Faria, Sílvia
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Faria
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Sílvia
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Sílvia Faria
Biography
Licenciada em Ciências Empresariais pelo ISCET, Mestre em Gestão de Empresas, Especialização em Marketing, pela Universidade do Minho, Doutora em Ciências Económicas pela Universidade Rey Juan Carlos, Madrid e Especialista em Marketing e Publicidade pelo ISCAP, ISCAC e IPAM. Gestora de Unidade de Negócio na empresa Segafredo Zanetti (Portugal), SA, de 1994 a 2009 - Departamento Divisão Casa (Vendas à Moderna Distribuição). Consultora não remunerada em Marketing e Estratégia (I-Wish (atualmente); Adpress (2014-2022); Qria/Quarteirão (2016-17). Professora no ensino superior desde 2003. Investigação desenvolvida em Marketing, Comp. Consumidor, Retalho, Estratégia, Recursos Humanos, AI e New Tecks. Coordenadora do Mestrado em Marketing e Negócios Digitais, Universidade Portucalense. Formadora em Marketing.
Afiliação:
REMIT – Research on Economics, Management and Information Technologies.
DEG - Departamento de Economia e Gestão.
1D19-2036-56AF
57216458139
AEE-0340-2022Research Projects
Organizational Units
REMIT – Research on Economics, Management and Information Technologies
Centro de investigação que que tem como objetivo principal produzir e disseminar conhecimento teórico e aplicado que possibilite uma maior compreensão das dinâmicas e tendências económicas, empresariais, territoriais e tecnológicas do mundo contemporâneo e dos seus efeitos socioeconómicos. O REMIT adota uma perspetiva multidisciplinar que integra vários domínios científicos: Economia e Gestão; Ciências e Tecnologia; Turismo, Património e Cultura.
Founded in 2017, REMIT – Research on Economics, Management and Information Technologies is a research unit of Portucalense University. Based on a multidisciplinary and interdisciplinary perspective it aims at responding to social challenges through a holistic approach involving a wide range of scientific fields such as Economics, Management, Science, Technology, Tourism, Heritage and Culture.
Grounded on the production of advanced scientific knowledge, REMIT has a special focus on its application to the resolution of real issues and challenges, having as strategic orientations:
- the understanding of local, national and international environment;
- the development of activities oriented to professional practice, namely in the business world.
37 results
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Publication Open Access Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group2022-09-20 - Gabriel, Carla; Faria, Sílvia; Gomes, Sofia; Ferreira, PedroThe widespread presence of the Internet in people’s lives has transformed the way consumers look for and buy a variety of goods and services. Shopping online is nowadays a popular way for a considerable number of individuals, giving rise to numerous forms of alternative shopping platforms. While in traditional e-commerce the seller is usually a known brand, another trend emerged in recent years, where the seller can be virtually everyone. In this context, buyers interact with little-known or even non-professional sellers. Since research on consumers’ behavior in second-handed products selling platforms is still scarce, this study examines how brand experience is influenced by perceived risk and brand trust in this context. The research uses a hypothetical-deductive approach. Based on a sample of 185 consumers of an online marketplace for second-hand goods, data were collected by a structured questionnaire. A regression analysis model was used to conduct statistical analysis, and SPSS was used to execute the analysis. Findings show that low perceived risk and high brand trust are associated with a better brand experience. The research, despite being restricted to one particular online marketplace for second-handed products, provides evidence to support the relevance of such platforms in lowering risk and enhancing brand trust, as a way to offer a pleasant brand experience.Publication Open Access Are assortment variety and stock-failures management in Hypermarkets and Supermarkets an important factor for consumers to develop a store-type preference, willing to come back and continue to buy?2017 - Carvalho, Victor; Ferreira, Pedro; Faria, SílviaThe purpose of this paper is to examine the customer experience towards the two main retail types of point of sale in Portugal and what leads them to choose between Hypermarkets and Supermarkets. A model was developed through the formulation of some hypotheses, as a result of the literature review on related concepts; the data mentioned in this paper was obtained by a questionnaire applied online to 116 individuals. The data collected allow us to say that people that prefer to have a huge variety of products and brands tend to go to Hypermarkets and that the higher the positive perception about layout (capacity to avoid breaks (failures of products on shelves) and good products and brands’ exhibition)) the higher the preference for Hypermarkets; the more people prefer variety, the less they go to Supermarkets and, if there is a lot of information about products and brands, associated to an also careless presentation and exaggeration of products / brands on shelves, it leads consumers to feel confused and then they will prefer to go to supermarkets. Considering the results obtained with our sample we may say that both hypermarkets and supermarkets’ clients do not want to come across products failures on shelves (BREAKS); however, according to our sample, it seems that consumers associate a better category management to hypermarkets (since this has a positive impact in choosing this type of store).Publication Open Access What if employees brought their life to work? The relation of life satisfaction and work engagement2020-03 - Gabriel, Carla; Rodrigues, Pedro; Pereira, Manuel; Faria, Sílvia; Ferreira, PedroPrevious research on work engagement has sought to understand the drivers, as well as the consequences, of engaging people at work. The drivers of engagement have been found mainly within the work domain. However, working life is not detached from personal life, which has been demonstrated by research on work-life balance. The goal of this research is to understand the relation between life satisfaction and work engagement. Data were collected from a sample of 571 employees from major Portuguese companies using a questionnaire. The results confirmed the constructs used, and the regression model showed that life satisfaction is related to work engagement. The main conclusion was that work engagement can be explained by factors external to the organization, which are an integral part of employees’ lives. Being a psychological and emotional state, work engagement can be related to other aspects of employees’ lives besides their organizational and job roles.Publication Restricted Access From the 4 PS to 5 PS: prompt, a new element for the Marketing mix: a specific analysis of the coffee market: the Portuguese market2021 - Ferreira, Pedro; Faria, SílviaThe goal of this study is to test the introduction of a new variable in the marketing mix—prompt—and how it may impact on consumers’ satisfaction and brand loyalty. Coffee was chosen to test this new variable since it is one of the most preferred and consumed drinks all over the world. It is also the basis of a dynamic sector with a constant introduction of new products, blends, and formulas. A literature review was conducted based on the traditional 4 Ps model, namely, its importance for consumers’ buying behavior, specifically consumers’ satisfaction and brand loyalty. The empirical study was based on a survey of 220 coffee consumers, with the aim of understanding if having the product available impacts on satisfaction and brand preference. Despite some limitations, results seem to support the construct of “prompt” as an additional marketing-mix variable. Moreover, “prompt” seems to be a key element for satisfaction and loyalty. These findings are valid for Portuguese coffee consumers and should be validated in other cultural contexts and the consumption of other products and/or services. The 4 Ps remain as the most mentioned element of companies’ marketing strategy. The validity of a new marketing-mix variable, with confirmed impact on consumers’ outcomes, should be considered in the design of companies’ marketing strategy. This paper discusses the need to consider a new marketing-mix variable—prompt—in the actual accepted/ recommended marketing-mix model.Publication Open Access The role of brand trust and perceived risk in shaping brand experience: The case of a second-hand online marketplace2022-05-30 - Gabriel, Carla; Faria, Sílvia; Gomes, Sofia; Ferreira, PedroMassive use of the internet has changed the way individuals seek and purchase a wide variety of products and services. Current concerns about the planet's scarce resources, altogether, contribute to the trend towards a slow fashion and lower consumption of goods in general and the acceptance to buy second-hand products. This research aims to understand how brand trust and perceived risk influence the brand experience of an online marketplace of second-hand products. The study follows a hypothetical-deductive method. A questionnaire was applied to 185 participants of the online marketplace of second-hand products. Statistical analysis was performed using SPSS and hypothesis were tested by a regression analysis model. Findings indicate that the lower the risk, the higher the brand experience and highlight that the higher the brand trust, the greater the brand experience. Despite being limited to a specific online marketplace of second-hand products, the research provides data to support the importance of such platforms in reducing risk, inducing brand trust, and contributing to a positive brand experience.Publication Open Access Factors that affect the perception of the tourist destination of Braga2022-05 - Pereira, Manuel Sousa; Gomes, Sofia; Ferreira, Pedro; Faria, SílviaThis study aims to understand the tourists' perception about the city of Braga (Portugal), bearing in mind four explanatory dimensions for choosing a destination - Destination's Loyalty; Destination's Identity; Destination's Competitiveness and Destinations' Image. This approach introduces a multidimensional concept of a tourist destination as a relationship between tourists and the places they visit. [...]Publication Restricted Access Hyper-personalisation in wine industry: A scoping review2025-03-13 - Félix, João; Carvalho, João M. S.; Faria, SílviaThe Portuguese wine sector has seen substantial changes in recent years, specifically regarding the emergence of online retailing, creating the need for small producers and distributors to adapt to new marketing challenges. This study suggests applying hyper-personalisation strategies in the Portuguese wine sector to address these challenges and achieve economic sustainability. The study aimed to conduct a scoping review to answer the initial research questions: (1) What is the standard definition of hyper-personalisation? (2) Are there any applications of hyper-personalisation relevant to our study? This review will better assess the challenges and implications of applying hyper-personalisation in the wine sector, considering factors such as recommendation systems, big data, consumer behaviour, wine shops, artificial intelligence, digital transformation, and the potential impact on sustainability. This review shows that this research area is in its initial phase, with few definitions and applications of hyper-personalisation and none in the domain of the wine industry. One proposes a theoretical model summarising the research clusters, a new definition of hyper-personalisation and the enlargement of this research stream.Publication Restricted Access Understanding the effect of social media marketing activities on football fans’ satisfaction and engagement: A study of Portuguese 2nd League Professional Football Clubs2022-02-01 - Pereira, Manuel Sousa; Rodrigues, Paula; Ferreira, Pedro; Faria, SílviaGeneral use and acceptance of the Internet made social networks an indispensable means of communication between organizations and their target. Both individuals and companies create fan pages on online platforms, using them to interact with different receivers and develop personal and business opportunities. While many past studies have analyzed social media importance and growing acceptance, some questions related to the extension of social media platforms as marketing tools and their impact on brand awareness, customer satisfaction, and a relationship in time are still scarce. We want to continue this discussion by focusing on the impact of social media marketing activities on Facebook and football clubs' brand awareness, promoting fans' satisfaction and engagement. We seek to understand whether the Facebook pages of the Portuguese 2nd league football teams have an impact on satisfaction and on the quality of the relationship their fans develop with the club. This study reviews marketing literature on social media, focusing on Facebook, customer satisfaction, and engagement. To empirically test the effects of Facebook activities on fans' satisfaction and continuance intention, a structured questionnaire was applied to a sample of 272 participants, tested using SPSS Statistics version 24.0 and structural equation model - AMOS 24.0 for data analysis. Despite some limitations (sample and object of study), findings indicate that the majority of initiatives on social media marketing – Facebook- contribute in a positive way to supporters' satisfaction and engagement. Portuguese football club managers need to use Facebook as a way to communicate and promote lasting relationships with supporters.Publication Restricted Access Digital communication strategies for sustainable textile brands: A case study2025-02-01 - Faria, Sílvia; Sousa , Bruno Barbosa; Pinto, César; Nogueira, SóniaDigital marketing is fundamental for boosting sales and enhancing companies' visibility in the current business land. This scenario holds particular relevance when many brands embrace sustainability as a cornerstone of their operations. The objective of this chapter will be to analyze the branding and communication digital strategies adopted by textile companies.Digital platforms allow brands to share their initiatives and progress transparently and engagingly. Online marketing strategies, such as educational content about sustainability, can help raise consumer awareness and create a strong connection between the brand and its audience. Consequently, integrating sustainability into digital marketing strategies adds value to the brand and strengthens the relationship with consumers increasingly committed to a conscious and environmentally responsible lifestyle. This chapter presents insights for marketing and communication in fashion management contexts. At the end, the limitations of the study and lines of future research will be presented.Publication Open Access A study on the tourist experiences in the Peneda-Gerês National Park: Impact on satisfaction, loyalty and recommendations2023-01-26 - Pereira, Manuel Sousa; Cardoso, António; Magalhães, Miguel; Cairrão, Álvaro; Faria, SílviaThis study aims to validate the multidimensional concept of a tourist destination by correlating the tourist's relationship with the lived experience. It is intended to evaluate the experience lived in the Peneda-Gerês National Park through five tourist sensorial dimensions: i. perception; ii. feeling of place (identification); iii. destination image; iv. equity and v. loyalty to destination. For this purpose, an online survey was carried out with a sample population of 265 non-residents in the Peneda-Gerês National Park territory. A multivariate analysis was performed to the collected data; it made it possible to validate the experience lived in the Peneda-Gerês National Park through the 5 sensory factors considered in the research. Results prove that some demographic variables have an important impact on the toruists’ experience and, consequently, in the image of the Peneda-Gerês National Park., This work allowed validating the importance of the five sensory factors in terms of building the image of a tourist destination, as well as identifying, through the tourist's experience, which are the most relevant aspects that allow systematizing a set of endogenous factors associated with an interesting tourist destination for future visits and/or suggestions for other visitors.