Social media: The new tool in firms’ marketing strategies

In this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main drivers of the success of a viral marketing campaign. We also conducted a study of the Portuguese telecommunications industry, in particular, the mobile segment. We found that the three main players operating in this market have been using social media successfully as a marketing tool in a strategic approach to the 14-25 years old segment.

Determinants of social security pensions expenditure in Portugal

In most European countries Social Security (SS) systems are characterized as Pay-asyou- go systems. Their sustainability is being challenged with demographic changes, namely population ageing. Portugal’s population is ageing rapidly being one of the countries where this problem is more critical. With the growing debate on this topic several public choice models have been developed so as to explain SS size. In this work project there is an attempt to understand whether these models contribute to better explain Social security expenditure with pensions (SSEP) and to establish the need of finding ways to reduce present commitment with pension expenditure in Portugal.

Being ahead of its time the consumer resistance phenomenon: A comparative case study research

Double Degree.

Exporting a model of integrated disease management: A cross-case study analysis and application to Associação Protectora dos Diabéticos de Portugal

Although literature is lacking in the topic of internationalization of services, we manage to apply both the Uppsala model and the Eclectic Theory to the healthcare service. A cross-case study analysis with three international hospitals is done in order to define an internationalization pattern and conditions for a successful process. This is then applied to Associação Protectora dos Diabéticos de Portugal with the purpose of defining an internationalization strategy to the Association.

O uso da força no Direito Internacional = Use of force in Public International Law

Versão online da Revista Brasileira de Estudos Políticos, Belo Horizonte, nº 107, pp. 149-200, jul./dez.2013

Os serviços de informações de Portugal: organização e fiscalização

In, RDeS - Revista de Direito e Segurança, nº1 (Janeiro/Junho de 2013), 63-85 pp. que consiste numa versão actualizada do texto publicado na obra colectiva AAVV, Estudos de Direito e Segurança (coordenação de Jorge Bacelar Gouveia e Rui Carlos Pereira), Almedina, Coimbra, 2007, pp. 171 e ss.

Podem as nossas leis tornar-nos mais atrativos?

The concept of soft power offers the opportunity for the States, under the current power shifts, to thrive, in a competitive and globalised scene, shaping o t hers' preference in accordance with their goals. Portugal, though it i s a small country, has soft power skills, according with specialized rankings, due to i t s geography and climate, main economic activities, historical role, legal framework, culture and language. Therefore, we can and we should develop public policies to optimize our resources, converting them in planned outcomes. On the other hand, public entities engaged with foreign trade, investment and tour ism, aid f or development, promotion of culture and language should be structured in or-der to strengthen the performance of Portugal in this area. Being a member of the European Union or of the Community of Portuguese Speaking Countries is, at last, essential to expand our global presence. In this Master's work project, I decided to make a critical analysis of legislation related with public diplomacy i n Portugal, together wi th research about the approach of two other countries (United Kingdom and Finland) to the same topic, for the sake of improvement.

Relatório de estágio curricular no Julgado de Paz de Lisboa

This project is the result of a four months internship at the “Julgado de Paz de Lisboa” between September and December of 2014. The internship was a necessary requirement for completing the Master’s degree in Law. In the first section we describe all the work developed during the internship and expose the main topic of the thesis. The second section describes the structure of the “Julgados de Paz” as well as its competences and its procedures. We also highlight the main differences between the “Julgados de Paz” and the “Tribunais Judiciais”. In the third section we describe the figure of the lawyer taking a historical perspective as well the most relevant principles for the topic of the thesis. The fourth section analyses the present legislation both at the “Julgados de Paz” as well as the “Tribunais Judiciais” it what respects mandatories of the requirement of a lawyer. In the final section we present our conclusions and our proposals for solving the existing anomalies that arise from the present regime.

A regulação da atividade espacial

The technological evolution of the past fifty years has provided Humanity the contact with the last frontier of knowledge: space. An unknown world, explored by a small group of nations, which has become crucial to understanding who we are and where we come from. Space assets in recent years have opened the way to a digital society, shaped by the rapid exchange of information, whose means are mostly in space. A place of fascination and curiosity, restricted to a few people in these decades, which may soon be changing. This essay addresses some legal issues concerning the private exploration of space. Liability on space tourism is the core of this investigation, focusing on the comprehension of the international legal framework and its connection with the states national law. In particular, the study of the main international treaties, the U.S. legal system of space law and the developments in Europe are the fundamental tools of the current analysis, not forgetting the point of view of a possible international harmonization. Besides the needed theoretical context on the evolution of space law and a brief approach of the technical matters of the current aerospace engineering, the goal is to examine the characteristics of international space law and its relation with the new private actors, responsible for providing suborbital flights, operating in a near future. Within these circumstances, given the economic potential of the growing private space industry, it is essential to discuss the legal aspects of a spatial regulation. Being liability, undoubtedly, the emerging issue in the legal debate on this topic, it is important to safeguard the interests of the operators, States and, above all, future space tourists.

Efetividade de um programa de educação baseado na neurofisiologia da dor e exercício aquático em comparação com um programa de exercício aquático isolado em indivíduos com dor lombar crónica

RESUMO: Introdução e Objetivos: O exercício é uma das modalidades mais utilizadas no tratamento da Dor Lombar Crónica (DLC) mas também a mais recomendada pela literatura atual. Apesar de efetivo, o exercício não parece responder às características cognitivas e comportamentais identificadas nesta população. Assim, existem recomendações para que seja coadjuvado por educação de forma a minimizar a influência nos resultados de variáveis como o medo do movimento. Porém não é conhecido o real impacto nos resultados de um programa educacional quando acrescentado a um programa de exercício. O objetivo deste estudo foi investigar os efeitos de um programa de exercício aquático coadjuvado por educação baseada na neurofisiologia da dor (grupo experimental) comparado a um programa de exercício aquático isolado (grupo controlo), ao nível da intensidade da dor, incapacidade funcional e medo do movimento, em indivíduos com DLC. Metodologia: Sessenta e dois indivíduos com DLC foram aleatoriamente distribuídos pelo grupo experimental (n= 30) e pelo grupo controlo (n= 32). Os participantes de ambos os grupos realizaram um programa de 6 semanas constituído por 12 sessões de exercício aquático. No caso do grupo experimental foram realizadas duas sessões de educação baseada na neurofisiologia da dor (EBN) antes do programa de exercício aquático. As medidas de avaliação primárias foram a intensidade da dor (Escala Visual Análoga) e a incapacidade funcional (Quebec Back Pain Disability Scale). Secundariamente avaliou-se o medo do movimento através da Tampa Scale of Kinesiophobia. Os participantes foram avaliados antes da intervenção, 3 semanas após o início do programa de exercício aquático, no final da intervenção e 3 meses após o final da intervenção. Resultados: Foram encontradas melhorias significativas no final da intervenção ao nível da intensidade da dor e incapacidade funcional em ambos os grupos. Após 3 meses, apenas o grupo experimental apresentou melhorias significativas nas variáveis primárias. Na comparação entre grupos, os resultados foram favoráveis ao grupo experimental para a intensidade da dor nas avaliações após a intervenção (p= 0,032) e após 3 meses (p= 0,007). Quanto à incapacidade funcional e medo do movimento não se verificaram diferenças significativas entre grupos em nenhum momento. Também as medidas de relevância clínica utilizadas (tamanho do efeito; risco relativo; number needed to treat) favoreceram o grupo experimental. Conclusões: Os resultados mostram que um programa de exercício aquático e EBN foi mais efetivo na melhoria da intensidade da dor a curto e médio prazo do que um programa de exercício aquático isolado. Apesar de serem necessárias mais investigações sobre este tema, este estudo demonstra que a EBN pode otimizar os resultados quando associada a outras intervenções ativas como o exercício aquático.----------------ABSTRACT: Introduction and Objectives: Exercise is one of the most used modalities in the treatment of Chronic Low Back Pain (CLBP) but also the most recommended in current literature. Although it’s effective, exercise does not seem to respond to the cognitive and behavioural characteristics identified in this population. Thus, it is recommended to be assisted by education in order to minimize the influence of variables on the results such as the fear of movement. However, the real impact on the results of an educational program when added to an exercise program is not known. The aim of this study was to investigate the effects of a program of aquatic exercise and neurophysiology pain education (experimental group) compared to aquatic exercise program alone (control group), on the outcomes of pain intensity, functional disability and fear of movement in individuals with CLBP. Methodology: Sixty two individuals with CLBP were randomly distributed in the experimental group (n = 30) and in the control group (n = 32). Participants in both groups performed a 6-week program consisting of 12 sessions of aquatic exercise. In the case of the experimental group two sessions of neurophysiology pain education (NPE) were performed before the aquatic exercise program. The primary outcomes were pain intensity (Visual Analogue Scale) and functional disability (Quebec Back Pain Disability Scale). Secondarily, the fear of movement through the Tampa Scale of Kinesiophobia was assessed. Participants were assessed before the intervention, three weeks after the start of the aquatic exercise program, at the end of the intervention and 3 months after the end of the intervention. Results: Significant improvements were found at the end of the intervention in both groups in what intensity of pain and functional disability were concerned. After 3 months, only the experimental group showed significant improvements in the primary outcomes. Comparing both groups, the results favoured to the experimental group for intensity of pain scores after the intervention (p = 0.032) and after 3 months (p = 0.007). The functional disability and fear of movement had no significant differences between groups at any time. In addition, the measures of clinical relevance used (size effect; relative risk; number needed to treat) favoured the experimental group. Conclusions: The results show that a program of aquatic exercise and NPE were more effective in improving pain intensity at a short and medium term than an aquatic exercise program alone. Although more research on this topic is needed, this study demonstrates that the NPE can optimize results when combined with other active interventions such as aquatic exercise.

Qualidade de vida na demência : estudo sobre a perceção de Qualidade de Vida em pessoas com demência, seus familiares e cuidadores profissionais em contexto de Internamento

RESUMO: Introdução: Ao fenómeno do envelhecimento está associado uma maior incidência de doenças crónicas e incapacitantes. Atualmente é consensual, a preocupação com a Qualidade de Vida (QdV) nesta faixa etária, acrescendo importância quando falamos em QdV em demência, dada a complexidade dos sintomas, morbilidades e co-morbilidades que se verificam nesta síndrome. Objetivo: O presente estudo tem como objetivo principal avaliar a perceção da QdV em pessoas com demência, seus familiares e cuidadores profissionais, de forma a identificar dimensões que mereçam uma maior atenção na definição de programas de intervenção em situação de institucionalização. Metodologia: Este estudo é de caráter descritivo transversal com componente qualitativa e quantitativa. A população compreende as pessoas com demência do Centro Psicogeriátrico Nª Sª de Fátima (CPNSF). A amostra foi constituída pelas residentes do CPNSF com diagnóstico de demência e classificação total de Mini Mental State Examination (MMSE) ≥ 10. As variáveis em análise foram: QdV, avaliada pela escala QOL-AD versão portuguesa, perfil sociodemográfico das pessoas com demência, familiares e cuidadores profissionais, por inquérito por questionário; Grau de defeito cognitivo, dependência funcional e sintomatologia depressiva das pessoas com demência, verificado por MMSE, índice de Barthel e Escala de Depressão Geriátrica (GDS-15). Foi ainda acedido ao entendimento pessoal sobre o construto de QdV, através de entrevista semiestruturada dirigida a todos os participantes. Resultados: Com base nos resultados obtidos foi possível determinar que as pessoas com demência, associam QdV a fatores como saúde física, humor/disposição, condições de vida, cognição, família, satisfação com a vida, dinheiro. Foram observadas relações negativas com sintomatologia depressiva e funcionalidade para as atividades instrumentais de vida diária. Os familiares associam positivamente QdV a bem-estar geral relacionado com as dimensões física, psicológica e relações sociais, e negativamente com o estado cognitivo e sintomatologia neuropsiquiátrica. Os cuidadores profissionais associam QdV das pessoas com demência a questões relacionadas com condições e satisfação com a vida, bem-estar físico, suporte emocional relações sociais e funcionalidade para as atividades instrumentais básicas de vida diária. Não foi possível correlacionar a QOL-AD com a dimensão funcionalidade por não existir nesta escala um item que inclua este conceito. Conclusão: Este estudo confirma que pessoas com demência, têm capacidade para aceder e avaliar aspetos da sua própria QdV, sendo que tendem a pontuar com valores mais elevados a sua QdV quando comparados com familiares e cuidadores profissionais.--------------- ABSTRACT:Background:: Aging is associated with higher incidence of chronic and debilitating illnesses. The study of quality of life in aging population has been an increasingly discussed topic. Quality of life in dementia is a particular challenging field given the complexity of symptoms, morbilities and co-morbilities that occur in this syndrome. Objective: This study aims to evaluate the perception of quality of life in elderly people with dementia and their families, in order to identify dimensions that should be prioritized in intervention programs aimed at increasing quality of life in persons with dementia living in institutions. Methodology: This study used a is cross-sectional descriptive mixed methods approach. The population comprises people with dementia in Psychogeriatric Center Nossa Senhora de Fátima (CPNSF). The sample consisted of the residents of CPNSF diagnosed with dementia and total score of Mini Mental State Examination (MMSE) ≥ 10. The variables analyzed were: quality of life, assessed by QOL-AD scale Portuguese version, socio-demographic profile of people with dementia, family members and professional caregivers, by questionnaire survey; Degree of cognitive impairment, functional dependence and depressive symptoms of people with dementia, using respectively MMSE, Barthel index and Geriatric Depression Scale (GDS-15). The personal understanding of the QoL construct was also assessed, through semi-structured interviews to all participants Results: The results supported that people with dementia, related quality of life to factors such as physical health, mood / disposition, living conditions, cognition, family, life satisfaction, and money. Negative relations were observed with depressive symptoms and functionality for the instrumental activities of daily living. The family members associate quality of life positively with overall well-being related to the physical, psychological and social relationships, and negatively with cognitive status and neuropsychiatric symptoms. Professional caregivers associate quality of life of people with dementia-related issues conditions and satisfaction with life, physical well-being, social relationships and emotional support functionality to the basic instrumental activities of daily living. It was not possible to correlate the QOL-AD with the size feature does not exist on this scale for an item that includes this concept. Conclusion: This study supports the idea that people with dementia are able to assess and evaluate aspects of their own quality of life, and tend to rate their quality of life higher than family and professional caregivers.

Cumprimento de ordens, obediência hierárquica e disciplina militar versus perpetração (in)voluntária de crimes

Following orders, hierarchical obedience and military discipline are essential values for the survival of the armed forces. Without them, it is not possible to conceive the armed forces as an essential pillar of a democratic state of law and a guarantor of national independence. As issuing orders as well as receiving and following them are inextricably linked to military discipline, and as such injunctions entail the workings of a particular obedience regime within the specific kind of organized power framework which is the Armed Forces, only by analysing the importance of such orders within this microcosm – with its strict hierarchical structure – will it be possible to understand which criminal judicial qualification to ascribe to the individual at the rear by reference to the role of the front line individual (i.e. the one who issues an order vs the one who executes it). That is, of course, when we are faced with the practice of unlawful acts, keeping in mind the organizational framework and its influence over the will of the executor. One thing we take as read, if the orders can be described as unlawful, the boundary line of the duty of obedience, which cannot be overstepped, both because of a legal as well as a constitutional imperative, will have been crossed. And the military have sworn an oath of obedience to the fundamental law. The topic of hierarchical obedience cannot be separated from the analysis of current legislation which pertains to the topic within military institutions. With that in mind, it appeared relevant to address the major norms which regulate the matter within the Portuguese military legal system, and, whenever necessary and required by the reality under analysis, to relate that to civilian law or legal doctrine.

How does introducing love impact management?

Religion at work is nowadays a hot-topic for organizational researchers. Studies have been conducted in order to understand whether there is a possible connection between God and management. This study aims to understand what is the impact of managing through God’s Love. It was found that managing with Love contributes for a new organizational culture characterized by the way managers face work (Culture of Identification), the way they use their characteristics for the benefit of the organization (Culture of Integration), the way human relations are developed (Culture of Bonds) and that it creates sustainable value (Culture of Entrepreneurship) for organizations. Main implications of these results are presented below.

How to engage low category users through social media- The case of the make-up sector in Portugal

Purpose: This work project should be inevitably deemed as a practical approach to a marketing problem; “How to engage low category users through the social media – the case of the make-up sector in Portugal”. Design/methodology/approach: Online structured questionnaires and in-depth interviews were used. The questionnaire was answered by 110 women aged from 15 to 45 years old and the interviews were conducted with 14 women of the same age. The interviews provided key insights for the questionnaire formulation. Findings: Women are poorly informed on make-up properties and characteristics, feeling a genuine concern in regard to this subject. Lack of time, occasional usage and skin damage are the main barriers for make-up usage by low category users. Overcoming these aspects pass by demystifying the association of make-up with skin damage and emphasise the functional and emotional benefits of make-up. Further, brands need to create contents more consumer-oriented and ask directly to fans/followers suggestions and other insights. Resort to Portuguese “common” women for greater empathy in campaigns, promote online meetings between followers and make-up professionals on social media; and finally take advantage of the hybrid condition of Facebook, which incorporates multiple forms of content presentation, including videos, the most appealing format of make-up presentation for women. Research limitations/implications: Further studies addressing this topic, by using larger samples and study of specific make-up brands and campaign programs, over social media to reach a solid growth potential of make-up market evidences in Portugal. Originality/ value: Make-up brands are emphasising their interest in linking social media and marketing their promotional mix around social marketing.

Are celebrities mediators for negative spillover? An empirical study

The aim of this research is to investigate if a celebrity can be a mediator between two brands so that a negative event happening to one brand can spill over to a completely unrelated brand, which shares with the first brand only the celebrity endorser. Even though celebrity endorsement is a popular marketing strategy and celebrities often endorse multiple brands, so far there has not been any systematic study on this topic. Drawing on Associative Network Theory and the Meaning Transfer Model as theoretical framework, this research finds out that negative publicity about a brand can spill over and thereby not only hurt consumers’ attitude toward the celebrity endorser but also toward a second brand that is endorsed by the same celebrity. An unexpected finding is that celebrities can act as a protective shield for brands by weakening the direct impact of negative publicity.