Abstract
This chapter aims to understand how Esports organizations can improve digital marketing strategies, considering the unique characteristics of this sector and the importance of maintaining solid relationships with the target audience. The research was carried out using a mixed methodology, which included the application of quantitative research to evaluate the behaviors of Esports fans and a qualitative literature review to explore the trends and challenges of digital marketing in this context. The results show that the esports audience consists predominantly of young males, with a strong interest in video games, technology and pop culture. The personalization of digital strategies, focusing on platforms such as YouTube and Twitch, as well as the use of promotions and sweepstakes, proved essential for audience engagement. Although the use of influencers has a neutral perception, campaigns that offer direct benefits, such as promotions, are more attractive.

Abstract
Non-adherence to medication is a pervasive issue worldwide, affecting 50% of prescription users, resulting in suboptimal therapy outcomes and premature death. One of the key factors contributing to non-adherence is the complexity associated with managing medication regimens. To address this challenge, an automated pill dispenser “SelfMed, your medication partner” has been proposed. This study focuses on studying determinants of medication non-adherence, its ramifications and alternatives available in the market in order to increase medication adherence among adults aged 60 and over. The overarching goal of this research is to evaluate whether digital solutions like SelfMed are required for addressing non-compliance issues in Portugal while assessing their effectiveness over time for our target audience within the marketplace. The research was conducted using primary data collected through a questionnaire distributed to users and care institutions/companies in Portugal (Northern area). According to the analysis, 40% of users and 40% of care companies are interested in obtaining SelfMed to simplify the complex medication management and prescription regimen for the end user. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Abstract
The aim of this study was to conduct a qualitative analysis research that will support the internal and external analysis, as well as the strategic options to be developed for a Marketing Plan for the Polytechnic Institute of Viana do Castelo. The methodology used was through exploratory interviews using a script based on nine key dimensions for creating a marketing plan. The script was applied through face-to-face interviews with the president of the Polytechnic Institute of Viana do Castelo. We obtained six interviews that could be analyzed in the nine dimensions. It was possible to understand that the elements suggest some changes in the different dimensions of the script. One of the points with the most observations for improvement was communication, mostly internal. However, all the improvements and growth that the institute has achieved over the years were acknowledged. It was also possible to realize that the six people interviewed have the same perspective and make similar observations on the different questions asked. With the interviews, it will be possible to outline the best structure and path for the strategic marketing plan. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Abstract
Abstract Motivation The validity of epidemiologic findings can be increased using triangulation, i.e., comparison of findings across contexts, and by having sufficiently large amounts of relevant data to analyse. However, access to data is often constrained by practical considerations and by ethico-legal and data governance restrictions. Gaining access to such data can be time-consuming due to the governance requirements associated with data access requests to institutions in different jurisdictions. Resutls DataSHIELD is a software solution which enables remote analysis without the need for data transfer (federated analysis). DataSHIELD is a scientifically mature, open-source data access and analysis platform aligned with the Five Safes framework, the international framework governing safe research access to data. It allows real-time analysis while mitigating disclosure risk through an active multi-layer system of disclosure-preventing mechanisms. This combination of real-time remote statistical analysis, disclosure prevention mechanisms, and federation capabilities makes DataSHIELD a solution for addressing many of the technical and regulatory challenges in performing the large-scale statistical analysis of health and biomedical data. This paper describes the key components that comprise the disclosure protection system of DataSHIELD. These broadly fall into three classes: (i) system protection elements, (ii) analysis protection elements, and (iii) governance protection elements.

Abstract
Human-Computer Interaction (HCI) research has illuminated how technology can influence users’ awareness of their environmental impact and the potential for mitigating these impacts. From hot water saving to food waste reduction, researchers have systematically and widely tried to find pathways to speed up achieving sustainable development goals through persuasive technology interventions. However, motivating users to adopt sustainable behaviors through interactive technologies presents significant psychological, cultural, and technical challenges in creating engaging and long-lasting experiences. Aligned with this perspective, there is a dearth of research and design solutions addressing the use of persuasive technology to promote sustainable recycling behavior. Guided by a participatory design approach, this investigation focuses on the design opportunities for leveraging persuasive and human-centered Internet of Things (IoT) applications to enhance user engagement in recycling activities. The assumption is that one pathway to achieve this goal is to adopt persuasive strategies that may be incorporated into the design of sustainable applications. The insights gained from this process can then be applied to various sustainable HCI scenarios and therefore contribute to HCI’s limited understanding in this area by providing a series of design-oriented research recommendations for informing the development of persuasive and socially engaged recycling platforms. In particular, we advocate for the inclusion of educational content, real-time interactive feedback, and intuitive interfaces to actively engage users in recycling activities. Moreover, recognizing the cultural context in which the technology is socially situated becomes imperative for the effective implementation of smart devices to foster sustainable recycling practices. To this end, we present a case study that seeks to involve children and adolescents in pro-recycling activities within the school environment.

Abstract