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- The influence of cultural events organized by hotels in the selection of the establishmentPublication . Correia, Pedro Pereira; Freitas, Bruno AbreuThe aim of the research was to provide theoretical and empirical data on the weight that cultural events organized by hotels have in the selection of the establishment. A qualitative exploratory methodology focused on a single point in time and in a non-artificial scenario was adopted. The elements of the investigation were the individual and the organization and the sampling method was the voluntary and non-probabilistic. The data collection was performed through face-to-face interviews with questionnaires serving as guides. Although the cultural events organized by hotels did not appear as a selection factor of the establishments, these events were attended by a considerable percentage of clients, who were influenced by marketing communications located inside the establishments. The study was limited by the data collection period, by the authors' lack of consensus on the subject and little research on the topic.
- Os benefícios, riscos e estratégias do patrocínio de eSportsPublication . Freitas, Bruno Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro PereiraThis research aims to identify the strategies and effects of eSports sponsorships. A mixed method exploratory methodology will be adopted, focusing on cross sectional studies and a non-artificial scenario. The three samples, audience and sponsors of eSports and general gaming community, will be enquired through questionnaires, with a voluntary and non-probabilistic sampling method. The literature has shown that brands have created sponsorships tailored to fans’ interests in order to benefit from improved brand image and awareness and high ROI. To avoid the threats of a young industry, sponsors have been studying the market and seeking to establish a legal framework and anti-corruption measures. This research looks to expand the small literature on eSports sponsoring and present relevant new data for sponsors.