The integration of online advertising into social media

This study examined user-generated (UG) advertising in the context of social media networks. The focus was on how people, whether an expert in the area, a non-expert or a friend, influence the reader of the advertisement. Furthermore, the study analyzed how the certainty level of the UG advertisement influences the person viewing the ad. The study showed that for the friend source a high certainty message was more persuasive. However, regarding the certainty no significant results were found for the expert and non-expert. Further, the type of the source had a considerable impact on persuasion. Someone that we personally know (e.g., a friend) was rated most positive for all analyzes variables. This shows that with the rising usage of social media there are great opportunities for new effective advertising strategies that could include a new type of an endorser – friends.

EDP inovcity: Electricity feedback with smart meters through TV

In this work project I propose an innovative service – Electricity Feedback with Smart Meters through TV – to be considered as an additional test in the residential electricity use feedback trials currently being conducted in EDP’s InovCity project. My proposal is based on relevant past and current research studies, both Portuguese and international, which explain and support the proposed operationalization and characteristics of this new service. Furthermore, a careful analysis about the segmentation framing, the best market entry strategy and the consequences of adopting a joint venture with cable TV operators, is also provided. Finally, I present a SWOT analysis and highlight critical issues affecting the effectiveness of feedback which require further research.

Comunidades DIY e aprendizagem colaborativa online

Este trabalho de projeto apresenta um estudo sobre o processo de reconhecimento da colaboração em discussões assíncronas online numa comunidade DIY criada no Edmodo. Usando o modelo sugerido por Murphy (2004) procura-se compreender o nível de colaboração atingido, num contínuo que vai da interacção à colaboração, da presença social à criação de artefactos digitais, recorrendo-se neste processo a um conjunto de ferramentas digitais. A técnica de desenvolvimento do estudo passou pela análise de conteúdo, posicionando-se no quadro do paradigma interpretativo e qualitativo, segundo a metodologia de estudo de caso. A análise dos resultados mostra o nível de colaboração atingido pelo grupo e a influência de algumas ferramentas e métodos de trabalho que a ele conduziram, tornando evidente a necessidade de realização de outros estudos, nomeadamente acerca da influência do e-moderador.

Filosofia em linha. Percepções de alunos virtuais do ensino secundário norte-americano sobre a experiência de aprendizagem num curso online de Filosofia

Esta investigação tem como objecto de estudo a avaliação formativa de um curso online de introdução à Filosofia no contexto do ensino virtual secundário dos Estados Unidos da América, tendo por base as percepções dos alunos que o frequentaram em 2013. O propósito deste estudo é apontar linhas delineadoras da transformação, em termos de conteúdo e desenho instrucional, do referido curso semestral, com base nas lições que se possam retirar da experiência de implementação do curso sob a perspectiva dos alunos. Em termos metodológicos, este estudo inscreve-se na linha da investigação-acção, tendo sobretudo em consideração aspectos qualitativos. As estratégias utilizadas para a recolha de informações junto dos alunos foram o inquérito por questionário de resposta aberta e a análise documental de instrumentos de avaliação submetidos pelos alunos e seleccionados para o efeito. Conclui-se que as percepções dos alunos são sobretudo positivas relativamente à sua experiência de aprendizagem, mas que é necessário dar atenção à inclusão e ao desenho de determinados tipos de actividades, bem como rever os recursos disponíveis em termos de quantidade e de especificidade. A partir destas conclusões, apresentam-se propostas para o redesenhar instrucional do curso e o realinhar dos seus conteúdos com as expectativas e necessidades enunciadas pelos alunos.

Projecto de criação de metodologia de análise da Usabilidade para selecção de plataforma SaaS de Gestão de Projectos online CATCH, Global Marketing

O aparecimento de soluções de software baseadas na Cloud vieram democratizar o acesso a aplicações de suporte à actividade empresarial, permitindo a micro e pequenas empresas aceder a ferramentas que outrora apenas as grandes empresas poderiam financiar, dada a introdução de novas formas de pagamento mensais com base em contratos flexíveis, acesso via internet e ausência de instalação de hardware específico ou compra de licenças por utilizador – a verdadeira utilização de software como um serviço, vulgo SaaS (Software as a Service). As aplicações de tipo SaaS aportam inúmeros benefícios para as empresas e mesmo vantagens competitivas importantes, estando disponíveis soluções em diversas áreas, nomeadamente para a Gestão de Projectos, como ferramentas de CRM (Customer Relationship Management) e CMS (Content Management System), entre outros. Assim, as empresas de Marketing e Comunicação, caso da empresa em que se centra este Projecto, têm hoje em dia acesso a um conjunto de aplicações SaaS, que pelo seu custo acessível e fácil acesso online, permitem às empresas mais pequenas serem rapidamente tão competitivas quanto as maiores, por norma com processos mais pesados e tradicionais. Adicionalmente, assistimos também ao fenómeno da consumerização das TI, em que os consumidores passam a querer ter o mesmo tipo de User Experience (UX) de que usufruem na utilização de aplicações fora do seu trabalho, aplicadas à vida empresarial. Este Projecto argumenta que a Usabilidade deve ser um dos elementos chave para a selecção correcta de uma aplicação online de Gestão de Projectos (do tipo SaaS), algo que deveria ser facilitado pela aplicação de uma metodologia de teste da Usabilidade, disponível numa plataforma online de acesso livre. A metodologia deverá ser eficaz e passível de ser utilizada por colaboradores de uma micro ou pequena empresa, apoiando o seu processo decisório de investimento, sendo eles especialistas ou não na matéria. A metodologia proposta neste projecto exploratório pressupõe uma complementaridade entre a avaliação Heurística de Usabilidade pelo método de Nielsen e o Método de Purdue - Purdue Usability Testing Questionnaire (PUTQ).

A influência das audiências no jornalismo online: o caso do “Observador”

O presente relatório de estágio tem por base o estágio curricular com duração de três meses (Setembro de 2014 a Dezembro de 2014) realizado na redação do jornal online Observador. A rápida evolução da internet tem proporcionado avanços significativos em várias áreas e o jornalismo é uma delas. O jornalismo tem agora novas funcionalidades online, novas ferramentas e novos públicos. Assim, importa discutir as problemáticas editoriais deste tipo de publicação e perceber qual o tipo de artigo que é mais popular e se existe um desvio editorial para corresponder aos desejos do público, de modo a aumentar o número de leitores. Este relatório, além de pretender compreender o peso e os efeitos das audiências nas escolhas editoriais dos jornais online, em específico, do jornal Observador, descreve também a experiência pessoal do estágio aqui realizado, onde se tenta perceber como funciona a redação.

Assessment of medical courses in Brazil using student-completed questionnaires. Is it reliable?

INTRODUCTION: Debates about the quality of medical education have become more evident in the recent past, and as a result several different assessment methods have been refined for that purpose. The use of questionnaires filled out by medical students to assess the quality of lectures is one of the most common methods employed in our milieu. However, the reliability of this investigation method has not yet been systematically tested. The authors present the reliability of a specific form applied to the fourth grade medical students during the clinical psychiatry course. METHOD: Eighty-one fourth grade medical students were instructed to complete a form immediately after each clinical psychiatry lecture. Thirty-four students (42%) failed to turn in the forms after the final lecture. These students were given an identical form to assess the lectures in a retrospective fashion. The grades given by both groups of students for each performed lecture and the number of students who have graded an unperformed lecture were compared. Statistical significance for both groups was determined by means of the chi-square test (p< 0.05). RESULTS: Eighteen out of the 34 students who filled out the forms retrospectively (53%) rated the unperformed lecture, whereas only 5 out of the 47 students who filled out the forms during the course (11%) did so. This is statistically significant (p< 0.05). There was no statistical difference for the grades given to the lectures that were actually performed. DISCUSSION: The authors concluded the low reliability rate of the retrospective evaluation warrant a continuous assessment method during the course.

As apostas desportivas online associadas à combinação de resultados

The present dissertation is aimed at finding out whether the existing criminal protection of the sports ethics value is sufficient, regarding the dangers arising from the global online sports betting market and its characteristics. In the first chapter, the main issue will be introduced: the association between online sports bets and competition manipulations from a criminal point of view. In the second chapter, online sports bets will be defined, the characteristics of the referred global market explained and the danger said features bear to the manipulation of sports competitions exposed – also analysing the participants in this phenomenon. In chapter 3, it will be shown that the protection of sports ethics is a matter of public interest and that this interest is carried out by the sports federations as well. In the fourth chapter, the focus will be the criminal protection of sports ethics: its necessity based on the penal dignity of this system of sport associated values; the need to re-evaluate the existing protection due to the recognition of the existence of the online sports betting market; the existing criminal norms regarding the manipulation of sports competitions. Finally, in chapter 5, the intent will be to propose solutions to the identified problems concerning the sufficiency of the existing criminal legislation.

International placement analysis of the German business market for a Nova Achool of Business and Economics graduate student

Changes in today’s society led to the evolution of professional migrations and individual searches for more suitable professional opportunities and careers outside one’s countries. International Placement is nowadays one of the world’s biggest trends in higher education for the future ahead and an appealing demand of the Millennium generations. The following work project aims to study the German business market identifying the most attractive German companies and respective graduate programs for a Nova School of Business and Economics graduate student. The study’s conclusion relies on concrete strategic suggestions regarding the implementation of the results and practical use of the outcome provided.

The impact of in-store activations (communication) in the consumer's emotions

Consumer behavior: Sport Zone. The analysis of "The impact of in-store activations (communication) in the consumer's emotions" Several studies have been conducted on the consumer behavior. This study aims to analyze and understand which factors are important to consumers’ emotions when the purchase decision occurs, the brand awareness, brand loyalty and the campaigns/activations’ impact in the above factors. Two research surveys were conducted to realize this study, the first online and the other was an interview to the Agency Up Partner who conceived and put into practice this Fitness campaign. First of all, was the consumer’s survey, a survey with 100 answers, to understand which factors are taken into account when a campaign in-store is held, in which the atmosphere is mainly used to arouse consumer’s desire to purchase, and also emotions. Second, the interview with the agency was realized to find out on what they were based on when they delineate it, and if the raise of emotions was taken into account in the origin of it. Concluding, emotions have a significant impact on formation of consumer in-store behavior, satisfaction and loyalty. As we could assay through of how this Fitness campaign was carried out as well as the optimal feedback received by consumers, improved attention over in-store marketing activity strongly influences consumer behavior at the point of purchase. “Sport Zone: A new store concept where the love for sports is combined with functionality”

Marketing plan for online aqctivity of Rota Vicentina boosting direct website sales

The nature tourism experienced a great expansion of its market with the appearance of different lifestyles. In this Work Project a study regarding the website direct sales of Rota Vicentina was developed. Its website shows the idea of being solely an information structure and not a purchase one, leading to a current absence of online sales. Hence, it is suggested the modification of its business model, using different instruments and channels. Some digital marketing recommendations were developed in order to boost website sales, such as a platform for online reviews, remarketing campaigns and social media activity.

Exploring the consumer decision journey and online shoping experience through an emotional prespective

Traditional consumer decision-making models have long used quantitative research to address a link between emotional and rational behavior. However, little qualitative research has been conducted in the area of online shopping as an end-to-end experience. This study aims to provide a detailed phenomenological account of consumers’ online shopping experience and extend Mckinsey & Companys’s consumer decision journey model from an emotional perspective. Six semi-structured interviews and a focus group of nine people are analyzed using Interpretive Phenomenology Analysis and five superordinate themes emerged from the results: emotional experience, empathy and encouragement, in relation to brand preference, emotional encounters in relation to consumer satisfaction and emotional exchange and relationship with a company or brand. A model interrelating these themes is then introduced to visually represent the emotional essence of a large online purchase. This study promises to be applicable as a descriptive, and perhaps, better predictive report for understanding the complex consumer decision-making process as it relates to online consumer behavior. Future research topics are also identified.

Online strategies for offline business the case of Millennials and shopping centrs (Sonae Sierra)

The project, conducted within a direct research internship at Sonae Sierra, aims to propose innovative digital approaches for Shopping Centres (SC) to deal successfully with millennial consumer behavior concerning digital devices and online content in relation to shopping. An online survey followed by a focus group were conducted for this purpose. Results show a demand for specific digital services created by a SC and that their perception depends highly on gender of millennials. Moreover it´s a cohort seeking for personalized content, providing emotional or functional benefit. Consequently a SC must deliver services, as presented in this work satisfying those needs.

How to reduce the causes of call center contact by implementing web self-service at Sonae MC?

This project aims to provide feasible solutions to improve customer´s Help Area at Continente Online. The goal is to increase satisfaction and loyalty by reducing the main causes that lead customers to appeal to Call Center or abandon the website. The pursued solution is the implementation of Web Self-Service and the vision taken is focused not only on providing customers basic help tools but also innovate with international best practices to sustain Sonae MC´s present and future market leader position. Customer´s feedback, costs and impact are taken in consideration to find the best fit for the company.