A The Trends Hub, Revista Académica de Tendências em Comunicação e Ciências Empresariais, é uma publicação técnico-científica, que se encontra em início de edição, sendo concebida para acolher e disseminar tendências atuais e futuras nas mais diversas áreas da comunicação empresarial, identificadas pelos estudantes finalistas da Licenciatura em Comunicação Empresarial do ISCAP. É uma publicação anual de short papers sujeitos a revisão por uma comissão científica de peritos, profissionais no terreno e académicos. A atividade editorial da revista segue em paralelo com o fórum digital The Trens Hub no Linkedin (2021, 2022, 2023), uma comunidade crescente de estudantes, alumni, profissionais e entusiastas da Comunicação Empresarial e Ciências Empresariais, que se juntam para escrever e comentar as tendências atuais.
Instituto Superior de Contabilidade e Administração do Porto
When we talk about a country, it is important not to forget that although it is not an organisation, each country also has an identity, image and even notoriety in both external and internal publics. In this article I will talk about Portugal, with the aim of understanding how different the vision that various publics have about our country can be. It is very important that the national identity, with which the portuguese nation identifies, in general, is passed from generation to generation, so that the country does not lose its history and culture, which are determinant to create notoriety and project the image of the country and the portuguese. We cannot forget also that one of the great internal publics of the country are immigrants, who choose Portugal as a destination to live, raise a family, open businesses or even as a tourist spot to spend holidays. Through a short questionnaire made to immigrants who live in Portugal and intend to stabilise their lives in our country, we will also find out the biggest difficulties they had when entering, the reasons why they chose Portugal and also their point of view regarding whether or not Portugal is a viable country for their future. I chose this theme with the aim of showing the public that sometimes the circumstances of life take us away from the place we call home, the place where we were born and raised, and that the country that welcomed us can become a true home and shelter. Today, with much pride and love, I call Portugal my home!
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Tiktok marketing na comunicação das empresas, Tiktok marketing in corporate communication
The number of social media users has been increasing over the years, which results in changes in the behavior of both companies and consumers. As a result, the number of companies that start using digital marketing has significantly increased, and the latest social media revolution to appear was TikTok. TikTok is a rapidly growing social media platform that is attracting more and more attention from companies as an effective channel to communicate with the public. In this article, we will explore what this social media is, how it works, how companies can use it as part of their marketing strategies, and what the best practices are for companies to communicate through TikTok.
Disinformation in the digital age - Elderly people's relationship with fake news
Resumo A era digital é caracterizada pelo surgimento de tecnologias que otimizam fluxos de informação, quebram fronteiras e revolucionam a forma como a sociedade interage e comunica. A informação passa a estar integrada numa rede complexa, disponível a todos, na qual o cidadão tem um papel ativo como fornecedor de dados. A era digital exige assim flexibilidade e abertura para a aprendizagem de novas competências, especialmente para as gerações mais envelhecidas. Em Portugal, o índice de envelhecimento da população aumentou em média 3,6% entre os anos de 2015 a 2020. A literacia digital constitui-se como um fator essencial para inclusão, segurança, conforto e impermeabilidade dos idosos à desinformação que por sua vez pode originar consequências expressivas e até irreversíveis. Palavras-chave: era digital, literacia digital, idosos, desinformação, fake news Abstract The digital age is characterized by the emergence of technologies that optimize information flows, break down barriers, and revolutionize the way society interacts and communicates. Information is integrated into a complex network, available to everyone, in which citizens have an active role as data providers. The digital age demands flexibility and openness to learning new skills, especially for older generations. In Portugal, the aging index of the population increased by an average of 3.6% between 2015 and 2020. Digital literacy is essential for the inclusion, security, comfort, and impermeability of seniors to misinformation, which in turn can lead to significant and even irreversible consequences. Keywords: Digital era, digital literacy, elderly, misinformation, fake news.
Storytelling is a resource that in recent decades has become increasingly important in the business world, being used to promote products and services. Although the term is recent, it means "storytelling", activity which human beings have been doing for thousands of years. If today we have access to stories from the last century or even earlier, it is because they are effective and endure due to their ability to evoke memories. In this article, an analysis is made of the term, its evolution and how companies have successfully applied it.
O desporto como voz contra o preconceito
Prejudice is a theme that has been dragging on over time and remains to this day included in society, and sport is no exception. When we talk about sport, we associate it with the countless people who practice it and with the millions who follow its clubs and sports daily. Thus, it is a social aspect with great notoriety and has the means to be a crucial pillar in changing these behaviors through campaigns and awareness actions. In this article I show that there are already several clubs and athletes who show solidarity with these causes and give voice to the various struggles against all types of discrimination.
In this article, the main implications of Chat GPT in society will be explored. Firstly, I will give a brief introduction on what this technology is and what it is used for, then I will discuss its use in the business world and approach the areas where greater interference is expected. I will also analyze the use of Chat GPT in education and how this software can contribute positively and negatively. Next, I will mention some general advantages and disadvantages about this model, ending with my opinion and final considerations.
A Publicidade politicamente correta - Inclusão e diversidade nas estratégias de marketing e comunicação publicitárias
Today's society is more receptive to living in a diverse and inclusive environment, where the barriers that once kept minorities out are finally dissipating. Taking advertising as a starting point, I will call "politically correct" the one that meets the standards expected by society, with the idea that the term will change, since "political correctness" varies depending on people, culture, and time. It is possible to make the bridge to inclusive advertising, i.e., advertising that brings together values that meet the awareness and against prejudice and stereotypes, bridging this idea with the case study of United Colors of Benetton, a brand whose campaigns aim at diversity and inclusion.
Wearing the Shirt - Employees' Sense of Belonging
When we talk about employees' sense of being involved, we talk about ethics and respect for others. The first step to developing a motivated team is for leaders to be aware that these are people who are performing tasks for the organization, not machines. Therefore, if we want our company to be successful against its competitors, we must invest in fair working conditions, creating satisfied employees who are enthusiastic about our brand. There's nobody better than the employee who "wears the shirt" to spread a positive reputation about our products or services. This opinion article will analyze some scientific journals and academic works, and an explanation of my experience as a motivated employee in an organization.
In today’s world, we can’t always believe in what we see and hear: the manipulation of information by others to influence the general behavior is beyond doubts. Because there are so many mislead by the supposed veracity of given facts in such an increasingly digital environment like ours, the article recognizes the growing importance of Fact-Checking in Portugal, explaining its challenges in a personal but unpretentious approach. Furthermore, the author takes full responsibility himself for reflecting on political discourse and manipulation, not forgetting to consider the spread of fake news and how to avoid them.
Memes - Sports marketing in it´´ s essence
Abstract Memes are everywhere. You just have to look closely. In the world of football, it is more and more a tool to be used. Whether on tiktok, instagram, twitter, or any other social network, it seems to be more and more a trend that is here to stay. Characterized by the few financial and human requirements that it requires, it is normally used by small clubs. It is an unconventional marketing technique that aims to differentiate and stand out from the competition. But is it a strategy that has positive results? What is the impact on the sporting community? Is it the right path for sports marketing?
The impact of storytelling in winnig over consumers
Storytelling is a communication technique that has been used as a strategic tool for building and promoting brands and products. Currently, more and more companies are starting to see the importance and strategic potential of using this narrative resource within their branding strategies. In this article, I present a reflection about the importance of this art, some trends in the area and examples of success that a major brand had after applying the storytelling: Spotify. The versatility of storytelling application allows it to be explored in various media in an integrated way, strengthening the appeal and comprehensiveness of the message it aims to convey, managing to conquer and engage consumers.
The Impact of Artificial Intelligence on Digital Marketing.
The present article aims to investigate the relationship between artificial intelligence (AI) and digital marketing, exploring its role, applications, benefits, and challenges. AI can automate tasks, make predictions, and determine consumer needs in real-time. Due to its advantageous applications, marketing professionals are integrating AI into their activities. However, it is important to note that AI presents challenges, such as the need to protect personal data and the lack of transparency and empathy. Therefore, scientific research in the field is essential to understand the impacts and challenges of AI in digital marketing and ensure its ethical and responsible application.
With global warming becoming an increasingly critical phenomenon in the world and consequently being one of the most talked-about issues worldwide, more and more companies are trying to label themselves as "green" and show solidarity with their consumers in this cause. Hence the term "Greenwashing" emerges, which is nothing more than the tireless demonstrations through marketing, by companies, to their consumers of a sustainable and environmentally friendly image, but which in practice, most of the time, does not apply. These deceptive practices can harm the environment as they delay and divert the attention of those who are truly interested in taking action and changing something, focusing them on false initiatives, products, or services. It is important for companies to commit to sustainability in a sincere way, adopting good environmental practices and communicating them in a transparent and constant manner so that they reach all audiences. The environment and people will benefit, but the companies that do it for real will also benefit.
Humanized advertising in the digital age
Abstract This article explores why brands use digital influencers to reach their target audiences and how consumers develop emotional connections to humanized brands. The findings suggest that when a humanized brand increases a person's feelings of autonomy and relatedness and does not suppress feelings of competence, the person is likely to become more strongly attached to it. This paper documents that emotional connections can be a determinant of consumer-brand relationships. The use of influencers for brand humanization has been shown to be very beneficial for any brand.
The importance of communication in combating gender inequality in basketball
In the current situation in which we live, gender inequality is unfortunately a recurring theme, and as such, this article intends to address it in a serious and transparent manner. As such, the theme to be addressed is inequality in basketball. In fact, we are still very much stuck to several prejudices such as "women not being as capable as men in sports". By collecting data and using practical examples, we intend to demonstrate this reality that is felt by athletes, former athletes, coaches, judges, managers, and trainers. As a way to combat this problem, social networks are presented as the best solution, and in the article we will be able to understand why. Finally, it should be noted that just as sport is constantly changing and evolving, so should our mentality. Keywords: gender inequality, basketball, sport, communication
Abstract The reason behind the creation of this article is that companies are currently facing big challenges when it comes to consolidating their relationship with their target audience due to the saturation of traditional marketing channels. Metaverse can offer innovative opportunities when it comes to engaging in a more immersive and interactive way. However, there is still little information on the use of Metaverse as a marketing channel, its organizational and social implications. Thus, this research seeks to fill this gap, offering an in-depth analysis of its potential and implications. The result of this paper can help companies improve their perception of using this ecosystem to connect with their consumers. Keywords: Metaverse, Marketing, Innovation, Immersive, Technology
To be a top of mind brand is, without a doubt, the ability brands have to create a close relationship with its target audience. And, for this purpose, we increasingly observe the growing phenomenon of humanization of brands and the use of archetypes for emotional identification of the public in a market marked by volatility of content and exorbitant amount of brands within the same business model. By understanding and applying archetypes in internal and external communication, an organization can gain several advantages, such as more effective communication and a more cohesive organizational culture. However, there are also risks associated with the use of archetypes, and all of these topics are under review in this article.
The field of communication: how a good strategy can transform a club.
The game continues beyond the 4 lines, and communication has increasingly become a striker capable of scoring valuable goals in the development of a club's status and identity. In this article, I addressed the ways that the major European clubs use to stand out in an increasingly competitive and global market. Topics such as communication with fans, social media, sponsors, and advertising were analyzed throughout the article to highlight the importance of communication in football and how it can help.
Digital transformation is one of the main trends in modern companies, which has been impacting all aspects of the business, from the way it communicates with customers to the way employees work. However, many organizations face significant challenges in implementing this transformation, which includes lack of leadership and clear direction. Following this brief introduction, this article explores the relationship between leadership and digital transformation, as well as the way that companies can develop leaders capable of guiding their organizations towards a successful digital transformation.
Relações Públicas: A substituibilidade da profissão
Public relations is considered one of the first forms of communication to appear in the world. Over the years, in the face of technological development and economic growth, new forms of communication have emerged that required public relations to be rethought and adapted, and other areas that have become more valued by the market. With the rise of other methods of communication and given the possible similarity of functions, the possibility of replacing the area of public relations with another, such as marketing, for example, is beginning to be questioned. Recently, along with the creation and growing recognition of software, a study has emerged indicating the public relations profession as a possible profession replaceable by artificial intelligence. Throughout this article, will be explored the adaptation of public relations to new areas of communication and new market needs. It will also be analyzed the question of the profession's substitutability, whether it is possible, and to what extent, to replace the public relations professional by another area of communication or even by artificial intelligence.
Web Marketing: o caminho para o sucesso das empresas na era digital
The text discusses the importance of new information and communication technologies in organizations, with a focus on the marketing area. Radical changes in society and the proliferation of the internet have transformed the profile of organizations and their relationships with consumers, leading to the need to develop more audacious and innovative marketing strategies. The advantages of Web Marketing include reach, agility, cost, and interactivity, allowing for personalized communication and constant learning from customers. Loyalty programs such as one-to-one, viral, and permission marketing are often used. Companies use all the information they obtain to maintain constant interaction with customers and ensure their loyalty and preference.
We live in a society where women already occupy, seek and aspire to leadership positions and promote what we call gender equality. The future leader will not be governed by the power of the position, but by the impact that her management will have on the people she leads. Let's not forget that organizations are not prepared for this change. So, this is one of the main reasons why the current female leaders seek more regularly organizations available to welcome and promote flexibility, equal pay and benefits, inclusion and so many other issues that have long been a cause for struggle. This article shows that we are heading towards a world of change, where women assume a role of differentiating leader and where the goal is to promote organizational well-being among people. Women seek a professional career based on new opportunities and assume that their superiors are primarily responsible for this professional growth, although they often do not feel protected, accompanied and driven by them. A different world where leadership adapts to the current reality.
In a world where attention is something so precious and difficult to conquer, copywriting shows us how we can make a difference through words. Not in a misleading way, but in a persuasive one. In this article, I aim to highlight the power of this art in marketing and above all, the importance of truth in what we write. I present real life examples of how the choice of certain words can trigger an action in the audience, be it positive or negative. Additionally, I elaborate some distinctions of terms that can easily get confused and belittle copywriting. In this way, I aim to clarify and enhance the position of copywriting in the lives of brands.
All things are lawful for me, but not all things are expedient for me
Abstract This article addresses the importance of communication and how it should be done according to what is "politically correct". The concept of political correctness refers to a set of ideas, language, and behaviors that seek to avoid the use of terms or actions that may be considered discriminatory, offensive, or harmful to certain groups of people. Political correctness is generally associated with the progressive movement and struggles for social justice, including issues of gender, race, sexuality, and other forms of diversity.
Communication, according to the portuguese language dictionary, consists of "the exchange of information between individuals through speech, writing, a common code or behaviour". On the business side, communication is crucial for the success of any business. Effective business communication dictates the smooth functioning of a company. However, poor communication or lack of it can give rise to several problems, such as internal conflicts, reduced productivity and motivation, loss of customers and irreparable damage to the company's reputation. Good communication should be cherished by superiors who should guarantee the well-being of their employees, make sure that they feel listened to and that their feedbacks are valued.
O O impacto da cultura woke na cultura POP
A research paper on the effects of social justice warriors on our society discusses the influence of the "woke" culture on pop culture. The "woke" culture has had a big impact on pop culture, influencing films, TV series, music, books, fashion, and other entertainment mediums. Having a "woke" perspective on social and political issues like racism, sexism, homophobia, and economic inequality is referred to as being "woke." The paper investigates the word's etymology and the extent of its social impact. The "woke" culture's influence on pop culture can be seen in the increased variety of representation, sensitive methods, devotion to reality, and identity-related sensitivity. To demonstrate how this cultural shift has led to more accurate and complex representations of underrepresented groups in literature, television, and film. Examples of these groups include women, the LGBTQ+ community, and people of color.
Technology and Humanization of Brands: Exploring the Theory of Archetypes in the Digital Age
In the current post-pandemic phase, with the exponential growth of digital and the evolution of technology, how can brands be humanized? The theory of archetypes can enhance the creation of a strong, differentiated brand, exponentially increasing consumer loyalty. Despite technology and digital aiding in the collection and analysis of data, human wisdom remains essential for making significant and creative decisions. Clearly, the symbiosis between technology and digital, with the assistance of the theory of archetypes, can create innovative and impactful solutions in the course of brands.
Post-Truth Era: Challenges and Dangers in the Digital Age
With the exponential increase in the spread of false information and manipulation of facts in contemporary society, business communication faces new and challenging obstacles when it comes to building and maintaining its image and reputation. This scenario is even more serious due to the so-called "post-truth era", characterized by the predominance of emotions, beliefs and personal perceptions to the detriment of factual truth.Post-truth exerts a significant impact on the way companies communicate with their publics and how these publics interpret the disclosed information. In view of this, it is essential that companies develop communication strategies that consider the dynamics of the post-truth era and that are capable of maintaining the trust and credibility of their audiences. of post-truth imposes on business communication and reflect on the strategies that companies can adopt to face this scenario.
"Employer branding: Only those who are inside the convent know what goes on inside."
Abstract Currently, the job market is becoming increasingly competitive, and the needs and behaviors of potential candidates are constantly changing. Work-life balance is now an increasingly relevant issue in talent acquisition and retention. We need to pay attention to the importance of well-being at work. Building a strong, authentic, and transparent brand can help highlight the company as a reference employer in the market. This article also references steps to build a successful employer branding and some examples of companies that have approached the topic in various ways.
Currently we are a society that tries to be always informed, we are constantly being bombarded with information, so we have to know how to filter the information that comes to us. It is essential to understand when we are reading real information and when we are facing fake news. In this way, knowing how to communicate is an essential element in our daily lives, both personally and professionally. The internet is the revolution carried out in the world of technology, both it is very useful to us, and it can quickly become harmful if we do not know how to analyze the information that we can obtain through it.
The impact of the woke culture on corporate communication
O movimento woke, que tem vindo a ganhar considerável tração nos últimos anos, tem sido considerado um tópico altamente controverso e, distinto das gerações millenials e Generation Z e como estas se comportam na sociedade, como estes a vêm e acima de tudo como este fator os afeta no seu meio profissional. Como tal, ao longo deste artigo irá ser explorado em que consiste o movimento woke, como este afeta o ambiente, cultura, métodos de trabalho dos seus integrantes e todo o tecido empresarial pelo mundo fora.
Despite the growing concern, in recent years, for the concepts of diversity and inclusion, we still have a long road of learning and change ahead of us until we effectively achieve a significant result on these points. The effort to follow these issues and embrace diversity must be general, collective, consistent, and long-lasting to be punctuated by advances. The visibility and change of these issues also go through communication, which due to its power and fundamental voice is a possible thread to achieve a more inclusive world.
Impcact of memes on the image of Brands and Public Figures
Currently, there are thousands of people creating memes and just as many sharing them. They can leverage or destroy the notoriety of a brand or a public figure. In this article I have given my opinion on the negative and positive impact of memes, which help in possible crises or end up worsening the situation of a brand, also on the impact on the public image of celebrities, also the impact of memes on the relationship of brands and public figures.
The hard road ahead for brands: Gender equality and diversity
Brands have started to assume a central role when it comes to gender equality and diversity issues. Therefore, in this article I present an evolution of brands in these subjects, how much they are able to influence and different practical cases to understand the discrepancies. I also alert to the fact that the pandemic can be an influential agent. Brands still have difficulties in approaching these issues, so it is clear the work and attention to be taken into consideration. At the end, I present some strategies that can be a first step for companies to be inclusive in the right way.
How the advance of technology has shaped the way we communicate
The advance of technology has changed many areas of human life, and communication is no exception. From the invention of the telephone to the popularization of the internet and social media, the changes in the way people communicate have been profound and accelerating. Technology has allowed people to connect in ways that were not possible before, and this has changed the way we communicate in many ways. In this article, we will discuss how communication has changed with the advance of technology and what the implications of these changes are.
Technology as an ally or enemy of human creativity: the discussion around ChatGPT
ChatGPT is a powerful Artificial Intelligence technology that has the potential to influence any area of work. As the name implies, it is a conversational platform and detects any language. This article aims to explore the Open AI program and focuses on a highly debated question these days: is ChatGPT an ally or an enemy of human creativity? There are many who argue that this tool endangers human work and can serve as a "crutch" for the brain, which once removed, will make it difficult to "walk" again without its help. There are others who believe that it is an excellent support for students and workers, and that even humans will be even more human.
Comunicação das marcas e o compromisso com a igualdade de género e diversidade
Time goes by, mentalities (fortunately) evolve, and society changes. Over the years, there have been significant advances in promoting gender equality and diversity, and as consumers we have become more demanding and with more limits on the content that is presented to us, resulting in a greater awareness by brands of their social responsibility and the impact that their communication will have on the public. In this article, I will reflect on how brand communication has the power to support or discourage stereotypes regarding the most diverse social groups, since it can shape how we see ourselves and the other; analyse cases of brand communication regarding the theme and suggest practices that can be followed by companies.
The The role of Social Responsibility in the consolidation of the organisational Reputation
The industrial and technological revolution had completely transformed society. Production capacity increased, culminating in a succession of social scourges such as environmental problems and social and economic inequality. In this context, social responsibility has emerged and gained importance in organisational decisions combined with ethics. A socially responsible organisation does not only fulfil economic and legal responsibilities, but this range also expands to ethical and social issues which bring benefits for the organisation and society. One of the main benefits for the organisation focuses on the development of the organisational reputation. This article aims to analyse the relationship between the two concepts, through an analysis of studies carried out and an assessment of the main challenges for the integration of these practices in the organisational strategy.
The Power of TikTok: a new way for organizations to communicate
TikTok is the moment´s most famous social media platform in the world, with thousands of millions of users on the app for hours every day. But this social media app has more potential than just giving out entertainment. In this article, I aim to go over TikTok’s relevance as an important organization’s communication channel, and how I believe that it will be a indispensable tool to any company. I will explore topics such as the app´s history, it´s relevance to the organizations, good practices to follow as to reap all its potential and things to be careful about when using this powerful communication tool.
Marketing Político em Portugal – Mais ou Menos Ideologia?
O presente artigo pretende, em primeiro lugar, aprofundar as nuances do Marketing Político, que se relaciona com a formação da imagem a ser projetada a longo prazo e consiste num conjunto de procedimentos e técnicas que servem para adequar o candidato ao eleitorado e mostrar as suas diferenças em relação aos adversários. Numa segunda instância, apresenta a necessidade e utilização da ideologia na área, tendo em consideração as vantagens e desvantagens e, em terceiro lugar, menciona outros métodos de abordagem à Comunicação Direta e Indireta, os quais são contextualizados na realidade do eleitorado e universo político de Portugal.
Internal Employer Branding - Employee Well-Being as a Competitive Advantage
The concept of employer branding is increasingly common and has been adopted by several companies. This academic paper aims to present the main concepts and practices related to internal employer branding, addressing strategies and techniques that consolidate the interaction between company and employees. In this article I present an explanation of what internal employer branding is, some strategies that in my opinion companies should adopt, tools to measure the impact of such strategies and existing barriers for companies that implement these actions.
Misinformation and the Consequences on Organizational Image and Reputation Management
Given the permanent globalization existing in today´s and the speed with which, reliable or not, information is transmitted through all digital platforms, there is an inevitable concern about the dissemination of non-validated content, thus weakening the stability of organizations. This article will address the influence of Misinformation and Fake News in the daily life of organizations, as a greater need for efficient Corporate Image and Reputation management emerges. Are organizations prepared to stop the spread of misinformation and protect their most important intangible assets?
The The secret of high-performance content: Copywriting and UX Writing hand in hand.
Digital marketing is increasingly competitive. With online content intake growing exponentially, it has never been more crucial to make sure ours stands out.This is where Copywriting and UX writing come in. These skills make all the difference in a brand's communication strategy. Over the next few paragraphs, you can check out the meaning and importance, as well as best practices for applying them to your communication.
Vegan's Obstacles in the Fight Against Food Misinformation
The ideology of veganism, despite becoming increasingly popular in recent times, still suffers from several attacks, especially when it comes to health. These attacks are often caused by lack of knowledge or even misinformation of the population, especially the Portuguese population, which has a culture so marked by its cuisine. Throughout the article, I will present some facts about vegan food that contributed to substantiate my choice for this type of diet. My goal is, at least, to make people question and reflect a little on the food choices they make.
Cancel Culture and 'Political Correctness' when communicating
Cancel Culture has been a controversial topic in recent years, and one of the biggest questions that arises is whether this trend is truly beneficial to society. With the rise of "political correctness", the way we express our opinions has also been affected, raising questions about how honest and authentic we can be without offending or harming others. In this article, I will explore the pros and cons of Cancel Culture and political correctness in communication, discussing their impacts on society and how we can create a healthier and safer online environment.
A Social pressure on young people at the start of their careers
The permanent socio-economic instability that is experienced in many countries, especially in Portugal, with increasing unemployment rates, especially in the younger age group, increases the social pressure that young people succumb to when beginning their careers and joining the professional sector. In this article, I present a summary analysis of (....) news items published by the media in Portugal, as well as (...) articles that have been published over time. Offering a comprehensive view of the economic situation young portuguese encounter when entering the labor sector, throughout this article I express my view in order to alert to the importance of the social inclusion of this age group which will be the future of the portuguese people.
Oportunidades e Riscos do ChatGPT - um aliado ou inimigo ?
This article wasn’t written using ChatGPT, but it could. It is important to describe how a simple artificial intelligence tool can influence the lives of those who use it, both in a positive and negative way. Throughout the article, I intend to explain the concept of ChatGPT, the way in which this artificial intelligence tool, has had such a great impact on us and how it has affected our lives in many areas. When there is a good side, there is also a bad side, and ChatGPT is no exception. It is also important to expecify the various opportunities and risks that ChatGPT offers to those who use it and reflect and get an answer to the question: Is it an ally or an enemy?
The DNA of authentic brands: the role of humanization in marketing
Currently, marketing is an essential tool for companies that want to stand out in the market, which is becoming increasingly competitive and saturated. It’s essential to find ways to gain a competitive advantage over the competition. In this article, I analyze the DNA of authentic brands, how they stand out, and how they use humanized marketing in their day-to-day operations. Additionally, I explore humanization in marketing as one of the main trends for 2023 and what strategies brands should adopt.
A Comunicação das marcas para a Igualdade de Género e Diversidade
In this text, I present a reflection about the relevance of the diffusion of some social issues in the discourses of brands, accompanied by a view on the evolution of the representation of women in advertising and in communication, in general. We conclude, that the brands' communication for gender equality and diversity, has made a significant effort, especially when using the marketing strategy called femvertising. However, if the ability of brands to adapt to the new times has become increasingly visible, there is still a long way to go in changing the mentalities that are so stereotyped in our society. Keywords: communication, brands, stereotypes, gender equality, diversity.
The Challenges of Inclusive Communication in Advertising Campaigns
Communication is one of the most powerful tools that can be used to influence and shape public opinion. Advertising, in particular, plays a significant role in the way companies and brands communicate with their respective target audience. In the last few years, diversity, inclusion, and equality have been increasingly debated and advertising is no exception. Now that we are aware of the influence media and advertising have on society, in the present article we will explore the way these themes have been explored in brand communication and advertising.
Paradoxos da comunicação: Marcas como pessoas e pessoas como marcas
We are in a digital age. In an age where everything is just a click or a touch of a cell phone screen away. The growing movement of social networks shows new ways of looking at and approaching a market. An ordinary person is able to collect interactions from a certain audience to advertise/sell a product or service. These people manifest communicative skills that, without requiring a physical space, become a brand. We can call these people digital influencers. Social networks, in fact, belong to the big picture, and it is up to the influencer to follow market trends, innovate their strategies and approaches towards their audience.This article will address the creation of a brand, the eras of the Internet and social networks, and how influencer marketing works.
De que forma o sentimento de pertença afeta a produtividade dos colaboradores?
A sense of belonging is a basic human need that applies in all contexts of life, including the work environment. Making employees feel part of a team can lead to greater motivation, engagement and productivity. Salary is no longer the only attractive element in organizations and nowadays, when seeking a new challenge, employees aspire for a place where they can feel useful and valued, as part of a community. The consequences of this behaviour are greater competitiveness, valorisation of the companies that promote this feeling, an increase in productivity and a reduction in employee turnover. In this article, these issues are addressed and strategies to create a strong and lasting sense of belonging among employees are presented.
Adapting a brand's image and communication strategy to reach new generational audiences.
The emergence of new generational audiences with new habits of consumption and social interaction, impose opportunities and threats to corporate communication. In this article, I explore one of the ways found by brands, and in particular in the Lotus example, to respond to a need for fast and constant entertainment inherent to the Zapping generation. One of the trends that has been developing in corporate communication is the use of unbalanced humor in an official account, but one that approximates a personal SMM (Social Media Manager) account that communicates as a person rather than an entity. This communication has proven to be effective, but can mean great risks for the brand's reputation.
Storytelling- Engaging and winning over consumers through storytelling
Today's consumer is no longer yesterday's consumer. The evolution in the different areas of consumption is fast. Technology advances every day, bringing different ways to obtain the same result. Organizations and brands are incessantly searching for new tools, to generate more leads and more emotional integration with them. In this article I try to deconstruct, the essence of the word storytelling and what it seeks to add in today's consumers. Consumers more informed and more demanding about brands and their real interests. Will we, communication professionals, be able to re-engage our consumers through this tool?
We know that a company can only move towards success if it is comprised of determined and qualified professionals. However, in this era of continuous change and evolution, aligning the organization's expectations with reality becomes a great challenge. In this article, I analyze the influence of Employer Branding on a brand's performance and the constant need to keep up with the evolution of the labor market. It is crucial to understand the importance of employee engagement with their company and to comprehend the future perspectives of the human aspect in the business world
The power of Political Marketing in elections: the art of shaping minds
The end of the production era and the beginning of the market-oriented era creates room for the emergence of marketing, which aims to bring multiple benefits to both consumers and companies themselves. In the political contexto, it was found that it did not differ much from the business environment. In this sense, political marketing arises with the same purpose: to understand and satisfy the needs of the population by promoting a favorable image of the political actor. I used the Portuguese legislative elections of 2022 as a case study. Therefore, I aim to analyze the role of political marketing in the election results through a current pratical case, in a world where digital begins to dominate and influence the way we manage the marketing strategies used.
Greenwashing: The difference between “being” and “seeming”
At a time when there is a growing awareness of environmental issues and a greater importance placed on the concept of "sustainability," we are also seeing an increase in "Greenwashing," a term that has gained strength in recent times. Throughout this article, there will be an introduction to the meaning of "Greenwashing" followed by a brief history of its emergence and its causes. It will also discuss the several types of Greenwashing that exist and the most well-known cases among the public. This approach relates the growing environmental awareness and how brands adopt strategies to keep up with it, focusing on the urgency that organizations feel to communicate that they are "green" and prioritize their image rather than their actions.
The sense of differentiation, notoriety and belonging is increasingly important on the part of consumers. In this article, aspects such as the concept of generation Z, brand activation and GPT chat, but also, how to be innovative in the eyes of this generation are covered. The big unknown is how the impact of these new technologies can influence this new brand activation and this generation, who is known to be digital-native. The importance of brand activation is presented in depth exposing the best communication and examples to become increasingly innovative.
O Impacto da Cultura Woke na Sociedade Contemporânea
The woke culture is the new progressive movement that has emerged as a revolution in favour of human rights and the defence of minorities. To what extent this need to have an extremist position on the most varied subjects does not become an obstacle to the creativity and originality of people and organisations? In this article I will speak about the impact of the woke movement in society, I will analyse the positive and negative points of this culture, referring to the opinions of authors and opinion articles written for the most diverse media. Throughout the article I will leave explicit my opinion about the facts. Finally, I will end with a general conclusion about the subject.
Minimalism: Simplicity in a World of Masses
In a mass society where the market is overloaded with ordinary companies and communications, Minimalism emerges. In this article an analysis is conducted about minimalism in brands. The concept of minimalism, its importance and its implementation in all panoramas is discussed. Such as graphic design, marketing strategies and consumers. There is an offer of in-depth insight into the impact of this trend, namely in social and economic contexts. Finally, the purpose of this article is to grant a reflection regarding our practices and determinations.
The concept of branding and its fundamental characteristics have been gradually developing throughout History - increasingly focused on the consumer and their expectations. Currently, as brands follow market trends and changes, they have been valuing and adopting more authentic positions. In this article, I analyze the opportunities and benefits of this new reality, as well as its risks and organizational implications. Throughout the article, I present three fundamental questions related to the core concept of authenticity, justifying them with my opinion and using two practical cases. In pursuit of a more scientific approach, the article is also supported by perspectives from some professionals related to the topics addressed.
Social media strategies and trends in e-commerce
To effectively use social media to increase sales, businesses need to have a well-structured and outlined social media strategy. This article investigates social media trends in e-commerce and explores the various strategies businesses can use to leverage social media to increase online presence and drive sales. Social media has become an essential and important element in e-commerce strategy for companies looking to expand their business. As social media evolves, companies need to stay up to date with the latest e-commerce trends and strategies to remain competitive and successful in the market.
In nature, message transmission between sender and receiver occurs in various ways. Communication has evolved over millennia in the human species, from simple sounds to classical languages to modern languages. Communication has tremendous power over humans, and throughout human history, this powerful tool has been used many times. A good example is Goebbels’ advertising campaign in Nazi, Germany. In this article, I will discuss how communication influences the masses and how easily this can be done. For this purpose, I will draw on studies, reports, and articles from neuroscience and human behavior.
Corporate Social Responsibility: The role of communication in combating Greenwashing
More and more companies are "pressured" by society and feel "obliged" to adopt a socially responsible attitude. This is because there has been a great emergence and consequent increase in the importance of this issue in today's society. However, this "pressure" leads to the fact that, many times, the communication that reaches the consumer in terms of Sustainability and Social Responsibility of companies does not always reflect what really happens inside the companies (Greenwashing). Throughout this article, the role of communication at the level of Corporate Social Responsibility (CSR) is addressed, highlighting the advantages that it can bring to the company, such as combating Greenwashing practices. It also discusses some examples of companies that have had communication problems related to this theme.
Internal Communication: A successful tool in organizations
With the advance of new technologies, the labor market has undergone changes over the years. Competitiveness and immediacy are examples of these changes. Organizations have thus been forced to change, investing in quality and innovation, in their organizational processes. This paper aims to highlight the importance of internal communication. The method used was the study and analysis of texts and materials from some authors who contribute to the importance of the subject. As a result of this analysis, it can be stated that the use of internal communication is important, it is a tool that directly influences the improvement of the organizational environment, motivation and valuing of professionals. It is concluded that these factors generate greater involvement and productivity on the part of professionals, improving the companies' results.
How ChatGPT affects education and university development.
The ChatGPT and its subsequent uses in the world of education may lead to the replacement of competencies and professions in the future. In this article, relevant information is presented regarding the use of this tool in academic settings and how educational institutions should approach its conscious and responsible implementation in order to control potential negative effects on university students. An overview of the topic is provided, highlighting both the benefits and consequences of the chatbot, to provide readers with a comprehensive understanding of both aspects. Technological innovations have an impact on society, especially in education, and it is necessary to understand their positive and negative effects.
The Covid-19 pandemic has brought new challenges for companies' communication. In this article I will mention the main characteristics of the social network TikTok, the importance of the role of influencers and the impact that an opinion can have on the growth of brands and how they can adapt to the new challenges of the digital age. This theme will be consolidated with the main strategies that companies can and should use to communicate with their target audience through this platform, giving priority to creative, innovative and differentiating content and that above all create interaction with the user.
The Power of Written Communication: How Copywriting and UX Writing Impact Companies in the Digital Age
Thanks to technological advancements, the amount of information available to consumers has multiplied, consequently expanding their alternatives and affecting the way they make decisions and choices. As a result, there has been a pressing need to further improve communication between companies and consumers. In this context, Copywriting and UX Writing have emerged as valuable allies for companies, offering strategic approaches to create an enhanced user experience and strengthen customer relationships. This article discusses written communication strategies to attract consumer attention, provide a positive experience, and foster customer loyalty.
Employer Branding for Talent Retention: A Contextualization of Practices in the Corporate Environment
The 'War for Talent' is an intense and global competition for attracting and retaining highly skilled professionals in diverse fields. Organizations need to adopt effective value-creating strategies to gain a competitive advantage in this dynamic and competitive job market. Employer branding is a talent retention approach that aims to create a distinct work environment and promote it to achieve the organization's objectives. This article presents a contextualization of the factors that contribute to talent retention, exposing the employer branding practices adopted by market-leading companies in Portugal. If organizations can adapt and evolve by meeting the needs and expectations of their employees, they will gain a significant competitive advantage.
The role of communication and technologies in creating successful events
Currently, there have been social transformations that are connected to the technological transformations that society harmonizes with in order to develop and maintain itself. The present work aims to identify an analysis of the role of communication and new technologies in the creation of successful events, offering an engaging vision regarding the combination of communication and technologies and that these can provide a unique and attractive experience for the public, as well as increasing event participation and reach. However, it is important that organizers know how to use these tools in a strategic and planned way, so that the event's objectives are achieved, and the public's experience is positive.
The Importance of Brand Activation for Generation Z
In the current highly competitive market scenario, brand activation becomes essential to differentiate companies and establish significant connections between the brand and consumers, especially the younger generation. This article presents a critical analysis of some relevant data on brand activation regarding Generation Z, offering a broad view of the strengths, weaknesses, opportunities, and threats of this process. The aim is to understand the relationship between this socio-demographic segment and brands, both in the present and in the future, where the convergence between the online and offline environments will become increasingly relevant and promising.
Green Thinking, the phenomenon that torments companies
Nowadays we are bombarded with information about the threat of climate change and how companies are the agents that cause the greatest impact on the environment. The pressure to develop communication outputs that convey the adoption of sustainable practices and socially acceptable practices, aimed at the wellbeing of the community, is notorious. In this article an approach is made to the companies´ strategies in communicating environment-related aspects, the way green thinking is embraced, as well as the need for organizations to make the environment part of their DNA. Therefore, it will be possible to verify the veracity of the aspects communicated by the companies.
Communicating Tourism in Portugal post-pandemic
This article addresses the challenge of communicating tourism at post-pandemic Portugal, considering that the health crisis has significantly affected the sector. I intend to discuss the changes in consumer behavior and the need to adapt communication strategies to regain the trust of tourists. In addition, I present examples of successful communication campaigns and suggestions for creating relevant and attractive content. The article argues that an empathetic and sensitive approach to addressing the topic of tourism, offering clear and up-to-date information on safety measures and encouraging sustainable tourism is crucial. The main contribution of this article is to provide useful guidelines for tourism and communication professionals to face the challenges of the post-pandemic era.
Project Management: The Challenges that Haunt a Pilot Project
The dynamic and rapid changes brought about by today's market demand the creation of innovative projects. Consequently, it will be the way they are managed that will define their success and drive a strong position, aiming for differentiation and fierce competitiveness, which increases daily. <p class="Abstracttext" style="box-sizing: border-box; --tw-border-spacing-x: 0; --tw-border-spacing-y: 0; --tw-translate-x: 0; --tw-translate-y: 0; --tw-rotate: 0; --tw-skew-x: 0; --tw-skew-y: 0; --tw-scale-x: 1; --tw-scale-y: 1; --tw-scroll-snap-strictness: proximity; --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(59,130,246,0.5); --tw-ring-offset-shadow: 0 0 transparent; --tw-ring-shadow: 0 0 transparent; --tw-shadow: 0 0 transparent; --tw-shadow-colored: 0 0 transparent; font-variant-ligatures: normal; font-variant-caps: normal; orphans: 2; text-align: start; white-space: pre-wrap; widows: 2; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; word-spacing: 0px;">In this article, we aim to address project management, delving into pilot projects and the challenges they must overcome in their migration to successful long-term strategies. <p class="Abstracttext" style="box-sizing: border-box; --tw-border-spacing-x: 0; --tw-border-spacing-y: 0; --tw-translate-x: 0; --tw-translate-y: 0; --tw-rotate: 0; --tw-skew-x: 0; --tw-skew-y: 0; --tw-scale-x: 1; --tw-scale-y: 1; --tw-scroll-snap-strictness: proximity; --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(59,130,246,0.5); --tw-ring-offset-shadow: 0 0 transparent; --tw-ring-shadow: 0 0 transparent; --tw-shadow: 0 0 transparent; --tw-shadow-colored: 0 0 transparent; font-variant-ligatures: normal; font-variant-caps: normal; orphans: 2; text-align: start; white-space: pre-wrap; widows: 2; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; word-spacing: 0px;">The mentioned challenges are mainly related to the doubts and uncertainties that arise in the implementation and progress of the projects. These translate into an obstacle since they involve several variables and metrics to consider. <p class="Abstracttext" style="box-sizing: border-box; --tw-border-spacing-x: 0; --tw-border-spacing-y: 0; --tw-translate-x: 0; --tw-translate-y: 0; --tw-rotate: 0; --tw-skew-x: 0; --tw-skew-y: 0; --tw-scale-x: 1; --tw-scale-y: 1; --tw-scroll-snap-strictness: proximity; --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(59,130,246,0.5); --tw-ring-offset-shadow: 0 0 transparent; --tw-ring-shadow: 0 0 transparent; --tw-shadow: 0 0 transparent; --tw-shadow-colored: 0 0 transparent; font-variant-ligatures: normal; font-variant-caps: normal; orphans: 2; text-align: start; white-space: pre-wrap; widows: 2; -webkit-text-stroke-width: 0px; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial; word-spacing: 0px;">Thus, the content of this article aims to motivate readers' reflection on the question "Why aren't pilot projects a more commonly used solution to test the feasibility of the strategies that are intended to be initiated?" For this purpose, a theoretical analysis of the topic will be explored, followed by a critical reflection on it, resulting from the conclusions drawn and my professional experience in contact with a pilot project.
Political correctness is thoughtful behavior aimed at protecting marginalized groups. A way of replacing possibly offensive expressions with less negative words. Today political correctness is still seen as a form of control of our freedom of speech. Some claim that this movement is a form of censorship. Therefore, when some do not follow these standards of society to be politically correct, they are "cancelled "by society, namely social media. The cancellation comes as a consequence of taking a controversial position. Companies can also be targets of this cancellation, taking positions on activist topics risks their reputation. But who decides what’s wrong and what’s right?
Society in the digital era: influencers and their followers
In the digital world, social recognition is measured by the number of followers in social media as digital influencers are an extreme valuable tool since they can reach a vast audience. Also, they have the advantage of working with “their” followers, people that has chosen them and that considers their opinion reliable and important. The pandemic caused the arising of new influencers e took this concept to another level. They were forced to adapt their digital content to their target audience as storytelling was brought up as a strategy to emotionally connect with the consumer. This article intends to analyze the role influencers have on social media and how they persuade their followers in their purchase intentions.
Employer Branding - New competitive advantage tool
More and more organizations are humanized, with the main goal of creating an emotional link with their audience, a sense of transparency and community, which aims to get more recognition and a good image. However, it is not only the consumer audience that needs to be attracted for a brand to be successful, but the internal audience should also be a priority. In this article, I will address the evolution of the phenomenon of Employer Branding, or Corporate Branding, and relate it to the proper functioning of a company as well as its success, discussing its advantages and opportunities and understanding how to create a strong Employer Branding strategy.
Is urgent to be aware of the importance of inclusive marketing. It carries with it the responsibility of providing advertising based on equality, so that everyone can live in diversity and respect it. In this way it is possible to change behaviors and mentalities, so that we can live with the maximum of respect - for skin tone, religious option, or sexual orientation. Advertising has a fundamental role to leverage this change and the work of companies and organizations in this sense is notorious. Thus, throughout this article we will analyze companies that communicate the cultivation of equality in their midst, how they do it, and what still needs to be added.
Greenwashing: the contradictions between ideas and actions.
ncreasingly, society is becoming aware of the need for a change in habits, especially with environmental issues. Consumers are more demanding in the way products are produced and the impact they have on the environment. This article focuses on this issue and aims to analyse how companies relate to and prepare their practices for a more sustainable production. Identifying greenwashing practices and "green" practices is sometimes not easy, so this article intends to help the reader to clarify the difference between these concepts.
THE Importance of Renewable Energy Communities in Decarbonization
At a time when climate change and energy poverty are increasingly evident, and when the effects of the recent instability in energy prices are still being felt, the prevailing challenge is to integrate renewable energy sources, to significantly reduce dependence on fossil fuels and for more energy efficiency. The excessive use of different fossil fuels in energy production has been a hotly debated topic in the scientific community and in society in general and it is urgent that measures are applied so that we are more energy efficient. To achieve carbon neutrality by 2050, 90% of the electricity produced will have to come from renewable sources. At European level, solar energy is the fastest growing source of energy. It is therefore time to look to the Sun, Europe's fastest growing source of energy.
The Age of Information and Misinformation
It is becoming increasingly difficult to distinguish truth from lies. We are in an age where digital communication is the primary means of spreading information, and we see, firsthand, the side effects of a misinformed society. This article discusses the concept of misinformation and the importance of the topic today. The fundamental role that social networks play in the dissemination of misinformation and the manipulation of the information that is received by users is highlighted. The impacts on society and strategies to combat disinformation are discussed, and finally, the issue of freedom of expression and how they relate to each other is addressed.
Communicating in the Age of Disinformation: How to Navigate a Sea of Disinformation
In an era in which information circulates at a speed never seen before, it becomes increasingly difficult to distinguish between real content and false content, which increasingly demands the attention and ethics of today's communicators, inside and outside organizations. But after all, what tools do you need to navigate this sea full of false information? In this article a general analysis will be made of the concepts of disinformation and fake news, its origin, the development of the problem and its causes and consequences. Finally, some strategies will be suggested to combat this problem.
The importance of marketing in the real estate sector
The real estate industry is highly competitive, and marketing can be the key to success for companies operating in this market. Marketing has stopped being an option and has become a necessity. Therefore, it is critical that companies in this industry use effective marketing strategies to stand out from their competitors. This article will discuss the importance of marketing in the real estate industry, addressing the need to establish a clear and well-defined marketing strategy. In addition, some examples of marketing strategies that can be used by real estate companies to attract and retain clients will be presented, such as content marketing, social media presence, and offering personalized services to the client.
Digital Communication and Tourism: Two Allies?
In today's society, it is essential to have access to information at any and all times. With technological advancement and the significant increase in the importance of digital communication, all areas have become dependent on it and were forced to bet more and more on this type of communication. The tourism sector was no exception since new tourist profiles have emerged. In this article, I present a reflection on the importance and the impact that digital communication has in the tourism sector at a global and national level.
Demystifying the "brand DNA": The importance of Authenticity in Business Success
This article discusses the use of the term "brand DNA" to describe a company's identity, emphasizing that this analogy can be misleading and inappropriate, as it can be changed or adapted to the evolution of the organization and the market in which it operates. The article highlights the importance of brand identity for the success of companies and discusses how organizational authenticity is crucial for establishing an emotional connection with consumers and creating a lasting competitive advantage in the market.
Opportunities, risks and challenges of ChatGPT for business communication
This article explores the opportunities, risks, and challenges of using generative artificial intelligence tools, specifically ChatGPT, for business communication. A literature review is conducted, citing various authors from current international scientific journals, with the aim of obtaining relevant and up-to-date research. This article presents a comprehensive analysis of the technology behind ChatGPT and seeks to understand the influence of this artificial intelligence tool in the era of digital transformation and its use in the business environment, while also considering the risks and opportunities that ChatGPT poses for consumers. Ways to overcome the challenges presented are explored to improve the effectiveness of ChatGPT in the long-term future. Finally, a brief opinionated reflection is presented on the challenges of ChatGPT in business communication and its future in society and businesses.
The battle between mental health and self-esteem - how it influences our life!
In a globalized world, the battle between mental health and self-esteem is increasingly evident in various tasks and functions. Psychological problems and the importance of self-esteem in our lives are becoming more prevalent. The truth is that they have always existed. However, they have been gaining more notoriety in society, although there is still a long way to go... In this opinion article, I choose to give relevance to these topics and provide a view of how much they influence our lives. It becomes essential to address mental health as a priority focus for well-being and success. Mental health and self-love are intrinsically related to our performance in what we do. But then, how can we win the battle that is imposed?