Belem Barbosa

In global commerce, marked by the relentless advance of digital technology, businesses find themselves constantly challenged to devise innovative and disruptive marketing...

The complexity of automotive supply chain management presents significant challenges, demanding rigorous coordination of tasks to ensure efficiency in its operations. This...

Virtual influencers are rapidly gaining significance in the digital marketing realm. This study offers an overview of the fragmented landscape of virtual influencer research...

Social media strategies are commonly adopted by large and SMEs due to the expected impacts on customer engagement, branding, sales, and overall company performance. One...

Small and medium enterprises play a vital role in the world's economies, and internationalization is recognized as a wealth-generating economic activity over time. With...

In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by...

Social media strategies are commonly adopted by large and SMEs due to the expected impacts on customer engagement, branding, sales, and overall company performance. One...

The main objectives of this chapter are to provide an overview of chatbot personality dimensions and to analyze the expected impacts on user behavior. To accomplish these...

This chapter aims to combine the contributions scattered in the literature by analyzing the different types of social media marketing actions and their expected outcomes. A...

Blockchain technology is expected to play a pivotal role in innovation across various sectors in the near future, facilitating long-term and sustainable growth for businesses and...

Th chapter presents an empirical study on a Brazilian cyber-activism movement on Instagram associated with the hashtag #CorpoLivre (#FreeBody in Portuguese). This movement, which...

Blockchain technology has been the focus of much attention and discussion recently. Its unique characteristics, such as immutability, transparency, and decentralization, create a...

In a global and digital society, businesses are constantly being challenged by innovative and disruptive management strategies. The dramatic changes that took place in all...

Hashtags are commonly used in social media communication not only to categorize conversations but particularly to raise attention and generate debate of certain topics. Hashtag...

Social media are transforming relationships with customers for all sectors, including tourism. Since the search for information is a critical aspect of tourist purchase decision...

This chapter aims to contribute to a better understanding of the role of websites in business internationalization by exploring how website overall objectives and their coherence...

Companies are using automated technologies customer support to elevate customer experiences. However, the question arises as to whether this strategic move is beneficial for...

This chapter aims to understand the options for distributing newspaper content online and offline. By adopting a case study approach, it analyses the content strategy of one of...

Although institutions of higher education have recognized the need for preparing their graduates for a digitalized, global workplace, these efforts have been sporadic...

The main objective of this chapter is to explore how cities and regions can use digital storytelling strategies to reach and engage with their target audiences. Despite the...

There is a dual challenge for writing content for the internet: conquering search engines and attracting the attention of target audiences. This chapter proposes a content...

Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor...

Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding...

Google Ads is a powerful tool for companies wishing to gain visibility on Google searches, as it offers impression privileges for advertisers, by featuring the ad above the...

This chapter is based on consumer behavior theories and analyses consumers' perspectives about camping as a tourism alternative. It explores motivations and several relevant...

The internet of things (IoT) enhances customer experience, increases the amount of data gained through connected devices, and widens the scope of analytics. This provides a range...

The internet of things (IoT) is attracting increased attention from researchers, practitioners, consumers, and the media, and it is expected to change dramatically the production...

A lot has been said about the digital natives and their natural way of integrating the internet in their daily activities. Millennials have been considered a unique segment of...

The growth of the internet is giving rise to the overall importance of digital marketing for business management. In fact, digital marketing is widely accepted as an essential...

After a comprehensive review on mobile tourism experience, the authors have identified the benefits and impacts of mobile use to tourists and their experiences. Besides locating...