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.
36 results
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Publication Restricted Access Organizational toughness in clothing industry during Covid-19 pandemic [abstract]2022-04 - Carvalho, João M. S.; Faria, SílviaToday, the existence of natural (earthquakes, pandemics, etc.) and human (large strikes, revolutions, etc.) events that can lead to economic paralysis are more and more frequent. Thus, it is not surprising that researchers try to develop new concepts and theories to explain the phenomena' reality. It is the case of a new conceptual approach – organisational toughness – that can give us insights into an organisation's capacity to survive in turbulent environmental contexts, like this of the Covid-19 pandemic. This study aimed at analysing the survival capability of the Portuguese clothing sector, in the context of the Covid-19 pandemic, through a new tool to measure organisational toughness. A sample of 106 organisations was studied using a questionnaire, leading to the conclusion that the measurement tool is effective, reliable and valid for that purpose, contributing to helping entrepreneurs to be able to assess crucial management variables to face this type of crisis. Theoretical and practical implications were taken, highlighting the importance of other concepts like organisational plasticity and organisational strength as the main factors to face new market threats and opportunities, impacting companies' economic and social sustainability.Publication Restricted Access The brazilian tourist on international trips: A behavioral analysis2023-10-05 - Pereira, Manuel Sousa; Braga, Ana Carolina; Sousa, Bruno; Cairrão, Álvaro; Faria, SílviaTourism is an activity heavily dependent on the movement of people and travel (with different motivations). As a result, tourism has been heavily affected by the COVID-19 pandemic since the beginning of 2020. The number of trips has dropped considerably across the world and particularly in Brazil. Several studies show that one of the biggest dreams of Brazilians is to travel, but only about 1% of the inhabitants in the country usually travel internationally annually. Despite being a tiny amount of the population, it is more than 2 million people who travel and consume in the international tourism sector. This study proposes to analyze the behavior of Brazilian tourists on trips abroad, describing through a survey the choices of these travelers. From an interdisciplinary perspective, this manuscript presents inputs for marketing, (i.e., consumer behavior), for tourism (i.e., management of tourism services) and for management.Publication Open Access Leadership: Impact on the satisfaction of public administration workers in Portugal2023-11-13 - Bessa, Carlos Pinto; Pereira, Manuel Sousa; Faria, SílviaThe purpose of this work is to evaluate the role of leadership in the local public administration workers' satisfaction level. This is a study case carried out with workers from the Municipality of Penafiel. A questionnaire was made, based on the European framework model of self-assessment CAF (Common Assessment Framework). With a total of 72 questions, supported by a Likert scale, we were able to get a final sample of 407 valid answers, out of 665 employees. Data indicates the existence of a positive and statistically significant correlation between leadership and motivation, involvement, and workers' participation. It was also possible to see the impact of leadership on the workers' perception of justice, equal opportunities, rewards and career development.Publication Restricted Access Brazilians’ acceptance of multi-attribute reverse Auction Model for B2C E-Commerce2025-03-13 - Faria, Sílvia; Pereira, Manuel Sousa; Carvalho, João M. S.; Marques , Ruan PortoReverse auctions emerged in the late 1990s as a new form of online commerce; they offer a platform where sellers compete to supply goods and services at the lowest price. In the early 2000s, the concept gained popularity mainly in B2B transactions: companies started using reverse auctions to prospect goods and services efficiently and at lower prices. Over time, these reverse auctions expanded to B2C transactions, allowing individuals to participate and find the best business opportunities for purchasing products and services. This study addresses reverse auctions in B2C e-commerce, aiming to understand Brazilians’ acceptance of this new online model—multi-attribute reverse auction. One used a quantitative approach through a questionnaire to a final sample of 73 individuals. Data shows that Brazilians accept the reverse auction model, as well as the perceived usefulness of the purchase model. Therefore, brands must start to consider it as another way to allow a unique customer experience in line with an omnichannel posture.Publication Open Access Attachment theory and sense of place for visitors to Kazbegi National Park [comunicação oral]2023-11 - Cardoso, António; Pereira, Manuel Sousa; Sousa, Bruno Barbosa; Poladashvili, Tamari; Faria, SílviaThis study seeks to empirically contribute to the analysis and interpretation of issues related to “sense of place” in terms of environment and tourism, particularly in national parks. In this sense, a conceptual model was developed that identifies the explanatory factors of the “sense of place”, such as: “place identity”, “place dependence”. The empirical work resorted to the quantitative method to obtain the data that portray the Kazbegi National Park case study. The questionnaire was carried out with the aim of relating the experience of tourists with the place, the feeling of place, their activities, their attitudes towards the development of current conditions of tourism and future improvements. The results show that tourists who visit Kazbegi National Park have significant levels of “place attachment”, “place identity”, “place dependence” and satisfaction with the place.Publication Restricted Access How far perceived quality and satisfaction are important for customer brand loyalty? The case of the portuguese mobile market2020 - Ferreira, Pedro; Faria, SílviaThis paper aims to analyze the importance of quality and customer satisfaction in the Portuguese mobile market as variables leading to customer loyalty. Several attitudinal and behavioral drivers of brand loyalty were examined, as well as the possible relationship between them and how they impact in lasting relationships between consumers and mobile brands. Previous literature supported the development of a set of hypotheses. The model was tested on an empirical study based on a survey to 231 Portuguese consumers, with questions measuring the main concepts (brand loyalty, trust, involvement/engagement, satisfaction and quality). Statistical analysis included descriptive statistics (means, standard deviation, Cronbach’s alpha), paired-samples T-test, data reduction techniques and hierarchical regression analysis. Results reveal that repurchase intention, as a proxy to brand loyalty, is influenced by all the considered concepts. However, brand trust and brand involvement impact on brand commitment and seem to be stronger predictors of brand loyalty. Since this article considered brand loyalty as the sum of repurchase intention and brand commitment, expected quality is not relevant for neither of them. Trust seems to impact on brand commitment but not in repurchase intention. Performed Quality is statistically significant but through consumer satisfaction. Therefore, Satisfaction and Involvement/Engagement lead to strong brand commitment and repurchase intention and performed quality is also an independent variable that leads customers to brand loyalty in the mobile market. Results are discussed in light of the consumer-brand relationship theory. Despite some limitations (our study is only limited to Portugal, to a sample of young consumers mainly from the north of the country), this study offers a reasoned view on consumer-brand relationship. Aiming to identify the role of quality and customer satisfaction in the Portuguese telecommunication market, we hypothesized customer satisfaction as a mediator to involvement/engagement, trust and brand loyalty. To keep customers’ attention and achieve brand loyalty (commitment + repurchase intention), any Portuguese telecommunication player needs to satisfy clients by betting on perceived quality in time and to involve them, offering accurate information on products and services. If so, consumers will feel satisfied, trust and develop a strong feeling towards the brand.Publication Open Access Slow fashion consumer behavior: A literature review2022-03-01 - Domingos, Mariana; Vale, Vera Teixeira; Faria, SílviaThis study aims to understand the dimensions associated with the behavior of the Slow Fashion consumer, their values, attitudes, and motivations, as well as to know in depth the literature related to Slow Fashion. The present article is a literature review related to the concept of “Slow Fashion”, and follows a qualitative methodology based on an in-depth literature review of 25 papers from the Scopus and Web of Science research databases. For this literature review, a content analysis was initially performed through a bibliometric analysis. Then, a mind map was developed where the five major dimensions related to Slow Fashion consumer behavior were identified: “ethical values”, “sustainable consumption”, “consumer motivations”, “consumer attitudes”, and “sustainability awareness”. We than related the mind map with the main conclusions of the literature review. The main limitation of this research results from the low number of published papers approaching the research concept. We were, however, able to identify the main concepts associated with the movement of Slow Fashion, thereby contributing to the available information on the variables that impact consumers’ purchasing decisions.Publication Restricted Access The influence of Facebook to satisfy and engage football fans: A study with the portuguese professional clubs in the 2nd league2021 - Pereira, Manuel Sousa; Rodrigues, Paula; Ferreira, Pedro; Faria, SílviaThe growing usage of social media is changing the way brands interact with customers and answer their needs and wants. Marketers are using various means to reinforce their brands’ image and positioning, promoting customers’ satisfaction and engagement. Despite its growing acceptance by companies and customers, there are still 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. 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. The paper reviews marketing literature on social media, customer satisfaction and engagement. A structured questionnaire was applied to a sample of 272 participants, tested using SPSS Statistics version 24.0 and structure equation model - AMOS 24.0. Despite being limited to two football clubs on the north of the country, with participants restricted to the authors’ networking and the clubs’ supporter’s database, it provides data that support the importance of social networks for any organization, regardless of size and/or business sector, mainly sports clubs. 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 Avatars in artificial intelligence marketing: A systematic literature review on sentiment and emotion analysis2025-01-08 - Santos, Victor; Faria, Sílvia; Carvalho, João M. S.Sem resumo disponível.Publication Restricted Access Attachment theory and sense of place for visitors to Kazbegi National Park2024-04-02 - Cardoso, António; Pereira, Manuel Sousa; Sousa, Bruno Barbosa; Poladashvili, Tamari; Faria, SílviaThis study seeks to empirically contribute to the analysis and interpretation of issues related to “sense of place” in terms of environment and tourism, particularly in national parks. In this sense, a conceptual model was developed that identifies the explanatory factors of the “sense of place”, such as: “place identity” and “place dependence”. The empirical work resorted to the quantitative method to obtain the data that portray the Kazbegi National Park case study. The questionnaire was carried out with the aim of relating the experience of tourists with the place, the feeling of place, their activities, their attitudes towards the development of current conditions of tourism and future improvements. The results show that tourists who visit Kazbegi National Park have significant levels of “place attachment”, “place identity”, “place dependence” and satisfaction with the place.