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This paper aims to understand the contribution made by Facebook as a marketing tool for companies, and through empirical observation (interviews and questionnaires) and theoretical analysis (studies and academic literature on the subject), to analyse the reactions of individuals in social media (particularly in Facebook) and its confluence with the organizations. The overall aim is subdivided into three objectives covering more precisely the two poles of marketing communication (the consumers and the businesses), within the context of Facebook: to learn about the users’ vision on Facebook and their point of view on being a part of it; to understand the strategic vision of Facebook from those responsible for marketing and communication in companies; and to analyse the role of Facebook in marketing activities and interactive communication (users and companies).

The first part of this study is a theoretical study of the area and existing published research. The second part is a qualitative study. In this sense, the theoretical analysis in the field of social networks supports the propositions discussed in the empirical analysis, which is based on a random sample of individuals and representative companies. The analysed universe consists of a randomly unrepresentative group of consumers living in Portugal, particularly in the cities of Funchal (Madeira) and Lisbon, and company representatives established in Funchal (Madeira), to understand if the theoretical arguments are also verified in these regions regardless of their particular characteristics, especially the geographical and demographic.

Today the focus continues to be very connected to sales and promotions and to traditional communication channels when it should move to create interactions with meaning for the audience through content before focusing on sales. Organizations should consider the way they communicate with their target audience and consider social networks and mobile technologies as a new way of expanding the business, adapting to this new consumer not contemplated by the traditional marketing and communication media.

Furthermore, the existing literature quickly becomes obsolete without addressing the issue in depth, sometimes referring qualitative studies based on demographic and geographic variables and traditional models. Moreover, most of the authors are Anglo-Saxon and discuss realities away from the one studied here. Geographical location and time are also other important limitations, as in Portugal, the phenomenon is recent and both individual users and company representatives (who constituted the study sample) have little practical experience in the use of online technologies and social networks; probably the main setback is the limited period of the study, concentrating the analyses on the current interviewee experience instead of an evolutionary people's behaviour analyses concerning the use of social networks. Although the evolution of information technology is a catalyst for a more intense online social experience, it is important to understand how to live the virtual experience and how the communication between individuals and companies evolves (how to adapt to this new consumer audience), face the current short-term models based on offline actions, reactive strategic actions, misperception of users and lack of information on social network consumers’ life.

Organizations should consider the way they communicate with their target audience and consider social networks and mobile technologies as a new way of expanding the business, adapting to this new consumer not contemplated by the traditional marketing and communication media. The study presents a qualitative analysis of the behaviour, the reactions and the attitudes of individuals towards organizations, with the aim of understanding which are the social factors that contribute to sustainable competitive advantage to organizations and support strategies and future actions.

The social aspects are a part of the experience in the Facebook community and also of the shopping experience. So it is important to monitor these behaviours in Facebook or other networks to perceive users of social networks, and consequently define marketing and communications actions to transform fans into customers. Relevant factors come associated with tacit knowledge of the organization, particularly those related with learning and social interaction of the organization and organization knowledge about virtual communities. To a higher coexistence of these factors, the more difficult the replication is, and the higher the strengthening of the hypothesis of sustainability of competitive advantage.

Organizational survival increasingly depends on the socialization, sharing interests and activities with the audience linked to the incorporation of digital technologies in their activities, especially those related to social networks. Technology emerges as a support for the satisfaction of social connection, transforming communication between people and companies, making it much more dynamic and transparent. As we have seen, there are many positive factors associated with the participation in the social networks. Prominent among these are the interactivity, the detection of customer needs, the adjustment of supply, transmission of content without geographical boundaries and the ease of implementation of viral marketing campaigns.

This research aims to identify how important it is that brands incorporate relevant-added value into their esports sponsorships.

This exploratory research applied a convergent-parallel mixed method with equal status. Data were collected by interviewing 22 experts in esports sponsorships and having 5,638 esports fans fill out an online survey. SPSS 25 was used to analyze quantitative data and NVIVO 10 to process qualitative data. Each dataset was analyzed separately and then compared with both having the same level of importance.

The results revealed that all experts considered the creation of relevant-added value as an essential strategy for successful esports sponsorships and the large majority of fans want sponsors to apply this tactic. Interestingly, while the experts mostly emphasized ways to directly benefit the fan-base, the fans prefer that sponsors focus on directly supporting the esports industry.

Brands should incorporate relevant-added value into their esports sponsorships as it greatly decreases fan resistance to the promotional message, catches the fans' attention and engagement much more easily, has a much higher probability of leading to high positive return on investments (ROIs) and makes for a much more cost-effective investment.

The field of esports sponsorships has received little academic attention and the results are highly significant and relevant for all current and potential esports sponsors looking to increase the effectiveness of their esports sponsorships.

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.

The repercussions of Portugal's colonialism are not widely discussed. The marks of colonialism in the public space are still present in the urban landscape of Portuguese cities. Despite the growing activity of the Black movement's in the country, they are still not being systematically considered in the design of public policies. Moreover, the Portuguese census does not include any data collection on ethnic belonging. Therefore, it is difficult to deepen the knowledge of the Black communities. The Black community has been growing in Porto, the second-largest city in Portugal and it remains highly invisible. Starting from a collaborative project between Portuguese and American professionals, acting in the fields of sociology and socially engaged curatorial and contemporary art practices, an experimental approach was developed to map and cocreate with the Black community in Porto. By using digital tools while collecting, analyzing, and sharing data, and by applying an ethnographic approach and techniques of exploration from documentary photography, the team developed a collaborative project side by side with the community. An exchange between disciplinary knowledge and “various subject positions,” with all participants engaging in an exploration of how to begin decolonizing the city through those tools took place at the project TRAVESSIA. This chapter explores how the Black nonelite is expressing and questioning race and ethnic inequalities in Porto by discussing the results of this collaborative project.

This chapter pinpoints a chronological and thematic literature review on the concept of Creative Tourism. Even if the concept emerged 21 years ago, its definition keeps being discussed, and different approaches are available. Born in the late 1990s, it developed rapidly due to a very open, flexible and local context design, enabling the development of personal capacity, authentic experiences and involving local culture and communities. This new approach to tourism envisages bringing together local people, their habits and practices in real and everyday contexts to the heart of the tourism experience provided to visitors. Therefore, it looks to be a promising path towards sustainability. Keeping this in mind, one can wonder if Creative Tourism can be a lever for territories' economic, social, cultural and environmental sustainability. In particular, can Creative Tourism's growing importance in Southern Europe be considered a major contribution to the sustainability of those territories? The literature review concludes that most of the studies on Creative Tourism take positive impacts on territories as a kind of ‘belief’. Such an effect is not granted as a beneficial impact on a communities' well-being; it does not result just from the type of resources explored or from the participation of members of the community on the products/services supplied.

Bread is one of the most consumed foods in the world, and its main function is to provide nutrients and energy for the body. Thus, the purpose of this paper was to raise awareness about the consumption habits of bread and consumer preferences in the region of Viseu (centre of Portugal), assessing the extent to which the preferences and consumption habits differ based on individual variables.

The study was conducted by means of a questionnaire by direct interviewing. The questionnaire included sections aimed at gathering information about demographics, consumption habits and preferences related to bread. The sample consisted of 500 consented respondents.

The results showed significant differences between genders regarding the type of bread eaten: women consumed less wheat bread (52 per cent against 62 per cent; p = 0.029) and less unsalted bread (0.3 per cent against 3 per cent; p = 0.023), but more whole bread (25 per cent against 11 per cent; p < 0.001) and more bread with cereal grains (23 per cent against 11 per cent; p = 0.001), thus revealing a trend for a nutritionally more adequate choice. Accordingly, women valued more the composition of the bread when purchasing it (p < 0.001). It was also observed a trend for a lower consumption of wheat bread among classes with more advanced studies (47 per cent on university graduates against 60 per cent on nongraduates; p = 0.004).

This work is innovative because it was the first time the preferences and consuming habits of a sample of Portuguese population regarding bread were accessed, altogether. The results hereby obtained may be of importance both to understand the nutritional importance of bread in the diet of the Portuguese and also for the industry and manufacturers to better correspond to the buying preferences.

This study aims to conduct a pertinent assessment of the concept of business competitiveness and how Portugal can progress in that field, for the sake of becoming a more sustainable and wealth-creator economy.

The research was elaborated with 65 in-depth interviews with expert persons from the Portuguese business ecosystem, who were asked to reflect on the state of the economy and competitiveness of the country.

There is much room for improvement in almost all areas of activity, in particular by promoting an innovative, value-adding and exporting private sector and a lighter and more efficient public sector. The conclusions point to modernisation of the Portuguese economy as a way of making it more competitive in a highly competitive and demanding global scenario.

To the best of the authors’ knowledge, it is the first time that a reflection with experts of the local Portuguese economy has been carried out, especially after a difficult period of COVID.

The purpose of this paper is to look at the adoption of double entry bookkeeping at the Royal Treasury, Portugal, on its establishment in 1761 and the factors contributing to this development. The Royal Treasury was the first central government organization in Portugal to adopt double entry bookkeeping and was a crucial first step in the institutionalisation of the technique in Portuguese public administration.

Set firmly in the archive, this paper adopts new institutional sociology (NIS) to inform the findings of the local, time‐specific accounting policy and practice at the Portuguese Royal Treasury.

Embedded within the broader European context, this study identifies the key pressures exerted upon the Royal Treasury on its formation in 1761, which resulted in major accounting change within Portuguese central government from that date. The study provides further evidence of the importance of the state in the institutionalization of accounting practices by means of coercive pressures and highlights for Portugal the importance of individual actors who, as powerful change agents, made key decisions that influenced accounting change.

This study examines a major instance of accounting change in European central government and broadens the application of NIS in accounting history research to a different country – Portugal – and to a different time – the eighteenth century. It also serves to illuminate the difficulties of collecting pertinent evidence pertaining to this long‐dated time period in identifying certain forms of institutional pressures.

This study explores the connection between intellectual capital (IC) components and the competitive advantage (CA) of the hospitality sector in Jordan through the mediating role of service innovation as well as the moderating role of big data analytics capabilities.

Data were collected through a self-administered questionnaire from the hospitality sector with a sample of 402 respondents. Data were analysed using SmartPLS, a bootstrapping technique was used to analyse the data. The mediating effect for service innovation and the moderating effect for big data analytics capabilities were performed.

The results showed that the proposed moderated-mediation model was accepted because the relationships between the constructs were statistically significant. The results of the data analysis supported a positive relationship between human capital, structural capital and relational capital and the CA as well as a mediating effect of service innovation. The findings confirmed that there is a moderating relationship for big data analytics capabilities between service innovation and CA. The results illustrate the importance of IC and service innovation in enhancing CA in the Jordanian hospitality sector in light of the big data analytics capabilities.

This cross-sectional study provides a snapshot at a given moment in time, a methodological limitation that affects the generalisation of the limitation's results, and the results are limited to one sector.

This research developed a theoretical model to incorporate IC components, service innovation, big data analytics capabilities and CA. This paper offers new theoretical and practical contributions that add value to the innovation and CA literature by testing the moderated-mediation model of these constructs in the hospitality sector which has been greatly affected by the coronavirus disease 2019 (COVID-19) pandemic. This study is distinguished from other studies by highlighting the role of IC and service innovation in enhancing CA as service innovation contributes to the formation of many organisational advantages in the Jordanian hospitality sector.

The purpose of this paper is to investigate the contribution of a project management approach to develop a tool to support the management of Brazilian stricto sensu graduate programs (SS-GP). The Adaptive approach was chosen by applying the Project Management Life Cycle (PMLC) method.

The study corresponds to the concept of applied research. The qualitative approach was used. The research strategy was the action research, where participants cooperate to understand their environment, identify problems and seek a solution, simultaneously producing and using the knowledge produced.

The results showed one possible way to apply a contingency project management approach to develop the tool. In addition, indicated that its application facilitated the project work, especially when finding a solution for the project’s development and when dealing with the changes inherent to the uncertainties about the problem.

The lack of more updated information and the limitation of time and resources led to the reduction of the environment scope and of the number of functionalities developed.

To contribute to the generation of knowledge and expertise to support the management of SS-GP in activities such as providing information to the CAPES evaluation system, academic production analysis, collaborative researcher network analysis and post-graduation program monitoring and evaluation.

To fill a gap pointed out by several studies, that it is not possible to automatically generate input lists to be processed by ScriptSucupira tool, based on filtered criteria, comprising the entire universe of the Brazilian SS-PG. The creators of ScriptSucupira also declared to ignore the existence of an artifact similar to that.