EsACT - Escola Superior de Comunicação, Administração e Turismo
URI permanente desta comunidade:
Navegar
Percorrer EsACT - Escola Superior de Comunicação, Administração e Turismo por Domínios Científicos e Tecnológicos (FOS) "Ciências Sociais::Ciências da Comunicação"
A mostrar 1 - 2 de 2
Resultados por página
Opções de ordenação
- The effect of self-confidence in the relationship between influencer marketing and willingness to buyPublication . Venciute, Dominyka; Correia, Ricardo; Kudzmanaite, Agne; Kuslys, MariusOver the last years, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or strengthen their image. Influencers, whether associated or not to brands, have the power to influence consumer behaviour. But how does this influence happen? And are all customers influenced in the same way? This research aims to answer these questions and clarify the relationship between influencer marketing and consumer behaviour. Specifically, we study the impact that intention to engage, propensity to trust and perceived value has on willingness to buy regarding influencers’ posted content. The findings also reveal that for people with higher self-confidence the impact of perceived value of an influencer’s posted content and willingness to buy is higher. The study provides managerial insights that may be beneficial for marketing practitioners to adjust their influencer marketing strategy.
- Gamificação e Literacia Mediática: uma nova abordagem para combater a desinformação no jornalismo digitalPublication . Carneiro, Manuela; Fernandes, Tiago; Sousa, João PauloThe increasing spread of disinformation in the digital environment represents one of the main challenges for journalism and, in particular, for media literacy. Fact-checking has become an essential tool in the fight against fake news, but its effectiveness depends on the public's engagement in verifying information. In this context, gamification may offer an innovative strategy to promote learning and active participation in detecting false news. This study explores the potential relationship between digital journalism and gamification, analyzing how players can be involved in fact-checking processes. Based on a review of the literature on disinformation and digital engagement strategies, we propose a theoretical model for an educational game, in the form of an interactive quiz, aimed at enhancing players’ critical capacity in analyzing journalistic content. The proposal highlights the potential benefits and challenges of this approach, while also contributing to future research and the development of projects related to gamification and digital journalism.