ICIEMC Proceedings
type: channel
publisher: UA Editora - Universidade de Aveiro
language: en
publication name: ICIEMC Proceedings
issn: 2184-9102
items: From Greenwashing to Green Trust
items: Between Emotion and Rejection
items: O comboio da evolução e as pequenas lutas empreendedoras pelo sucesso
items: Estratégias de internacionalização numa PME exportadora
items: LGBTIQ-friendliness in Tourism: The Role of Organizational and Corporate Identity Alignment
items: Academic competitions and business plans
items: Do we buy because we decided to or because the algorithm told us to?
items: Strategic Value of Blockchain-Enabled Traceability in Low-Carbon Aluminium
items: Higher Education Students and PBL Methodology
items: Socially Responsible Marketing and Competitive Management in the construction sector
items: Marketing of Tourist Destinations through International Volunteering
items: The influence of artificial intelligence on consumer behaviour
items: Reset ou Game Over?
items: Inteligência Artificial - contributo para os ESG
items: A [in]satisfação com o ensino do marketing e um caso de estudo da Delta Cafés
items: O impacto do Fear of Missing Out no comportamento do consumidor
items: A Influência do Bookstagram no Comportamento do Consumidor Literário
items: Ozempic nas Redes Sociais
items: Impulsionadores e motivações dos Millennials para o turismo de aventura
items: The Art of Storytelling
items: From products to platforms
items: Intrapreneurship as competitive engine of SME marketing
items: Melhoria da qualidade nas demonstrações financeiras numa empresa de contabilidade
items: Digital Communication in Civil Engineering SMEs from Ílhavo Region
items: Personalização e Descoberta Musical Mediadas por Inteligência Artificial
items: The Role of In-Store Communication and Events in the Retail Brand Experience
items: Analysis of Performance Indicators in International Companies
items: Meritocracy in Higher Education in Portugal
items: Understanding AI's Role in Shaping Consumer Choices
items: Nepotism and Legacy Preference in Portuguese Family Businesses

From Greenwashing to Green Trust
type: item
description: As sustainability gains relevance in consumer decision-making, brands increasingly adopt environmental narratives to engage conscious audiences. However, the prevalence of greenwashing, misleading or exaggerated claims about environmental practices, has raised concerns about credibility, particularly in the fashion industry. This study aims to explore how marketing strategies can foster trust in sustainable brand communication. A structured literature review (SLR) was conducted using the Web of Science (WoS) database, resulting in the selection and analysis of 15 peer-reviewed articles. These were categorized into three thematic clusters: perceptions of authentic sustainability, sustainable authenticity in luxury branding, and ethics and consumer engagement. Findings reveal that trust is not built solely through sustainability claims, but through consistent, transparent, and ethically grounded communication. Younger consumers, especially, display high sensitivity to inconsistencies between brand discourse and action. The study proposes an integrative framework that positions ethics and consumer engagement as central mediators in the construction of green trust. This framework highlights the need for brands to move from performative declarations to participatory and value-driven narratives, in which consumers co-create meaning and legitimacy. The research contributes to current literature by synthesizing diverse perspectives on sustainable branding and offering strategic guidelines to help brands distinguish themselves from greenwashing practices and build enduring trust.
subject: Articles
  topic: section
subject: Greenwashing
  topic: keywords
subject: Sustainability
  topic: keywords
subject: Consumer trust
  topic: keywords
subject: Ethical communication
  topic: keywords
subject: Fashion marketing
  topic: keywords
creator: Luzia Arantes
creator: Bruno Sousa
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39944

Between Emotion and Rejection
type: item
description: The growing saturation of the advertising environment is driving brands to adopt provocative strategies to capture audience attention. Although the use of controversial themes is effective in increasing awareness, it entails high reputational risks. This study analyses, through a literature review, the impact of controversial campaigns on consumers’ emotional reactions and ideological perceptions. The findings show that controversy can intensify emotional bonding or trigger profound rejection, depending on the alignment between brand values and those of its audiences. Moreover, the strategic management of controversy, grounded in authenticity and communicational coherence, is essential to transform risks into opportunities for differentiation and to build loyal brand communities.
subject: Articles
  topic: section
subject: controversial marketing
  topic: keywords
subject: consumer perception
  topic: keywords
subject: ideological alignment
  topic: keywords
subject: brand reputation
  topic: keywords
creator: Beatriz Batista Carvalho
creator: Jaqueline Marina dos Santos Simões
creator: Marcelo Bernardo Sousa Silva
creator: Miguel Cachulo Pereira
creator: Sara Santos
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39983

O comboio da evolução e as pequenas lutas empreendedoras pelo sucesso
type: item
description: Since innovation is the fuel for adapting to reality, this study focused on interpreting recent articles related to upskilling, reskilling, and artificial intelligence, as well as on the entrepreneurial experiences of the three members of the group, in the sense that they sought out change proactively. To do this, we started with a quick review of scientific articles published this year to outline the positive and negative impacts on the job market. A qualitative methodology was used, employing autoethnography and Intuitive Field Research (IFRes). The results showed that, regardless of the academic background of the group members and in the context of their extensive work experience, training can indeed play a very important role in personal and individual development. It takes courage to change and luck to be in the right place... Hard work, luck and a good attitude are a recipe for success. The study's conclusions include: 1) life is a succession of stages; 2) don't be afraid to change; 3) stay with a company that invests in you; 4) training that produces results and helps us evolve is a privilege; 5) the best training can come unexpectedly from attending regular meetings with an expert; 6) being able to choose our own training requires responsibility, vision and an entrepreneurial attitude; 7) we can stand out and become a reference in the field if we believe in ourselves and strive for success. In short, we believe that training is fundamental and necessary for people's lives.
subject: Articles
  topic: section
subject: vision
  topic: keywords
subject: training
  topic: keywords
subject: belief
  topic: keywords
subject: evolution
  topic: keywords
subject: success
  topic: keywords
subject: entrepreneurial attitude
  topic: keywords
creator: Romina Cardoso
creator: Mário João Oliveira
creator: Raquel Mateus
creator: Manuel Luís Au-Yong-Oliveira
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40124

Estratégias de internacionalização numa PME exportadora
type: item
description: Internationalization has become a central pillar in the growth and differentiation strategies of Portuguese Small and Medium Enterprises (SMEs), particularly when operating in limited and highly competitive domestic markets. This case study examines the internationalization process of Costa Verde Porcelanas, an SME in the ceramic sector with a strong export orientation and a consolidated presence in over 50 countries. Using a qualitative methodology based on primary data (a semi-structured interview) and secondary data (document analysis), the study identifies the motivations that led to the company’s international expansion, the entry modes adopted, and the international marketing strategies applied. The analysis is framed within Network Theory and emphasizes the role of strategic partnerships and sustained commercial relationships as key drivers of the brand’s international presence. In its global activity, Costa Verde (CV) has demonstrated a high level of adaptability to diverse sociocultural and economic contexts by establishing a flexible organizational structure and implementing a marketing mix tailored to the specificities of each market. The findings reveal a sustained internationalization path, characterized by a strong focus on commercial relationships, continuous investment in quality as a differentiating factor, and a strategic orientation towards demanding professional market segments. Despite the rigor in data collection and analysis, this qualitative study presents limitations inherent to its interpretative nature, particularly regarding the generalizability of results. Nevertheless, the analysis of the Costa Verde case offers valuable practical insights into the internationalization processes of industrial SMEs and serves as a useful reference for companies with similar strategies.
subject: Articles
  topic: section
subject: Internationalization
  topic: keywords
subject: SMEs
  topic: keywords
subject: International Marketing
  topic: keywords
subject: Network Theory
  topic: keywords
subject: Entry Modes
  topic: keywords
subject: Adaptive Strategies
  topic: keywords
creator: Hugo Filipe Facão
creator: Telma Silva
creator: Cláudia Pires Ribau
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40157

LGBTIQ-friendliness in Tourism: The Role of Organizational and Corporate Identity Alignment
type: item
description: While literature emphasizes the importance of aligning corporate identity (i.e., market positioning and employees' attitudes in service) with its organizational identity (i.e., internal values, policies and practices) to ensure authenticity (Cornelissen et al., 2007; Foroudi et al., 2024; Tuten, 2006), a gap remains in understanding how these dimensions interact, particularly in the context of an LGBTIQ-friendly identity in tourism. This study explores the relationship between organizational and corporate LGBTIQ-friendly identity from an organizational-level perspective. The findings support key aspects of the proposed model, showing that a supportive work climate of diversity and inclusion (D&I) directly influences inclusive service attitudes. However, while market positioning on D&I reinforces the adoption of inclusive attitudes in service provision, it does not influence the internal D&I-supportive climate. The model was tested using covariance-based structural equation modeling (CE-SEM), based on survey data from 579 tourist firms in Portugal and Spain. The study highlights the vital role of employees in shaping a corporate LGBTIQ-friendly identity and underscores the importance of cultivating an inclusive and equitable workplace to enhance employee well-being and commitment to D&I principles.
subject: Articles
  topic: section
subject: LGBTIQ-friendly; corporate identity; organizational identity; tourism.
  topic: keywords
creator: Sónia Patrícia De Sousa e Silva
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39872

Academic competitions and business plans
type: item
description: The business plan has become a key tool in entrepreneurship education, serving both pedagogical and assessment purposes. In academic settings, business plan competitions play a relevant role by fostering the simulation and validation of student projects. This article analyses their evolution, focusing on changes in plan structure, evaluation criteria, and participant profiles. The study is based on an integrative literature review grounded in authors from the fields of management and business education. The findings indicate increasing standardisation of business plan formats and the rise of more agile, practice-oriented models. Although still relevant, business plans in academic contexts are now being used within more flexible and experiential approaches to teaching entrepreneurship.
subject: Articles
  topic: section
subject: business plan
  topic: keywords
subject: academic competitions
  topic: keywords
subject: entrepreneurship
  topic: keywords
subject: higher education
  topic: keywords
subject: innovation
  topic: keywords
creator: Fernanda de Matos Coimbra
creator: Claúdia Ribau
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39980

Do we buy because we decided to or because the algorithm told us to?
type: item
description: Artificial intelligence (AI) shapes the daily decisions of consumers. As their presence becomes more pervasive, so too do concerns about how ethically and transparently these systems operate. This study explores how consumers perceive AI regulation and ethics, and how these perceptions influence their concerns about privacy and security, expectations regarding sustainability, and the quality of their overall experience. Factors that, together, shape their purchasing decisions. Grounded in a quantitative approach, the research draws on data from 139 respondents and applies structural equation modelling to examine the relationships between key constructs. The results paint a clear picture: perceptions of ethical and well-regulated AI significantly heighten awareness of privacy issues and foster more favourable views on sustainability and efficiency. These perceptions also contribute, though more moderately, to a more fluid and trusting consumer experience. Interestingly, it is this experience that appears to strengthen the belief in AI’s potential to drive more sustainable consumption. However, the data also reveals a notable tension: despite acknowledging the benefits of AI, many consumers continue to favour human interaction when it comes to making purchasing decisions. This ambivalence highlights the complexity of trust in AI systems and points to the need for brands and developers to go beyond technical functionality, designing AI interactions that are not only efficient but also ethically transparent and aligned with shared values. Ultimately, the study contributes to broader discussions on responsible innovation and supports the advancement of the United Nations' SDG 9 and SDG 12.
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: Ethics
  topic: keywords
subject: Regulation
  topic: keywords
subject: Consumer Trust
  topic: keywords
subject: Sustainable Consumption
  topic: keywords
creator: Luzia Arantes
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39935

Strategic Value of Blockchain-Enabled Traceability in Low-Carbon Aluminium
type: item
description: The accelerating convergence of regulatory innovation, exemplified by the European Union’s Digital Product Passport (DPP) and Carbon Border Adjustment Mechanism (CBAM), is fundamentally reshaping procurement dynamics within Europe’s industrial value chains. In this evolving landscape, traceability systems that enable verifiable transparency concerning material origin and carbon footprint are emerging as critical enablers of compliance and competitive differentiation. Yet whether blockchain-enabled traceability generates measurable economic value in business-to-business (B2B) markets remains empirically underexplored. Addressing this gap, the present study applies a simulation-based case analysis centred on Mikraltek, a Portuguese SME specialising in high-precision aluminium. A convergent mixed-methods approach was employed: an engineering simulation of a blockchain prototype estimated implementation costs (€0.08/kg), while a discrete choice experiment (DCE) with 60 simulated procurement professionals evaluated willingness to pay (WTP) for differentiated traceability levels. Mixed logit modelling revealed an average WTP of €0.92/kg, rising to €1.20/kg among ESG-oriented buyers, thus supporting the strategic relevance of verified transparency. A return-on-investment (ROI) simulation projected an internal rate of return of 218% over three years, with break-even achieved by month 13. Conceptually, the findings advance the resource-based view (RBV) through the proposed VRIOS² framework (Value, Rarity, Inimitability, Organisation, Sustainability, Servitizability), highlighting blockchain-enabled traceability as a potential sustainable source of competitive advantage for SMEs navigating increasingly transparency-driven industrial markets.
subject: Articles
  topic: section
subject: Blockchain traceability;
  topic: keywords
subject: Carbon Border Adjustment Mechanism
  topic: keywords
subject: Discrete choice experiment;
  topic: keywords
subject: Resource-Based View
  topic: keywords
subject: High-precision aluminium
  topic: keywords
creator: João Carlos Dos Santos
creator: José Pinto Reis
creator: Pedro Sá
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39953

Higher Education Students and PBL Methodology
type: item
description: Project-Based Learning (PBL) is a teaching approach centred on research and the resolution of complex, real-life problems through the design and execution of practical projects. In higher education, it stimulates independent thinking and problem-solving skills, promoting more meaningful learning. This study aimed to evaluate the effectiveness of PBL among higher education students using an instrument developed by Chang et al. (2018). It was an exploratory study that sought to identify patterns in the relationships between the involved variables. The results revealed positive and significant correlations between all the dimensions of PBL effectiveness, emphasising the strong association between motivation and the quality of the final product. This reinforces the potential of PBL in developing transversal competencies in higher education. Based on these results, the adoption of the PBL methodology over traditional methods is considered pertinent, since it responds more effectively to society's demands for the holistic development of students.
subject: Articles
  topic: section
subject: Project-Based Learning; Effectiveness of PBL; Pearson Correlations; Design Project; Skills Development
  topic: keywords
subject: project-based learning
  topic: keywords
subject: effectiveness of PBL
  topic: keywords
subject: Pearson correlations
  topic: keywords
subject: design project
  topic: keywords
subject: skills development
  topic: keywords
creator: Liliana Vitorino
creator: Raquel Antunes
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39938

Socially Responsible Marketing and Competitive Management in the construction sector
type: item
description: In recent years, socially responsible marketing has taken on a decisive role in the business context of various sectors of activity. In particular, socially responsible marketing seems to play a decisive role in the decision-making process of consumers, and has even become an inherent factor in business competitiveness. Therefore, the construction sector (in Portugal), and being a sector with competitive rivalry, brings together examples of socially responsible trends. From an exploratory perspective, this study aims to provide preliminary insights into the role that socially responsible marketing can play in business competitiveness. At the end, the study's limitations will be presented and lines of future research will be outlined.
subject: Articles
  topic: section
subject: competitiveness
  topic: keywords
subject: construction
  topic: keywords
subject: innovation
  topic: keywords
subject: socially responsible marketing
  topic: keywords
creator: Lurdes Odete Pires Figueiredo Marques Setas
creator: Bruno Sousa
creator: Alexandra Malheiro
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39914

Marketing of Tourist Destinations through International Volunteering
type: item
description: International volunteering has emerged as a differentiating factor in the promotion and positioning of tourist destinations. This study aims to analyse how volunteering can be incorporated into destination marketing strategies, exploring its impact on the perception of the destination's image and its attractiveness to different traveller segments. The objective of this research is to understand how volunteering experiences can be utilised to reinforce the identity and authenticity of a destination, leveraging values such as sustainability, social responsibility, and community engagement. Additionally, the study examines the role of social media and influencers in disseminating positive narratives about volunteer tourism, influencing the travel decisions of potential volunteers and tourists. The methodology will include a systematic literature review and case studies of destinations that use volunteering as a marketing strategy. Furthermore, the perceptions of volunteers and destination managers will be explored through qualitative analysis. The expected results aim to demonstrate the relevance of international volunteering in differentiating tourist destinations, as well as provide recommendations for its integration into tourism marketing campaigns. This research will contribute to the understanding of the intersections between tourism, marketing, and social impact, promoting innovative approaches to the growth and development of sustainable tourist destinations.
subject: Articles
  topic: section
subject: International Volunteering, Destination Marketing, Sustainable Tourism, Social Media, Digital Influencers.
  topic: keywords
subject: International Volunteering
  topic: keywords
subject: Destination Marketing
  topic: keywords
subject: Sustainable Tourism
  topic: keywords
subject: Social Media
  topic: keywords
subject: Digital Influencers
  topic: keywords
creator: Ricardo Pacheco Coutinho
creator: Bruno Barbosa Sousa
creator: José Antonio Fraiz
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39926

The influence of artificial intelligence on consumer behaviour
type: item
description: The rapid advancement of artificial intelligence (AI) technologies has significantly impacted the relationship between consumers and brands, transforming the market and the marketing strategies adopted by brands. This literature review explores the influence of AI on consumer behavior, focusing on decision-making processes, purchasing behavior, and brand loyalty. The findings reveal that AI simplifies consumers' decision-making by providing personalized recommendations and enabling autonomous decision-making processes, which reduce effort and time spent on purchases. Moreover, AI enhances consumer engagement on social media platforms, leading to increased customer satisfaction and purchase intention. However, the implementation of AI raises ethical concerns, emphasizing the need for fair and transparent algorithmic decisions that respect consumers' moral standards. The perceived humanity of AI interfaces plays a crucial role in fostering strong consumer-brand connections and loyalty. Chatbots and voice assistants, in particular, have been shown to influence brand loyalty due to their features, including availability, ease of use, and personalization. The quality of service recovery, conversation quality, and core service satisfaction offered by AI chatbots also contribute to consumer satisfaction and loyalty. This review highlights the transformative impact of AI on consumer-brand interactions and provides valuable insights for marketing professionals aiming to integrate AI into their strategies effectively, while also addressing ethical considerations.
subject: Articles
  topic: section
subject: consumer behaviour
  topic: keywords
subject: artificial intelligence
  topic: keywords
subject: decision-making
  topic: keywords
subject: purchasing patterns
  topic: keywords
subject: brand loyalty
  topic: keywords
creator: João Lugatte
creator: Suzanne Amaro
creator: Paula Pinheiro
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40172

Reset ou Game Over?
type: item
description: This study examines the role of upskilling and reskilling strategies in preparing generation Z for Industry 5.0 within the CUF hospital network. Generation Z (having engaged with technology from an early age) experiences a tension between expanding digital competencies and enduring humanistic values. Accordingly, our aim was to assess clinical staff perceptions of the need for continuous training and the barriers to adopting technological innovations. We employed a mixed‑methods design, combining an online survey of 38 healthcare professionals, with reliability confirmed by a Cronbach’s alpha of 0.76, and five semi‑structured interviews exploring participants’ motivations and perceived obstacles. Findings reveal that 55.3 % of respondents perceive genuine efficiency gains from new technologies versus legacy systems, yet 68.4 % report difficulties during integration processes. Furthermore, 89.5 % acknowledge a need for ongoing training—especially in diagnostic and digital treatment technologies—expressing a clear preference for hybrid learning formats. A Fisher's exact test indicates significant generational differences in training‑need perceptions. We conclude that generation Z is keen to develop professionally, although its advancement hinges on flexible, short‑duration training programs aligned with its dynamic learning styles. Cultivating an integrated, human‑centered training culture in CUF hospitals should therefore be a strategic priority to ensure that Industry 5.0 genuinely enhances patient care while valuing healthcare professionals.
subject: Articles
  topic: section
subject: Upskilling
  topic: keywords
subject: Reskilling
  topic: keywords
subject: Industry 5.0
  topic: keywords
subject: Generation Z
  topic: keywords
subject: Hospitals CUF
  topic: keywords
creator: Gustavo de Oliveira Rosado Henriques Matias
creator: Catarina da Rocha Silva
creator: Jéssica da Silva Matias
creator: Lucas Monteiro Gomes
creator: Manuel Luís Au-Yong-Oliveira
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40127

Inteligência Artificial - contributo para os ESG
type: item
description: Our study analyzes the integration of Artificial Intelligence (AI) as a contribution to ESG (Environmental, Social and Governance) practices. Through qualitative and exploratory research, based on interviews and field analysis, followed by data and content analysis, we focused on the case study of RAR Açúcar, a benchmark company in the portuguese agri-food sector. From the information gathered and analysed, we can conclude some problems and possible solutions, including: (1) Optimizing supply chain traceability using AI and blockchain; (2) Implementing an artificial intelligence system focused on two critical dimensions of supplier management, to guarantee social responsibility practices in the supply chain and optimize the procurement process; (3) Adapting and eventually implementing the SATO platform in RAR Açúcar's industrial environment, in order to improve the energy efficiency of industrial facilities. Although the company is still at an embryonic stage of technological transformation, it demonstrates an openness to innovation and a commitment to 2 sustainability. Our study aims to reveal the potential of AI to support more sustainable, efficient and ethical business practices. Future research in different sectors will be necessary to validate and deepen the conclusions.
subject: Articles
  topic: section
subject: ESG
  topic: keywords
subject: Artificial Intelligence
  topic: keywords
subject: Optimization
  topic: keywords
subject: Energy efficiency
  topic: keywords
subject: RAR Açúcar
  topic: keywords
creator: Beatriz Germano Henriques
creator: Beatriz Rodrigues Matos
creator: Letícia Afonso Lourenço
creator: Manuel Luís Au-Yong-Oliveira
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40169

A [in]satisfação com o ensino do marketing e um caso de estudo da Delta Cafés
type: item
description: The main objective of this study was to understand the impact of growing technological evolution on upskilling and reskilling programmes in the field of marketing. Delta Cafés was also studied. We identified the most relevant points about upskilling and reskilling programmes, taking into account the profile of marketing professionals. After the theoretical study, we developed a questionnaire. The convenience sample, obtained through social media, consisted of 110 respondents, all of whom are enrolled in higher education and are taking courses related to marketing. The data was analysed quantitatively and qualitatively based on the narrative responses. The main objective of the questionnaire is to understand the perception of students attending higher education and studying marketing-related courses on upskilling and reskilling programmes, given the current technological context. A certain dissatisfaction was noted with the teaching of marketing in higher education. In addition, a targeted interview was conducted with the head of innovation and former marketing director of the Delta-Cafés brand (Pedro Assude). Delta Cafés is gradually adapting to the new market demands arising from the digital transformation we are experiencing. This is particularly true with regard to AI. We are increasingly aware of the need for prior preparation for the effective changes that, in a specific context, could become a competitive advantage for any company. We have also seen a growing need for creativity in shaping upskilling and reskilling programmes, taking into account different variables.
subject: Articles
  topic: section
subject: Technological Evolution
  topic: keywords
subject: Artificial Intelligence
  topic: keywords
subject: Longlife Learning
  topic: keywords
creator: Romeu Simões Costa
creator: Pedro Tavares Santos
creator: João Felipe Santos Almeida
creator: Inês Moreira Bastos
creator: Manuel Luís Au-Yong-Oliveira
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40133

O impacto do Fear of Missing Out no comportamento do consumidor
type: item
description: Fear of Missing Out (FOMO) is a phenomenon with increasing impact in the current digital era, especially due to the widespread use of social media, where people can view, almost in real time, what others are doing and experiencing. This literature review highlights how FOMO can influence consumers’ purchase decisions, potentially leading to compulsive buying behaviours and states of anxiety that compromise individuals’ emotional well-being. Additionally, it explores key aspects for marketing strategies based on generating FOMO in consumers and increasing their purchase intention. The literature review also identified relevant gaps and presents suggestions for future research, particularly regarding the impact of FOMO across different business sectors and the implementation of more sustainable consumption practices.
subject: Articles
  topic: section
subject: Comportamento do Consumidor
  topic: keywords
subject: FOMO
  topic: keywords
subject: Redes Sociais
  topic: keywords
subject: Marketing Digital
  topic: keywords
creator: Cátia Cabral
creator: Paula Pinheiro
creator: Suzanne Amaro
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40208

A Influência do Bookstagram no Comportamento do Consumidor Literário
type: item
description: In the context of increasing digitalization and intensive use of social media, reading habits and literary consumption have undergone significant changes. Instagram, in particular, has given rise to virtual communities such as Bookstagram, where readers and content creators share book recommendations and reading experiences with thousands of followers. This article examines the impact of Bookstagram on consumer behavior. It also addresses the mechanisms of influence used by bookstagrammers, the role of publishing houses, and the digital marketing strategies adopted. Although there is no conclusive empirical evidence linking Bookstagram directly to increased sales, available data suggest a growing appreciation for reading among younger audiences. The study concludes with suggestions for future research that could further explore the effectiveness of this community as a tool for literary marketing.
subject: Articles
  topic: section
creator: Rita Pardão
creator: Suzanne Amaro
creator: Paula Pinheiro
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40217

Ozempic nas Redes Sociais
type: item
description: This article reviews the literature on the influence of digital platforms on consumer behavior regarding the off-label use of Ozempic — a medication approved for the treatment of type 2 diabetes, but widely used for aesthetic weight loss purposes. The analysis highlights the central role of social media in spreading content that promotes this unauthorized use, contributing to increased demand, shortages of the drug for diabetic patients, and potential public health risks. Regulatory and educational measures are also discussed, aiming to curb inappropriate use and combat misinformation in the digital environment.
subject: Articles
  topic: section
subject: Ozempic
  topic: keywords
subject: redes sociais
  topic: keywords
subject: uso off-label
  topic: keywords
subject: pressão estética
  topic: keywords
subject: comportamento do consumidor
  topic: keywords
creator: Gabriela Ramos
creator: Suzanne Amaro
creator: Paula Pinheiro
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40231

Impulsionadores e motivações dos Millennials para o turismo de aventura
type: item
description: Purpose: This paper aims to study the consumer behavior of Millennials in relation to tourism in general and to adventure tourism in particular. Methodology: a quantitative methodology with resource to questionnaire was used, in which 194 respondents between 18 and 38 years old were asked about their adventure tourism practices and subsequent data analysis using the statistical software IBM SPSS Statistics 25. Results: The results show that individuals who do more tourism tend to do more adventure tourism and that those who do more adventure tourism usually tend to prefer more challenging activities. In addition, the main motivations of Millennials for adventure tourism are focused on engaging in thrilling activities, adrenaline rush, and being in the forest environment. Originality: This article is relevant, given that there are no in-depth studies on this tourist aspect in Portugal, namely focused on the motivations of Millennials. In this way, it is intended that this investigation enriches scientific knowledge by decoding the motivations of a specific age group for an equally specific tourism niche.
subject: Articles
  topic: section
subject: Comportamento do Consumidor
  topic: keywords
subject: Millennials
  topic: keywords
subject: Motivações push e pull
  topic: keywords
subject: Turismo de Aventura
  topic: keywords
creator: Sandra Filipe
creator: Anabela Rocha
creator: Bruno Santos
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40223

The Art of Storytelling
type: item
description: In recent years, the telecommunications sector in Portugal has experienced increasing competition and consumer demand for more personalised and affordable services. In response, major brands have adopted emotionally engaging and immersive storytelling in their digital advertising strategies, particularly during seasonal campaigns. This study explores how storytelling in audiovisual campaigns can influence consumer engagement and evoke positive emotions. Through a literature review and qualitative analysis of two video campaigns by Vodafone and NOS, this paper examines the role of narrative structures and emotional appeal in shaping brand perception. The campaigns on YouTube were analysed in terms of narrative content, emotional tone, and audience engagement. Vodafone’s campaign, focusing on disconnection from technology to foster family bonds, achieved strong viewer interaction and empathy through relatable themes and nostalgic visuals. NOS’s campaign centred on traditional Portuguese values and the emotional power of a holiday message, resonating with audiences through music, familial imagery, and themes of longing. Both campaigns highlighted the strategic use of storytelling to humanise brands and deepen emotional connections with consumers. Despite growing academic interest, literature on narrative advertising in the digital environment, specifically within the telecommunications sector, remains limited. This study contributes to bridging this gap, providing insight into how storytelling can be an effective branding tool in a saturated and competitive market.
subject: Articles
  topic: section
creator: Edgar Oliveira Amorim
creator: Sara Santos
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39902

From products to platforms
type: item
description: This study critically examines the strategic feasibility of repositioning a conventional appliance manufacturer, such as Flama, as an Appliance-as-a-Service (AaaS) provider, within the broader frameworks of sustainability, digital transformation, and the circular economy. Employing a qualitative case study methodology, the analysis is grounded in internal strategic documentation and structured through conceptual lenses including the Resource-Based View (RBV), VRIO analysis, Dynamic Capabilities Theory, and strategic planning tools such as the Ansoff Matrix and SWOT. Complementary instruments for Environmental, Social, and Governance (ESG) alignment are also incorporated to assess value creation through sustainability. The findings indicate that the AaaS model—while context-sensitive—facilitates more stable revenue streams, enhances customer lifetime value, and enables the strategic deployment of Internet of Things (IoT) technologies and predictive analytics to increase operational agility. Circularity is not merely a theoretical principle but is operationalised through practices such as refurbishment cycles, reverse logistics, and lifecycle carbon tracking. Moreover, ESG-integrated key performance indicators (KPIs) strengthen governance structures by embedding accountability throughout organisational layers. The study concludes that AaaS signifies a fundamental shift from product-centric models to regenerative, service-oriented ecosystems. Although such a transition presents structural and behavioural challenges, it offers a credible and strategically sound pathway for industrial renewal within the evolving post-linear economy.
subject: Articles
  topic: section
subject: Appliance-as-a-Service
  topic: keywords
subject: Circular Economy
  topic: keywords
subject: Sustainability
  topic: keywords
subject: Digital Transformation
  topic: keywords
subject: Business Model Innovation
  topic: keywords
creator: João Carlos Dos Santos
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39920

Intrapreneurship as competitive engine of SME marketing
type: item
description: This article proposes an integrative theoretical review on the potential of intrapreneurship as a strategic driver of marketing competitiveness in Small and Medium-sized Enterprises (SMEs). Based on a literature review, it identifies a persistent gap in the articulation between intrapreneurial behaviours and marketing practices within smaller organisational contexts. As an original contribution, the article introduces the Intrapreneurial Marketing Enhancement Model for SMEs, which structures three interconnected mechanisms — customer-oriented innovation, organisational agility, and enhanced relational value — as pathways to translate intrapreneurship into competitive advantage. The article offers relevant theoretical and practical implications
subject: Articles
  topic: section
subject: Intrapreneurship
  topic: keywords
subject: SME marketing
  topic: keywords
subject: organisational innovation
  topic: keywords
subject: strategic agility
  topic: keywords
subject: business competitiveness
  topic: keywords
creator: Cláudia Ribau
creator: João Carlos Santos
creator: Isabel Martins
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-23
publication date: 2025-06-23
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.39941

Melhoria da qualidade nas demonstrações financeiras numa empresa de contabilidade
type: item
description: Analysing the quality of income statements in an accounting firm is often a laborious and error-prone task, undermining the reliability of the financial information provided to business clients. To tackle this issue, a diagnostic assessment of internal processes and market practices was carried out, leading to the development of an application model tailored to the firm’s operational context. The solution was designed using real accounting data, applying financial ratios as objective quality indicators and benchmarking against sector best practices. At the core of the model is an algorithm capable of automatically assessing the quality of income statements, aiming to reduce errors, improve consistency, and accelerate the review process. The model was tested with actual client data, and its application proved effective in detecting material inaccuracies and inconsistencies that would otherwise go unnoticed. It also supported a more standardised and transparent validation process, reinforcing the quality assurance mechanisms within the firm. Given the positive results, a phased implementation is recommended, ensuring seamless integration into existing workflows. Continuous monitoring and evaluation of its impact are essential to promote iterative refinement and long-term sustainability of the solution. This initiative not only strengthens the reliability of financial reporting but also contributes to operational efficiency and reinforces the firm’s positioning as a technology-driven accounting service provider.
subject: Articles
  topic: section
subject: Automação; Contabilidade; Demonstração de Resultados; Qualidade da informação financeira; RPA;
  topic: keywords
creator: Nuno Manuel Castilho dos Reis
creator: Irina Saur-Amaral
creator: Ciro Martins
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-24
publication date: 2025-06-24
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40369

Digital Communication in Civil Engineering SMEs from Ílhavo Region
type: item
description: In a context of increasing digitalisation, small and medium-sized enterprises (SMEs) face major challenges in adopting digital communication strategies, particularly in more traditional sectors such as construction. This research article explores the digital presence of construction SMEs in the Ílhavo region, aiming to identify their digital maturity level and opportunities for improving their online communication. Through the analysis of 99 active companies identified via ORBIS and RACIUS databases, a qualitative assessment of their presence on social media and use of digital platforms was conducted. The results indicate that, although some companies show basic digital initiatives, there is a clear gap in the professionalisation of digital communication, with a widespread lack of consistent and updated strategies. The analysis also reveals behavioural patterns suggesting resistance to change or lack of awareness of social media’s potential. The conclusions reinforce the need to promote digital literacy in the sector and present recommendations to improve communication strategies in construction SMEs, aiming to enhance competitiveness and market positioning.
subject: Articles
  topic: section
subject: SME
  topic: keywords
subject: Digital Communication
  topic: keywords
subject: Construction Sector
  topic: keywords
subject: Digital Marketing
  topic: keywords
creator: Susana Aires
creator: Cláudia Ribau
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-25
publication date: 2025-06-25
starting page: TBD
ending page: TBD
doi: 10.34624/iciemc.v0i6.40384

Personalização e Descoberta Musical Mediadas por Inteligência Artificial
type: item
description: This literature review explores the role that artificial intelligence (AI) plays in the personalization and discovery of content within the Spotify platform, as well as the impact that its use has on musical culture in general. It analyses how the use of AI algorithms enables the delivery of personalized experiences, such as algorithmically generated playlists, through the analysis of user data. This review highlights the benefits in the discovery of new content and the challenges associated with personalization, such as ethical, cultural and economic issues, including content diversification, privacy concerns, and the impact on the economic sustainability of artists. It also explores how Spotify balances the use of this technological innovation with curation, or human input, in order to mitigate the implications associated with the use of AI.
subject: Articles
  topic: section
subject: Spotify
  topic: keywords
subject: Inteligência Artificial
  topic: keywords
subject: Personalização
  topic: keywords
subject: Descoberta Musical
  topic: keywords
subject: Streaming Musical
  topic: keywords
creator: Hélio Santos
creator: Paula Pinheiro
creator: Suzanne Amaro
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-06-22
publication date: 2025-06-22
starting page: TBD
ending page: TBD

The Role of In-Store Communication and Events in the Retail Brand Experience
type: item
description: One factor that enhances brand experience is the retail experience lived in the store context (Jahn et al., 2018). The in-store shopping experience refers to the emotional situation in which customers make purchases, significantly impacting cognitive, aesthetic, physical, sensory, and emotional levels (Bonfanti et al., 2020). Using a case study methodology focused on FNAC—specifically the store located in Gaia Shopping—this study analyses and discusses strategies that may contribute to improving the customer experience in-store and with the brand itself. More specifically, the objectives of this study include: (1) understanding the journey and dimensions of customer experience in a retail context; (2) understanding the functioning and importance of the Communication Department in a retail environment with direct consumer contact; (3) exploring the interdependent relationship between Headquarters and stores in terms of marketing and communication; (4) examining the role of the Communication Department at the store level in Integrated Marketing Communication; and (5) exploring the potential of events and point-of-sale communication in enhancing brand experience. The conclusions of this study are relevant and transferable to other companies in the retail sector, especially those that genuinely perceive the in-store customer experience as a source of competitive advantage.
subject: Articles
  topic: section
subject: Retail Brand Experience
  topic: keywords
subject: Events
  topic: keywords
subject: Integrated Communication
  topic: keywords
creator: Viviana Oliveira Correia
creator: Susana Marques
rights: Copyright (c) 2022 ICIEMC Proceedings
date: 2022-07-18
publication date: 2022-07-18
starting page: 22
ending page: 34
doi: 10.34624/iciemc.v0i2.39579

Analysis of Performance Indicators in International Companies
type: item
description: Assessing the performance of internationalized companies is essential to identify their success or failure in internationalization processes, especially in Small and Medium Enterprises (SMEs), as their resources (whether human, financial, or technological) are limited compared to multinational corporations. Therefore, evaluating investments becomes crucial to ensure that resources are being allocated correctly. Identifying the essential performance indicators for this assessment is one of the most complex processes due to the lack of consensus in the literature on this topic. The central purpose of this article is to identify and understand the various ways of measuring the performance of internationalized companies, with special attention to SMEs, contributing to the referencing and schematization of the most commonly used performance indicators in studies on companies' internationalization. Based on a review of the existing literature most relevant to this topic, the study conducted comprises essentially a descriptive and analytical approach and proposes an integrative table of all performance indicators found in the literature, reflecting on their evolution. This study clarifies the international marketing literature and facilitates managers in identifying various indicators for assessing internationalization performance and those that best fit their business reality. This work is limited to identifying performance indicators without associating them with entry modes or stages of internationalization processes.
subject: Articles
  topic: section
subject: international marketing
  topic: keywords
subject: internationalization
  topic: keywords
subject: key performance indicators
  topic: keywords
subject: PME
  topic: keywords
subject: export performance
  topic: keywords
creator: Cláudia Ribau
creator: António Moreira
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-03-25
publication date: 2025-03-25
starting page: 139
ending page: 153
doi: 10.34624/iciemc.v0i5.36982

Meritocracy in Higher Education in Portugal
type: item
description: This study aims to analyze secondary and higher education students' understanding of meritocratic strategies, specifically merit scholarships awarded in Portuguese higher education. The aim is to understand their perception and how a more effective system can be achieved, by identifying possible improvements. The methodology adopted is based on surveys, which obtained 266 valid responses, and four interviews with scholarship holders from different Higher Education Institutions (HEIs). The nature of the study is exploratory and descriptive. The collection and processing of qualitative data allowed us to: understand the respondents' knowledge of the concept of merit scholarships; gather opinions on the relationship between the attribution of merit scholarships and the motivation to obtain better results; identify advantages and disadvantages. A quantitative analysis of the answers was also carried out, by using three Chi-square statistical tests and a Fisher test. The results demonstrate the relevance of meritocracy in higher education and financial support. The main benefits of the scholarship were identified as prestige and enrichment of the curriculum. The awareness of scholarships from the HEI itself and from the Directorate-General for Higher Education (DGES) is low, which may reveal deficiencies in publicizing this type of support and/or a lack of interest. Scholarship students gave greater importance to the existence of the scholarship when they applied for higher education. For future studies, we recommend analyzing larger samples and cross-referencing the results with socio-economic data.
subject: Articles
  topic: section
subject: Meritocracy;
  topic: keywords
subject: Merit Scholarships;
  topic: keywords
subject: Students;
  topic: keywords
subject: Higher Education.
  topic: keywords
creator: Ana Carolina Rodrigues Afonso
creator: Ana Raquel Gil Pereira
creator: Diogo Miguel Cabete Traqueia Bonifácio
creator: Joana Ribeiro Moreira
creator: Matilde Macedo
creator: Manuel Luís Au-Yong-Oliveira
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-03-25
publication date: 2025-03-25
starting page: 1
ending page: 15
doi: 10.34624/iciemc.v0i5.36847

Understanding AI's Role in Shaping Consumer Choices
type: item
description: The rapid evolution of artificial intelligence (AI) has substantially transformed marketing and the way consumers make decisions. This study investigates the impact of transparency and perceived control on the acceptance of personalized recommendations made by AI systems. The research was conducted with 81 participants through online questionnaires collected between March and April 2024. The structural model used analyzed the relationships between transparency, perceived control, perception of AI, and consumers' purchasing decisions. The results reveal that transparency and perceived control act as critical mediators in the relationship between the perception of AI and acceptance of personalized recommendations, influencing consumer trust as well as their concerns about privacy and ethics in the use of data. The findings highlight that clear communication about how AI operates and offers recommendations can increase the perception of transparency, giving consumers a deeper understanding of the processes involved. At the same time, giving users more control over personalized preferences can lead to greater engagement and trust in AI-generated recommendations. Thus, companies looking to deploy personalized recommendation systems should focus on developing strategies that emphasize transparency and offer significant control to the user. The findings indicate that such approaches can significantly contribute to increasing the acceptance of personalized recommendations while addressing ethical and privacy concerns in the use of data.
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: Transparency
  topic: keywords
subject: Perceived Control
  topic: keywords
subject: Digital Marketing
  topic: keywords
subject: Consumer Decision
  topic: keywords
creator: Luzia Arantes
rights: Copyright (c) 2025 ICIEMC Proceedings
date: 2025-03-25
publication date: 2025-03-25
starting page: 16
ending page: 26
doi: 10.34624/iciemc.v0i5.36700

Nepotism and Legacy Preference in Portuguese Family Businesses
type: item
description: Portugal is a country characterised by a strong culture of relationships, due to the central role that family plays in the identity of Portuguese culture. In the business context, as well as in government institutions, there is often evidence that the selection of certain people for a particular position is often related to personal networks. This article is dedicated to investigating the phenomena of nepotism and preference for legacy in family businesses, which account for around 70 per cent of companies in Portugal. The fine line between merit and favouritism is analysed and the influence that the scarcity of human resources has on changing the paradigm of practices that once dominated the Portuguese business landscape is highlighted. The results of the article are based on scientific research, as well as in-depth personal interviews with two employees of family businesses and a survey on the subject (31 respondents). An interesting finding in this study - 71 percent of respondents believe that it is more accessible to enter a Portuguese family business through social contacts than through merit.
subject: Articles
  topic: section
subject: nepotism; legacy; merit; family; business.
  topic: keywords
subject: nepotism
  topic: keywords
subject: legacy
  topic: keywords
subject: merit
  topic: keywords
subject: family
  topic: keywords
subject: business
  topic: keywords
creator: Clara Capote
creator: Cláudia Oliveira
creator: Lara Grilo
creator: Maria Esteves
creator: Manuel Luís Au-Yong-Oliveira
rights: Copyright (c)
date: 2025-03-25
publication date: 2025-03-25
starting page: 27
ending page: 42
doi: 10.34624/iciemc.v0i5.36865