Techvolution

exploring the nexus of new technologies, consumers, and marketing

Authors

  • Ana Teresa Machado School of Communication and Media Studies, Polytechnic Institute of Lisbon (ESCS - IPL), LIACOM - ESCS https://orcid.org/0000-0002-0415-2058
  • Zélia Raposo santos School of Communication and Media Studies, Polytechnic Institute of Lisbon (ESCS - IPL), LIACOM - ESCS https://orcid.org/0000-0003-3858-311X

DOI:

https://doi.org/10.34629/cpublica830

Keywords:

Marketing, Consumer, Digital Technology, Innovation

Abstract

This thematic dossier aims to stimulate academic discussion on the symbiotic relationship between technology, consumers, and marketing. To this end, it gathers studies that investigate how the digital revolution is shaping consumer behavior and marketing strategies. Based on different study objectives, approaches, and perspectives, the presented articles provide a comprehensive analysis of the technological impact on consumer behavior dynamics and marketing, highlighting three main thematic areas.: the importance of digital influencers and social networks, the consumption of digital content, and technological innovations in marketing. 

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Author Biographies

  • Ana Teresa Machado, School of Communication and Media Studies, Polytechnic Institute of Lisbon (ESCS - IPL), LIACOM - ESCS

    Ana Teresa Machado holds a PhD in Management from the Institute of Economics and Management (ISEG) at the University of Lisbon (UL), with a specialization in Marketing, emphasizing Digital Marketing. She is a Coordinating Professor at the School Communication and Media Studies (ESCS - IPL), and the coordinator of the master's program in Advertising and Marketing at ESCS. She is a collaborating member of the CiTUR Estoril research center, accredited by FCT. Her research focuses primarily on digital marketing, social media marketing, and consumer behavior. She has published numerous articles, participated in research projects in Marketing and Tourism, has actively collaborated with various scientific journals, has served on editorial and scientific committees, and has played a role in organizing and participating in scientific conference committees.

  • Zélia Raposo santos, School of Communication and Media Studies, Polytechnic Institute of Lisbon (ESCS - IPL), LIACOM - ESCS

    Zélia Raposo Santos holds a PhD in Information Management from the Information Management School (Nova IMS) at Nova University of Lisbon (UNL), with a specialization in Market Studies with an emphasis on Marketing. She is an Adjunct Professor at the School of Communication and Media Studies (ESCS - IPL), the Deputy Coordinator of the master's program in Advertising and Marketing at ESCS, and a Visiting Associate Professor at Nova IMS, UNL. Her research focuses primarily on social media marketing and consumer behavior. She has published several articles in top journals, participated in research projects in Marketing, Tourism, and Journalism, and has collaborated as a reviewer for various scientific journals. Her research interests center on consumer behavior, marketing and communication in social networks, and structural equation modeling.

References

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Yoon, C. (2018). Extending the TAM for Green IT: A normative perspective. Computers in Human Behavior, 83, 129–139. https://doi.org/10.1016/j.chb.2018.01.032.

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Published

2024-06-28

Issue

Vol. 19 No. 36 (2024): Number with Special Issue

Section

SPECIAL ISSUE: Techvolution: Exploring the nexus of new technologies, consumers and marketing

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How to Cite

Techvolution: exploring the nexus of new technologies, consumers, and marketing. (2024). Comunicação Pública, 19(36). https://doi.org/10.34629/cpublica830