Albérico Travassos Rosário

In the field of modern marketing, a pivotal challenge emerges as traditional strategies grapple with the complexities of an increasingly data-centric world. Marketers...

Influencers can indeed use their influence to boost business performance. Influencers and businesses can work together to market a company's goods or services to their...

In today's digital age, communication dynamics are undergoing rapid and profound changes, challenging traditional theories and practices. The rise of social media, digital...

Innovative digital marketing strategies are essential for businesses to stay competitive and reach their target audience effectively in the digital age. Augmented reality and...

Metaverse tourism is an emerging concept that refers to the practice of exploring and experiencing virtual worlds and digital environments. It offers a wide range of immersive...

Telemedicine platforms and systems have gained significant popularity in recent years, offering a wide range of benefits to both healthcare providers and patients. Patient...

Artificial intelligence can greatly assist accounting professionals in information management, streamlining processes, and improving overall efficiency. AI-powered software can...

Generative AI, such as generative pre-trained transformer (GPT), has seen rapid advancements in recent years, offering a wide range of applications, but it also presents several...

Business intelligence (BI) and data analytics are crucial tools that organizations can leverage to improve their business operations, decision-making processes, and overall...

Marketing intelligence, or market intelligence, refers to gathering and analyzing information about the market, customers, competitors, and other relevant factors to make...

This new competitive environment has generated numerous technological advances that also reflect the change in mobile technology in consumer behavior. 5G envisions being a...

During the last decades, we have seen building sustainable business models as an innovative part of the business strategy. Different economic sectors have used the concept to...

The online and offline environment have come to coexist in the business environment, so the big question is to understand how we should integrate these two environments into...

Business dynamics are also found in the digital economy, forcing the development of new business models to achieve strategic marketing excellence. It was verified that half of...

There has been a significant shift from product-centric to customer-centric practices to achieve competitive advantage by integrating customer needs, preferences, and...

Data science in marketing has become critical in gaining sustained competitive advantage in a rapidly changing business environment. It involves using advanced analytics and...

The global wine industry faces multiple problems, including water scarcity, climate change, rising energy prices, and increasing concerns about chemical exposure. Sustainable...

Influencer marketing is a marketing strategy used in the digital ecosystem to promote products or services through influencers or influential people in the digital environment....

The metaverse is a shared, virtual space where users can interact with each other and digital objects in real time. It has the potential to revolutionize the way we do business...

The term metaverse refers to a collective virtual shared space created by the convergence of virtually enhanced physical reality and physically persistent virtual space...

Digital marketing presents both challenges and opportunities when it comes to security. As more and more customer data is collected and stored digitally, the potential for...

Marketing management is the process of establishing, maintaining, and improving customer satisfaction, assumed to be highly relevant, supporting the idea that companies can...

Social media influencers (SMIs) in the fashion industry become professional individuals who have a large following on social media platforms such as Instagram, Facebook, TikTok...

The increasing wealth and economic development have dramatically driven rapid growth in the tourism industry, making it one of the fastest growing and developing industries...

Branding is critical in strategic marketing decisions since it identifies the various components a company chooses to apply across the multiple products it sells. There are...

Technological advances have caused great business changes. In this new business environment, the internet has become an indispensable technology tool in the creation of new...

The growing openness between regions accompanied by the rising of the tourism industry enhances its importance and the ensuing search for competitive advantages in terms of...

Diverse forms of digital innovations are at the forefront of transforming organizations, based on new digital technologies. Extant research has examined distinct themes such as...

The internet is a technology that has provided changes, giving rise to new trends and concepts applied in the most diverse areas. One of these trends is gamification, as it is a...

The digital transformation has brought new challenges to organizations identifying, recognizing, and reconfiguring technological challenges into opportunities. In this...

Diverse forms of cyber security techniques are at the forefront of triggering digital security innovations, whereas cybersecurity has become one of the key areas of the internet...

The learning management system (LMS) in education refers to a variety of software and systems used to manage, track, and deliver educational materials, as well as manage student...

The concept of sales management can be defined as a business activity that is focused on the implementation of sales and management techniques in the sales operations of a...

The current international economic crisis, at the moment of writing, will affect global economy and will demand entrepreneurial attitude to seize business opportunities. Nascent...

Marketing information systems (MKIS) are decision support systems focused on specific marketing decisions, providing a more efficient and effective framework for analyzing and...

The growing openness between regions accompanied by the rising of the tourism industry enhances its importance and the ensuing search for competitive advantages in terms of...

Increased global concerns about climate change and environmental degradation have attracted attention to sustainable development strategies. Sustainability involves maintaining...

Sports sponsorship is an area of marketing responsible for raising financial resources. This is a similar understanding within the realm of Esports as the fastest growing sport...

The internet and digital transformation have changed our relations with the market. These technologies have been developing continuously, creating opportunities for new business...

Email marketing is a considerable development and includes direct emails, transactional emails, and email newsletters to attract new customers and retain existing ones. This...

This chapter analyzes the retail banking behavior in Portugal for the period between 2008 and 2010. The data collection took place through the accounting consultation of the...