The purpose of this article is to analyze the relationship between a brand’s trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of structural equations. The developed model consists of 22 variables, divided into three constructs: trust, loyalty and brand. The results show the importance of trust in the consumption decision, as well as loyalty, relationship and satisfaction. Trust and loyalty lead to brand relationship, which is why managers must pay special attention to the factors to be provided to their customers so that this triad can be verified. Commercial brands marketed to the public should consider inducing strong feelings towards the brand as an important step in promoting customer satisfaction and loyalty. A brand for which that the consumer develops strong feelings will facilitate and potentiate positive behaviors in the long term. However, some behavioral characteristics, attendance and leadership, are of lesser importance to the consumer. This research presents a limitation as to its application, as the respondents were only customers of one brand, Bemol.

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.

This research project aims to analyse the leadership and communication styles adopted by Angolan companies, particularly in Benguela province, and their impact on the results of these organisations. In Angola, and with the recent assimilation of the principles of market economy, the figure of the leader must abandon old management paradigms and integrate the modern principles of management of organisations into their functions, not only focusing on achieving the goals of the company but also on creating an environment conducive to the participation and involvement of employees, articulating strategies so that everyone grows in and with the organisation. Thus, the general objective of the research is to assess the managers’ perception of their leadership style (transformational, transactional, and laissez-faire) and its impact on the organisation’s performance. To this end, a quantitative study was carried out using a questionnaire, using, among other dimensions, the multifactorial leadership questionnaire (MLQ), distributed to a sample of 227 managers. Data were analysed using SPSS using descriptive statistics (frequencies, means, standard deviation) and inferential statistics (t-test, ANOVA, Tukey’s test). The results show that the leaders perceive their leadership styles as transformational and recognise that communication, motivation, and the reward system strongly impact the organisation’s performance.

This study aimed to understand the impact of digital culture on companies’ knowledge and constant commitment to digital transformation, as well as its impact on organizations as a whole. Secondly, it aimed to explore the impact of digital technology adoption on organizational performance and competitiveness. Finally, the study investigated the role of knowledge management during digital transformation. A quantitative study was developed using a descriptive design. A questionnaire was developed on pre-test was carried out withon 15 participants and since no doubts or difficulties were detected, it was made available on the internet between January and April 2022. A total of 291 questionnaires were collected and validated. Data were imported from Google Forms for analysis in SPSS, version 25.0, andSmartPLS^® 4.0 software. The questionnaire revealed good internal consistency (α = 0.922). Ten of the twelve hypotheses were confirmed, that is, the existence of positive and significant relationships between digital culture (DC) and knowledge of digital transformation (KDT); DC and adoption of digital technologies (ADT); DC and knowledge management (KM); commitment (C) and KDT; C and productivity (P); KDT and ADT; ADT and KM; ADT and P; ADT and C; and P and C. The results of regression analyses showed that the variables that contributed to the model (“competitiveness of organizations”) were productivity, the adoption of digital technologies, commitment to digital technologies, and knowledge management. The variables CD and KDT (Knowledge of digital transformation) presented lower and non-significant values.

This study investigates how digital transformation, digital culture, innovation capabilities, and organizational resilience influence organizational performance in the post-pandemic era. Grounded in Resilience Theory, the Dynamic Capabilities Framework, and Organizational Learning, this research analyzes how digital capabilities—such as innovation, digitalization, telework, and investment strategies—influence organizational performance. Data were collected through a structured online survey with 320 valid responses from decision-makers across various sectors. Using descriptive statistics, Pearson correlations, and multiple linear regression analysis, the results reveal that innovation, organizational resilience, and investment strategies are significant predictors of performance, together explaining over 52% of its variance. Interestingly, while digitalization correlates strongly with innovation and strategic adaptation, its direct effect on performance was not statistically significant in the regression model. These findings underscore the importance of an integrated approach to digital transformation and resilience-building strategies for navigating crises and fostering long-term performance. The study contributes to the literature on digitalization, crisis response, and strategic management, offering practical insights for managers and policymakers committed to strengthening organizational adaptability in the post-pandemic era.

The aim of this article is to assess the most relevant factors influencing customer trust in the Portuguese banking sector following the Global Financial Crisis. It also aims to evaluate the impact of trust on satisfaction and satisfaction on loyalty. To address the research objectives and the hypotheses posed, a quantitative study with a descriptive design was conducted. Data was collected through an online survey administered to a sample of bank clients residing in Portugal. The findings indicate that respondents generally trust Portuguese banking institutions, although this trust has been affected by the Global Financial Crisis. The bank’s reputation and financial performance were identified as critical factors in the respondents’ choice of bank. Additionally, the results suggest that both global and domestic financial conditions, bank reputation, client satisfaction, and overall trust significantly influence client loyalty to the bank. This study provides valuable insights into client behavior and perceptions of banks, emphasizing the importance of factors such as trust, client satisfaction, and bank reputation in shaping client loyalty.