2 research outputs found

    O impacto do marketing de influência em empresas Born Global

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    We live in a world where social networks are the consumer's window to commerce and the gateway for many companies to other countries. On social networks we have digital influencers, which can be considered a vehicle between the brand and the consumer. It is important to understand how these situations are interconnected, for such, this study aims to investigate the impact of influencer marketing on Born Global companies. The chosen methodology was mixed, using the interview technique and the questionnaire survey. Interviews were conducted with 5 influencers and 5 Born Global companies, as well as a public questionnaire to understand the impact from the 3 points of view. One would predict that, with the increase in popularity of digital influencers, influencer marketing would be a strategy used by most companies. It was possible to see that influencer marketing has a positive reception from the public and a positive impact on Born Global companies. It was also found that this is an area that companies are still exploring and figuring out how to best approach and monetize, however there was a consensus in all companies about the importance of the use of influencer marketing as a marketing strategy when the goal is fast internationalization. Due to the growth trend of both digital influencers and Born Global companies, this is undoubtedly a topic that needs to be studied in greater depth.Vivemos num mundo em que as redes sociais são a janela do consumidor para o comércio e a porta de entrada de muitas empresas noutros países. Nas redes sociais temos também os influenciadores digitais, que podem ser considerados um veículo entre a marca e o consumidor. É importante perceber como estas situações se interligam, para tal, este estudo tem como propósito investigar o impacto do marketing de influência nas empresas Born Global. A metodologia escolhida foi mista recorrendo à técnica da entrevista e ao inquérito por questionário. Foram realizadas entrevistas a 5 influenciadores e 5 empresas Born Global, assim como um questionário ao público para compreender este impacto do ponto de vista das 3 perspetivas. Seria de prever que, com o aumento de popularidade dos influenciadores digitais, o marketing de influência fosse uma estratégia utilizada por maior parte das empresas. Foi possível perceber que o marketing de influência tem uma recetividade positiva por parte do público e um impacto positivo em empresas Born Global. Constatou-se ainda que esta é uma área que as empresas ainda estão a explorar e a perceber como abordar da melhor maneira e rentabilizar, no entanto, foi consensual em todas as empresas a importância da utilização do marketing de influência como estratégia de marketing quando o objetivo é a internacionalização rápida. Pela tendência de crescimento, tanto dos influenciadores digitais, como das empresas Born Global, este é sem dúvida um tema que necessita de ser estudado com maior profundidade

    Characterisation of microbial attack on archaeological bone

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    As part of an EU funded project to investigate the factors influencing bone preservation in the archaeological record, more than 250 bones from 41 archaeological sites in five countries spanning four climatic regions were studied for diagenetic alteration. Sites were selected to cover a range of environmental conditions and archaeological contexts. Microscopic and physical (mercury intrusion porosimetry) analyses of these bones revealed that the majority (68%) had suffered microbial attack. Furthermore, significant differences were found between animal and human bone in both the state of preservation and the type of microbial attack present. These differences in preservation might result from differences in early taphonomy of the bones. © 2003 Elsevier Science Ltd. All rights reserved
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