Sandrina Teixeira

Purpose: Brands use influencer marketing as a key method to connect with event attendees during festivals. The ability of influencers to form stronger bonds with their audience can increase consumers' purchase intention. This study investigates how influencer characteristics and communication strategies influence ticket purchase intention in the context of festivals. Design/methodology/approach: A quantitative methodology was used to gather data via a questionnaire (N = 207). Findings: The results indicate that credibility, contests and partnerships significantly increase purchase intention. Reach, relevance, content and discounts did not have a significant effect. Brands should prioritise credible influencers who run contests and establish ongoing partnerships with festivals to stimulate consumers' purchase intentions for tickets. Originality/value: This study highlights the importance of influencer-driven digital strategies in strengthening festival communication and provides insights into the characteristics and tactics of influencers most relevant to shaping ticket-purchase behaviour.

The Portuguese sports landscape reflects a well-established tradition and the central role of sport in national identity. Based on a pyramid structure, it has its foundation in Non-Professional Sports Organizations (ODNP), which differ from professional structures in that they have no formal contracts and are mostly run by volunteers. This study analyzes the impact of Digital Marketing on the visibility, notoriety, and recruitment of members of these organizations. Based on a questionnaire answered by 203 participants, it assesses the perception of fans and members regarding the digital strategies adopted. The results show that social networks are decisive for engagement, emotional connection, and loyalty, reinforcing the identity and bond between the club and the community.

Objetivo: analizar el uso y conocimiento de herramientas audiovisuales entre alumnos de marketing y comunicación, y determinar sus necesidades formativas específicas en competencias digitales. Metodología: se aplicó una encuesta a 200 alumnos del ISCAP (Politécnico de Oporto) durante el curso 2023-2024, utilizando muestreo no probabilístico. El cuestionario incluyó preguntas cerradas, abiertas y escalas tipo Likert; los datos se procesaron mediante análisis cuantitativo y minería de textos con Voyant Tools. Resultados y conclusiones: los alumnos emplean principalmente aplicaciones móviles de edición básica como Capcut o Canva, pero demandan formación en adquirir competencias en herramientas profesionales como Premiere o Photoshop. Las mujeres de entre 22 y 23 años destacan en el uso autodidacta. Se detecta una desconexión entre las competencias adquiridas y las demandas por el mercado laboral. Aportación original: el estudio resalta la necesidad de actualizar los programas académicos con formación audiovisual avanzada, mejorando docencia y empleabilidad. Su aplicabilidad resulta clave para instituciones que buscan reducir la brecha entre teoría y práctica profesional, adaptándose a las exigencias del entorno digital y fortaleciendo la preparación de futuros egresados.

A Humanised Social Media Marketing Strategy: A Gym Chain Case in Portugal.

This study conducts a bibliometric analysis of scientific production on the Internet of Things (IoT) applied to digital marketing, based on data from Web of Science and Scopus between 2012 and 2025, using the terms “Internet of Things” OR IoT AND “Digital Marketing” OR “Online Marketing” OR “Internet Marketing.” The findings show that publications increased more rapidly starting in 2020, with the United States, China, and India having the largest volumes, and Romania and Egypt having a significant relative influence. Digital marketing, the Internet of Things, artificial intelligence, big data, digital transformation, e-commerce, and consumer behavior are among the primary issues. The study finds weaknesses in international cooperation, return on investment measurements, acceptance among SMEs, privacy, ethics, and sustainability. The integration of IoT with emerging technologies like AI, blockchain, metaverse, and 5G, its impact on consumers, and developing policies balancing innovation, social responsibility, and legal compliance offer areas for further research.