ICIEMC Proceedings

Between Emotion and Rejection

Beatriz Batista Carvalho — 2025-06-22

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.

Inteligência Artificial - contributo para os ESG

Beatriz Germano Henriques — 2025-06-22

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.

O impacto do Fear of Missing Out no comportamento do consumidor

Cátia Cabral — 2025-06-22

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.

Intrapreneurship as competitive engine of SME marketing

Cláudia Ribau — 2025-06-23

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

The Art of Storytelling

Edgar Oliveira Amorim — 2025-06-22

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.

Academic competitions and business plans

Fernanda de Matos Coimbra — 2025-06-22

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.

Ozempic nas Redes Sociais

Gabriela Ramos — 2025-06-22

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.

Reset ou Game Over?

Gustavo de Oliveira Rosado Henriques Matias — 2025-06-22

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.

Personalização e Descoberta Musical Mediadas por Inteligência Artificial

Hélio Santos — 2025-06-22

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.

Estratégias de internacionalização numa PME exportadora

Hugo Filipe Facão — 2025-06-22

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.

From products to platforms

João Carlos Dos Santos — 2025-06-22

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.

Strategic Value of Blockchain-Enabled Traceability in Low-Carbon Aluminium

João Carlos Dos Santos — 2025-06-22

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.

The influence of artificial intelligence on consumer behaviour

João Lugatte — 2025-06-22

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.

Higher Education Students and PBL Methodology

Liliana Vitorino — 2025-06-22

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.

Socially Responsible Marketing and Competitive Management in the construction sector

Lurdes Odete Pires Figueiredo Marques Setas — 2025-06-22

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.

Do we buy because we decided to or because the algorithm told us to?

Luzia Arantes — 2025-06-22

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.

From Greenwashing to Green Trust

Luzia Arantes — 2025-06-22

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.

Melhoria da qualidade nas demonstrações financeiras numa empresa de contabilidade

Nuno Manuel Castilho dos Reis — 2025-06-24

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.

Marketing of Tourist Destinations through International Volunteering

Ricardo Pacheco Coutinho — 2025-06-22

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.

A Influência do Bookstagram no Comportamento do Consumidor Literário

Rita Pardão — 2025-06-22

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.

A [in]satisfação com o ensino do marketing e um caso de estudo da Delta Cafés

Romeu Simões Costa — 2025-06-22

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.

O comboio da evolução e as pequenas lutas empreendedoras pelo sucesso

Romina Cardoso — 2025-06-22

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.

Impulsionadores e motivações dos Millennials para o turismo de aventura

Sandra Filipe — 2025-06-22

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.

LGBTIQ-friendliness in Tourism: The Role of Organizational and Corporate Identity Alignment

Sónia Patrícia De Sousa e Silva — 2025-06-22

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.

Digital Communication in Civil Engineering SMEs from Ílhavo Region

Susana Aires — 2025-06-25

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.