Dimensions of source credibility in the case of user-generated advertisements

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Dimensions of source credibility in the case of user-generated advertisements

User-generated advertising changed the world of advertising and changed the strategies used by marketers. Many researchers explored the dimensions of source credibility in traditional media and online advertising. However, little previous research explored the dimensions of source credibility in the context of user-generated advertising. This exploratory study aims to investigate the different dimensions of source credibility in the case of user-generated advertising. More precisely, this study will explore the following factors: (1) objectivity, (2) trustworthiness, (3) expertise, (4) familiarity, (5) attractiveness and (6) frequency. The results suggest that some of the dimensions of source credibility (objectivity, trustworthiness, expertise, familiarity and attractiveness) remain the same in the case of user-generated advertising. Additionally, a new dimension is added to the factors that explain source credibility (reputation). Furthermore, the analysis suggests that the dimension “frequency” is not an explanatory factor of credibility in the case of user-generated advertisement. The study also suggests that companies using user-generated advertisement as part of their overall marketing strategy should focus on objectivity, trustworthiness, expertise, attractiveness and reputation when selecting users that will communicate sponsored user-generated advertisements.

Comparing exchange market pressure in West and Southern African countries

We compare the performance of Cape Verde and Mozambique concerning financial credibility as measured by Exchange Market Pressure, an institutional feature that has often been overlooked in the literature as a relevant institution for economies. Drawing on previous research by Macedo et al. (2009), we expand their analysis and, using several definitions of “financial credibility”, all related to different angles on Exchange Market Pressure indices, we conclude that - against reasonable benchmarks in their respective regions - financial credibility has been very good for Cape Verde and fairly good for Mozambique.

Government bond yield spreads in EMU countries: The story of an ephemeral convergence

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Economics from the NOVA – School of Business and Economics

Lor’s - Women personal rain protection solutions

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Vodafone - Kabel Deutschland Merger

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Finance from the NOVA – School of Business and Economics

Avatars and the «Imitation Game» – can machines smile?

Considering Alan Turing’s challenge in «Computing Machinery and Intelligence» (1950) – can machines play the «imitation game»? – it is proposed that the requirements of the Turing test are already implicitly being used for checking the credibility of virtual characters and avatars. Like characters, Avatars aim to visually express emotions (the exterior signs of the existence of feeling) and its creators have to resort to emotion codes. Traditional arts have profusely contributed for this field and, together with the science of anatomy, shaped the grounds for current Facial Action Coding System (FACS) and their databases. However, FACS researchers have to improve their «instruction tables» so that the machines will be able, in a near future, to be programmed to carry out the operation of recognizing human expressions (face and body) and classify them adequately. For the moment, the reproductions have to resort to the copy of real life expressions, and the presente smile of avatars comes from mirroring their human users.

The graduate: Spillovers from the entry of the first worker with a college degree in a firm

A Work Project, presented as part of the requirements for the Award of a Double Degree in Economics from NOVA School of Business and Economics and Maastricht School of Business and Economics

The role of humor in television advertisement: A study regarding Portuguese consumers’ emotions and reactions

The purpose of this study is to explore the humorous side of television advertisement and its impact on Portuguese consumers’ hearts, minds and wallets. Both qualitative (through in-depth interviews) and quantitative (through an on-line survey and subsequent statistical data analysis) methods were used, guaranteeing a more consistent, strong and valid research. Twenty-five interviews with randomly chosen consumers were conducted face-to-face and three interviews via e-mail with marketers and television advertisers were performed in order to explore profoundly the subject. Moreover, 360 people have answered the on-line survey. Through the analysis of the data collected humor perception was found to be positively correlated with persuasion and intention to purchase the product; intention to share the advert; message comprehension; product liking and development of positive feelings towards the brand and brand credibility variables. The main implication of these findings relies on the fact that humor in advertising is able to boost its effectiveness.

Internationalization strategy for MyHelpster.com with a focus on international market selection

International Market Selection is an important step towards a successful internationalization strategy. This is no different for startup companies like MyHelpster. This work project was intended to help MyHelpster with their internationalization process by completing the IMS portion of it. The IMS process presented in this paper lead to the conclusion that MyHelpster’s next market for expansion should be the USA. In order to find as much success as possible the author suggests being patient and only expanding when the company has the necessary capital, experience and credibility. Both primary and secondary data were used to compile the qualitative and quantitative analyses.

Integrated communications strategy for mylabel

Integrated Communication Strategy for MyLabel Following paper presents Integrated Communication Strategy for Continente’s private label brand of cosmetics MyLabel. The main purpose of the project is to position MyLabel as venture brand which will gain strong market position in order to compete with the manufacturer brands. Therefore, based on the created brand equity model for the venture cosmetic brand, MyLabel will be approached from the branding perspective in order to improve perceived quality and consecutively, build brand recognition and credibility. In this respect, integrated communication strategy includes some of the branding tactics and marketing communication mix. Thereafter, MyLabel will be transformed into the sub-brand MyBeauty, which can exploit opportunities given by the new market image of retailers’ brands and gain special, unique position in the market.