The theoretical framework on which this presentation is based is the Empathy Map, a tool of the Business Model Generation (Osterwalder and Pigneur, 2010). This model provides a means to structure consumer profiles coherently or to develop hypotheses about their profiles. The aim of this study is to characterize Portuguese football spectator tourists using the Empathy Map as a contribution to the development of effective marketing communication strategies by the football clubs. We made use of a national survey to assess the behaviour of football spectators as sports tourists and the Empathy Map was applied to the results. The survey questions were tested through exploratory factor analysis: to evaluate the socio-economic tourists’ characteristics we applied an ANOVA test. A review of current literature on consumer behaviour, marketing communications and sports tourism is also presented. The article produces a visual map in order to demonstrate how the technique can be used to support decision making in sports tourism and marketing communication. Our results reveal that the football spectators vibrate with victories, hear friends and family, and are influenced by digital media: they carefully observe the teams in the game, the friends, and the animation of the event. They also celebrate the goals, they participate actively in the event and support their team. On the other hand, the football spectators as sports tourists are concerned about the safety and about the access to the stadiums. This instrument provides an example of how sports managers can get to know the behaviour of football spectator tourists more deeply, together with the environment and the factors that influence it. This technique can thus be an aid to the development of more effective decisions in the scope of animation in the stadiums, security inside and outside the stadiums, in accesses to the stadiums and communication through the web and social networks appropriate to various targets. The empirical application of the Empathy Map is to characterize football spectators as sports tourists. This framework has been used to understand the consumer profiles of micro, small and medium enterprises, large companies and start-ups. However, it has never been used to characterize the football spectator and its empirical application is unusual.

Currently there are more devices connected to internet than people in the world and industrial sensors and robots are also increasing. Not only organizations but also individuals are obtaining data from internet of things (IoT) devices and automating them. The aim of this chapter is to investigate and analyze this context and to identify the main trends of IoT for business and management, as well as potential organizational marketing strategies. Based on the literature review, six business trends in the IoT era are identified: personalization, interaction, integration, analytics, monitoring, and protection. These trends have implications to consider not only in future organizational marketing strategies but also in the present.

The objective of this chapter is to understand how the use of a particular type of music may or may not capture the attention of the online user when viewing an ad and, perhaps, activate a click and an eventual conversion. An original advertisement was created to support this research and obtaining results through quantitative research in the form of an online questionnaire application. The way music can stimulate attention, memory, familiarity, the coherence of elements, rhythm, and personal tastes was analysed, as was understanding how these concepts interconnect with what the viewer visualises in an online advertising campaign. The ad was published on YouTube because in this social network there is only a short period of time of mandatory exposure of the ad to, consequently, lead to the conversion of the user to a landing page. It was concluded that the music of an online audiovisual campaign can induce the recipient's attention, confirming that the maximum optimization in an online advertising campaign occurs when the coherence of the music with the ad is prioritized.

Qualitative data analysis has been increasingly important in the development of research, especially in the author’s main fields of investigation: Happiness Economics and Communication for the Development. To understand what Happiness means and in what form certain variables like gender, literacy, etc., influence the concept of happiness, based on a survey conducted in April 2018, we have analyzed the answers to the question "What is happiness for you? " using the software of Qualitative Analysis, Webqda. The great peculiarity is that it is an open question. It could be considered that the question is recurrent and the work redundant, but the results are very interesting from an analytical point of view. The 360º Happiness model main purpose is to support organizations in understanding the expectations of their workforce and help on defining their human resources management policies and adapt them according to the gender, generation or education level, for instance.

This chapter aims to understand which type of format (image or video) has more impact on interaction. To assess the effect of the video or image format on interaction campaigns, important metrics were selected to analyze interaction campaigns: reach, impressions, CPM, interaction results, interaction rate, cost per interaction with the post, comments on posts, reactions on posts, saved posts, and shares of posts. This study is qualitative, based on information from Facebook Business Manager, where through the data from the campaigns developed it is possible to reach conclusions regarding Facebook Ads interaction campaigns in video and image formats. Tables were drawn up to interpret the results, using comparisons between campaigns to understand which format achieves the best results in terms of engagement. The results show that the video format has better results in terms of reach, impressions, CPM, interactions, and cost per interaction with the publication. The image format shows better results in terms of comments on posts, reactions, saved posts, and shares of posts. Request access from your librarian to read this chapter's full text.