Instituto Português de Administração de Marketing

Purpose: Using yearly data from 1980 to 2020, this study investigates the macroeconomic factors influencing Sierra Leone's balance of payments (BoP). The purpose is to determine the main macroeconomic determinants affecting Sierra Leone's external sector performance in order to address the paucity of empirical data on BoP dynamics in post-conflict nations. Methodology: Both short- and long-term relationships between BoP and its determinants—real GDP, foreign direct investment (FDI), real interest rate, official effective exchange rate (OEEXR), and the external balance on goods and services (EBGS)—are estimated using the Autoregressive Distributed Lag (ARDL) bounds-testing approach. Findings: The results show that while FDI has a negative impact on the BoP because of its link to import-intensive businesses and profit repatriation, real interest rates and exchange rate fluctuations have a considerable short- and long-term impact on the BoP. Unique Contribution to Theory, Practice and Policy: While EBGS is statistically insignificant, real GDP exhibits a favorable long-term effect. In order to guarantee a sustainable external balance, the study recommends preserving currency rate stability, encouraging export diversification, and creating FDI policies that improve domestic ties and lessen reliance on imports.

Purpose This paper analyzes the multifaceted effects of social media on luxury consumption. Specifically, the paper delves into the impact of (1) e-WOM derived from social media on the brand equity of luxury brands; (2) consumers’ social media usage on conspicuous consumption of luxury brands and (3) social self-esteem and (4) expected social return obtained from social media usage on conspicuous consumption of luxury brands. Design/methodology/approach Three survey-based studies were conducted in Portugal with three samples to test the proposed research model. Findings Social media is compatible with the exclusivity positioning of luxury brands. On the one hand, e-WOM nurtures the brand equity of luxury brands. On the other hand, consumers’ social media usage and the expected social self-esteem and social return obtained from social media favor the conspicuous consumption of luxury brands. Originality/value This study sustains with Western samples that, despite the ubiquity of social media, the exclusivity positioning of luxury brands can be nurtured through social media e-WOM, with effects on brand equity and conspicuous consumption, because of the expected social self-esteem and social return. Fashion brands should design social media content that encourages e-WOM to enhance consumers’ social self-esteem and social return.

HISTORICAL POLICY OF PUTIN’S RUSSIA The paper is a review of two books devoted to the historical policy of Putin’s Russia authored by Jade McGlynn Memory Makers. The Politics of the Past in Putin’s Russia and Andrzej Nowak Powrót „Imperium Zła”. Ideologie współczesnej Rosji, ich twórcy i krytycy (1913-2023).

Esta pensata desafia o marketing atual, marcado por uma busca alucinante pelo lucro e influenciado por gurus tão superficiais quanto relevantes. Discutindo a necessidade de uma reconexão com bases acadêmicas robustas, o texto critica como a ética foi à deriva e as práticas inclusivas negligenciadas tanto em ambientes acadêmicos quanto corporativos. O texto também aborda a discrepância entre o discurso de marcas e suas ações, propondo um retorno ao verdadeiro potencial transformador do marketing por meio de uma educação comprometida com a ética, a história e a crítica social. Parte essencial da solução para os desafios do marketing moderno é formar profissionais conscientes do profundo impacto que podem ter na construção de sociedades mais justas e plurais.

Como é que um partido de oposição, ex-beligerante e perdedor da guerra lida com o seu passado e reabilita a sua força política num regime autoritário resiliente como o de Angola? Neste artigo, procuramos responder a esta questão analisando o caso da UNITA, o maior partido de oposição em Angola, que registra um apoio eleitoral crescente, apesar das narrativas dominantes do MPLA sobre a guerra e a paz e dos vaticínios de uma neutralização política do perdedor da guerra civil angolana. Argumentamos que a presidência de João Lourenço e as suas políticas de reconciliação nacional têm constituído uma oportunidade política aproveitada pela UNITA para reabilitar sua imagem e seu legado e ser uma voz no processo de reconciliação. Através de um estudo qualitativo e com base em entrevistas a membros do partido (presidentes e deputados) e em discursos, o artigo analisa as estratégias usadas pela UNITA para celebrar e acolher o seu passado num contexto de novas medidas para a reconciliação nacional, nomeadamente no âmbito da Comissão para Implementação do Plano de Reconciliação em Memória das Vítimas dos Conflitos Políticos em 2019, na gestão e celebração do legado de Jonas Savimbi e no debate sobre a construção de símbolos nacionais.

The pre-loved luxury market, particularly for handbags, is undergoing a period of rapid growth, driven by digital platforms and attracting younger consumers who are more environmentally conscious. This chapter identifies the key motivations for purchasing pre-loved luxury handbags, considering Self-Determination Theory (SDT), including hedonic pleasure, economic benefits, social belonging and a desire for uniqueness. The authors identified new motivations for purchasing pre-loved luxury handbags based on a survey of 1,002 respondents: circumventing luxury brand exclusivity, creating social media content, finding sold-out items, addressing past purchase regrets, and the limited online availability of certain handbags. The findings of this study highlight the significant influence of pleasure and exclusivity on consumer behavior and, provide valuable guidance for brands and online platforms to effectively engage with this market.

ABSTRACT The importance of English as a lingua franca has been growing worldwide. In this context, English is the market leader in language tourism, where people travel with the goal of improving their language skills. Whereas English is nowadays considered a basic skill and a lingua franca, other languages are still considered ‘specialist’ or region-specific. Therefore, tourists who travel to learn English may have different profiles and motivations from those who travel to learn other languages. The aim of this study is to understand to what extent language tourists who travel to learn English differ from those language tourists who travel to learn other languages. We surveyed a sample of 1014 language tourists to compare those who traveled to learn English with those who traveled to learn other languages. Statistical quantitative data analysis was performed using SPSS, including descriptive and inferential statistics. The results revealed statistically significant differences between both groups. Traveling to learn English is more common for younger participants with short stays and financial support from their families. These tourists are mostly learning English as a global language for pragmatic reasons. Traveling to learn other languages is linked to university degrees, longer and more immersive trips, among other variables.