Browsing by Issue Date, starting with "2023-04-11"
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- Cidade solitáriaPublication . Lopes, Jéssica; Calado, Alexandre PieroniNeste relatório pode encontrar-se uma reflexão sobre o processo criativo, as várias fases do projeto, os anseios de uma jovem artista e as peripécias envolvidas na construção do espetáculo Cidade Solitária (Teatro Taborda, 2022). No campo de estudos deste relatório, procura-se refletir sobre o que é encenar e ser encenador, sobre práticas de devised theatre. Procura pensarse sobre o que é um processo artístico e as fases de construção de um espetáculo. Trata-se de um projeto de carácter autobiográfico, que, todavia, não quer ficar apenas no campo pessoal e sim abranger o coletivo, e que toma como ponto de partida o livro Lonely City: Adventures in the Art of Being Alone (2016), Olivia Laing. É, portanto, um texto de viagem, no qual a solidão é mesmo a condição para o encontro.
- Advertising and gambling in the digital age: insights and trendsPublication . Antunes, Ana Cristina; Farias, Ana RitaTechnological changes have provided an unprecedented opportunity to access and engage everywhere and all the time with gambling in the digital environment. The growth of online gambling markets fueled by technological advancements, with an increased reliance on online payments, and global digitization have completely transformed advertising in the gambling industry. In the last years, the gambling industry has witnessed rapid and profound changes, with new and hybrid forms of gambling activities emerging, a trend that is expected to continue in the future (e.g., King et al., 2010; Stehmann, 2020). In addition, the gambling industry has started to use digital channels to communicate with its targets and advertise (online) gambling activities. Digital technology has an undeniable impact on gaming industry advertising, making it a key component of their marketing strategy. Digital gambling advertising has allowed a more tailored communication towards the targets, regarding content and types and communication, leading to increased investment in this advertising. Targeting young people who are frequently exposed to gambling advertisements has proven to be especially effective when done through social media and partnerships with digital influencers. These commercials may be promoted directly on social networks, through embedded YouTube videos, or through gaming streaming services like Twitch. Despite the ever-growing investment in the online gambling industry and advertising, the growing adherence of young people to online gambling and the plethora of ways through which these can be impacted by online gambling advertisements, frequently subtler and more diffuse, but also more frequent than those in traditional media, the scholarly work remains incomplete and fragmented. Attending to the pivotal role of advertising on gambling behavior and considering that this research domain is still under development, a comprehensive review of the extant research is deemed as necessary. This paper focuses on how gambling advertising on digital platforms affects consumers/gamblers online behaviors. A systematic review of the relevant studies published in peer-review journals was conducted to identify the key themes and dominant effects. The analysis of the set of papers considered for this review sheds light on the direct and indirect effects of digital gambling advertising on online gambling behavior. Based on this analysis, the general impact, but also the role of specific types of digital advertising and advertising in specific digital platforms in shaping online gambling attitudes, perceptions and behaviors are discussed. Based on the existing evidence and the identified research gaps, we propose future research directions that reflect emerging and unexplored relevant areas. Conclusively, implications of this study for theory and practice are also addressed.
- 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 creation and 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.
- Older portuguese celebrities on Instagram: a snapshot of their strategies and communication practicesPublication . Antunes, Ana Cristina; Miranda, SandraOlder social media influencers and in particular celebrities have recently found a new arena where they can gather an entourage of fans: social networking sites (SNS). As their digital born and raised counterparts – social media influencers – they have the power to attract millions of followers by carefully and strategically sharing curated content from their lives, or their opinions and points of view on digital platforms such as Instagram, Facebook and TikTok (e.g., Chappie & Cownie, 2017; Schouten et al., 2019). Scholars and practitioners have long been acknowledging that celebrities are important influencers of human behavior in several life domains, including in social media. And in today’s digital zeitgeist, companies still recognize their potential effect on consumers, resorting to celebrities’ endorsements in the form of positive electronic word-of-mouth about the company’s products or services. Yet, research on older celebrities and their strategies and communication practices in SNS, as well as their influence on their digital followers is still scant. Building on theories related to self-disclosure and celebrity endorsement, this exploratory study examines the top 5 Instagram accounts of older Portuguese celebrities, analyzing their presence and branded personae on Instagram as well as their communicative practices and engagement. Instagram, one of the most popular SNS for individuals of all age cohorts, was chosen not only for its popularity but also because it has been changing the social media ecosystem and because it lends itself particularly well to influencer marketing (Duffy, 2020). A quali-quanti study was conducted involving the analysis of all the Instagram publications of these five celebrities during a three-month period, from April to June 2022. The dimensions examined were: the number of posts, the number of followers, the number of sponsored posts, hashtags, themes/subjects of interest, audiovisual and multimedia resources, as well as their interaction and engagement with followers. The results suggest that diversity is their common feature, with clear and marked differences in what concerns their communicative styles and strategies, as well as in interactions and engagement rate with their followers. These older celebrities appear to be unique digital content creators, with an unrepeatable charisma that attracts an increasing number of followers. Their distinctive digital branded personae, their strong investment in their work or other interests, their digital empowerment and their active and interventive posture on what goes on in their life, around them or in the world defy old-age stereotypes. Although exploratory in nature, this study highlights the bright, successful aging of these older celebrities and reveals that they still have the power to mobilize and engage a considerable number of fans, despite they do not take advantage of this to promote brands or products.