Browsing by Issue Date, starting with "2020-11-30"
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- Agência Keep It Real: o impacto do marketing de conteúdo nos utilizadores: caso L´éclairPublication . Pataca, Cátia Alexandra Vicente; Matos, José PedroO trabalho de investigação desenvolvido relaciona o conceito de “conteúdos digitais” com o envolvimento entre utilizadores e marcas. A relação em causa para o estudo resulta das tarefas atribuídas em contexto de estágio. O estágio curricular decorreu na agência de comunicação digital Keep It Real, no período de 3 meses. As tarefas atribuídas consistiram nas recomendações de conteúdos digitais para diversas marcas com que a agência trabalha, a escrita e desenvolvimento de artigos para blogs, e a gestão de redes sociais de três marcas. Durante o tempo de estágio, o interesse na investigação acerca do tema abordado no presente trabalho tornou-se ainda maior e potenciou o desenvolvimento da pesquisa. A marca escolhida que sustenta a investigação é o caso da empresa que comercializa produtos de pastelaria francesa, o L’éclair. Esta escolha assenta no facto de esta ter sido uma marca já trabalhada em contexto de estágio curricular. A análise de conteúdo foi realizada com as estatísticas disponibilizadas pela agência, e relativas à página Instagram da marca. O presente relatório tem como tema principal: “O impacto do Marketing de Conteúdo nos utilizadores: O caso L’éclair”. A investigação segue uma estrutura lógica, partindo de uma análise geral e consequentemente a realização da análise de conteúdo específico da marca escolhida. O impacto do Marketing de Conteúdo é então verificado no presente relatório de estágio, tendo em conta todas as ferramentas disponibilizadas e os conceitos aprendidos ao longo da formação. A justificação de resultados conseguidos, de acordo com os conteúdos partilhados, deve-se a uma comunicação específica e estratégica que a marca L’éclair define em todo o seu envolvimento com os seguidores e clientes. Existe uma relação direta entre marketing de conteúdo e utilizadores que é detalhada no decorrer deste projeto final.
- Development of a business plan for the opening of dietic coffee shop “Fit-Sweet”Publication . Niftiyeva, Lala; Pimentel, LuísThis final qualification work’s purpose is "Development of a business plan for the opening of "Fit-Sweet cafe-confectionery". The company whose products are intended to be fundamentally different from the competitors, will be operating in Lisbon. Within the implementation of the project, it is planned to satisfy the needs of Lisbon residents in diet desserts made of organic products. Regulatory legal acts of Portugal and also scientific and educational literature were used to write the final qualifying work. For developing a business plan of the company, and doing the correct investment in the future development of the cafe, the micro and macro environments were studied, the internal and competitive analysis were conducted. Based on the analysis, a strategic and marketing plan was drawn up. While conducting the business plan project for a dietary food enterprise the theoretical foundations of business planning were analysed; benefits of that kind business and options for its support identified; the activities aimed at the development of a cafe-confectionery / coffee shop were developed. The cafe will act as an individual entrepreneur, creating 8 jobs, payback period is 3 years. The main criteria for the selection of personnel are high qualifications in their field, accuracy, sociability. The primary sources of finance are own funds and borrowed capital. The main success factor is unique products: dietary, organic desserts high in protein which are currently practically absent on the market.
- Potential of HIV Self-Sampling to Increase Testing Frequency Among Gay, Bisexual, and Other Men Who Have Sex With Men, and the Role of Online Result Communication: Online Cross-Sectional StudyPublication . Maté, Tomás; Hoyos, Juan; Guerras, Juan Miguel; Agustí, Cristina; Chanos, Sophocles; Kuske, Matthias; Fuertes, Ricardo; Stefanescu, Roxana; Pulido, Jose; Sordo, Luis; de la Fuente, Luis; Belza, María JoséBackground: Late HIV diagnosis remains frequent among the gay, bisexual, and other men who have sex with men (GBMSM) population across Europe. HIV self-sampling could help remove barriers and facilitate access to testing for this high-risk population. Objective: We assessed the capacity of HIV self-sampling to increase the testing frequency among GBMSM living in Denmark, Germany, Greece, Portugal, Romania, and Spain, and evaluated the role of new technologies in the result communication phase. Methods: We analyzed a convenience sample of 5019 GBMSM with prior HIV testing experience who were recruited during 2016 through gay dating websites. We estimated the proportion of GBMSM who reported that the availability of self-sampling would result in an increase of their current testing frequency. We constructed a Poisson regression model for each country to calculate prevalence ratios and 95% CIs of factors associated with an increase of testing frequency as a result of self-sampling availability. Results: Overall, 59% (between country range 54.2%-77.2%) of the participants considered that they would test more frequently for HIV if self-sampling was available in their country. In the multivariate analysis, the increase of testing frequency as a result of self-sampling availability was independently associated with reporting a higher number of unprotected anal intercourse events in all countries except for Greece. Independent associations were also observed among GBMSM who were not open about their sex life in Germany, Greece, Portugal, and Spain; those with a lower number of previous HIV tests in Denmark, Greece, Portugal, and Spain; and for those that took their last test more than 3 months previously in Germany, Portugal, Romania, and Spain. In addition, 58.4% (range 40.5%-73.6%) of the participants indicated a preference for learning their result through one-way interaction methods, mainly via email (25.6%, range 16.8%-35.2%) and through a secure website (20.3%, range 7.3%-23.7%). Almost two thirds (65%) of GBMSM indicated preferring one of these methods even if the result was reactive. Conclusions: Availability of HIV self-sampling kits as an additional testing methodology would lead to a much-needed increase of testing frequency, especially for the hidden, high-risk, and undertested GBMSM population. Online-based technologies without any personal interaction were preferred for the communication of the results, even for reactive results.