Manuel José Serra da Fonseca

Manuel José Serra da Fonseca played professional activities such as marketing communications technician and professor of higher education. He is currently Coordinating Professor at the Polytechnic Institute of Viana do Castelo (Portugal). He is a researcher at UNIAG (Applied Management Research Unit, since 2014). He acts in the Social Sciences field with an emphasis in Communication and Marketing Sciences.

Publications

Municipal Communication, Governance, and the Role of the Local Community: A Case Study in Guimarães (Portugal)
Municipal Communication, Governance, and the Role of the Local Community: A Case Study in Guimarães (Portugal)
Diana Salgado Pereira, Manuel José Serra da Fonseca, Bruno Barbosa Sousa. © 2024. 10 pages.
Communication is a relevant process at the business level, but it also plays an important role in territorial contexts and in relation to the local community, citizens, and...
Relational Marketing Applied to the Banking Sector in Portuguese Context
Relational Marketing Applied to the Banking Sector in Portuguese Context
Cátia Rodrigues, Bruno Barbosa Sousa, Alexandrino Ribeiro, Manuel José Fonseca. © 2024. 12 pages.
Banks were forced to modernize their action plans and strategies in banking relationships so as not to lose their place in an increasingly competitive market due to the use of...
Circular Economy, Sharing, and Sustainability: Challenges for the Social Economy in a Territory That Wants to Become a Smart Region
Circular Economy, Sharing, and Sustainability: Challenges for the Social Economy in a Territory That Wants to Become a Smart Region
Augusta Pereira, Paula Odete Fernandes, Manuel José Fonseca. © 2022. 16 pages.
This study aims to analyse the predisposition of social economy agents to resource sharing. To achieve this, it was chosen to implement an exploratory qualitative approach...
Health Communication on Social Media: Perceptions and Influences
Health Communication on Social Media: Perceptions and Influences
Paulo Ribeiro Cardoso, Manuel José Fonseca. © 2022. 17 pages.
This study aimed to analyze how social media users perceived the health-related content disseminated in this channel. Specifically, it was intended to verify how the dimensions...
The Use of CRM in Marketing and Communication Strategies in Portuguese Non-Profit Organizations
The Use of CRM in Marketing and Communication Strategies in Portuguese Non-Profit Organizations
Maria Inês Magalhães Rodrigues, Manuel José Serra da Fonseca, Jorge Esparteiro Garcia. © 2022. 22 pages.
The truth is that competitivity has gained a strong growth in business, and it is important that companies pay attention to the practice of their relational marketing strategies....
Gamification Strategies for Social Media
Gamification Strategies for Social Media
Jorge Esparteiro Garcia, Pedro Rodrigues, Jorge Simões, Manuel José Serra da Fonseca. © 2022. 23 pages.
With the evolution of technology and all the associated paradigms, the business reality had the need to adapt and incorporate all this evolution. Gamification strategies in...
Consumer-Brand Relationship and Use of the Website in Virtual Communication in the Luxury Furniture Industry
Consumer-Brand Relationship and Use of the Website in Virtual Communication in the Luxury Furniture Industry
Vera Lúcia Lourenço, André Whiteman Catarino, Manuel José Fonseca, Bruno Barbosa Sousa. © 2021. 20 pages.
Luxury management can be considered the management of paradoxes between intangibility and functionality, rationality and emotion, modern technology with traditional...
Outdoor Solutions for the Seasonal Concentration of Tourism Demand in Northern Portugal: An Integrated Approach Based on the Gini Index
Outdoor Solutions for the Seasonal Concentration of Tourism Demand in Northern Portugal: An Integrated Approach Based on the Gini Index
Paula Odete Fernandes, Alcina Maria Nunes, Cláudia Miranda Veloso, Eleonora Santos, Fernanda A. Ferreira, Manuel José Serra Fonseca. © 2020. 16 pages.
Measures that address the seasonality, one of the identified overtourism direct causes, allow making a critical reflection on the application of control policies and monitoring...