Nogueira, Sónia
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Nogueira
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Sónia
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Sónia Nogueira
Biography
Doutorada em Marketing e Estratégia pela Universidade do Minho, Universidade de Aveiro e Universidade da Beira Interior, desde janeiro de 2014. Mestrado em Gestão de empresas com especialização em Marketing desde janeiro de 2006, pela Universidade do Minho. Com experiência prática de mais de 15 anos em empresas na direção de marketing e gestão da qualidade (em setor automóvel - marcas de luxo) onde dirigia uma equipa de cerca de 10 colaboradores incluindo o call center da empresa. Exercício de atividade docente há mais de 7 anos na área do marketing, estratégia e comunicação da marca.
CEO e fundadora da empresa Just Natur (Turismo e eventos de marketing cultural).
Professora auxiliar na Universidade Portucalense onde coordena a Licenciatura de Marketing, coordena a comissão de estágio do 1º Ciclo em Marketing. Investigadora no Centro de investigação REMIT na Universidade Portucalense. Além disso exerce também como docente convidada na Universidade do Minho igualmente nas áreas de Gestão estratégica e marketing.
Principais interesses de investigação: Marketing e Estratégia, Comunicação da Marca, Marketing de Turismo, Stakeholders.
F910-030F-3361
56019348100Research Projects
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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.
7 results
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Publication Open Access Experiential marketing and purchase intention of ecotourism experiences: Z-Generation case2024-03-11 - Nogueira, Sónia; Durão, Marília; Pacheco, Luís Miguel; Ramazanova, Makhabbat; Carvalho, João M. S.Consumers are more willing to invest in experiences with relaxation and stress reduction. Tourism, a pivotal driver of the economy, and its associated activities hold significant potential for experiential marketing. It is particularly evident in the growing interest of tourists in natural settings and experiences related to nature, fostering an environment conducive to the expansion of ecotourism. Consequently, an exploratory study was conducted with the following research question: How does experiential marketing relate to consumer satisfaction, loyalty, word-of-mouth, and intention to purchase ecotourism experiences, explicitly focusing on Generation Z? - The results indicate positive correlations between experiential marketing and satisfaction constructs, consequently establishing a link between satisfaction, loyalty, word-of-mouth promotion, and purchase intention. Thus, the findings provide valuable insights into the behaviors of ecotourism consumers and how experiential marketing can facilitate the development of more effective marketing strategies to enhance tourist satisfaction.Publication Open Access The hidden reasons behind generation Z's green choices2024-12-26 - Lopes, João M.; Gomes, Sofia; Suchek, Nathalia; Nogueira, SóniaThe green purchasing decision has become an increasing research focus, reflecting consumers' growing commitment to sustainability. Generation Z consumers are recognised for their greater environmental and social awareness than other generations. Although their inclination towards sustainability issues is well known, few studies are dedicated to the green purchasing behaviour of the individuals of this generation. Therefore, the primary purpose of this study is to explore and analyse the antecedents of Generation Z's green purchasing decision in Portugal. Thus, based on a sample of young Portuguese Generation Z and using the Partial Least Squares method, this study tested hypotheses concerning five antecedents of the green purchasing decision. Although unbalanced, the study results reveal that all the factors analysed are antecedents of the green purchasing decision. First, green willing purchase and environmental concern stand out as main antecedents. Next, factors related to perceived quality and benefits take the lead. The least essential antecedent concerns the predisposition to a change in purchase behaviour if the product's price is the same or lower than the standard product. This study contributes to under-explored literature on green consumption behaviour, especially among young people. In addition, it contributes to the development of knowledge about the antecedents of Generation Z's green purchasing decision in Portugal.Publication Restricted Access The perception of tourists regarding the importance of influencers in shaping the image of a tourist destination: The case of Melgaço (Portugal)2024-03-15 - Xavier, Gysele; Nogueira, Sónia; Vareiro, LaurentinaIn today's digital world, certain individuals possess the ability to convey a message to others, commonly known as influencers, with the power to inspire and influence their respective followers. This study aims to assess tourists' perception of the importance of influencers in shaping the image of a tourist destination, specifically in Melgaço, Portugal. The study seeks to understand the factors that motivated tourists' most recent visit to the Melgaço region, gauging the degree of influence exerted by influencers in the decision to visit and their impact on tourists' purchasing behavior in the region. Data were collected through an online questionnaire survey conducted between December 2021 and January 2022, and data analysis was carried out using SPSS software. The analysis compared three generations (X, Y, and Z) and revealed that the user-generated content (e-WOM) is not yielding the desired effects concerning the Melgaço region, neither in terms of motivation for visiting nor in the perception of the Discover Melgaço brand. These findings may justify a greater focus on digital marketing efforts and the role of influencers in the region.Publication Open Access The role of marketing in the management of health services: The case of the Madalena Clinic Group2024-09-27 - Morão, António; Brito, Carlos; Nogueira, Sónia; Dias, Rui; Galvão, RosaObjective: The main objective of this study was to analyse the role of internal marketing in managing health services in the Clinicas de Santa Madalena (CSM) group. Theoretical Framework: Internal marketing is a management strategy aimed at motivating and involving employees, aiming to improve the performance and quality of services, which positively impacts customer satisfaction. Method: It uses a qualitative methodology based on a case study and semi-structured interviews at six clinics in the Santa Madalena group. Results and Discussion: The main results indicated that: i) information campaigns, promotion of oral health programmes and the creation of positive experiences are common internal marketing practices; ii) training actions, internal communication, and the involvement of professionals contribute to the integration and retention of employees; iii) team motivation and integration are critical factors for the quality of the services provided; and iv) dimensions such as reliability, responsiveness, trust, courtesy, competence and tangible elements influence patients' perception of quality. Conclusion: The study recommends further research into internal marketing in the health sector, with collaboration between academia and companies.Publication Open Access How do guests evaluate eco-certified hotels? An analysis of guests’ reviews of Portuguese hotels2024-06-24 - Pacheco, Luís Miguel; Ramazanova, Makhabbat; Durão, Marília; Nogueira, Sónia; Carvalho, João M. S.User-generated content and online reviews have become a prominent source of information for tourists in the last couple of decades. At the same time, hospitality firms show an increasing concern with environmental practices, in line with customers’ changes of attitude and awareness of their environmental footprint. This paper analyses the content of reviews posted on TripAdvisor by guests staying in a large sample of environmentally certified hotels. The objective is to find out if sustainability concerns are present in guests’ reviews and identify the most important sustainability attributes. Using the Maxqda and Leximancer software, 1748 reviews from 95 Portuguese hotels were analysed; the content analysis evidences that guests’ predominant themes regarding their experiences are mostly common and independent of the category, average review, or type of travel. Eco-issues are primarily absent from the reviews. Although all analysed hotels are ‘eco-certified’, that label does not seem to be associated with guests’ attitudes and concerns. The results have relevant implications for hospitality managers.Publication Restricted Access Impacto da realização de documentários na identidade e sustentabilidade dos territórios: Estudo exploratório do MDOC Festival Internacional de Documentário de Melgaço2024-07-01 - Nogueira, Sónia; Vasconcelos, Clara; Sousa, BrunoCultural events enhance territories’ identity promotion and competitiveness. This article seeks to understand how cultural events impact the identity and sustainability of territories through the analysis of the film festival, MDOC- Melgaço International Documentary Festival, and its relationship with the municipality of Melgaço. A qualitative study was developed using documentary research, direct observation, and semi structured interviews. The results relate the festival to the legacy of Jean-Loup Passek, the creation of a new cultural brand in Melgaço, and MDOC’s committed relationship with the territory. The 138 RISTI, N.º E71, 07/2024 Impacto da realização de documentários na identidade e sustentabilidade characterization of the festival refers to the singularity of the event, which, despite being international, adapts to the surrounding environment through the celebration of cinema and the promotion of documentaries, along with dialogue with the community, valuing local identity and establishing collective memory.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.