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- 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.
- Mapeando a escolha do estudante de marketing e comunicação no ensino superior: um estudo em PortugalPublication . Marques, Henrique; Martins, Oliva M.D.; Canelas, CarlosO objetivo deste estudo é compreender o processo de escolha da IES sob a ótica dos estudantes de um programa de mestrado ofertado por uma instituição integrante do sistema de ensino superior politécnico em Portugal. Metodologia: A partir de um método qualitativo, os dados foram coletados a partir de sessões de focus group orientados pelo Modelo dos 5As proposto por Kotler et al. (2017) e pelas variáveis identificadas na literatura, e submetidos a análise de conteúdo. Resultados: Os resultados indicam a predominância das influências próprias dos estudantes e ainda dos outros grupos de referência no decorrer do processo de escolha. Os estudantes avaliam a opinião dos seus grupos de referência, as características inerentes à oferta formativa e o suporte oferecido, bem como a reconhecida reputação desta. Limitações: As limitações se dão em virtude da dimensão da amostra imposta pelo baixo número de inscritos no programa de mestrado objeto deste estudo, que implica dificuldades ao generalizar os resultados em escala. Originalidade/Valor: O presente estudo ambiciona avançar a compreensão do comportamento do estudante no ensino superior aplicando um modelo conceptual. Não foram encontrados estudos com esta abordagem no contexto português. Implicações: Em termos práticos, as IES devem fundamentar as ações de recrutamento e estratégias de marketing e comunicação a partir do perfil de consumidor dos estudantes, com vista a otimizar o número de inscritos nos mestrados.
- Understanding the uptake of diagnostics for sustainable gastrointestinal nematode control by European dairy cattle farmers: a multi-country cross-sectional studyPublication . Vande Velde, Fiona; Hektoen, Lisbeth; Phythian, Claire J.; Rinaldi, Laura; Bosco, Antonio; Hinney, Barbara; Gehringer, Martin; Strube, Christina; May, Katharina; Knubben-Schweizer, Gabriela; Martins, Oliva M. D.; Mateus, Teresa L.; Simion, Violeta; Charlier, Johannes; Bartley, David J.; Claerebout, EdwinTo mitigate emerging anthelmintic resistance (AR) in cattle, sustainable gastrointestinal nematode control strategies should be adopted. A multi-centre study was set up to understand the factors affecting European dairy cattle farmers’ adoption of diagnostics and to gauge for differences between regions. The data were collected through a multilingual survey by participating countries of the European Co-operation in Science and Technology (COST) action COMbatting Anthelmintic Resistance in ruminants (COMBAR). Four countries provided sufficient data to be included in the data analysis: Norway, Italy, Germany and Austria. Three models were estimated and validated through structural equation modelling. Norway, along with Germany and Austria (pooled dataset) showed similar trends that align with previous studies. AR risk perception had no influence on the adoption intention of diagnostics, a positive influence was found for attitude towards diagnostics and subjective norms (i.e., perceived opinion of others), and a negative influence of attitudes towards anthelminthics. Additionally, routine (i.e., perception of the current treatment) had an indirect effect on adoption intention through attitudes. Italy’s data deviated from these findings, presenting a positive effect of the perceived severity of AR, and perceived behavioural control (i.e., perceived ability to perform a specific behaviour) on adoption intention of diagnostics. Finally, Norway’s data set allowed for inclusion of a measurement of current behaviour in the model, identifying a direct positive effect of the perceived actual behaviour of other farmers on their own behaviour.
- Education for Sustainable Development: What Matters?Publication . Bucea-Manea-Țoniș, Rocsana; Păun, Dan; Martins, Oliva M.D.; Santos, Artur Jorge; Urdeș, LauraThere is a raising of concerns about the need to change environmental behaviours through economic and social activities. Education plays a significant role in this process, with schools enhancing the necessary behaviour adoption by youngsters and their community. Thus, the present study examines the relationship between different variables, such as sustainability (green public procurement, healthy food activity) and education (course, impact, interactive teaching methods/technology). We developed a survey regarding education for sustainable development (ESD), with five sections considering the referred variables. We applied it to 385 Romanian educators and teachers from kindergarten and primary school. An SEM model was formed to evaluate the relationship between the associated variables. The results showed that an organisation or school with a long-term plan incorporating green public procurement will positively stimulate initiatives that help the next generation adopt good eating habits. Moreover, this eco-sustainable approach affects the creation of interactive teaching methods and the courses and classes. Consequently, the changes in interactive methods will positively affect the overall impact. Nevertheless, the relationship between courses and impact was not significant. This means management decisions regarding green strategies can lead to a broader change in a school setting, fostering the ESD.
- Exploring opportunities and challenges of artificial intelligence and machine learning in higher education institutionsPublication . Kuleto, Valentin; Ilić, Milena P.; Dumangiu, Mihail; Ranković, Marko; Martins, Oliva M.D.; Păun, Dan; Mihoreanu, LarisaThe way people travel, organise their time, and acquire information has changed due to information technologies. Artificial intelligence (AI) and machine learning (ML) are mechanisms that evolved from data management and developing processes. Incorporating these mechanisms into business is a trend many different industries, including education, have identified as game-changers. As a result, education platforms and applications are more closely aligned with learners’ needs and knowledge, making the educational process more efficient. Therefore, AI and ML have great potential in e-learning and higher education institutions (HEI). Thus, the article aims to determine its potential and use areas in higher education based on secondary research and document analysis (literature review), content analysis, and primary research (survey). As referent points for this research, multiple academic, scientific, and commercial sources were used to obtain a broader picture of the research subject. Furthermore, the survey was implemented among students in the Republic of Serbia, with 103 respondents to generate data and information on how much knowledge of AI and ML is held by the student population, mainly to understand both opportunities and challenges involved in AI and ML in HEI. The study addresses critical issues, like common knowledge and stance of research bases regarding AI and ML in HEI; best practices regarding usage of AI and ML in HEI; students’ knowledge of AI and ML; and students’ attitudes regarding AI and ML opportunities and challenges in HEI. In statistical considerations, aiming to evaluate if the indicators were considered reflexive and, in this case, belong to the same theoretical dimension, the Correlation Matrix was presented, followed by the Composite Reliability. Finally, the results were evaluated by regression analysis. The results indicated that AI and ML are essential technologies that enhance learning, primarily through students’ skills, collaborative learning in HEI, and an accessible research environment.
- Da licenciatura ao mestrado: as influências na tomada de decisão dos estudantes de marketing e comunicação no Politécnico da Guarda, PortugalPublication . Marques, Henrique; Martins, Oliva M.D.; Canelas, CarlosA concorrência tem estimulado Instituições de Ensino Superior (IES) a perceberem o estudante como um consumidor. Em Portugal, contrariamente à crescente procura por formações superiores, percebem-se vagas ociosas em mestrados ofertados por Institutos Politécnicos (IP) localizados em territórios de baixa densidade. O objetivo deste estudo é identificar os principais fatores de influência no processo de tomada de decisão da IES para ingressar num mestrado, em função da intenção e perceção dos estudantes do último ano das licenciaturas em Marketing e Comunicação. Por um método quantitativo, os dados foram coletados a partir de questionários orientados por 27 influências identificadas na literatura. A partir de medidas de tendência e de análise fatorial exploratória, foi possível compreender o perfil, as principais influências e as intenções futuras desses estudantes. Os resultados indicam o interesse em ingressar num mestrado, o apreço por IES de boa reputação e a consideração por mestrados com melhores saídas profissionais. O estudo revelou significância moderada para a localização da IES e desinteresse em permanecer na mesma instituição da licenciatura. Este estudo fornece orientações e discute, sob a ótica do marketing e da comunicação, futuras estratégias a fim de elevar a atratividade e os índices dos mestrados ofertados por esta IES e outras em contextos similares.
- 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.
- 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
- RE-FOOD: a collaborative movement based on volunteers networkingPublication . Martins, Oliva M.D.; Coelho, Ana Sofia; Mateus, Teresa LetraRe-Food is a movement fuelled through community goodwill, which aims to reduce hunger by fighting food waste. Created from the work of a single person, Re-Food has grown to become a non-governmental organisation [NGO], with the status of Private Institution of Social Solidarity [PISS]. Through networking collaboration, Re-Food proposes to bring an equilibrium between demand and supply of food products. The Re-Food strategy is based on the redistribution of food received through donations. All donated food is distributed immediately, and there are no stocks to be managed. In a system of food redistribution surplus, a sustainable collaborative network with significant economic, social, and environmental impact should be considered. The sustainable collaborative network is formed by volunteers’ work. The principal aim of this article is to investigate the Re-Food collaborative network. A qualitative methodology is followed, and the Chief Executive Officer (CEO) [R] and a coordinator of a Re-Food operations centre [C] were interviewed. Additionally, direct observations, and document analysis, support the investigation. The main result suggests a leadership model based on the acceptance of the different employees’ capabilities and motivations, and that technology can increase the effectiveness and efficiency of networking, as well as improve communication between people.
- 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.