The impact of online brand community on electronic word-of-mouth communications

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

Marketing plan for Gazela

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

Importância e efeitos de incidentes críticos na satisfação e lealdade do cliente

Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação

O EWOM sobre a distribuição moderna - Falem bem ou falem mal…mas falem!

Trabalho de Projeto apresentado como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação

Does brand's participation on Facebook affect its brand equity?

Tese apresentada para cumprimento dos requisitos necessários à obtenção do grau de Doutor em Ciências da Comunicação, variante Comunicação e Estratégia

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.

Análise do WOM no contexto de um evento promocional inesperado

A acção promocional inesperada promovida pela cadeia de supermercados Pingo Doce do dia 1 de Maio de 2012 foi o ponto de partida para a recolha de dados acerca do passa-­‐palavra (WOM) gerado por esta campanha. Assim, a presente dissertação analisa o WOM neste contexto específico, adaptando a escala de medida de WOM validada por Goyette et al. (2010), pretendendo também compreender os factores que o determinam. Através de análise factorial confirmatória foi possível validar a escala considerando três constituintes do WOM: a intensidade, a valência positiva e o conteúdo. Foi ainda possível concluir que o factor intensidade é o que tem um maior impacto no WOM, sendo a valência positiva o que tem menor peso factorial. A análise dos factores antecedentes ao WOM e das características individuais dos respondentes, realizada posteriormente, permitiu ainda verificar se grupos de respondentes diferentes tinham comportamentos de WOM diferentes. Assim, concluiu-­‐ se que os antecedentes ao WOM (forma de conhecimento da campanha, comportamento de ida à loja no dia da campanha e mudança da opinião geral acerca do Pingo Doce) têm grande importância para explicar o WOM, a sua intensidade, a valência positiva e o seu conteúdo. Verificou-­‐se que diferentes grupos de respondentes têm valores significativamente diferentes relativamente a cada um destes factores latentes. Já no que toca às características individuais dos respondentes (género, idade e nível de escolaridade), verificou-­‐se que o seu impacto no WOM e nas dimensões consideradas não é tão significativo, continuando no entanto a estar associadas a estas. Neste caso, a idade e o nível de escolaridade dos respondentes são as características com maior impacto na caracterização do WOM e das suas dimensões.

DYNAMOD – A dynamic agent based modelling framework for digital businesses

Digital Businesses have become a major driver for economic growth and have seen an explosion of new startups. At the same time, it also includes mature enterprises that have become global giants in a relatively short period of time. Digital Businesses have unique characteristics that make the running and management of a Digital Business much different from traditional offline businesses. Digital businesses respond to online users who are highly interconnected and networked. This enables a rapid flow of word of mouth, at a pace far greater than ever envisioned when dealing with traditional products and services. The relatively low cost of incremental user addition has led to a variety of innovation in pricing of digital products, including various forms of free and freemium pricing models. This thesis explores the unique characteristics and complexities of Digital Businesses and its implications on the design of Digital Business Models and Revenue Models. The thesis proposes an Agent Based Modeling Framework that can be used to develop Simulation Models that simulate the complex dynamics of Digital Businesses and the user interactions between users of a digital product. Such Simulation models can be used for a variety of purposes such as simple forecasting, analysing the impact of market disturbances, analysing the impact of changes in pricing models and optimising the pricing for maximum revenue generation or a balance between growth in usage and revenue generation. These models can be developed for a mature enterprise with a large historical record of user growth rate as well as for early stage enterprises without much historical data. Through three case studies, the thesis demonstrates the applicability of the Framework and its potential applications.

How different generations contact and search for brands on social media? Comparing gen X and Y

This research intends to examine if there were significant differences on the brand engagement and on the electronic word of mouth (e-WOM)1 referral intention through Facebook between Generation X and Generation Y (also called millennials). Also, this study intends to examine if there are differences in the motivations that drive these generations to interact with brands through Facebook. Results indicated that Generation Y members consumed more content on Facebook brands’ pages than Generation X. Also, they were more likely to have an e-WOM referral intention as well as being more driven by brand affiliation and opportunity seeking. Finally, currently employed individuals were found to contribute with more content than students. This study fills the gap in the literature by addressing how marketing professionals should market their brand and interact and engage with their customers, based on customers’ generational cohort.

A communication strategy for Continente: Practical, low priced and healthy eating 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

The impact of Ireland’s current Mental Health Policy on the profile of community mental Health Services

RESUMO: Em 2006, foi aprovada uma nova política governamental para a saúde mental intitulada “Uma Visão para a Mudança”, a qual está neste momento no sétimo ano de implementação. A política descreve um enquadramento para o desenvolvimento e promoção da saúde mental positiva para toda a Comunidade e para a prestação de serviços acessíveis, baseados na comunidade, serviços especializados para pessoas com doença mental. A implementação da política e o tornar a “Vision for Change” uma realidade têm sido problemáticos, com críticas consideráveis por parte dos intervenientes, relativas à lenta e desconexa implementação. Este estudo fornece informação sobre as características dos serviços de três importantes tipos de instituições de saúde mental comunitária a nível nacional, nomeadamente Hospitais de Dia, Centros de Dia e residências comunitárias operantes 24 horas. A pesquisa analisa objetivos e funções, perfis dos pacientes, atividades terapêuticas, a eficácia das redes de comunicação e beneficia da perspectiva dos funcionários sobre o que mudou no terreno ao longo dos últimos sete anos. As questões identificadas a partir das características dos três serviços dizem respeito a todos. Os participantes indicaram que o ethos da recuperação parece ter alcançado um papel mais central no tratamento do paciente na comunidade mas reconheceram que o desafio de integrar os princípios de recuperação na prática clínica se mantém presente. Parece ser reconhecida a importância da planificação do cuidado individual nos serviços comunitários e os entrevistados indicaram que existe um empenho para garantir o envolvimento do usuário do serviço. Há diferenças entre os „pontos de vista do pessoal‟ e os „pontos de vista dos representantes‟ sobre uma série de aspetos da prestação de serviços. Este é o primeiro estudo irlandês deste género a examinar a prestação de serviços das três principais instituições comunitárias de saúde mental num só estudo. Estes serviços representam um enorme investimento em recursos, quer a nível monetário, quer humano. O estudo examinou os desafios e as questões fundamentais que lhe são aplicáveis e que têm impacto nestes três tipos de prestação de serviços. Também forneceu informações sobre os elementos de mudança positiva, os quais se começam a focar lentamente na prestação do serviço, assim como na importância da centralidade do utilizador do serviço e na promoção de um ethos da recuperação.----------ABSTRACT: In 2006, a new Government policy for mental health “A Vision for Change” was endorsed and is currently in the seventh year of implementation. The policy describes a comprehensive framework for building and fostering positive mental health across the entire community and for providing accessible, community based, specialist services for people with mental illness. The implementation of the policy and turning “Vision for Change” into reality has been problematic with considerable criticism from stakeholders concerning slow and disjointed implementation. This study provides information on three key community mental health service settings, namely Day Hospitals, Day Centres and 24 Hour Community Residences at a national level. The research looks at aims and functions, patient profiles, therapeutic activities, effectiveness of key communication networks and gains an insight from staff on what has changed on the ground over the past seven years. Issues identified from the three service settings pertain to all. Participants indicated that the recovery ethos appears to have moved to a more central role in patient care in the community but acknowledged that the challenge of integrating recovery principles in clinical practice remains present. The importance of individual care planning appears to be recognised in community services and respondents indicated that efforts are being made to ensure service user involvement. There were differences between „staff views‟ and „advocate views‟ on a number of aspects of service provision. This is the first Irish study of its kind to examine service provision across the three main community mental health settings in one study. These services represent a huge investment in resources both on a monetary and human level. This study has examined the challenges and key issues which are applicable and impacting on all three types of service provision. It has also provided information on the elements of positive change, which are slowly embedding themselves in service provision such as the importance of the centricity of the service user and the promotion of a recovery ethos.

Petri net based development of globally-asynchronous locally-synchronous distributed embedded systems

Dissertação para obtenção do Grau de Doutor em Engenharia Electrotécnica e de Computadores

Teleoperation of a service robot using a mobile device

Teleoperation is a concept born with the rapid evolution of technology, with an intuitive meaning "operate at a distance." The first teleoperation system was created in the mid 1950s, which were handled chemicals. Remote controlled systems are present nowadays in various types of applications. This dissertation presents the development of a mobile application to perform the teleoperation of a mobile service robot. The application integrates a distributed surveillance (the result of a research project QREN) and led to the development of a communication interface between the robot (the result of another QREN project) and the vigilance system. It was necessary to specify a communication protocol between the two systems, which was implemented over a communication framework 0MQ (Zero Message Queue). For the testing, three prototype applications were developed before to perform the test on the robot.

AGNI: an API for the control of automomous service robots

With the continuum growth of Internet connected devices, the scalability of the protocols used for communication between them is facing a new set of challenges. In robotics these communications protocols are an essential element, and must be able to accomplish with the desired communication. In a context of a multi-­‐‑agent platform, the main types of Internet communication protocols used in robotics, mission planning and task allocation problems will be revised. It will be defined how to represent a message and how to cope with their transport between devices in a distributed environment, reviewing all the layers of the messaging process. A review of the ROS platform is also presented with the intent of integrating the already existing communication protocols with the ServRobot, a mobile autonomous robot, and the DVA, a distributed autonomous surveillance system. This is done with the objective of assigning missions to ServRobot in a security context.

Analysis of a controversial decision process: the case of the pumped hydro storage power plant Atdorf in Germany

Based on the report for the unit “Métodos Interactivos de Participação e Decisão A” (Interactive methods of participation and decision A), coordinated by Prof. Lia Maldonado Teles de Vasconcelos and Prof. Nuno Miguel Ribeiro Videira Costa. This unit was provided for the PhD Program in Technology Assessment in 2015/2016.