Research into the role of digital influencers in marketing strategies is a rapidly developing area that has attracted the interest of researchers and organizations. In recent years, organizations have become increasingly interested in using digital influencers to promote their brands and disseminate advertising messages with a high impact on their target audience. Digital influencers are beginning to be used as models for sustainable consumption behavior (for example in the fashion, food, and health sectors) by promoting environmental and sustainable values. By promoting sustainable content and disseminating messages of environmental awareness, digital influencers can help achieve the Sustainable Development Goals (SDGs). This study aims to identify the attributes (attitude homophily, physical attractiveness, and social attractiveness) and perceived characterizations (trustworthiness, perceived expertise, and parasocial relationship) of digital influencers and their impact on purchase intention among a sample of Portuguese consumers. It also aims to identify the most relevant types of digital influencers according to their areas of influence (fashion, sports, beauty, and cinema/TV/music) and their impact on purchase intention. For data collection, an online questionnaire was developed and administered to a non-probabilistic convenience sample. Only respondents who had experience purchasing a product or service after watching a YouTuber’s advertisement (screening question) or following or searching for a digital influencer could complete the questionnaire. A total of 243 valid questionnaires were received. The main findings are that the attributes and perceived characterizations of digital influencers have a positive and significant impact on purchase intention. It was also found that digital influencers can enhance shopping experience and credibility, which has a strong impact on consumers’ purchase intentions. In terms of sector, the data show that the most important influencer in the ‘Fashion’ sector is Helena Coelho, in the ‘Sports’ sector is Cristiano Ronaldo, in the ‘Beauty’ sector is Sara Sampaio, and in the ‘Music, TV, Cinema’ sector is Ricardo Araújo Pereira. This study can help companies use digital influencers more effectively in their digital marketing strategies, as credibility, experience, and parasocial relationships have a strong impact on consumers’ purchase intention.

Background: This study aims to identify the changes in the fashion industry, during the COVID-19 pandemic, specifically, within the context of online purchase of fashion products, the use of sportswear, the pondering moments before the purchase, and the importance of sustainability. Furthermore, we also consider sustainability as a fashion strategic factor and its impact in the decision-making process. Purpose: The main purpose is to understand if the type of products and the way they are purchased by the retail consumer have changed, and to assess if the level of importance granted to sustainability is significant, in particular, by evaluating the way COVID-19 pandemic has influenced the online purchase of fashion products, the use of sportswear, the pondering moments before the purchase, and the importance of sustainability. Furthermore, we evaluate if the level of importance granted to sustainability, in the decision-making process, is still the same. Study design/methodology/approach: Quantitative analysis was applied, through an observation data collection technique, using a survey by questionnaire. The sample is non-probabilistic, with the accidental and snowball sampling modalities. Findings/conclusions: the companies must define new strategies to answer their consumers' real needs, because we verify that consumer behaviour changed. It was verified that there was a growth in the amount of online shopping of fashion products, the use of sportswear increased, the level of pondering before buying expanded, and the increasing importance of sustainability became evident. Limitations/future research: A non-probabilistic sample was used, which prevents the possibility of extrapolating general conclusions.

The Use of AI as a Tool for Marketing Communication Campaigns: Applied Study of Barbie Selfie-Generator.

This study explores the emotional responses and perceptions of the target audience to Barbie's 360º marketing communications campaign. Barbie has been a cultural icon for decades, reflecting diversity and inclusivity. The omnichannel Barbie campaign, using artificial intelligence, has influenced Barbie's brand image, values, and identity perceptions. The campaign reached audiences through multiple touchpoints and channels, both online and offline. A qualitative approach was used, with a focus group developed to understand customer perceptions and reactions. The study highlights the success of engaging audiences outside its primary target audience and highlights the power of innovative marketing. It also identifies areas for improvement in future campaigns. Also, the study calls attention to the need for marketing that supports society's values and inclusion and promotes the applicability of an omnichannel marketing communications campaign using artificial intelligence to increase brand awareness and engage audiences in the new technological era. Keywords: Barbie movie; omnichannel marketing; 360º marketing communication; artificial intelligence

Tourism growth in the Azores has generated significant economic benefits but also challenges related to sustainability and the risk of overtourism. This qualitative study analyzes how the adoption of emerging technologies can contribute to creating a smart and sustainable tourism ecosystem in the region, reconciling innovation with environmental preservation and sociocultural valorization. The research was based on semi-structured interviews with professionals from the Azorean tourism and business sector, complemented by a case study of a local hotel unit. The results show the growing implementation of technological practices such as consumption sensors, automation, digital platforms, and sustainable resource management solutions, but also reveal structural obstacles, such as resistance to change, infrastructural limitations, and digital skills deficits. It is concluded that the Azores have the potential to position themselves as a smart tourism destination, provided that coordination between public and private entities is strengthened, investment in training is increased, and integration between digital strategies and sustainability practices aligned with the Sustainable Development Goals (SDGs) is enhanced. The study contributes to advancing knowledge about smart tourism in island contexts, proposing replicable frameworks for digital sustainability and strategic communication. Limitations include the lack of long-term data and the absence of tourists' direct perspectives, highlighting avenues for future research.

This article analyses how digital marketing strategies and technological innovations influence consumer behaviour in the video game industry, focusing on the Portuguese company Redcatpig. Using a qualitative methodology based on semi-structured interviews with industry professionals and players, the study shows that digital marketing practices involving influencers, social media, and online communities shape purchasing decisions and foster emotional bonds and loyalty. Emerging technologies such as artificial intelligence, augmented reality, and cloud gaming reveal strong potential to enhance personalisation and immersion but still face technical, economic, and ethical barriers, particularly for independent studios. The findings highlight that combining authentic community marketing with responsible technological innovation is key to differentiation, sustainable growth, and international competitiveness. Redcatpig exemplifies how proximity to the community, transparent communication, and co-created content strengthen brand–consumer relationships, underscoring the importance of human engagement in the digital gaming ecosystem.