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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.
- Reflexões sobre o impacto da utilização das TIC nas redes sociais de apoio do indivíduo séniorPublication . Ferreira, Sónia; Veloso, AnaO envelhecimento populacional é uma realidade irrefutável que desafia sociedades, governos, apela por estudos e iniciativas que se foquem no papel que as tecnologias da informação e comunicação podem assumir na promoção de estilos de vida mais ativos para o cidadão sénior. O Projeto SEDUCE 2.0 é um exemplo desses estudos. Para além do desenvolvimento da comunidade social online miOne, visa estudar o impacto da sua utilização nas variáveis da qualidade de vida, do stress percebido e redes de suporte social, dos seniores. O objetivo deste artigo é analisar estudos sobre redes de suporte social já realizados, bem como a sua metodologia, a amostra utilizada, os principais resultados e ainda as limitações e as lacunas encontradas, de forma a fornecer orientações importantes para o Projeto. Optou-se por uma revisão sistemática da literatura, estruturada a partir de publicações originais, datadas de 2010 a 2019 e assente nos conceitos: rede social de apoio, apoio social; solidão, isolamento, tecnologias da informação e comunicação, tecnologias, seniores, idosos, envelhecimento e envelhecimento ativo. Apesar de existirem poucos estudos, naqueles que foram analisados os resultados identificam a necessidade de dar especial atenção à utilização de combinada de métodos quantitativos e qualitativos e à construção da amostra. Os estudos apresentam uma relação positiva entre a utilização das tecnologias e a diminuição do isolamento social e na manutenção e incremento de relações sociais, especialmente com familiares e amigos.
- Online course "from idea to final product": organizational, content, and methodological aspectsPublication . De Almeida Gouveia, Teresa Sofia; Ferreira, Sónia; Sobral, Filomena Antunes; Morais, Nídia SaloméThe COVID-19 pandemic has imposed unprecedented changes and challenges to the ways of learning, teaching, and communicating within educational institutions. Prophylactic isolation measures, adopted globally, have discontinued face-to-face teaching and precipitated distance learning. This reality highlighted the importance of online courses as creative initiatives to overcome space and time constraints in a limited pedagogical context. It was in this scope that the Project "Exploration of online methodologies in the development of competencies in the audiovisual area" emerged, proposing the creation of a Massive Open Online Course (MOOC) in the audiovisual area (from the idea to the final product) and the development of the online platform LOOP for the implementation and availability of this and other courses held afterward. The project involves three Portuguese higher education institutions and one Spanish one, motivated to develop innovative proposals, both in research and education. Moreover, this network presents a diversity of training in degree courses, master's, and technological specialization programs, which allows us privileged contact with the students and helps us establish priorities and needs. This paper focuses on the survey and analysis, at the national and international level, of MOOCs dedicated to the themes of audiovisual production to expose parameters of both organizational and content scope. The methodological approach will be divided into two phases: a) identification of the criteria for analyzing courses through the literature review; b) and selection of the courses to be analyzed. This selection will be conducted through a database search, identifying the keywords in Portuguese, English, and Spanish: audiovisual online course; audiovisual free course; filmmaking course; scriptwriting course; video editing course; and other derivations. It is hoped to present a set of guidelines for developing the course related to the organization and the content.
- 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.
- Students' narrative transportation through the video ad use in the classroomPublication . Ferreira, Sónia; Santos, Sara; Santo, PedroIt 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.
- Digital learning platforms: analysis and trendsPublication . Rito, P. N.; Morais, Nídia Salomé; De Almeida Gouveia, Teresa Sofia; Ferreira, SóniaSocial distancing as a prophylactic measure against COVID-19 inevitably caused several changes in the teaching-learning processes at a global level. Among the different strategies adopted by educational institutions, remote learning was one of the most chosen options to replace physical presence. According to this reality, the demand for and the offer of short online courses, without the need to be in a particular time and place, has also become relevant. In fact, one of the highest priorities at a national level, within the higher education context, was the adoption of non-face-to-face methodologies without hindering the students’ learning activities. This context set the grounds for the “Exploring online methodologies in the development of skills in the audiovisual field” project, which, involves three Portuguese and one Spanish higher education institution, which share the same values, principles and mission and are motivated to promote innovative proposals, both in research and education. In addition, the network it presents training diversity within undergraduate degrees, masters and technological specialization programs, which enables privileged contact with students and facilitates the establishment of priorities and needs. The project aims to implement an online course dedicated to audiovisual content production, from the idea to the final product, in order to respond to the need for online training in this particular area. The project also includes the development of a platform that will support the implementation of the course. This article focuses on this last goal and its main objective is present a detailed analysis of a set of platforms currently used for online courses, at a national and international level, as well as online courses directed linked with the audiovisual field. The aim of this research is to enunciate a set of technical and functional requirements for the construction of the platform and a list of guidelines for the course development.
- 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.
- Aging in Online Communities: A Systematic Literature Review of Design RecommendationsPublication . Veloso, Ana; Ferreira, Sónia; Costa, Liliana; Mealha, Óscar; Carlos, SantosThe increase of computer-mediated communication use and the aging population has led to a renewed interest in online communities and social networks for active aging and social support in daily living. However, a systematic understanding of the design recommendations in Senior Online Communities is still lacking in scientific documentation. The aim of this paper is to identify the design recommendations used in online communities that support active aging. In addition, this paper highlights some of the benefits of using online communities by older adults. Twenty-three papers published between January 2015 and May 2020 in English-language, peer-reviewed publications, met inclusion criteria. The review presents a set of recommendations for designing online communities to enhance older adults’ social interactions. A process that aims for “engagement” is suggested to strategically guide the design of Senior Online Communities: Interacting – Sense of Belonging (Role-playing, Storytelling, and Legacy) – Engaging.