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- Promotional tourism videos: examining the role of familiarity, attitude, and word-of-mouth towards the regionPublication . Ferreira, Sónia; Santos, Sara; Augusto, Luísa; Santo, Pedro Espírito; Vasconcelos, MariaAfter the COVID-19 pandemic, tourism has grown enormously; this growth has been even more significant in Portugal. The dissemination of experiences by tourists who have already visited a region significantly impacts the interest aroused by other tourists. It is increasingly common for tourists to analyse the experiences of others before they travel. In this sense, word-of-mouth by tourists is a factor to be considered in tourism. Since tourism is based on experiences and familiarity with destinations is reinforced by accumulated experiences, studying the effects of familiarity on tourists' intention to word-of-mouth would be relevant. Furthermore, given that the attitude towards the region visited comprises cognitive and affective dimensions, it would be relevant to analyse the effects of the attitude towards the region on the intention to word-of-mouth. In this sense, this study sought to analyse the determining factors of word-of-mouth in tourism. To this end, a quantitative, cross-sectional survey was carried out, for which data was collected through a questionnaire from a sample of 906 tourists using the Smart PLS software. The results showed that familiarity with the region and attitudes towards the region is essential in tourists' intention to WOM. Therefore, this study supports the idea that tourist destinations should welcome tourists in the best way possible by providing them with greater familiarity with the region so that, through the word-of-mouth generated, it is possible to attract more tourists.
- Jornadas da Comunicação Aplicada 2024 Descobertas pelos caminhos da transformação digitalPublication . Augusto, Luísa; Santos, Sara; Ferreira, SóniaÉ com imensa satisfação que apresento o Livro de Resumos da Conferência Científica integrada nas "Jornadas da Comunicação Aplicada - Descobertas pelos caminhos da transformação digital". Realizada online no dia 14 de junho de 2024, na Escola Superior de Educação do Instituto Politécnico de Viseu, esta conferência científica, inserida no âmbito do Mestrado em Comunicação Aplicada, reuniu investigadores da comunicação, proporcionando um espaço único para a partilha de estudos científicos de elevada qualidade. A conferência científica incluiu uma conferência principal e a apresentação de diversas comunicações que abordaram os mais variados temas dentro da comunicação aplicada. As apresentações científicas foram rigorosamente selecionadas e refletiram a diversidade e profundidade das investigações atuais na área, abrangendo desde a responsabilidade social na comunicação até aos desafios enfrentados nos ambientes online. Gostaria de expressar os meus sinceros agradecimentos à organização pelo convite para participar neste evento científico. A qualidade das comunicações apresentadas e o nível dos debates que se seguiram foram de excelência, refletindo o elevado nível académico dos participantes. A minha experiência como orador principal foi enriquecedora, com um público numeroso e envolvido, uma moderação profissional e perguntas pertinentes que estimularam um debate construtivo. Os temas das comunicações sobre a Comunicação e Responsabilidade Social e os Desafios da Comunicação nos Ambientes Online evidenciaram a relevância e a urgência de refletirmos sobre o papel da comunicação na promoção de uma sociedade mais informada e consciente. Os temas discutidos em profundidade durante a conferência, contribuíram significativamente para a compreensão dos desafios éticos e operacionais enfrentados pelos comunicadores na era digital. Em conclusão, as "Jornadas da Comunicação Aplicada -Descobertas pelos caminhos da transformação digital" representaram uma contribuição valiosa para a comunicação IV empresarial, promovendo a partilha de conhecimentos e o fortalecimento da academia e do mundo empresarial. A importância desta conferência científica reside não só nos estudos apresentados, mas também no seu papel como catalisadora para a investigação futura e para as práticas na área da comunicação. É com grande expetativa que aguardamos as próximas edições destas Jornadas, certos de que continuarão a contribuir de forma significativa para o desenvolvimento da comunicação aplicada em Portugal e além-fronteiras.
- Comunicação ambiental: como promovem os municípios a sustentabilidadePublication . Santos, Sara; Augusto, LuísaOs municípios podem desempenhar um papel crucial no desenvolvimento de políticas sustentáveis, bem como na sua comunicação e sensibilização dos públicos. O presente estudo tem como objetivo analisar a comunicação das práticas ambientais no website dos municípios e a forma como estes promovem a sustentabilidade. O estudo é realizado em três países: Portugal, República Checa e Cabo Verde e seis realidades: Viseu, Lamego, Águeda, Praga e os municípios de Ribeira Grande, Paul e Porto Novo, em Cabo Verde. A análise do conteúdo do website demonstra que o compromisso sustentável assumido pelos municípios também se reflete na comunicação dos mesmos no website. Este estudo traz contributos teóricos e práticos, fornecendo algumas linhas orientadoras para a criação de conteúdo informativo pelas autarquias no website de forma a promover a sustentabilidade ambiental.
- Brands Should Be Distinct! The Contribution of Ad s Narrative and Joy to DistinctivenessPublication . Santos, Sara; Espírito Santo, Pedro; Ferreira, SóniaWith the COVID-19 pandemic consumer needs are changing and marketing communications must be effective in order to be recognized in the consumerʼs mind. Trends in the production of content with images and videos that allow consumers to immerse themselves in the content are contents that are more successful in the future. The production of video ads that use storytelling play an important role in the interpretation of the message where counter arguments can decrease through narrative transportation. Thus, consumers In this sense, we conducted a cross-sectional research that aimed to test a model using equations that was analyzed through AMOS software. The analyzed model with a sample of 326 participants shows that a structure of the narrative, joy and a narrative transportation expresses a positive influence in the distinction of the brand. As a result of this study, we present the theoretical and possible contributions for managers in the area of strategic marketing.
- Storytelling in Advertising: From Narrative to Brand DistinctivenessPublication . Santos, Sara; Santo, Pedro Espírito; Ferreira, SóniaHome Advances in Design and Digital Communication Conference paper Storytelling in Advertising: From Narrative to Brand Distinctiveness Sara Santos, Pedro Espírito Santo & Sónia Ferreira Conference paper First Online: 23 October 2020 1374 Accesses 3 Citations Part of the Springer Series in Design and Innovation book series (SSDI,volume 12) Abstract Over the years, consumer needs have changed, and today’s communication and marketing strategies are distinct. Nowadays, trends are different, and, in content production, brands are trying to attract consumers to their products through the means at their disposal. Advertising emerges as one medium that allows information to be transmitted through images, sounds and videos. Thus, in the production of video advertising content, using storytelling, the narrative structure plays a decisive role in the interpretation of the message and, in this context, the perceived joy contributes to the engagement of each consumer with storytelling in advertising. Consequently, consumers can perceive brands as unique and distinct from others, what is crucial in marking tactics. In this context, this cross-sectional study presents a research model that relates narrative structure, joy and narrative transportation with brand distinctiveness. This model was tested using the PLS-SEM methodology using a sample of 326 participants and showed that narrative structure and joy influence narrative transportation as well as brand distinctiveness. From this study, theoretical and practical contributions to strategic marketing are suggested.
- WOM antecedents of city residents: differences between men and womenPublication . Santos, Sara; Santo, Pedro Espírito; Augusto, LuísaThe impact of the COVID-19 pandemic on tourism has reduced the flow of visitors to cities, paralyzing what was a growing sector in recent years. Currently, cities urgently need to attract tourists to their territories. In this dissemination of cities, the role of citizens residing in cities cannot be neglected since, through their word of mouth (WOM), they promote their cities' experiences, infrastructure, and atmosphere. However, the WOM of cities differs between men and women. In this context, our study aimed to explore the factors that influence WOM by men and women residing in cities, identifying that infrastructure, atmosphere, and perceived psychological well-being play an essential role in this influence. Thus, this cross-sectional study obtained data through a questionnaire that resulted in a sample consisting of 428 individuals. The hypothesis test was carried out using SMART PLS software and identified that infrastructure, atmosphere, and perceived psychological well-being positively influence citizens' WOM. In this context, our research contributes to those responsible for cities to develop actions, with their citizens, with the aim of disseminating their heritage and encouraging tourists to visit the territories through them.
- Comunicação e Sustentabilidade Ambiental: conceitos e práticas.Publication . Silva, Paulo; Pato, Lúcia; Campos, Sofia; Augusto, Luísa; Santos, Sara; Sousa, Luis Nuno Figueiredo e; Santo, Pedro Espírito; Mota, Miguel
- Social Media Engagement Through Video Advertising: Informativeness and Self Brand Connection as PredictorsPublication . Ferreira, Sónia; Santos, Sara; Santo, Pedro EspíritoThe evolution of social media has been great and people have been looking for more information on these networks. Globally, there are more than 4 billion active users on social networks who brands seek to attract their products and services. In this context, our investigation found factors that influence social media engagement: informativeness, self-brand connection and advertising stimulation. Through the literature review, a conceptual model was proposed that was later tested using PLS-SEM. Data were collected from 237 consumers and it was revealed that engagement in social media is explained by the variables identified by our model. Important contributions to the theory and management of the brand will be found in this investigation.
- Could the Video Ad's Narrative Structure Engage Students in Classroom Context?Publication . Ferreira, Sónia; Santos, Sara; Santo, Pedro EspíritoIt is recognized that teachers have sought to innovate their methods of presenting content and, today, they have at their disposal a variety of support resources that did not have before. These potentialities have changed the way classes are taught today and the dynamics are, in most cases, different from what existed a few decades ago. Among the resources available for teaching, exhibition of videos in the classroom seems to have very relevant effects, both on students' learning and on their greater involvement in activities. However, this is not always the case and the videos presented by teachers do not have the desired effects on students. Thus, based on the assumption that greater immersion in video activates positive behaviors in classrooms, this study seeks to analyze, through a conceptual model, the antecedents of “Narrative Transportation” (immersion in video). In this sense, a video was presented to 107 students from a degree in Advertising and Public Relations, whose narrative is based on fun. After the presentation of the video, data was collected through the application of a questionnaire. Through a causal relationship model, the research work reveals that, in addition to the structure of the video narrative (Narrative Structure), the variable “Joy” (Fun) acts as one of the antecedents of “Narrative Transportation”. These results thus suggest to teachers that the presentation of videos in the classroom, with narratives that involve fun and with clear structures, has benefits in immersing students in the content and narratives presented and in the involvement in the classroom.
- Endorser Altruism effects on Narrative Transportation in Video AdsPublication . Augusto, Luísa; Santos, Sara; Santo, Pedro Manuel do EspíritoIt is common for brands’ video ads to include recognisable characters from their customers. Through the notoriety of these characters’ brands stay in the minds of their customers. These characters do not always participate in the ads with the focus on monetary profit and their levels of altruism are forgotten. The impact of these characters’ altruism on the narrative transportation of marketing advertisements has been little studied. Thus, this research aimed to study the effects of endorser altruism on advertising design and narrative transportation. To this goal, it was collected data from a sample of 286 individuals through a self-administered questionnaire. Through structural equation modelling, it was demonstrated that altruism endorser has positive effects on advertising design and narrative transportation. Thus, marketing managers can obtain advantages by including characters with high altruism in their advertisements.
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