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- Consumerism and blockchain technology: the application of technology to improve market equalizationPublication . Martins, Michael Nobre; Baptista, Nuno; Boechat, Anna CarolinaConsumerism is an ancient concept that is capturing much attention in recent literature. The consumerism movement was developed in response to power imbalances between companies and the consumer in an increasingly marketized world. It is focused on promoting consumers’ rights, market transparency, and consumer freedom of choice. Consumerism aims for market equalization, meaning well-balanced markets, in which market inequalities are reduced, providing a better functioning market environment for both companies and consumers. Being initially designed to revolutionize transactions in the financial system, blockchain is a disruptive technology with potential applications in many different areas. Blockchain is a public, immutable, and permanent ledger, which works as database in a decentralized network, using cryptographic codes. Framed by consumerism literature, this chapter explores the potential applica tions of blockchain technology, by focusing on key consumerism claims, including marketing ethics, the security of e-commerce transactions, and supply chain traceability and transparency.
- When sustainability goes wrong: a critical perspective about consumer behaviour, greenwashing, and its impact on sustainabilityPublication . Carolina Boechat, Anna; Baptista, Nuno; Torgal, Mariana dos ReisBased on a conceptual discussion, this chapter focused on current consumer behavior, with a special emphasis on its relationship with sustainability, and on the recent sustainable practices of companies. Through the analysis of these two pillars, this narrative review aimed to frame sustainability and emphasize the greenwashing processes that take place in this context. To this end, some reasons why sustainability has been a major subject of debate in recent decades and also evidence on consumer behavior about this discussion were pointed out. The role of companies was also outlined – through corporate social responsibility practices – bridging the issue of greenwashing. As a negative aspect associated with sustainability, greenwashing was observed in depth, with a special focus on the digital environment, and in the context of marketing and influence.
- Mind map as a creative tool in the advertising context: a teaching methodologyPublication . Boechat, Anna Carolina; Baptista, NunoThis research was considered into a methodological approach developed in a classroom context with undergraduate students from the Marketing Course of the University Lusíada of Lisbon, in Portugal. While teaching Advertising to these students, it seemed important to implement techniques to enhance their creativity, such as the Mind Map, which consists of a natural organic flow that represents how individuals think and generate ideas. After creating an Advertising Plan, students created a video campaign. The videos developed based on the Mind Map conception were considered creative or very creative by most of the sample, while the others – even being considered creative by part of the sample – received a partial classification of neither too much nor too less creative. On the other hand, also two judges considered one of the videos based on Mind Map the most creative of all four. In sum, it was clear that the videos developed with the Mind Map support were considered more creative than the ones without it.
- O marketing social no contexto da intervenção socialPublication . Baptista, Nuno; Carolina Boechat, AnnaO marketing social tem-se afirmado nos últimos anos como uma emergente técnica de intervenção cujo objetivo último consiste a mudança comportamental, tendo em vista o benefício do individuo ou da sociedade. Consistindo na aplicação de princípios do marketing genérico ou comercial à causa social, a disciplina do marketing social, enquanto campo de conhecimento académico, tem beneficiado de importantes desenvolvimentos que resultam de um esforço empreendido por investigadores e especialistas no sentido de dotar o marketing social de referenciais teóricos, que permitam entender as especificidades da disciplina, face ao marketing comercial, bem como providenciar princípios que orientem todos aqueles que pretendam operacionalizar uma intervenção de marketing social no terreno. Neste capítulo providencia-se uma descrição dos princípios essenciais do marketing social, descreve-se os diferentes níveis de intervenção, e a forma como o marketing social pode ser aplicado em intervenções práticas.