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Percursos & Ideias最新文献

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Marketing 5.0: A Publicidade e as Narrativas que Conectam
Percursos & Ideias Pub Date : 2022-10-17 DOI: 10.56123/percursos.2022.n12.20
Daniel Ladeira de Araújo
{"title":"Marketing 5.0: A Publicidade e as Narrativas que Conectam","authors":"Daniel Ladeira de Araújo","doi":"10.56123/percursos.2022.n12.20","DOIUrl":"https://doi.org/10.56123/percursos.2022.n12.20","url":null,"abstract":"This article proposes a reflection on the concept of Marketing 5.0 from the analysis of discourses present in advertising narratives. Added to this reflection is a brief literature review on aspects related to the process of discursive analysis and narratives present in an award-winning advertising campaign during the Covid-19 pandemic. Thus, this reflection seeks to understand how the advent of new technologies can be considered by marketing and communication professionals, concomitantly with behavioral and emotional aspects of consumers.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133009544","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
A Publicidade e a Proteção de Dados Pessoais – O RGPD 广告和个人数据保护- gdpr
Percursos & Ideias Pub Date : 2022-10-17 DOI: 10.56123/percursos.2022.n12.78
L. Sousa
{"title":"A Publicidade e a Proteção de Dados Pessoais – O RGPD","authors":"L. Sousa","doi":"10.56123/percursos.2022.n12.78","DOIUrl":"https://doi.org/10.56123/percursos.2022.n12.78","url":null,"abstract":"The General Data Protection Regulation is an EU legislative instrument that aims to standardize legislation on the processing of personal data of citizens of the European Union. As fundamental guiding principles of its conception is the reinforcement of the security and the trust of the data subject, as well as the limitation to the specific purposes to which such treatment is directed. A strong supervisory and sanctioning framework means that all data controllers are now faced with more demanding regulations for which they will have to define stricter commercial communication and data transmission strategies. The figure of the Data Protection Officer is in the scope of supervision and the relationship with the national authorities responsible for compliance with the law, which is decisive for the accountability and implementation of the entire process defined and enshrined in European and National regulations.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123998527","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Route of Emotions in the Tourist Context of Northeast Brazil 巴西东北部旅游语境中的情感路径
Percursos & Ideias Pub Date : 2021-05-12 DOI: 10.56123/percursos.2021.n11.60
Simone Putrick, L. Coriolano, M. Mariane
{"title":"The Route of Emotions in the Tourist Context of Northeast Brazil","authors":"Simone Putrick, L. Coriolano, M. Mariane","doi":"10.56123/percursos.2021.n11.60","DOIUrl":"https://doi.org/10.56123/percursos.2021.n11.60","url":null,"abstract":"This paper aims to study Piauí in the context of the Northeast of Brazil, geographical space of Piauí and public tourism policies, with a focus on the Programa de Regionalização do Turismo (Tourism Regionalization Program) that suggests itineraries due to the emergence of the Rota das Emoções (Route of Emotions), a regional route that comprises the Brazilian states of Piauí, Ceará and Maranhão. The objective is to analyze the importance of the Rota das Emoções in the development of Piauí’s territory. The relevance is given by the significant growth acquired by tourism in contemporary society. Governmental actions that promote territorial tourism diffusion are examined in Brazil, especially in Piauí. Private policies that regulate and establish tourist services that generate formal and informal jobs and trigger transformations with a multiplier effect. However, infrastructural transformations do not meet social objectives, directed to the market and to people’s well-being.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125921386","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
A Literacia Financeira: Uma Revisão de Literatura 金融素养:文献综述
Percursos & Ideias Pub Date : 2021-05-12 DOI: 10.56123/percursos.2021.n11.73
Fernando Tavares, L. Almeida
{"title":"A Literacia Financeira: Uma Revisão de Literatura","authors":"Fernando Tavares, L. Almeida","doi":"10.56123/percursos.2021.n11.73","DOIUrl":"https://doi.org/10.56123/percursos.2021.n11.73","url":null,"abstract":"The purpose of this paper is to review the literature on the topic of financial literacy and to understand which investigation lines and evaluation items are referred to in international studies on the subject. At the article’s beginning, the studies related to the definition of financial literacy are compiled, and a distinction between financial education and financial alphabetization is performed. Posteriorly, studies on the importance of financial literacy and its impact on families’ economic and financial decisions and on improving their economic security and financial well-being are referenced. Finally, the items on financial literacy which were studied are presented and analysed. It is clear that people with a higher literacy level make better financial decisions for their families and that financial ignorance conveys significant costs. It is concluded that countries should implement measures to support citizens’ training, in order to improve their financial literacy.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"144 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116380869","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Marketing Trends: Using Memes to Target Generation Z 营销趋势:利用表情包瞄准Z世代
Percursos & Ideias Pub Date : 2021-05-12 DOI: 10.56123/percursos.2021.n11.23
Rafaela Sirimarco Bara, José Magano
{"title":"Marketing Trends: Using Memes to Target Generation Z","authors":"Rafaela Sirimarco Bara, José Magano","doi":"10.56123/percursos.2021.n11.23","DOIUrl":"https://doi.org/10.56123/percursos.2021.n11.23","url":null,"abstract":"Although Generation Z has been around for a short period comparing to previous generations, it has been one of the most influential and world-changing so far, shaping the way communication is made and how marketing itself is portrayed. This highly digital generation is online almost all the time, and social media is the new way of embracing and reaching this demanding and influential audience. Brands search for new ways to captivate these consumers and interact more naturally. The use of memes in marketing strategies has proven to be effective and surprisingly successful when it comes to winning over this selective generation.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125719491","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Comunicação de Destinos Turísticos em Tempos de Pandemia 流行病期间旅游目的地的沟通
Percursos & Ideias Pub Date : 2021-05-12 DOI: 10.56123/percursos.2021.n11.45
Luís Ferreira, Luís Pestana Mourão, Jorge Ricardo Pinto
{"title":"Comunicação de Destinos Turísticos em Tempos de Pandemia","authors":"Luís Ferreira, Luís Pestana Mourão, Jorge Ricardo Pinto","doi":"10.56123/percursos.2021.n11.45","DOIUrl":"https://doi.org/10.56123/percursos.2021.n11.45","url":null,"abstract":"And suddenly, the world stopped. With it, tourism activity practically ceased, triggering an unprecedented crisis, after decades of continuous and exponential growth. Thus, this article aims to analyze the reactions of the tourism industry to this economic and social bump, both from a technological and communicational point of view, analyzing relational marketing campaigns in different tourist destinations and the technological resources available to organizations and companies in the sector. To this end, a comparative analysis of the different communication strategies was carried out, as well as an inventory of technological and / or digital solutions to face the crisis, namely in the role of the internet, the technologies of the 4th industrial revolution, the “social software” and the 5G networks, opening a discussion about the future of the sector and the new communication challenges of the tourism industry.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116711625","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
El Comportamiento del Comprador Industrial 工业买家的行为
Percursos & Ideias Pub Date : 2021-05-12 DOI: 10.56123/percursos.2021.n11.7
Cesar Duch Martorell
{"title":"El Comportamiento del Comprador Industrial","authors":"Cesar Duch Martorell","doi":"10.56123/percursos.2021.n11.7","DOIUrl":"https://doi.org/10.56123/percursos.2021.n11.7","url":null,"abstract":"Industrial Markets have been the subject of less academic study, despite their notable importance in the economy, leaving essential aspects such as the purchase decision or the Supplier-Customer interactions in a secondary place. The increasing globalization of the economy requires the study of theoretical models as well as empirical factors in the formation of the industrial purchasing decision.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"55 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126854246","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Comportamentos de Consumo da Criança do Ensino Básico Obrigatório em Contexto Rural e Urbano 农村和城市背景下义务基础教育儿童的消费行为
Percursos & Ideias Pub Date : 2021-05-12 DOI: 10.56123/percursos.2021.n11.29
A. C. Soares
{"title":"Comportamentos de Consumo da Criança do Ensino Básico Obrigatório em Contexto Rural e Urbano","authors":"A. C. Soares","doi":"10.56123/percursos.2021.n11.29","DOIUrl":"https://doi.org/10.56123/percursos.2021.n11.29","url":null,"abstract":"What is at stake here is the analysis of certain aspects of a child as a consumer and the influence of the rural and urban context as a geographical variable, in contrast to the socio-professional category of origin and age group, for children between 6 and 15 years of age. One fact can be taken for granted, right now: nothing in this field should be seen as an absolute truth. The biggest differences are essentially centered on the child’s socio-professional category and age group, rather than on the geographical variable; the differences are accentuated when going to extremes in terms of category or age group.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116306967","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
A Inteligência Artificial e o Impacto no Marketing e no Consumidor 一个Inteligência不影响市场，不影响消费者的人为因素
Percursos & Ideias Pub Date : 2021-05-12 DOI: 10.56123/percursos.2021.n11.16
Cristiana Vieira, José Magano
{"title":"A Inteligência Artificial e o Impacto no Marketing e no Consumidor","authors":"Cristiana Vieira, José Magano","doi":"10.56123/percursos.2021.n11.16","DOIUrl":"https://doi.org/10.56123/percursos.2021.n11.16","url":null,"abstract":"New technologies, such as virtual reality and augmented reality, are continually evolving, becoming promising marketing tools for creating new channels and offering new experiences to consumers. Human communication mediated by technology on smartphones is evolving towards interfaces that embody artificial intelligence, permitting the interpretation of people’s daily activities and their habits and behaviours. This paper reviews the concepts and the potential applications of artificial intelligence in marketing, particularly highlighting the role of new virtual assistants and their potential.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128138328","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Vivências e projetos da população portuguesa no contexto da pandemia da covid-19 葡萄牙人民在covid-19大流行背景下的经验和项目
Percursos & Ideias Pub Date : 2020-12-17 DOI: 10.56123/percursos.2020.n10.39
Adalberto Dias de Carvalho
{"title":"Vivências e projetos da população portuguesa no contexto da pandemia da covid-19","authors":"Adalberto Dias de Carvalho","doi":"10.56123/percursos.2020.n10.39","DOIUrl":"https://doi.org/10.56123/percursos.2020.n10.39","url":null,"abstract":"At a time when more and more users of mobile devices and consumers spend more time online and on social networks, influencer marketing emerges as an effective and compelling marketing tool. However, its success depends, among other factors, on the influencers’ authenticity. This article reviews concepts and trends on authenticity and influencer marketing. It seeks to explore and analyze the attitude and the way Generation Z’ members react to influencers in the early stages of the buying process.","PeriodicalId":240613,"journal":{"name":"Percursos & Ideias","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124126980","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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