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- A mixed methods UTAUT2-based approach to assess mobile health adoptionPublication . Duarte, Paulo; Pinho, José CarlosDrawing on UTAUT2, this study examines the number of causal recipes that foster mHealth adoption, using a mixed approach combining Partial Least Squares (PLS-SEM) and fuzzy-set qualitative comparative analysis. Two general research propositions are assessed using data collected through a survey administered to 120 mHealth users. The findings point that PLS-SEM and fsQCA are complementary analytical approaches providing comparable results. PLS-SEM indicates that performance expectancy, hedonic motivation, and habit have the ability to predict mHealth adoption, while fsQCA reveals six configurations including the factors identified by PLS-SEM. The findings suggest that several conditions that were not significant in PLS-SEM are in fact sufficient conditions when combined with other conditions. For practitioners concerned with fostering mHealth adoption, the findings stress the importance of adopting an integrated approach centered on performance expectancy, facilitating conditions, and habit, targeting well-educated young women. The existence of multiple solutions also points to the presence of equifinality.
- Supervised Exercise Patterns among Diabetic and Non-diabetic Portuguese AdultsPublication . Esteves, Dulce; Gouveia, Ana; Rodrigues, Ricardo; Pinheiro, Paulo; Brás, Rui; O'Hara, Kelly; Duarte, PauloBackground. Physical activity (PA) is a keystone of diabetes management, but although self-exercise is beneficial, supervised exercise (SE), adapted to individual characteristics, and is more effective. Objectives. The main research goal is to compare SE patterns among diabetic and non-diabetic Portuguese adults. Methods. A total of 484 participants (85 diabetics, 399 non-diabetics), aged 41-90 years old (mean=58.9; SD=11.9) were interviewed. PA level was assessed using short form of the International Physical Activity Questionnaire. Attendance in different SE programs was evaluated across three kinds of PA programs providers: gym/health-clubs; swimming pools and other club/ sports facilities. Itens like Barriers to Exercise; Intention to participate; Importance of the structure and PA information sources were also evaluated. Independent t-tests were used to examine the difference between the group means, and Levene’s test was used to check the homokedasticity of the groups’ variances. Results. PA level of diabetics (32% low; 25% moderate; 44% high) and non-diabetics (29% low; 33% moderate; 39% high) display no differences. 90% of diabetics do not attend SE. The main barrier for diabetics’ non-participation is the perception that the exercise is not adequate to their health. Doctors are the preferred information source for diabetics and they rely less on information provided by the Internet, with may impair on-line campaigns. Conclusion. Promoting exercise in diabetics should shift the focus from "promoting physical activity" to "promoting SE".
- Methods for modelling reflective-formative second order constructs in PLSPublication . Duarte, Paulo; Amaro, Suzanne FonsecaPurpose This paper aims to discuss the estimation of PLS models with second-order formative constructs as existing research has mainly focused on second-order constructs with a reflective measurement. Design/methodology/approach Using a model grounded on Roger’s innovation diffusion theory applied to online travel shopping, an empirical application is used to assess and compare the different approaches used to estimate a formative second-order construct. The proposed model examines the innovations characteristics that have an impact on intentions to purchase travel online, using data from a convenience sample of 1,732 responses. Findings The findings show that all approaches produce similar results regarding the path coefficients, the predictive relevance of the model and the explained variance. The main differences between the approaches are related to the weights of the first-order constructs on the second-order construct and the significance of those weights. Several recommendations are made for researchers on which approach to use. Originality/value Since most research has focused on second-order constructs with a reflective measurement and there is limited research with formative second-order constructs, this paper provides a comparison of the different approaches typically used to estimate a formative second-order construct and present useful guidelines for researchers to decide the method to analyse a model with second-order constructs and how to assess formative second-order constructs.
- Physical activity level as a booster of entrepreneurial intention: a social innovation approachPublication . Rodrigues, Ricardo; Marques, Carla; Esteves, Dulce; Brás, Rui; Santos, Gina; Gouveia, Ana; Duarte, Paulo; Pinheiro, Paulo; O'Hara, Kelly; Marques, VanessaThis study aims to investigate if engaging in physical activity (PA) and gender influences people’s entrepreneurial intention (EI). A survey for measuring EI and PA was developed and administered to the general population. The data were collected with a questionnaire distributed across all continental Portuguese regions. A two-way analysis of variance was used to test the influence of PA level and gender in EI. The results highlight that PA and gender have an impact on EI. This study’s main practical implication is that evidence was found that people need to be involved in more PA, especially in high PA level, because the results show that there is an association with increased levels of EI. This paper contributes to filling a gap in the literature by identifying the importance of PA for the increase of EI. This relationship may be a consequence of skills promoted by the practice of PA and also the development of some personal psychological and cognitive characteristics such as autonomy, risk tolerance, and leadership. The main implication resulting from this study is that it is essential to develop and booster PA into society, namely through PA programmes in organisations, not only for improving persons’ health condition but also as a social benefit, that can promote social innovation and entrepreneurship.
- Evidence of a glocal marketing strategy: a case study in the Brazilian telecommunication marketPublication . Duarte, Paulo; Yamasaki, Viviane; Rocha, Thelma Valéria; Silva, SusanaThis article is devoted to analyse and discuss the level of control and autonomy that multinational enterprises (MNEs) should grant to their subsidiaries. It analyse the impact of subsidiaries’ capacity to innovate and develop new products and services to the Brazilian telecommunications market, based on the case-study of Telefónica business, a subsidiary of Telefónica, a Spanish multinational communication company. The Lasserre’s global integration/local responsiveness framework was applied to the data obtained from face-to-face in-depth structured interviews with key actors in Telefónica business (TNB) to investigate the relationship between global integration strategy and local adaptation in the Brazilian telecommunications market. The results show that Telefónica uses a glocal approach since its subsidiary has the autonomy to create and adapt its products when the headquarters recognise that global decisions might not meet local demands. By showing that Telefónica has successfully used a glocal approach on the Brazilian market, as its subsidiary had the autonomy to create and adapt products when global company products might not meet local demands, this study is useful for other multinational companies when going to new markets.
- Do Digital Marketing really boost city tourism? Evidences from Porto’s ExperiencePublication . Castro, Sandra; Silva, Susana Costa e; Duarte, PauloPurpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on their preferences, through social networks and feedback. Originality/value: The originality of the study stems from the adoption of the theoretical determinants used, the proposed model of analysis and the different theoretical bodies from where the constructs and relations were pulled out. This way the paper provides a new way to approach the problem of marketing a touristic destination. Research limitations: Due to the difficulty to motivate tourists to participate in the interviews, the main limitation of the study is the number of interviews conducted.
- The Role of Consumer-cause Identification and Attitude in the Intention to Purchase Cause-related ProductsPublication . Duarte, Paulo; Silva, Susana Costa ePurpose – The purpose of this paper is to extend prior research on the influence of consumer-cause identification on the intention to purchase products from the companies supporting the cause and re-evaluates the role of attitude toward the cause as a mediator of the relationship between identification and intention to purchase. Design/methodology/approach – Using a questionnaire, a sample of 156 Portuguese consumers evaluated their personal identification and attitude to one of four causes. Partial least squares path modeling was used to evaluate the proposed conceptual model. Findings – The results reveal that more than identification, a positive attitude is vital to be able to predict the intention to purchase. Together, consumer-cause identification and attitude explain 35.1 percent of the variance in purchase intention. The findings show also that attitude acts as a mediator in the relationship between the identification with the cause and intention to purchase. Several differences regarding gender and age are also revealed. Originality/value – While the majority of studies were single cause evaluations, the current results are based on the assessment of multiple causes. Consequently, the findings are more comprehensive and robust, providing important insights to researchers. The conclusions confirm within a wider context the role of attitude as a mediator of the identification and intention to purchase and can further assist companies in designing better targeted cause-related marketing campaigns.
- Physical activity patterns and perceptions among portuguese type 2 diabetic and non-diabeticPublication . Esteves, Dulce; Gouveia, Ana; Rodrigues, Ricardo; Pinheiro, Paulo; Brás, Rui; O'Hara, Kelly; Duarte, PauloBackground. The increasing prevalence and incidence of type 2 Diabetes has turned it into a worldwide epidemic. Although Physical Activity (PA) may play an essential role in the prevention and management of this disease, sedentary lifestyles continue to increase among diabetics. Besides, there is evidence to believe that diabetics and non-diabetics show different patterns of PA behavior, perceptions and information seeking. Objectives. This study aims to analyze diabetics and non-diabetics differences regarding (1) PA patterns (level, barriers, goals/expectations and preferred activities); (2) PA-related information sources and (3) evidenced perception on the need and importance of PA. Methods. Using data from 485 Portuguese subjects aged between 41 and 90 years old, differences between diabetics (n=85) and non-diabetics (n=400) were analyzed with Pearson’s chi-square and independent t-test. Results. The study concludes that 32% of diabetics that are physically inactive. Their attitude toward PA is not much different from non-diabetics. Nevertheless, the importance given to the time available and the schedules of activities as well as exercising with friends were more relevant for diabetics. Diabetics considered that the exercise is not safe for their health condition and present lower expectation towards exercise. Regarding information seeking behavior about PA, diabetics use as leading information source doctors and less online information. Conclusion. Diabetics and non-diabetics give different importance to PA. Results establish a foundation for the development of effective tailored communication strategies to promote PA among the diabetics.
- Determinants of intentions to use a pilgrimage app: a cross-cultural comparisonPublication . Amaro, Suzanne; Duarte, Paulo; Antunes, ÂngelaThe main aim of this study is to examine which features pilgrims from six nationalities walking the Camino de Santiago most value in a pilgrimage app and to determine which ones most influence intentions to use it. Data were collected through an online questionnaire. The 911 responses were analysed using ANOVA and PLS-SEM. The features related to general information are the strongest predictor of intentions to use a pilgrimage app and there is only one significant difference among nationalities regarding the determinants of intentions to use it. The findings of the study are useful for the development of pilgrimage apps.
- The role of marketing in the promotion of breastfeedingPublication . Paço, Arminda; Rodrigues, Ricardo; Duarte, Paulo; Pinheiro, Paulo; Oliveira, José António Martinez Souto de; Soares, MartaIn recent years, researchers and health-care professionals have shown a growing interest in the health benefits associated with breastfeeding and the dangers associated with bottle feeding. At the same time, there has been a growing number of medical and academic studies showing that breastfeeding is beneficial and necessary. However, despite its being a socially important theme, little research has been undertaken in the marketing of breastfeeding. The purpose of this article is to review the use of social marketing as a tool for enhancing health promotion programmes, specifically those seeking to encourage the adoption of breastfeeding and to increase its prevalence. The implementation of the first phase of such a programme is described in the article. Based on a sample of women, this study illustrates mothers' knowledge of breastfeeding, showing that social marketing programmes are needed to improve their level of access to information and increase the prevalence of breastfeeding.
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