IPS - ESCE – DML - Artigos científicos
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- The role of digital marketing in shaping sustainable consumption: insights from a systematic literature reviewPublication . Rosário, Alberto Travassos; Dias, Joana CarmoAs global awareness of environmental and social challenges continues to rise, companies are increasingly re-evaluating how they connect with consumers. This study investigates the role of digital marketing in promoting more sustainable consumer behaviours. Based on a systematic review of peer-reviewed literature retrieved from the Scopus database, and conducted following the PRISMA framework, this research analysed 84 academic publications. The findings highlight that strategies such as personalised messaging, social media engagement, influencer collaborations, and eco-conscious branding are significantly influencing purchasing decisions. Approaches rooted in transparency, emotional storytelling, and ethical data practices appear to enhance consumer trust and strengthen brand relationships. Although the field is technically well developed, it remains underexplored in areas such as digital accessibility and ethical governance. Overall, this study suggests that, when aligned with sustainable values, digital marketing becomes more than a promotional tool—it emerges as a key driver of responsible consumption and the cultivation of long-term, value-based connections between consumers and brands.
- How digital development leverages sustainable developmentPublication . Rosário, Albérico Travassos; Lopes, Paula Rosa; Rosário, FilipeThis academic article seeks to clarify the state of the literature on a very pertinent topic that is based on how digital innovation, considering emerging technologies and how they could be used in business management and marketing, could increase sustainable development. The sustainable economy, which should maintain long-term development through efficient resource management, has as allies emerging technologies such as artificial intelligence, blockchain, and the Internet of Things that can help reduce waste, reduce the carbon footprint, and automate tasks. Additionally, they could present themselves as a solution to improve aspects of digital communication between companies and their consumers in remote training, distribution chain, e-commerce, and process optimization in different sectors of activity. These advances will, on the one hand, allow the possibility of conducting a greater amount of professional training, increasing the number of qualified professionals and, on the other hand, facilitate trade exchanges, promoting the economy. Based on a systematic bibliometric review of the literature using the PRISMA framework, this study investigates how digital tools catalyze transformative changes in different sectors of activity. The results indicate that, overall, the academic articles analyzed in this literature review present studies focused on digitalization and sustainability (approximately 50%). In second place are topics related to digitalization and other topics such as: smart cities; Sustainable Development Goals; academia; the digital economy; government policies; academic education; and sustainable communication (29%). Finally, in third place, there are academic articles closely linked to digitalization and the environment, more specifically to sustainable practices and the management of natural resources (21%). The article concludes that digital development, when used wisely, serves as a crucial lever to address the world’s most pressing sustainability imperatives. Future research should emphasize interdisciplinary collaboration and adaptive governance to ensure that these digital changes produce lasting impacts for people and the planet.
- AI, optimization, and human values: mapping the intellectual landscape of industry 4.0 to 5.0Publication . Rosário, Albérico Travassos; Raimundo, RicardoThis study conducts a systematic bibliometric literature review to explore the conceptual and technological transition from Industry 4.0 to Industry 5.0, focusing on the roles of artificial intelligence (AI), optimization, and human values. Applying the PRISMA 2020 protocol, the analysis includes 53 peer-reviewed sources from the Scopus database, em phasizing the integration of advanced technologies such as cyber–physical systems, the Internet of Things, collaborative robotics, and explainable AI. While Industry 4.0 is marked by intelligent automation and digital connectivity, Industry 5.0 introduces a human-centric paradigm emphasizing sustainability, resilience, and co-creation. The findings underscore the significance of human–machine collaboration, process personalization, AI education, and ethical governance as foundational pillars of this new industrial era. This review highlights the emerging role of enabling technologies that reconcile technical performance with social and environmental values, promoting a more inclusive and sustainable model for industrial development.
- Brands’ green activism: an empirical comparison between posts of digital influencers and brandsPublication . Silveira, Paulo Duarte; Sandes, Fábio Shimabukuro; Xara-Brasil, Duarte; Menezes, KarlaIn this article, we present a study that investigates the effectiveness of social media communication in conveying brands’ green activism actions framed by corporate social responsibility. To address this question, a survey was conducted with 550 participants, comparing their opinions about the green posts made by brands and influencers. Statistical analysis (Wilcoxon rank-sum test means comparison of responses between the two groups) revealed significant differences in consumer perceptions between them. The findings indicate that using social media channels to communicate green initiatives is effective for brands. Moreover, the study concludes that direct brand communication is more beneficial than relying on digital influencers. This research contributes to the existing literature by providing empirical evidence on the comparative effectiveness of brand-generated social media posts and influencer-generated content in promoting green activism actions. The study highlights the importance of direct brand communication in enhancing consumer perception and engagement with green initiatives. It offers valuable insights for brands seeking to optimize their social media strategies for sustainability messaging.
- Similar culture, different tourist behavior?: results from cross-cultural research on the tourist behavior of college studentsPublication . Závodný Pospíšil, Jan; Xara-Brasil, Duarte; Závodná, Lucie SáraThe paper aims to enhance the understanding of the behavior of international tourists; this study (1) determines if cultural differences exist between Portuguese, Brazilian, Mexican, and Colombian college students; (2) if these students differ in their travel preferences; (3) examines if horizontal/vertical individualism correlates with the students' travel preferences. A psychographic approach based on value orientations was used to understand the relationship between travel preferences and the students' cultural tendencies to horizontal and vertical individualism and collectivism. The results showed that Portuguese, Brazilian, Mexican, and Colombian students have similar cultural dimensions at the societal level but differ at the individual cultural level. Although their tourist preferences differ fundamentally, no significant evidence of a relationship between the cultural tendencies and the tourist behavior of the measured samples of students has been found. The paper uses a combination of known and proven methods to obtain and process primary data. The findings provide new insights that can enhance the current knowledge of tourism research and marketing. The paper's results imply the need to revise the current understanding of differences in cultural tendencies on tourist behavior. However, it is necessary to consider some limitations arising from the sample selection and cultural tendencies measurement methods.
- The influence of advertising at the point-of-purchase on shoppers and brands: an empirical study in convenience storesPublication . Silveira, Paulo; Marreiros, CristinaThe main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.
- Consumer, retailer, and producer green orientation as a marketing driver: an empirical study in an urban food marketPublication . Xara-Brasil, Duarte; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida Cagica; Pardal, Pedro; Silveira, Paulo DuarteThis article analyzes consumer, local producer, and retailer green orientation regarding local food production and consumption in an urban food market context. This approach extends previous research, mainly focused on green orientation of consumers, by including a broader analysis of the perceptions of different relevant stakeholders. For this purpose, an empirical study was carried out in the context of a local urban market of a medium-sized city through the application of a survey to producers, retailers, and consumers, which included a green orientation scale. Results showed that local consumers and local retailers have a similar high level of green orientation, while local producers are less green-oriented. These conclusions highlight the importance of the green “values” in local communities and the need to reinforce marketing efforts and specific training programs to different stakeholders, namely local producers focused on sustainability.
- The relevance of shopper marketing touchpoints: an empirical study on wine choice in restaurantsPublication . Silveira, Paulo Duarte
- The influence of brand affect on slogan‘s memorabilityPublication . Silveira, Paulo Duarte; Bogas, Paulo Sérgio Ribeiro de Araújo
- Marketing and communication channels for diffusion of electricity smart meters in PortugalPublication . Chawla, Yash; Kowalska-Pyzalska, Anna; Silveira, Paulo Duarte