatives. This chapter presents a case study, which focuses on a Portuguese sports betting application – Placard. Our aim is to examine Placard gamblers’ behaviors, attitudes, and preferences and how their user experience is influenced by the persuasive technologies embedded in this mobile app. The main results allowed us to conclude that, no matter how much persuasive technology is idealized, programmed, and designed to change a certain behavior, attitude, or belief, it will always depend on the user, as well as on the different factors that influence their decision. The persuasive sports betting platform itself also needs to provide a better user experience to trigger less resistance. These results are discussed for the benefit of future digital marketing strategies and tactics withing online gambling.