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- Segmenting consumers through behavioural engagement in Facebook brand communitiesPublication . Santos, Zelia Raposo; Coelho, Pedro Simões; Rita, PauloAbstract: Companies must tailor their social media strategies based on consumer engagement levels for effective branding. Even the best strategies can falter if consumers lack a predisposition or appropriate personality traits for brand attachment. This study focused on segmenting FMCG brand consumers on Facebook by their brand-related activity frequency. The 1,091 participants were classified into three segments: active, moderate, and passive. Surprisingly, no demographic disparities were observed among the groups, indicating that traditional segmentation variables do not influence consumer engagement on Facebook brand pages. However, significant distinctions were found in personality traits, brand relationship proneness, and social relatedness. The most active consumers exhibited higher levels of extraversion, openness, proneness to brand relationships, and social relatedness. This research underscores the importance of considering psychological factors in social media strategies rather than relying solely on demographic segmentation.
- Exploring the impact of sponsorship disclosure on consumer purchase intentions on social media marketingPublication . Charlotte, Dercy; Santos, Zelia RaposoAbstract Influencer marketing has blurred the lines between organic and editorial content, making it challenging for users to identify persuasive efforts in endorsements. The disclosure dilemma extends beyond ethical considerations, impacting strategies, performance, and the purchase intention index for brands and influencers seeking more effective endorsements. Understanding consumer behavior and attitudes toward advertising is pivotal for crafting marketing strategies and driving sales. This study seeks insights into the factors influencing purchase intention, including sponsored content presentation, advertising recognition, consumer attitudes, and the role of the product-influencer match-up. Employing a quantitative approach through an online questionnaire, the study explored data from active followers of social media influencers on Instagram and TikTok. The findings reveal that a standardized disclosure enhances ad recognition, and consequently influence consumers positive attitudes towards the ad. The congruence between the product and influencer contributes to improved attitudes towards the ad and indirect purchase intention.
- Gestão da imagem de destino: a perceção e os fatores de atração da Área Metropolitana de Lisboa entre estudantes universitáriosPublication . Severino, Filipe Segurado; Costa, Teresa; Cristina, Margarida; Roque, Ana Gláucia; Nunes, Sandra; Santos, Zelia RaposoEste estudo explora as perceções de estudantes universitários, tanto residentes portugueses como estudantes internacionais a viver em Lisboa, relativamente às principais atrações da Área Metropolitana de Lisboa, em Portugal. Estes estudantes, ao residirem atualmente em Lisboa, representam também potenciais turistas futuros. Compreender as suas perspetivas sobre as atrações de Lisboa visa fornecer contributos que possam orientar estratégias de destinos noutras regiões. Recorrendo a uma abordagem de métodos mistos, a investigação analisa as características específicas que atraem estes estudantes para Lisboa, cidade reconhecida pelo seu rico património cultural e ambiente vibrante. Os dados foram recolhidos junto de estudantes de duas instituições de ensino superior, através de questionários interativos com conteúdos multimédia sobre a área. O estudo destaca que os marcos culturais e históricos, as condições climáticas favoráveis e o compromisso com a sustentabilidade ecológica são elementos-chave que contribuem para a atratividade. Os resultados demonstram que estas características não só atraem potenciais turistas futuros, como também permitem aos destinos potenciar os seus atributos únicos para aumentar a atratividade e enfrentar os desafios da sustentabilidade. Esta análise aprofunda a compreensão das perceções dos turistas e das qualidades dos destinos, oferecendo contributos relevantes para iniciativas de gestão e marketing de destinos orientadas para práticas de turismo sustentável.
- Sustainability, technology and co-creation: a virtuous circle for sustainable tourism in Lisbon regionPublication . Costa, Teresa; Machado, Ana Teresa; Nunes, Sandra; Santos, Zelia Raposo; Severino, Filipe Segurado; Cristina, Margarida; Roque, Ana GláuciaThis study examines the interrelationship between sustainability values, technology, and co-creation in tourism. While prior research has underscored the significance of sustainability in influencing tourist behaviour, this study reveals that sustainability values do not directly affect co-creation intentions. Instead, technology emerges as a pivotal mediating factor, bridging the gap between sustainability awareness and active participation in co-creation. Employing a sample of 401 tourists in Lisbon, the study utilises Partial Least Squares (PLS) structural equation modelling to analyse the relationships among these variables. The findings indicate that tourists with strong sustainability values perceive technology as an essential facilitator of responsible tourism. However, sustainability values alone do not significantly influence tourists’ perception of co-creation value or their intention to engage in co-creation activities. These results suggest that although sustainability-conscious tourists may endorse eco-friendly tourism, they do not necessarily engage in participatory co-creation behaviours unless technology is incorporated into the process. This finding implies that sustainability is frequently regarded as a passive commitment rather than an interactive, co-created experience. From a practical perspective, the study offers valuable insights for tourism stakeholders seeking to develop technology-driven solutions that enhance sustainable and interactive travel experiences. The findings suggest that digital platforms, artificial intelligence-powered tools, and blockchain-based transparency mechanisms can facilitate co-creation while fostering responsible tourism practices. By integrating sustainability and technological perspectives, this study contributes to theoretical advancements and provides strategic recommendations for promoting meaningful and sustainable tourism experiences in the digital era.
- Macro-environmental factors for tourism and hospitality: a systematic review aligned with sdgs 8, 12, and 13Publication . Santos, Zelia Raposo; Severino, Filipe Segurado; Machado, Ana Teresa; Calisto, Maria de Lurdes; Costa, TeresaABSTRACT Objective: This study aims to identify the macro-environmental factors that shape tourism and hospitality and to provide a comprehensive framework that integrates their impacts on destinations, consumer markets, and industry stakeholders. Theoretical Framework: Grounded in the PESTA approach, the research conceptualizes tourism as highly vulnerable to external forces while also aligned with the Sustainable Development Goals (SDGs), emphasizing resilience, sustainability, and innovation as key drivers for long-term industry viability. Method: A systematic literature review was conducted following PRISMA guidelines, screening articles published between 2008 and 2022 in Scopus and Web of Science. After a multi-stage selection process, 50 articles published in top-ranking journals were analized and categorized into five macro-environmental dimensions: political-legal, economic, sociocultural, technological, and environmental. Results and Discussion: Findings revealed that political stability and policy frameworks strongly affect tourism flows and investment, while economic crises remain underexplored at the destination level. Sociocultural trends, such as sustainability-driven consumer behavior, and technological innovations, particularly digital platforms, redefine market dynamics. Environmental challenges, including climate change and natural disasters, critically influence destination image and resilience. An integrative framework is proposed to synthesize these impacts and highlight research gaps. Research Implications: The study advances a research agenda addressing overlooked areas such as economic shocks and technological roles at the destination level. Originality/Value: This is among the first systematic reviews to holistically map macro-environmental influences on tourism and hospitality, offering theoretical and practical insights that support sustainable development strategies consistent with the SDGs 8 (Decent work and economic grow) 12 (Responsible Consumption and Production), and 13 (Climate Action). The study emphasizes how innovation, entrepreneurship, responsible business practices, and environmental adaptation contribute to a more resilient, inclusive, and sustainable tourism economy.
- Aesthetic pressure in audiovisual narratives: a semiotic content analysis of South Korean and Luso-Brazilian TV seriesPublication . Guimarães Oliveira, Hadassa; Biana, Hazel T.Abstract: Across Eastern and Western cultures, aesthetic norms continue to oppress women, with certain aspects transcending socio-historical differences. To visualize symbolic violence in media, we selected three series from diverse but related cultural and social contexts: South Korea’s My ID is Gangnam Beauty, Portugal’s The Good Girls Club, and Brazil’s Hidden Truths. Utilizing a qualitative and interpretive semiotic content analysis method and an intersectional decolonial feminist lens, we observe how these audiovisual media explore aesthetic norms semantically. Findings indicate that neoliberal and postfeminist discourses frame beauty practices as forms of empowerment in the three series. However, they often hide the structural forces pushing women toward unrealistic standards, with physical, financial, and psychological costs. The South Korean series explores bullying for not having hegemonic identities and bodies, and how women need to have a ‘feminine’ body to be accepted in their society. In the Portuguese series, the characters must prove themselves ‘sexy’ and capable of being valued by others. In Brazil’s series, the focus was to show how sensuality and hegemonic beauty standards continue to reinforce a collective imagination associated with success. The study raises awareness of how the media can use semiotics to promote inclusive and responsible representations of female beauty.
- Histórias que nos unem: análise da retórica nas campanhas publicitárias da DisneyPublication . Costa, Bruno Frutuoso; Guimarães Oliveira, Hadassa; Góis, Mariana PintoO estudo analisa a trilogia publicitária natalícia da Disney Histórias que nos unem (2020-2022), identificando estratégias de comunicação e storytelling que reforçam vínculos emocionais entre marca e público. A investigação baseia-se no quadro analítico de Veríssimo (2021a; 2021b), considerando os efeitos no processamento dos anúncios, na comunicação da marca e nas decisões do consumidor. As campanhas destacam memórias, tradições e laços familiares, recorrendo a um Mickey de pelúcia como símbolo de continuidade temporal. Ao combinar branding e retórica clássica, as narrativas mobilizam pathos e ethos para gerar emoção e credibilidade. Os resultados indicam que as campanhas ultrapassam a promoção comercial, contribuindo para a construção simbólica da identidade do público, reforçando a lealdade e projetando ideais de um mundo melhor.
- Humor, responsabilidade social corporativa e gestão de crise de marca: o caso da Control Portugal no InstagramPublication . Guimarães Oliveira, Hadassa; Santos, Rui Bruno; Costa, Bruno FrutuosoO humor na história da publicidade tem sido utilizado como estratégia de persuasão; contudo, o seu uso em campanhas que abordam temas sensíveis, como identidade de género e representatividade, pode gerar controvérsias éticas e reputacionais. Este estudo analisa o caso da Control Portugal, cuja publicação no Instagram, percebida por muitos internautas como “transfóbica”, desencadeou uma paracrise digital. O objetivo é compreender os padrões discursivos emergentes nas reações do público após a exclusão da publicação. A pesquisa, de caráter qualitativo, utilizou a análise de rede semântica (Segev, 2022) para examinar comentários de três publicações subsequentes realizadas entre 11 e 13 de novembro de 2024. Os dados foram extraídos pelo Instascraper e processados no software KH Coder. Os resultados revelam quatro clusters principais — conteúdo, público, argumentos de reação e argumentos de restrição —, evidenciando polarização entre discursos de censura e de defesa da liberdade de expressão. Observa-se que, nas publicações posteriores, o humor foi reintroduzido como tentativa de reparar a reputação e, ao mesmo tempo, de reduzir a fragmentação discursiva. Os achados sugerem que, após a remoção da publicação, o recurso ao humor buscou recompor a reputação e reduzir a fragmentação discursiva, mas manteve a polarização entre posições de censura e de defesa da liberdade de expressão, colocando a ênfase na formulação de estratégias publicitárias sensíveis ao contexto cultural.
- The worst is when you peel it and see that there is a worm: a network semantic analysis of online reactions following Control Portugal’s controversial instagram postPublication . Santos, Rui Bruno; Costa, Bruno Frutuoso; Guimarães Oliveira, HadassaABSTRACT: This study analyzes the followers’ reactions to Control Portugal, which removed a humorous post from its Instagram page within hours after it was perceived by the public as transphobic. Semantic network analysis was used to identify key themes and discourse patterns in 9384 comments. The findings show that the brand’s distinctive authenticity split public opinion. Some users found the post offensive, whereas others viewed its removal as an act of censorship. After the official apology, the brand’s calculated return to humor and authenticity helped stabilize the conversation in parts of the network, easing the initial polarization. The case study thus highlights the importance of brands designing communication strategies that combine creativity with social responsibility and that ensure digital brand management not only mobilizes but also respects ethical principles.
- Raj Koothrappali e a máquina desejada: uma análise de discurso sobre sujeito, sentido e margem em The Big Bang TheoryPublication . Sousa, Vanda MariaA presença da inteligência artificial nas narrativas mediáticas tem suscitado interesse na análise das formas como o sujeito se constitui e se representa em relação às máquinas. No âmbito da ficção televisiva, personagens humanas estabelecem vínculos afetivos e identitários complexos com agentes artificiais, reconfigurando as fronteiras tradicionais entre o humano e o tecnológico. Este fenómeno está representado em The Big Bang Theory.Propomo-nos analisar, através da Análise de Discurso (AD) de linha francesa (Michel Pêcheux e Eni Orlandi), a forma como o sujeito fragmentado se inscreve discursivamente em relação a figuras maquínicas afectivas –concretamente, a personagem Raj Koothrappali, na sua interacção com a assistente virtual Siri. A AD analisa as formações discursivas e as posiçõesdo sujeito que emergem, evidenciando os efeitos ideológicos e as dinâmicas de poder subjacentes. Foucault e Derrida serão mobilizados para aprofundar a compreensão das práticas discursivas e da desconstrução das dicotomias clássicas entre sujeito e o outro. A análise do episódio demonstra que o discurso televisivo contribui para a construção e fragmentação do sujeito, revelando as tensões entre a presença, a ausência, o desejo e o reconhecimento e identifica regularidades e deslocamentos discursivos, ampliando a compreensão sobre a circulação e transformação dos sentidos na cultura.