Percorrer por autor "Ostapenko, Svitlana"
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- How Wine Information Seeking and Event Participation Impact Knowledge and Determines the Purchasing Behavior?Publication . Vieira, Elvira Pacheco; Borges, Ana Pinto; Rodrigues, Paula; Ostapenko, Svitlana; Almeida, António Lopes deHow knowledge impacts purchasing behavior is a matter of extensive investigation, but the research on the interplay between the self-reported wine knowledge and information seeking is scarce. Present research contributes to filling the gap within the understanding how self-reported wine knowledge and information seeking impacts wine purchase behavior. Based on the analysis of 1314 valid questionnaires administered to the participant of wine event “Essência do Vinho” held in Porto, Portugal between 23 and 26 of February 2023, partial least squares (PLS) path analytical technique was employed. We confirm that more knowledgeable consumers are less price sensitive and rely more on their knowledge and subsequent appreciation of place of origin of the wine at the moment of purchase. Meanwhile limited wine knowledge is a constraint in wine consumption, as it makes consumers more insecure in making their own choices and relying more on value for money appreciation, price and recommendation factors. We conclude that stimulation of information seeking and participation in the wine events is key in increasing wine expertise that impacts appreciation of the place of origin and subsequent willingness to pay. Thus, promoting awareness and expertise among consumers is the key to increasing competitiveness of the wine sector.
- The impact of digital communication on promoting an event: defining personas and strategiesPublication . Vieira, Elvira Pacheco; Borges, Ana Pinto; Ostapenko, SvitlanaMusic festivals are significant drivers of cultural tourism and economic growth, drawing increasing attention due to their social and cultural impact. In this digital age, the internet and social media have transformed festival promotion, particularly among millennials and generation Z. As the festival landscape becomes more competitive, maintaining attendee loyalty has become vital for festival managers and investors. Tailored communication based on defining consumer segments is an effective approach for festivals success. Namely two axes of segmentation have proven to be relevant in communication process: one – based on loyalty (reflected in previous participation and duration of presence at the festival); and second – based on generation’s peculiarities. Therefore, this study aims to identify effective communication channels for engaging these different segments of festival attendees. It analyzes attendee profiles, satisfaction levels, and loyalty across various generational groups and segmentation profiles. Social media emerges as a dominant channel, especially for Generation Z, highlighting the need for tailored marketing strategies. Findings provide practical insights for festival organizers, enabling them to select the most effective marketing channels for diverse audience segments. The research also suggests the importance of understanding Generation Y’s preferences and exploring alternative communication channels and social networks. By aligning marketing efforts with attendee preferences, organizers can enhance satisfaction, foster loyalty, and ensure the continued success of music festivals in our evolving cultural landscape.
- The role of awareness of circular economy’s concept in purchase of sustainable goods and access-based and collaborative consumption – Porto casePublication . Vieira, Elvira Pacheco; Borges, Ana Pinto; Rodrigues, Paula Lopes; Reis, Ana Maria; Ostapenko, SvitlanaThis study aims to investigate the scientific impact of additive manufacturing in recent years, considering its evolution as an Industry 4.0 technology and also in the current context of Industry 5.0. For this aim, advanced statistics and scientometric tools have been used. Design/methodology/approach: This study aims to explore the trends and impacts of additive manufacturing, focusing on its evolution and its relationship with Industry 4.0 and 5.0. For this purpose, a scientometric study and a meta-analysis of data extracted from the scientific Scopus database have been carried out. R programming and specific bibliometric software have been used to conduct the research. Initially, the data were evaluated from various perspectives, including sources, topics and impact indexes, to assess trends derived from the volume of publications, the impact of sources and affiliations, as well as the production segmented by country and the relationships between authors from different countries. Subsequently, a meta-analysis on keywords has been carried out using two distinct clustering methodologies: link strength and fractionalization. The results obtained were compared to establish a specific taxonomy of the AM subtopics, considering AM as a single body of knowledge related to Industries 4.0 and 5.0 paradigms. The analyses carried out have shown the impact and strong evolution of additive manufacturing as a field of knowledge at the world level, both from the point of view of manufacturing processes and from the point of view of materials science. In addition, some differences have been detected depending on the country. As a result of the meta-analysis, four different subtopics have been detected, some of which are highly related to other technologies and approaches in Industries 4.0 and 5.0 paradigms. Additionally, it establishes a comprehensive taxonomy for AM research, serving as a foundational reference for future studies aimed at exploring the evolution and transformative impact of this technology. Findings: The analyses carried out have shown the impact and strong evolution of additive manufacturing as a field of knowledge at the world level, both from the point of view of manufacturing processes and from the point of view of materials science. In addition, some differences have been detected depending on the country. As a result of the meta-analysis, four different subtopics have been detected: one of them directly related to the use of recently developed Industry 4.0 technologies in additive manufacturing. The results provide a starting point for prospective studies to understand the evolution and disruption of this technology. Originality/value: The paper is original and is based on data systematically extracted from scientific databases. Then, a specific methodology based on different advanced tools was applied for scientometric evaluation and meta-analysis.