Abstract
Abstract This study aims to assess the lecturers’ opinions about the use of e-learning tools to support distance and blended learning in higher education in Portugal, evidently reinforced by the COVID-19 pandemic. This research was based on a qualitative methodology, specifically, a focus group with professors from five higher education institutions from different geographical areas in Portugal. The obtained results were analysed along four main dimensions: (1) the level of knowledge of e-learning tools, (2) the reasons for using or (3) not using them, and, finally, (4) the opinion of lecturers on the student assessment process using these tools. The results showed that in addition to the concerns with smooth running classes and the appropriate delivery of the syllabus, the lecturers considered the transition to the e-learning context to have been easy. They noted a high level of literacy in the used tools, believed in the continued use of e-learning in the post-pandemic context, indicated several advantages for those involved in the e-learning context and a majority of limitations related to the time required for the adoption of more tools; and, finally, underlined the student assessment issue, which was pointed out as the most sensitive topic in the whole e-learning context. The study informed on the lecturers’ perspective on e-learning and the used tools and provided insight into their perceived usefulness and benefits for lecturers and students. An especially strong concern was verified on the part of lecturers to optimise e-learning tools to provide better knowledge delivery to students.

Abstract
The world of video games has more and more users, and today it is considered as an alternative to the existing reality. Online games like Second Life have independent economies with independent businesses and there is a growing interest to create rich experiences with high levels of presence, to create an alternative to reality, where you can work, be with friends, socialize and much more. With this new era that could be true virtual reality, and with advertising agents always trying to innovate the way they convey their advertising messages, it will be necessary to keep up with the medium to also reach new consumers. This integration of advertising in video games is not recent, however, and the practice itself has become increasingly popular in sports games, car racing games and many others that already have the presence of brands and advertising messages. This study intends to work as an introductory study to the theme, proposing some questions regarding the influence of the way advertising is inserted in the game. In this sense, an initial descriptive investigation of acquired data was developed, using a game created on the Unity platform, specifically for this research. The game was developed in 3 different versions, in which each one integrates advertising messages in a distinct way. Subsequently, a questionnaire survey was conducted to assess the respondents' opinion about the game, the effectiveness of advertising and the players' opinion regarding the practice of inserting advertising in video games. The influence and effectiveness of in-game advertising was also analyzed in order and to acquire their opinion regarding the practice used. The descriptive research indicates preliminarily that the way advertising is integrated may influence the effectiveness of in-game advertising. It was also possible to perceive that although the opinion is generally neutral, the respondents that have as a habitual leisure activity the consumption of videogames have a higher retention to in-game advertising when compared with non-gamers. At the end of this study, proposals and recommendations for future research involving this theme are presented. © ICWI 2023.All rights reserved.

Abstract
This article delves into the intersections of place branding, digital strategic communication, citizenship, and tourism. It explores the dynamic relationship between these concepts, particularly within the context of Brazilian city governments. With an emphasis on reflexivity, the study investigates how governments manage their public image and engage citizens through digital channels. Simultaneously, it examines how these governments strategically position their cities as attractive tourist destinations. By analyzing these tensions and synergies, the article provides insights into the complex landscape of communication strategies employed by Brazilian city governments, which aim to balance citizen engagement and tourism promotion.

Abstract
The online channel, particularly in the food retail area, has been evolving positively and exponentially in the world, including Portugal. Currently, this type of purchase is increasingly part of people’s daily lives, even more so with the emergence of the Covid-19 pandemic. Consequently, in Portugal, most companies adopt a multichannel strategy, where the physical store and the online store operate independently from each other. However, it is necessary to rethink this channel integration model, which may go through an omnichannel strategy, where the physical store and the online store operate as a single store, and where several advantages are already recognized in terms of the consumer’s shopping experience. The main objective of this study is to understand the strategy implemented by the company studied, Pingo Doce, through an analysis and description of its channels. To better understand the strategy of the company under study, a semi-structured exploratory interview was carried out with one of the people in charge of Pingo Doce’s digital channels, to understand the strategy used by the company and thus complement the data obtained through direct observation and bibliographic research. At the end of the work developed it was possible to understand the positioning of Pingo Doce in the online food retail area and their online and offline distribution strategies.

Abstract
There is no doubt that tourism benefits Portugal’s economy. The area should be able to better target the market for its travel and tourist products and increase its performance with the use of a marketing strategy, especially in a field where global competition is always increasing. This digital marketing plan seeks to analyze the strengths and limitations of the Portuguese region in its target markets, as well as the most current advancements in the global travel and tourism sector. In this work, it is conducted an analysis of both micro and macro environments of Casa Pereirinha. In addition, it was created a marketing mix based on the 7P’s. Furthermore, the work provides the prospective avenues for product growth and marketing following the markets’ stated growth objectives. This project comprises creating a comprehensive digital marketing strategy for Casa Pereirinha as a significant example of the region’s tourism business, and the primary purpose is to conserve its past, while developing a new strategy.

Abstract
The key question that will be addressed in this research is whether advertising narratives feature initiatives within the ESG - Environment, Social and Governance - framework. Investors increasingly value companies that promote sustainable impact actions, something that the promoting companies report in detail in their ESG reports directed at corporate stakeholders. To identify and understand how brands present such initiatives to the consumer market, we checked campaigns awarded with the Golden Lion of Advertising at Cannes 2022. The methodological cut involved three award categories, being analyzed 19 campaigns from 10 different countries. Besides the bibliographical survey on discourse analysis and content analysis, this exploratory qualitative and quantitative research had the inductive method to direct the individual analysis of each campaign. As a result, we identified that more than half of the campaigns address aspects related to ESG initiatives, being the social scope addressed by most of the campaigns. A result that provokes new hypotheses and possibilities of research continuity.