Browsing by Author "Loureiro, Marlene"
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- Communication agencies and social media as a communication strategy: a Portuguese case studyPublication . Loureiro, Marlene; Loureiro, NorbertoThe topic "communication agencies and social media as a communication strategy" arose from the need to understand how digital platforms, namely social media, are used as a communication strategy in the business world. Nowadays, organisations are increasingly aware of the importance of digital platforms and social media in the communication of their products and services, as well as their brand image. The online communication of an organisation has to be coordinated, the different channels and tools have to be in harmony and the message and image have to articulate with each other. Thus, the research question "What is the importance of digital platforms and social media as a communication strategy? The research objectives are: (1) to understand the importance of using digital platforms and social media as a communication strategy for organisations; (2) to analyse the management and production of digital content by a communication agency; (3) to identify what type of company requests a communication strategy; (4) to analyse the change in communication strategies after COVID-19. Methodologically, this case study will describe the communication strategy of a communication agency, using digital platforms and social media, and how it applies it in the communication management of client companies. This analysis will be enriched by an interview with the CEO and Creative Director of the communication agency under study. The results reiterate that companies are increasingly investing in communication through digital platforms, with the aim of reaching the consumer faster and more easily. Through this research it was possible to find out that digital platforms have a great importance in the companies' communication strategy, being fundamental for their dissemination and contact with the potential consumer.
- Differences of gender in oral and written communication apprehension of university studentsPublication . Loureiro, Marlene; Loureiro, Norberto; Silva, Rui JorgeOral and written skills are increasingly considered to be essential tools in the job market for the success of any worker, and are thus called soft skills. Nevertheless, most graduates who enter the labor market experience di culties in the apprehension of communication, not only with regard to writing, but also in oral communication. These di culties are also noticeable in the classroom, for instance when students need to participate by expressing their doubts when they have to present research work within the curricular units they attend, or when they have to write their answers in assessment tests. In this paper, we explore the communication skills of students fromdi erent graduate degrees (n = 345) in order to understand how they prepare for oral and written communication. We made use of the Personal Report of Communication Apprehension (PRCA), validated by McCroskey, Beatty, Kearney, and Plax (1985), in order to understand students’ oral communication apprehension. To understand the levels of written communication apprehension, we applied the Daly–Miller Writing Apprehension Test (DMWA). We thus analyzed the communicational skills and the communication apprehension of students from social and human sciences courses in order to understand how they prepare for oral and writing communication, and whether there were di erences between genders and between di erent graduate courses regarding communication apprehension. The main results of this research confirm that the students experienced di culties with and fear of communication, especially for oral communication. Furthermore, the results indicate that female students showed more significant levels of anxiety with regard to oral and written communication than male students. This exploratory study also makes it possible to distinguish areas of communication apprehension according to the di erent genders, and even with regard to the degree courses students belonged to.