The growing dissemination of digital technologies has had an incomparable impact on many dimensions of today’s civilisation. Digital transformation (DT) redefined the industrial structures and reinvented business models. Hence, in the face of Industry 4.0, financial and accounting services face new threats, challenges, and opportunities. How do the business players in the accounting sector perceive this phenomenon? This paper aims to answer this question by following a qualitative and exploratory approach, applied to three case studies, using semi-structured interviews. The study shows that although digital transformation in Portuguese small and medium-sized accounting service enterprises is just starting, Industry 4.0 technologies, optical character recognition (OCR), artificial intelligence (AI), robotics and enterprise resource planning (ERP) in the cloud were the technologies singled out by respondents. Resistance to change, organisational culture and price seem to be the main barriers to DT in accounting. This paper contributes to a better understanding of the role of accounting and accountants in organisations and society in the context of the digital era. Moreover, it provides practical insights into the potential relationship between technological (specifically digital) development and labour market dynamics for accounting professionals.

The rapid advance of business technologies in recent years has made knowledge an essential and strategic asset that determines the success or failure of an organisation. Access to the right information in real time and with high selectivity can be a competitive advantage in the business environment. Business intelligence systems help corporate executives, business managers, and other operational workers make better and more informed business decisions. This study aimed to assess the impact of using business intelligence tools on the decision-making process in organisations, specifically in sales marketing. The methodology applied to realise the study’s objective was the Vercellis methodology. A set of data available on the sales marketing website SuperDataScience was used to implement a set of pressing KPIs for the business decision-making process in the area. Using these data, a complete business intelligence system solution was implemented. A data warehouse was created using the ETL (extract–transform–load) process, and the data were then explored using a set of dynamics dashboards with a view of the business metrics. The results showed the use of business intelligence systems that allow the integration and transformation of data from various sources stored in data warehouses, where it is possible to implement KPIs and carry out quick, concise, easy-to-interpret graphical analyses. This paper contributes to a better understanding of the importance of data-integrated dashboard visualisation for the decision-making process.

In recent years, the rapid development of technological innovation has transformed the business world. Digital transformation improves the economic positioning of companies, contributing to society and the environment, but beyond technological evolution, it also brings social and cultural changes. With the new trends, companies saw the need to train people with digital skills and higher education institutions (HEIs) were forced to change their teaching methods to keep up with the new demands of the labour market. In this context, it is intended to identify the influence that HEIs play in the digital development of regions, in this case, the influence of Public Polytechnic Institutes of Porto in the development of the Metropolitan Area of Porto. The methodology adopted to answer the objectives of this study and research questions formulated, was an exploratory study, using semi-structured interviews and questionnaires. The results obtained allowed us to verify the positive influence of HEIs in the digital development of the Metropolitan Area of Porto. As well as identify the motivations that lead companies to participate in digital transformation initiatives, identify the skills needed to meet the demands of the labour market and identify the efforts made by HEIs to keep up with the digital evolution of society.

Data generation is currently expanding at an astonishing pace, and the function of marketing is becoming increasingly sophisticated and customized. Companies seek to understand their internal corporate environment and externalities and to exponentially enhance their marketing power. This study aims to understand the influence of Big data analysis on digital marketing. The methodologies used to approach this issue were: (a) a systematic literature review based on articles dated between 2014 and 2020; and (b) a bibliometric analysis of articles dated between 2000 and 2020 using the software VOSviewer. The literature review allowed us to conclude that in the next decades, the business world in general, and marketing in particular, will define more oriented strategies based on a more profound knowledge of consumer behavior. Artificial intelligence agents driven by machine learning methods, technology, and Big data will be a conditioning factor in defining these strategies.

Social networks have become a significant part of people’s daily lives, particularly in the purchasing process. In this context, digital influencers have played an essential role in shaping consumers’ opinions. In this sense, studying the role of social networks and influencers in the online product purchase decision process was considered pertinent. We selected two technology adoption models to fulfill this purpose: the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). We conducted an exploratory study using a quantitative approach, with data being collected through a questionnaire distributed online. The statistical analysis of the empirical model employed a partial least squares structural equation modeling (PLS-SEM) technique. Analyzing the 135 responses allowed us to conclude that social networks are relevant in consumers’ purchase decision process. This research highlights the importance of the credibility of influencers, emotional connections with audiences, and the dynamics of the media in shaping consumer behavior. It highlights the strong influence of digital influencers on purchasing decisions and makes a methodological contribution with a rigorous empirical model. This study also suggests avenues for future research in order to deepen the understanding of influencer and social media marketing strategies.