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By the time of COVID pandemic and the consequent physical contact restrictions, relationship marketing requires the use of digital technologies. While digital marketing and marketing automation has been widely researched in the business-to-consumer (B2C) context, this chapter discusses the use of marketing automation in business-to-business markets and explores how value cocreation occurs. Contextualized in the Service Dominant Logic (SDL) theory to explain the value emerged, the inbound content marketing methodology rises as a strategy to nurture, classify and follow leads throughout the selling process and guarantee that content is delivered correctly to the target. Four interviews with managers of companies using inbound marketing and marketing automation in B2B were conducted. Results evidenced the importance of offering useful and relevant content to the audience through the various digital platforms available, namely the companies’ website, blog, social networks and email marketing.
Diogo Mattos; Beatriz Casais; Alexandra Braga. Marketing Automation in Business-to-Business Relationships and the Emerged Value Cocreation. COVID-19, Technology and Marketing 2021, 85 -99.
AMA StyleDiogo Mattos, Beatriz Casais, Alexandra Braga. Marketing Automation in Business-to-Business Relationships and the Emerged Value Cocreation. COVID-19, Technology and Marketing. 2021; ():85-99.
Chicago/Turabian StyleDiogo Mattos; Beatriz Casais; Alexandra Braga. 2021. "Marketing Automation in Business-to-Business Relationships and the Emerged Value Cocreation." COVID-19, Technology and Marketing , no. : 85-99.
Purpose This paper focuses on the analysis of fashion blog activity regarding brands under corporate crisis situations and discusses how these opinion leaders may be agents of corporate crisis management. Design/methodology/approach The authors analyzed four influential Portuguese fashion blogs regarding eight fashion brands that had experienced a corporate crisis situation. In total, five of the selected brands were mentioned in 2.846 posts of blog content, whose discourse was deeply analyzed. Findings The absence of express reference to brand crisis suggests that fashion bloggers tend to ignore these crisis events or divert the readers' attention to the brands' more positive aspects. This result opens the discussion whether fashion bloggers downplay corporate crisis in brand equity or whether it expresses strategies of brand crisis communication through digital influencers. Originality/value Though social media may be a source of negative word-of-mouth, social media influencers have been considered important partners of corporate crisis communication in particularly challenging times. Many studies have focused on the role of social media influencers in crisis management, but there was a dearth of research on the specific case of blogs. This study contributes to the understanding of fashion bloggers as agents of brand communication, particularly regarding crisis management and their role on brand activation and positive electronic word-of-mouth, even under crisis situations. This contribution paves the way for future research on whether this is a spontaneous phenomenon or the reflection of possible partnerships between companies and fashion bloggers for the management of corporate crisis situations in the context of fashion brands.
Beatriz Casais; Lucilene Ribeiro Gomes. Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal. Journal of Fashion Marketing and Management: An International Journal 2021, ahead-of-p, 1 .
AMA StyleBeatriz Casais, Lucilene Ribeiro Gomes. Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal. Journal of Fashion Marketing and Management: An International Journal. 2021; ahead-of-p (ahead-of-p):1.
Chicago/Turabian StyleBeatriz Casais; Lucilene Ribeiro Gomes. 2021. "Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal." Journal of Fashion Marketing and Management: An International Journal ahead-of-p, no. ahead-of-p: 1.
Companies should know their customers, and more than simply the market expectations, managers should track consumers’ experiences, particularly the interactions they have in the online environment. The understanding of the user experience allows the design of strategic touchpoints, through digital media techniques. Considering the growing importance of digital transactions through social networks, this chapter consists on a review of academic literature about online customer journey in social commerce platforms, in order to inform readers about the metrics used to identify the moments of truth and possible obstacles that compromise the online experience and consequently sales conversion.
Letícia Terra; Beatriz Casais. Moments of Truth in Social Commerce Customer Journey: A Literature Review. Sustainable Transport Development, Innovation and Technology 2021, 236 -242.
AMA StyleLetícia Terra, Beatriz Casais. Moments of Truth in Social Commerce Customer Journey: A Literature Review. Sustainable Transport Development, Innovation and Technology. 2021; ():236-242.
Chicago/Turabian StyleLetícia Terra; Beatriz Casais. 2021. "Moments of Truth in Social Commerce Customer Journey: A Literature Review." Sustainable Transport Development, Innovation and Technology , no. : 236-242.
Purpose This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in social marketing, but there is no evidence about their prevalent use in social advertisements. Design/methodology/approach The authors conducted a content analysis of forty social advertisements promoting attitudes and behaviours regarding social causes. The selected ads were in video format and were extracted from the YouTube channels of Portuguese governmental and non-governmental organisations. The ads were coded according to the characteristics of each tone of appeals and classified as emotional, rational or a mix of both. Findings The authors classified 25 social ads as rational appeals, 8 as emotional and 7 as a mix of both appeals. The results of the research show that social marketers have preference for the use of rational tone in social advertising campaigns. Originality/value This study shows that there is a disruption between theory and practice in social marketing, considering the higher prevalence of rational appeals in contexts where theory recommends emotional appeals for higher effectiveness. This evidence is surprising, considering a previous study that evidenced a higher use of emotional appeals in advertising connected to social causes than in commercial advertisements. This paper focus on how practice may disrupt theory and explores possible reasons for the phenomenon.
Beatriz Casais; Aline Costa Pereira. The prevalence of emotional and rational tone in social advertising appeals. RAUSP Management Journal 2021, 56, 282 -294.
AMA StyleBeatriz Casais, Aline Costa Pereira. The prevalence of emotional and rational tone in social advertising appeals. RAUSP Management Journal. 2021; 56 (3):282-294.
Chicago/Turabian StyleBeatriz Casais; Aline Costa Pereira. 2021. "The prevalence of emotional and rational tone in social advertising appeals." RAUSP Management Journal 56, no. 3: 282-294.
Purpose This paper identifies consumer reactions towards female empowerment in advertising in order to explore the supporting arguments for criticisms of lack of authenticity and the figuring of sexist stereotypes. Design/methodology/approach The authors conducted a multi-case study research with content analysis of 905 coded online comments in a video hosting website towards four femvertising campaigns. Findings Results indicate that femvertising plays an important role in the emotional connection between women and brands, but consumers may react negatively to femvertising when brands do not show knowledge about the real feminist values, maintaining sexist stereotypes. Consumers also blame companies of hypocrite and exploitation to sell products if there is not authenticity and brand-cause fit. Originality/value Femvertising appears as a consequence of cultural changes and corporate social responsibility in order to engage women consumers. This paper contributes with explanations to sustain the dichotomic reactions towards femvertising, showing evidence of why some people react favourably and other people react negatively.
Ana Marina Lima; Beatriz Casais. Consumer reactions towards femvertising: a netnographic study. Corporate Communications: An International Journal 2021, 26, 605 -621.
AMA StyleAna Marina Lima, Beatriz Casais. Consumer reactions towards femvertising: a netnographic study. Corporate Communications: An International Journal. 2021; 26 (3):605-621.
Chicago/Turabian StyleAna Marina Lima; Beatriz Casais. 2021. "Consumer reactions towards femvertising: a netnographic study." Corporate Communications: An International Journal 26, no. 3: 605-621.
This research compares the effectiveness of display advertising using Google Ads and Facebook Ads, regarding the outcomes both in digital interaction and conversion metrics. The business manager's perception of profitability is also studied and compared with digital analytics. The authors selected the case of a specific company and researched the attraction of consumer attention of display advertising using both tools in two different markets – Portuguese and Argentinean. The authors conducted digital analytics of the outcomes of advertising campaigns and analyzed an interview with the manager of the studied company. Findings illustrate that Facebook Ads is the most profitable platform for the company, and Argentina is the market that generates higher return in this tool, comparing with the Portuguese market. However, both platforms complement each other in different conversion metrics. Manager's perceptions may not be aligned with the evidences of digital analytics, leading to incorrect decisions.
Joana Balça; Beatriz Casais. Return on Investment of Display Advertising. Smart Devices, Applications, and Protocols for the IoT 2021, 1 -13.
AMA StyleJoana Balça, Beatriz Casais. Return on Investment of Display Advertising. Smart Devices, Applications, and Protocols for the IoT. 2021; ():1-13.
Chicago/Turabian StyleJoana Balça; Beatriz Casais. 2021. "Return on Investment of Display Advertising." Smart Devices, Applications, and Protocols for the IoT , no. : 1-13.
Factors influencing customer engagement on Facebook have been extensively analyzed but there are barely evidences if those factors also effect customer engagement on Instagram. A digital analysis was conducted including a content analysis of the post appeals and of the message interactivity as well as multiple linear regressions to explore the influence of the factors mentioned above on customer engagement. It was possible to conclude which factors can be used to increase customer engagement on social media, namely message interactivity and certain post appeals. Different conclusions are withdrawn when comparing Facebook to Instagram, proving empirically that different social networking sites have distinct influence on customer engagement. This chapter is relevant for content and social media strategies and helps brands increase their customer engagement.
Sofia Balio; Beatriz Casais. A Content Marketing Framework to Analyze Customer Engagement on Social Media. Research Anthology on Strategies for Using Social Media as a Service and Tool in Business 2021, 320 -336.
AMA StyleSofia Balio, Beatriz Casais. A Content Marketing Framework to Analyze Customer Engagement on Social Media. Research Anthology on Strategies for Using Social Media as a Service and Tool in Business. 2021; ():320-336.
Chicago/Turabian StyleSofia Balio; Beatriz Casais. 2021. "A Content Marketing Framework to Analyze Customer Engagement on Social Media." Research Anthology on Strategies for Using Social Media as a Service and Tool in Business , no. : 320-336.
Customer-to-customer interaction constraints are key points in services management. The topic has been studied in the tourism field, but remains under-researched in a pilgrimage context. This paper discusses conflicts in pilgrim-to-pilgrim interaction along the path to sacred places, and in the connected tourist and hospitality services, that emerge from the heterogeneity of motivations to go on pilgrimage. An ethnographic research on the Way of Saint James was conducted. The researchers walked alongside with pilgrims driven by different motivations and experienced situations of interaction among them. This study suggests that interactions of purist with non-purist pilgrims may result in conflicts, discomfort and judgement due to differences in experiencing the pilgrimage. This paper discusses the challenges faced and provides recommendations for hospitality managers operating in pilgrimage areas to address different needs and expectations and thus minimise conflict-prone interactions.
Beatriz Casais; Bruno Sousa. Heterogeneity of motivations and conflicts in pilgrim-to-pilgrim interaction: A research on the way of Saint James. Tourism Management Perspectives 2020, 36, 100748 .
AMA StyleBeatriz Casais, Bruno Sousa. Heterogeneity of motivations and conflicts in pilgrim-to-pilgrim interaction: A research on the way of Saint James. Tourism Management Perspectives. 2020; 36 ():100748.
Chicago/Turabian StyleBeatriz Casais; Bruno Sousa. 2020. "Heterogeneity of motivations and conflicts in pilgrim-to-pilgrim interaction: A research on the way of Saint James." Tourism Management Perspectives 36, no. : 100748.
This study focuses on the use of mobile applications in tourism context (m-tourism). A survey was applied to a hotel in the city of Guimarães, in the north of Portugal, with a sample of 98 tourists. 94 reported to use these devices in tourism context to access information and share experiences in social networks, taking photos and videos, and using GPS. Users have a preference for free applications and look for the creation of itineraries. The use of the app in offline mode is the most valued feature, as well as the availability of updated and useful information. Only 13,7% of the inquired tourists referred the use of the app of the destination Guimarães, where they were staying. This shows that besides the features, it is crucial the promotion of mobile touristic apps, and the establishment of partnerships and rewards to incentivize its use.
Ana Margarida Martins; Beatriz Casais. Determinants for Value Creation in Mobile Apps Within the Tourist Experience. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry 2020, 212 -230.
AMA StyleAna Margarida Martins, Beatriz Casais. Determinants for Value Creation in Mobile Apps Within the Tourist Experience. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry. 2020; ():212-230.
Chicago/Turabian StyleAna Margarida Martins; Beatriz Casais. 2020. "Determinants for Value Creation in Mobile Apps Within the Tourist Experience." Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry , no. : 212-230.
Several studies have approached the link between social media and e-commerce with different lenses, however, the study of motivations for sharing content specifically from e-commerce websites into social media has not been thoroughly approached and provides fertile ground for further exploration. This chapter uncovers which motivations serve as a background for individuals sharing intentions of e-commerce content. After a focus group with 7 individuals, results indicate participants focus more on intrinsic rewards than extrinsic ones when sharing, that self-interest is more predominant than reciprocity as a motivator for sharing, one-to-one exchanges are the preferential direction of exchange. Also, websites with cleaner designs and higher usability positively impact sharing intentions, experiences tend to be more likely shared than physical products, and participants are purposeful in their selection of sharing channels.
Tiago Da Costa; Beatriz Casais. Social Media and E-Commerce. Advances in Marketing, Customer Relationship Management, and E-Services 2020, 121 -149.
AMA StyleTiago Da Costa, Beatriz Casais. Social Media and E-Commerce. Advances in Marketing, Customer Relationship Management, and E-Services. 2020; ():121-149.
Chicago/Turabian StyleTiago Da Costa; Beatriz Casais. 2020. "Social Media and E-Commerce." Advances in Marketing, Customer Relationship Management, and E-Services , no. : 121-149.
Factors influencing customer engagement on Facebook have been extensively analyzed but there are barely evidences if those factors also effect customer engagement on Instagram. A digital analysis was conducted including a content analysis of the post appeals and of the message interactivity as well as multiple linear regressions to explore the influence of the factors mentioned above on customer engagement. It was possible to conclude which factors can be used to increase customer engagement on social media, namely message interactivity and certain post appeals. Different conclusions are withdrawn when comparing Facebook to Instagram, proving empirically that different social networking sites have distinct influence on customer engagement. This chapter is relevant for content and social media strategies and helps brands increase their customer engagement.
Sofia Balio; Beatriz Casais. A Content Marketing Framework to Analyze Customer Engagement on Social Media. Advances in Marketing, Customer Relationship Management, and E-Services 2020, 45 -66.
AMA StyleSofia Balio, Beatriz Casais. A Content Marketing Framework to Analyze Customer Engagement on Social Media. Advances in Marketing, Customer Relationship Management, and E-Services. 2020; ():45-66.
Chicago/Turabian StyleSofia Balio; Beatriz Casais. 2020. "A Content Marketing Framework to Analyze Customer Engagement on Social Media." Advances in Marketing, Customer Relationship Management, and E-Services , no. : 45-66.
This chapter discusses search engine marketing (SEM) techniques that companies should implement in order to stimulate digital traffic. Those techniques include the attraction of organic traffic by search engine optimization (SEO) as well as search engine advertising (SEA). The authors used SEM techniques to a specific case of a company with the purpose of attracting international traffic and develop external marketing. The research discusses the effectiveness of SEM techniques in the case developed through an experimental method. New insights emerged from the experiment and are presented with contributions for international managers who want to de develop international digital traffic.
Rita Moura; Beatriz Casais. Search Engine Marketing to Attract International Digital Traffic. Sustainable and Responsible Entrepreneurship and Key Drivers of Performance 2020, 74 -102.
AMA StyleRita Moura, Beatriz Casais. Search Engine Marketing to Attract International Digital Traffic. Sustainable and Responsible Entrepreneurship and Key Drivers of Performance. 2020; ():74-102.
Chicago/Turabian StyleRita Moura; Beatriz Casais. 2020. "Search Engine Marketing to Attract International Digital Traffic." Sustainable and Responsible Entrepreneurship and Key Drivers of Performance , no. : 74-102.
This paper discusses tourism innovation developed by hosts of sharing accommodation, based on the outcomes of guests’ value co-creation. In this process, relationship marketing is a central aspect of peer-to-peer business models, analysed as a catalyst of innovation. The authors conducted thirty in-depth interviews with Portuguese hosts of Airbnb accommodations in order to understand the integration of guests’ value co-creation through relational mechanisms in the innovation of their businesses. The results evidence that it is established a close relationship marketing with guests during their stay. This fact is considered critical for the co-creation of the tourism experience and to increment innovation in the accommodation services. The main innovation outcomes are incremental and connected to the provided facilities, amenities and partnerships with other businesses. This happens not only through the user generated contents of online reviews, but also with the constant interpersonal contact established between guests and hosts.
Beatriz Casais; Juliana Fernandes; Mariana Sarmento. Tourism innovation through relationship marketing and value co-creation: A study on peer-to-peer online platforms for sharing accommodation. Journal of Hospitality and Tourism Management 2019, 42, 51 -57.
AMA StyleBeatriz Casais, Juliana Fernandes, Mariana Sarmento. Tourism innovation through relationship marketing and value co-creation: A study on peer-to-peer online platforms for sharing accommodation. Journal of Hospitality and Tourism Management. 2019; 42 ():51-57.
Chicago/Turabian StyleBeatriz Casais; Juliana Fernandes; Mariana Sarmento. 2019. "Tourism innovation through relationship marketing and value co-creation: A study on peer-to-peer online platforms for sharing accommodation." Journal of Hospitality and Tourism Management 42, no. : 51-57.
Due to the increased use of chat applications, it is expected that consumer buying behavior will change. Chatbots have been identified by companies as being an excellent opportunity to better exploit social networks and also get competitive differentiation through relationship marketing in the digital environment. This paper discusses through the Technology Acceptance Model (TAM), the adoption of chatbots as shopping assistants in e-commerce. A sample of 237 Portuguese respondents between 18 and 54 years old that answered a questionnaire evidenced that the dimensions that most influence their acceptance of chatbots were the compatibility and attitude towards mobile advertising. These results emphasize that there is a need to introduce better digital solutions to boost the results of companies. The investment in chatbots is thus an important factor of differentiation.
Tiago Araújo; Beatriz Casais. Customer Acceptance of Shopping-Assistant Chatbots. Blockchain Technology and Innovations in Business Processes 2019, 278 -287.
AMA StyleTiago Araújo, Beatriz Casais. Customer Acceptance of Shopping-Assistant Chatbots. Blockchain Technology and Innovations in Business Processes. 2019; ():278-287.
Chicago/Turabian StyleTiago Araújo; Beatriz Casais. 2019. "Customer Acceptance of Shopping-Assistant Chatbots." Blockchain Technology and Innovations in Business Processes , no. : 278-287.
Purpose Consultancy services for internationalisation are crucial to help companies to grow and find new businesses abroad. This kind of service used to be provided by consultancy firms operating in the home country of the clients. Considering the advantages of partnerships that theory has enhanced, this paper aims to identify the motivations and perceived opportunities from consultancy firms to establish business-to-business partnerships with international consultancy companies in other countries, with the purpose of reinforcing international trading. Design/methodology/approach As an exploratory study, this paper shows the perspective of 13 interviewed German consultancy managers focused on international business about developing a partnership with international consultancy firms from Portugal. Findings Consultants indicate that with mutual benefits, partnerships are welcome. However, the study enhances the importance of signals of status and reputation for international partnerships among business consultancy firms and reveals a lack of knowledge about the market opportunities for internationalisation that might motivate German consultancy firms to establish partnerships with consultancy companies in Portugal. Originality/value The paper highlights the low motivation of consultants from a higher-status country to establish partnerships with international business consultancy firms in lower-status countries. The study addresses useful recommendations for consultancy firms, governments and international trade agencies to intensify marketing activities and enhance country reputation and positioning in international business, communicating the opportunities and potential of markets and building signals of status and reputation for international consulting.
Eva-Maria Kindl; Beatriz Casais. Motivations and perceived opportunities for partnerships among international business consultancy firms. Review of International Business and Strategy 2019, 29, 315 -328.
AMA StyleEva-Maria Kindl, Beatriz Casais. Motivations and perceived opportunities for partnerships among international business consultancy firms. Review of International Business and Strategy. 2019; 29 (4):315-328.
Chicago/Turabian StyleEva-Maria Kindl; Beatriz Casais. 2019. "Motivations and perceived opportunities for partnerships among international business consultancy firms." Review of International Business and Strategy 29, no. 4: 315-328.
This study discusses residents’ involvement in the co-creation of a city brand, their perceptions about brand identity and authenticity and the fit with their sense of place. The city of Porto, Portugal, was chosen as a case study, since a new city brand was created in September 2014. The authors analysed the descriptive book explaining the strategy of the city brand created. In order to understand residents’ involvement, an interview with the head of communication of Porto City Council was conducted. Then, a focus group was developed with Porto residents from different parts of the city. The focus group gathered the residents’ perception about the brand created and their opinion about authenticity and place identity. Results indicate that, despite being partly involved in the creation of Porto city logo, residents would like to have contributed to the recognised place marketing strategy in a more active way. Citizens agree that the brand fits with their sense of place identity, but consider that the strategy is designed to attract tourists and not to reinforce citizens’ place attachment. The failure of internal place marketing is discussed in the paper and some recommendations for public policy are presented.
Beatriz Casais; Patrícia Monteiro. Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto. Place Branding and Public Diplomacy 2019, 15, 229 -237.
AMA StyleBeatriz Casais, Patrícia Monteiro. Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto. Place Branding and Public Diplomacy. 2019; 15 (4):229-237.
Chicago/Turabian StyleBeatriz Casais; Patrícia Monteiro. 2019. "Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto." Place Branding and Public Diplomacy 15, no. 4: 229-237.
PurposeBy using the Triple Helix model, the purpose of this paper is to uncover the perceptions of nascent entrepreneurs about a university–industry–government collaboration program, in particular about the role of each agent to foster rural entrepreneurship; the value and effect of this collaboration; and their own contributions to local development.Design/methodology/approachA qualitative case study method is adopted, involving semi-structured interviews with entrepreneurs and secondary data. The text is analyzed using qualitative content analysis.FindingsThe interaction of the Triple Helix partners is perceived as valuable both at the personal and the business levels. One of the most salient results is the value ascribed to the knowledge-rich environment created. Entrepreneurs are aware of their contribution to local development, identifying economic, social and cultural effects.Practical implicationsThe research strengthens the importance of the joint efforts of the Triple Helix partners by uncovering a number of outputs from their collaboration, which affect both the entrepreneurs and local development through entrepreneurship.Originality/valuePrevious studies assume that the Triple Helix fosters technological innovation that favors regional development, mainly by adopting a macro-level perspective. This study makes a contribution by furthering the knowledge on the micro-level dynamics of the Triple Helix, through the view of low tech, rural entrepreneurs, considering their context.
Elisabete Sá; Beatriz Casais; Joaquim Silva. Local development through rural entrepreneurship, from the Triple Helix perspective. International Journal of Entrepreneurial Behavior & Research 2019, 25, 698 -716.
AMA StyleElisabete Sá, Beatriz Casais, Joaquim Silva. Local development through rural entrepreneurship, from the Triple Helix perspective. International Journal of Entrepreneurial Behavior & Research. 2019; 25 (4):698-716.
Chicago/Turabian StyleElisabete Sá; Beatriz Casais; Joaquim Silva. 2019. "Local development through rural entrepreneurship, from the Triple Helix perspective." International Journal of Entrepreneurial Behavior & Research 25, no. 4: 698-716.
This case study is on a social marketing campaign to decrease tax evasion in Portugal. The main campaign goal was to promote wider general use of invoices with the customer’s tax number. The social marketing campaign is based on marketing incentives to issue an invoice. The incentives involve tax deductions, an invoice lottery (with tax numbers) every month, direct marketing actions, and advertising. The process of generating invoices by traders became mandatory and simplified with certified systems. Customers can show a bar code which can be easily scanned to introduce their tax number in invoices. This process has become culturally accepted and part of the normal sales process. The social marketing intervention decreased VAT tax evasion in priority sectors and is creating a social norm of generating invoices with tax numbers, through tax deduction incentives and an invoice lottery. In the long term, tax evasion as a social norm should be re-evaluated in order to control social marketing effectiveness.
Beatriz Casais; Marisa R. Ferreira; Joao F Proenca. Social Marketing for the Reduction of Tax Evasion: The Case of Electronic Invoicing in Portugal. Springer Texts in Business and Economics 2019, 175 -186.
AMA StyleBeatriz Casais, Marisa R. Ferreira, Joao F Proenca. Social Marketing for the Reduction of Tax Evasion: The Case of Electronic Invoicing in Portugal. Springer Texts in Business and Economics. 2019; ():175-186.
Chicago/Turabian StyleBeatriz Casais; Marisa R. Ferreira; Joao F Proenca. 2019. "Social Marketing for the Reduction of Tax Evasion: The Case of Electronic Invoicing in Portugal." Springer Texts in Business and Economics , no. : 175-186.
Shopping forms a part of tourism activity. It can be the main motivation to travel (shopping tourism), or a parallel tourist action (tourism shopping). Existing literature explores the attributes of products that tourists look for, as souvenirs. However, department stores are increasingly prominent on tour itineraries and promoted by tour guides, exploring the trend of purchasing luxury goods in tourism experience. This study identifies the profile and motivations of tourists to shop in department stores, whose main products refer to global luxury brands and do not show the authenticity of the destination. The research was developed in the department store El Corte Inglés Gaia, the only department store in the Porto destination. A survey was applied in the store during four days to 210 tourists who contacted the tourism office of the store. The results show that purchasing is not the main motivation for travelling, but it is an important activity. The department store is chosen for tourism shopping because of the quality and variety of products and services, personal selling and the advantages of tax refund for non-residents in the European Union. The paper contributes with the idea that shopping should be seen as an important activity in tourism and retailers should enhance the provision of differentiated services and experiences rather than just the authenticity of local products.
Inês Boulhosa; Beatriz Casais. Motivations for Tourism Shopping in Department Stores: An Exploratory Research about Tourists’ Profiles Visiting El Corte Inglés Gaia. European Journal of Tourism, Hospitality and Recreation 2019, 9, 18 -26.
AMA StyleInês Boulhosa, Beatriz Casais. Motivations for Tourism Shopping in Department Stores: An Exploratory Research about Tourists’ Profiles Visiting El Corte Inglés Gaia. European Journal of Tourism, Hospitality and Recreation. 2019; 9 (1):18-26.
Chicago/Turabian StyleInês Boulhosa; Beatriz Casais. 2019. "Motivations for Tourism Shopping in Department Stores: An Exploratory Research about Tourists’ Profiles Visiting El Corte Inglés Gaia." European Journal of Tourism, Hospitality and Recreation 9, no. 1: 18-26.
Purpose User-generated content and online reviews are highly relevant in purchase decision in the hospitality sector, including restaurants, but there is a lack of knowledge about the effect of sharing pictures in this context. This study aims to focus on the relevance of user-generated photos in online platforms for restaurants’ selection. Design/methodology/approach A research was conducted with a sample of 319 residents of Porto region, who had at least one meal in a restaurant over the 30 days before the answer of the survey and had searched online to select the restaurant. Findings The results show that while doing online research about restaurants, it is important for potential consumers to find pictures of food and physical evidences of restaurants generated by other users. Findings also show that consumers find user-generated photos especially at websites of reviews, although the importance of restaurant owned platforms, such as official social media pages and websites. Practical implications The research results appeal restaurant managers to understand the importance of user-generated photos in online platforms by promoting photo sharing in their restaurants with appropriate marketing activities for that purpose. Originality/value This paper expands the state-of-the-art about the importance of user-generated content, focusing on the importance of photos from restaurants shared by consumers in online platforms.
Bruno Oliveira; Beatriz Casais. The importance of user-generated photos in restaurant selection. Journal of Hospitality and Tourism Technology 2019, 10, 2 -14.
AMA StyleBruno Oliveira, Beatriz Casais. The importance of user-generated photos in restaurant selection. Journal of Hospitality and Tourism Technology. 2019; 10 (1):2-14.
Chicago/Turabian StyleBruno Oliveira; Beatriz Casais. 2019. "The importance of user-generated photos in restaurant selection." Journal of Hospitality and Tourism Technology 10, no. 1: 2-14.