Percorrer por autor "Coelho, Ana Sofia"
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- Causa versus efeito. Do que se trata?Publication . Martins, Oliva M.D.; Marques, Henrique; Marques, Ana Teresa; Coelho, Ana SofiaA relação dos indicadores com o respectivo construto pode ser considerada de causa ou efeito. Considerando que o construto possa ser definido como formativo ou reflexivo, dependendo da análise teórica que antecede a análise estatística dos dados, torna-se fulcral compreender este processo. A importância desta conceitualização teórica é justificada pelas implicações na definição e análise do modelo estrutural. Neste sentido, definiu-se dois objetivos para este artigo: i) através de uma revisão da literatura, apresentar como se desenvolve um processo de validação teórica dos construtos no âmbito da modelagem de equações estruturais; e ii) desenvolver uma aplicação prática do processo a um modelo estrutural do comportamento do aleitamento materno no âmbito do marketing social. Foram ainda considerados os seguintes pressupostos: i) a intenção precede o comportamento voluntário; ii) a intenção é cognitiva; iii) a intenção é influenciada por vários fatores, o que permite ser avaliada por diferentes modelos, em função do contexto, o que quer dizer que a definição teórica deve ser o mais assertiva possível. Por fim, ressaltar a dificuldade de encontrar um único modelo para ser aplicado a todos os comportamentos.
- Desporto, Território e Financiamento: Quais os critérios?Publication . Teixeira, Nuno; Nogueira, Sónia P.; Coelho, Ana SofiaO desporto assume um papel determinante para a sociedade atual quer a nível do desenvolvimento social, económico e cultural, mas também para a promoção da saúde e bem-estar do indivíduo. As políticas públicas locais são fundamentais para o desenvolvimento desportivo, pois é a Administração Pública, em particular as autarquias locais, que apresentam uma maior proximidade com os seus cidadãos têm uma maior perceção dos problemas e das suas necessidades.
- Enhancing classroom dynamics: exploring the synergy of social marketing, neuromarketing, and artificial intelligencePublication . Martins, Oliva M.D.; Coelho, Ana Sofia; Costa, Paulo; Coelho, Ana Sofia; Costa, pauloAs a part of a research project, this paper refers to the assessment of the degree of knowledge integrating Social Marketing, Neuromarketing and Artificial Intelligence for sustainable economic development activities in Portugal. In addition, aiming to promote good behaviors and understand better the influence of Artificial Intelligence such as AI, VR, AR, big data, etc., on communications, social marketing can also explore neurometrics, biometrics and psychometrics factors to help individuals on their decision-making process. Furthermore, segmentation is a marketing technique that can be used to influence the decision-making process, even promoting good behavior. Considering the assumption that good behavior is very important because it results in benefits not only the individual but also society and the environment, to promote these behaviors, social marketing must communicate through assertive messages. Using neuromarketing theoretical framework to support social marketing communications and understand better the decision-making process, this literature review presents a model which can help teachers as well as social marketeers to promote sports activities in higher education institutions.
- Ethical challenge susing technology insport competitionsPublication . Bucea-Manea-Țonis, Rocsana; Păun, Dan G.; Coelho, Ana Sofia; Urdeș, Laura; Mihoreanu, Larisa; Martins, Oliva M.D.AI has become a significant tool in various fields, including medicine, business, entertainment, and sports. However, the study of AI in sports is still in its infancy, particularly in terms of ethics. While AI can improve performance, it also raises ethical concerns about fairness and access to technology (Resseguier & Vfert, 2023, West et al., 2021). This research aims to evaluate the main challenges and potential drawbacks of technology introduction in sports (Carrio, 2023), focusing on measures to prevent overuse. To better understand how technology can be accessible to all participants without compromising aspects related to fairness (Serrano-Durá et al., 2021; Grady, 2023), the ethical concept of this research involves the responsible handling of data and the secure storage of sensitive information (DataProtect) (Sun et al., 2022; Grady, 2023). Our survey was inspired from research that uses a mixed methods approach, combining quantitative and qualitative methods, to provide a comprehensive understanding of how these technologies enhance operations in the sports industry. The study uses a quantitative survey of 21 sports organizations to examine their adoption rates and perceived impacts on performance, injury reduction, and operations improvement (Yufei, 2024). A descriptive quantitative study was conducted using a questionnaire, specifically designed for Romanian coaches, to understand the dynamic relationships between technology use and performance. The study aims to improve understanding of the dynamic relationships between technology use and benefits, and promote long-term commitment through successful measures. The introduction of technologies like AI, AR, and VR in sports can improve performance, but not all athletes have access to these resources, raising ethical concerns about fairness and data protection. To promote stakeholder involvement and long-term involvement, it's crucial to understand the challenges and drawbacks of technology use in sports. Quantitative descriptive research reveals that the challenges and potential drawbacks of technology introduction influence both measures and the usefulness of these technologies.
- Uma experiência da aprendizagem baseada em problemas com alunos da Licenciatura em MarketingPublication . Coelho, Ana Sofia; Costa, João Paulo; Martins, Oliva M.D.O presente artigo descreve a implementação da metodologia de aprendizagem baseada em problemas (ABP) no âmbito da unidade curricular de Publicidade e Relações Públicas, do 2.º ano da licenciatura em Marketing. A ABP é considerada uma abordagem global que tem sido reconhecida pelos académicos. Os resultados mostraram que a metodologia ABP tem resultados similares entre diferentes grupos. Todos os grupos de alunos estavam fortemente motivados, à exceção de um grupo que não demonstrou essas evidências por não ter a assiduidade suficiente para aproveitar o acompanhamento do professor. Em geral, todos os alunos puderam melhorar a colaboração entre os seus pares, bem como capacidades de comunicação. Demonstraram também evidências de uma postura ativa e de um trabalho autónomo. A inovação e a criatividade foram evidentes nos resultados finais. Em conclusão, a abordagem ABP pode influenciar os alunos de uma forma positiva
- Identifying new opportunities from the pandemic crisisPublication . Coelho, Ana Sofia; Costa, José Paulo; Brás, Sandra; Martins, Oliva M.D.The pandemic crisis has changed economic and social behaviors. Companies are trying to redesign their products in order to identify new segments of the market. So, the research raises the present question: is it possible to react to market dynamics with the same speed, intensity, and frequency as they occur? Aiming to understand this process, the objective of this investigation is to explore best practices developed during the pandemic crisis. RESEARCH METHODS The factors related to the identification of new niche markets (OECD, 2018) had to be restructured, Marketing innovation involves design changes (new concepts) and supply changes (regarding distribution, pricing policy, promotion, or communication) of the product (Purchase & Volery, 2020) using techniques to influence the overall results (Cuevas-Vargas et al., 2020). Digital channels can offer different alternatives and add value (Tang et al., 2021). Through marketing innovation, it is possible to transform a crisis momentum into an opportunity. The case study is a qualitative strategy that allows delving deeper knowledge into the phenomenon, in a real-life context (Stake, 1995; Yin, 1989; 2003). In this sense, it can be used when the objective is to better understand the phenomenon understudied of pandemic context (Kotlar & De Massis, 2013; De Massis & Kotlar, 2014). The method considered appropriate is qualitative research through individual in-depth interview, oriented by a semi-structured guide with twelve open questions in relation to three theoretical dimensions: Product Concept, Decreased Social Contact and Marketing Innovation. A face-to-face business corporation of event management was identified. An interpretative analysis of the data collected in the interview was developed according to these theoretical dimensions. The interview was conducted online, via the Zoom platform, on the twenty-eighth of January, two thousand twenty-one, and lasted approximately one hour and fifteen minutes, recorded on video and served as the basis for the transcribed information. Data also were collected by informal interactions, and analyzed through an interpretative process associated with the categorization according to the variables: Product Concept, Decreased Social Contact, and Marketing Innovation. RESULTS AND DISCUSSION The development of the new product concept (D'Attoma & Ieva, 2020) adapted to the new reality of limited social contact, integrating online and hybrid events, result in a business "opportunity" to be explored, even after the pandemic crisis. The findings result point out a few new competencies regarding the digital and virtual environment, as well as the willingness to learn these new skills. The main contribution to the knowledge is identifying optional units or skills to be implemented by higher education institutions regarding tourism courses and similars. IMPLICATIONS Integration practice and academic fields seem necessary to meet the challenges of the dynamic market, in order to develop future generations of professionals with suitable skills and competencies. Sharing the best practices contributes to the debate of which competencies are necessary to be developed on students in order to be employed in the following years. This process can be used for teaching and training new generations. Training and flexibility are important to the development of capabilities that support future professionals through learning. The significance of these results is associated with the size of an unprecedented crisis for the present generations, as well as the difficulty of managing those implications. Then, it is suggested that future research could identify the main competence and measure it. It is important to understand which competencies and skills should be initially developed. Digital channels can offer new concepts and, at the same time, add value. And marketing innovations help to transform a crisis into an opportunity.
- Inovação em marketing: uma resposta da BTrust à crise (pandémica) na gestão de eventosPublication . Coelho, Ana Sofia; Costa, José Paulo; Martins, Oliva M.D.Em função da crise pandémica mundial, foi criada uma crise económica e social sem precedentes. Apesar de ser difícil combater a crise nestas dimensões, as empresas, que têm um papel de provedora de necessidades, desejos e expetativas da sociedade, podem e devem contribuir neste sentido. Com o objetivo de identificar alternativas para ultrapassar a crise económica causada pela pandemia da COVID-19, desenvolveu-se uma investigação qualitativa exploratória através de entrevista individual em profundidade, gravada em vídeo e orientada por um guião semiestruturado. Numa perspetiva do marketing, os resultados permitiram identificar alternativas de aprendizagem teórica e prática, que pode ser utilizada no ensino e formação de novos profissionais.
- Insect-based food: a (free) choicePublication . Martins, Oliva M.D.; Bucea-Manea-Țoniş, Rocsana; Bašić, Jasmina; Coelho, Ana Sofia; Simion, VioletaThe literature highlights the importance of insect consumption for nutritional health habits. The increasingly clear legislation, the developed studies demonstrating their nutritional value, and the prospect of overcoming some barriers that have prevented consumers from consuming insects are among the reasons supporting the advantages of consuming insects. The leading determinants of consumption are culture and individual and social beliefs, accessibility to a particular nutritional resource, and individual behavior. The barriers to neophobia were analyzed by evaluating factors of influence and their respective relationship and meaning through quantitative research to measure the significance of the results. To develop a conceptual model that aims to change eating behavior and recognize structural aspects that can be barriers in the process of changing eating behavior, a methodological framework was developed. The methodological framework aimed to identify the characteristics that can be associated with the profile of opinion leaders, and it included a questionnaire which was applied to 213 young people. Moreover, the structural equation model was the statistical technique used. Given the projected population growth and increasing life expectancy, nutrition is a challenge in terms of health, but also in economic, social, and environmental respects. Aiming for sustainability, it is crucial to identify nutritional alternatives within the circular economy.
- Interdisciplinary pedagogical activity, collaborative teaching under COVID-19Publication . Coelho, Ana Sofia; Machado, Florbela; Costa, Fernando; Costa, Paulo Gomes da; Martins, Oliva M.D.The Mundial Higher Education System is facing diverse and several challenges in a very short period of time. The pandemic situation of COVID-19 the world is facing imposed some really important changes in the Higher Education System: (i) The presence of a hybrid classes system (the online class combined with face-to-face classes); (ii) The acquisition of appropriate technologies and skills in order to use online platforms; (iii) The social distaimposed between students, teachers and between students and teachers; and (iv) the continuous teaching/learning process is complemented with the utilization of different tools of communications that support online classes. In these circumstances, it is important to adopt innovative pedagogies that can better prepare students to ingress in the tourism profession, particularly in the context of the crisis that the tourism sector is facing. In order to bridge the gap between how different Tourism subjects can be taught in university and how Tourism Professional Teams Works in a real-life context under a pandemic situation, interdisciplinary pedagogical activities implemented within the classroom. This article aims to describe and present interdisciplinary pedagogical practices within the Planning and Politics of Tourism and Introduction of EconoTourism classes, under a particular context, in order to develop important competencies that will allow students to be better prepared to work in the tourism sector. Specifically, the principal goal is to investigate the students’ perception of competencies acquired through interdisciplinary active under a collaborative learning activity within a pandemic situation. This investigation adopted a case study method. In a quantitative approach, the students answered a questionnaire about self-assessment, motivatiskills, and competencies acquired along diff erent stages of collaborative teamwork between peers. Complementing these fi ndings, we used a qualitatapproach. We describe teacher’s and students´ cooperation, and coordination eff orts throughout the activity carried out along two diff erent disciplines This research also provides important and novel insights to understand how students can develop important competencies, under a pandemic contexts learning from a hybrid process using interdisciplinary pedagogies. Teachers cooperation working through collaborative teaching activities and design considered as a proper interdisciplinary activity in order to graduate better students. The world is living a unique moment within a pandemic situation. Ait has a strong impact on the Higher Education System and all academic communities. In this sense, teachers must be open-minded regarding the learn process, as well as the use of new technologies.
- Nudging consumer behavior with social marketing in Portugal: can perception have an Influence over trying insect-based food?Publication . Bucea-Manea-Țoniş, Rocsana; Martins, Oliva M.D.; Urdeș, Laura; Coelho, Ana Sofia; Simion, Violeta-ElenaSimple Summary The world population has been continuously growing, along with life expectancy. More people living longer results in greater demand for different resources, such as water and energy, but also for food. It becomes imperative to ensure basic needs, including food of good quality. In this sense, providing food for all increases the demand for human and animal protein. Considering that food production, namely animal protein, has been associated with negative impacts on the environment, it becomes crucial to identify more environmentally friendly alternatives to the growing demand for protein. Insect-based feeding is one of these alternatives. However, not all countries have accepted it. Neophobia and disgust are two major barriers. To overcome these barriers, we need to change behaviors. Social marketing campaigns can help. Abstract Social marketing campaigns are widely used to inform, educate, communicate, and promote healthy behaviors that add benefits to the individual, but also to society and the environment. Considering the low cost and high quality of insect-based food, this research aims to identify the main factors which can be used by social marketing campaigns to help people to try new foods, such as insect-based food. Although it is considered an important alternative to protein, there are a few countries that have not experienced it. In many Western countries, insect-based food is perceived as being disgusting. Neophobia is also a barrier to trying these foods. The main goal is to analyze if social marketing campaigns might influence perception (familiarity, preparation, visual, and information). Our model proves this assumption because we obtained high path coefficients, indicating that perception influences social beliefs, individual beliefs, and consumption intention. Thus, they will increase the consumption intention.