IPAM approves innovative projects in the areas of Marketing and Immersive Technology
IPAM announces the approval of a series of internal research projects that reflect its ongoing commitment to academic excellence and the search for new knowledge.
The selected projects stand out for their innovation and relevance in the areas of Marketing and Immersive Technology, making significant contributions to scientific advancement. The professors and students involved were recognized for their effort and dedication in their respective fields of study.
One of the approved projects, entitled “The Impact of Marketing Automation on Portuguese Startups”, was developed by Liminal's Luís Schwab, Miriam Salomão, Ricardo Mena and Tiago Sousa. The study investigates the role of marketing automation in Portuguese startups, focusing on the role of this tool in improving customer relations and enhancing the customer experience. The project also highlights the challenges faced by startups in the growth phase and the importance of personalized communication to overcome these obstacles.
Another approved study, entitled “Immersive Technology and Consumer Behavior: An Experimental Study of VR and Multisensory Perception”, is by Ricardo Abreu, Luísa Martinez, Pedro Oliveira, Rodrigo Coimbra and master's student Daniela Batista. This project analyzes the impact of sensory stimuli and NFTs on consumer behavior in immersive virtual environments. The main objective is to understand how the manipulation of sensory elements and the integration of NFTs influence consumer perceptions and actions in virtual reality experiences.
These projects highlight the institution's commitment to fostering cutting-edge academic research and promoting the development of innovative solutions to contemporary challenges facing civil society.
