Joana Neves

Instituto Superior de Contabilidade e Administração de Coimbra

Integrating Large Language Models (LLM) like ChatGPT in market-ing practices is transforming the field because of the ability of such technologies to allow for personalized experiences and enhanced brand engagement. Apart from the emerging possibilities, some concerns are being raised, one of them be-ing AI hallucinations (AIH), present in the resu...

This systematic review examines the impact of neuromarketing strategies used by sustainable food and beverage brands on consumer emotions and cognitive responses. Neuromarketing provides insights into consumer behavior, making it relevant for the food sector, but applying its techniques requires understanding factors that influence consumer choices...

Virtual Reality (VR) and Augmented Reality (AR) redefine interior design practices by enhancing visualization and client satisfaction. Using PRISMA guidelines, this review systematically examined 17 studies sourced from Scopus to assess VR/AR's impact. The studies' results show that VR/AR technologies aid designers in presenting realistic alternati...

Live music festivals, as a significant aspect of modern cultural and social movements, face increasing global competition. To succeed year after year, these festivals must cultivate a loyal attendee base. However, communicating with their audience can be a challenging task. This study aims to assist festival organizers in effectively using social m...

Today's digital marketplace is volatile and fast-paced, and the introduction of AI technologies has become an integral part of improving many aspects of business. This chapter aims to shed light on how AI techniques were/are/will be related to Brand Management. First, the basic ideas about AI will be introduced, and the development of the concept a...

The ever-changing environment of the Metaverse claim for a study that leads to a captivating journey for readers of this chapter in which the current condition of this digital space is explained, its historical roots and evolution up to the present day, the novel prospects it offers and the revolutionary forces advancing its virtual worlds that lea...

The digital transformation allowed the existence of new realities, with a greater focus currently on the immersive reality and how brands can get with their consumers, personalized and entertaining experiences so that they buy their products in this new concept of decentralization. However, consumer behaviors are not systematic and in new contexts,...