Volume 10, Issue 9, September – 2025 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25sep1499

Integrated Marketing Communication as a

Strategic Tool for Strengthening Brand Value:
The Case Study of Vodacom Mozambique
Amália Cutane Comiche¹; Nuno Goulart Brandão²; Neusa Da Silva Pereira³
¹Catholic University of Mozambique
²Catholic University of Portugal
³Catholic University of Mozambique

Publication Date: 2025/10/06

Abstract: In Mozambique's mobile telecommunications sector, marked by fierce competition and rapid technological
change, strengthening brand value is a strategic factor for differentiation. This study analyzed, from the perspective of
Vodacom Mozambique managers, how Integrated Marketing Communication (IMC) strategies contribute to strengthening
brand value. The research used a qualitative approach, which included a systematic review of the literature, a case study of
Vodacom Mozambique, semi-structured interviews with company managers and document analysis. Data processing was
conducted through thematic content analysis, supported by NVivo software. The results show that IMC is perceived as a
structuring tool, geared not only towards commercial promotion, but above all towards building relationships and
consolidating identity. It was also found that social responsibility and community outreach practices strengthen legitimacy
and trust among consumers. However, challenges remain in terms of communication consistency, adapting messages to
different channels, and rapid changes in the sector. Finally, it is suggested that future research should deepen comparative
analysis, exploring different operators or other emerging markets, to broaden the understanding of IMC and brand value
in different contexts.

Keywords: Integrated Marketing Communication, Brand Value, Marketing Strategy, Emerging Markets, Mobile
Telecommunications.

How to Cite: Amália Cutane Comiche; Nuno Goulart Brandão; Neusa Da Silva Pereira (2025) Integrated Marketing
Communication as a Strategic Tool for Strengthening Brand Value: The Case Study of Vodacom Mozambique. International
Journal of Innovative Science and Research Technology, 10(9), 2545-2552. https://doi.org/10.38124/ijisrt/25sep1499

I. INTRODUCTION products or services but seeking to develop structured and

effective communication strategies capable of strengthening
The telecommunications sector in Mozambique has the brand's presence and consolidating its reputation among
experienced remarkable growth over the last two decades, the different audiences with which they interact.
driven mainly by the expansion of mobile telephony and the
rapid spread of digital technologies, making it highly The available literature highlights the importance of
competitive. Operators have continuously invested in Integrated Marketing Communication (IMC) as a strategic
technological innovation, expanding national coverage, and tool in building brand equity, as it allows organizations to
diversifying their services, including mobile data solutions, ensure consistency and coherence in all their communication
digital payments, and value-added products, as can be seen in interactions (Dewhirst & Davis, 2013; Rico et al., 2023;
the reports released by the National Communications Institute Theodora, 2021).
of Mozambique (INCM, 2021).
In emerging markets such as Mozambique, the need for
The competitiveness of this sector therefore requires consistency and coherence is even more pressing, given the
operators to adapt quickly to market changes while sociocultural diversity, regional disparities, and limitations of
maintaining a consistent and continuous relationship with access to information. This scenario puts additional pressure
consumers. The saturation of communication channels and the on operators, who must manage multiple points of contact
fragmentation of digital platforms intensify the need to with the public, ensuring that each interaction contributes to
coordinate messages and communication actions to create brand perception and the building of lasting relationships with
coherent experiences that are aligned with organizational customers. Based on this premise, we seek to analyze, from
values and objectives. In this context, operators face the the perspective of Vodacom Mozambique managers, how
challenge of not simply limiting themselves to providing CIM strategies contribute to strengthening brand value.

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Volume 10, Issue 9, September – 2025 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25sep1499

The research is guided by the need to understand the to function as a unified strategic process that reduces
communication practices implemented by the operator, redundancies and ensures clarity in the value proposition
exploring not only the benefits that result from them, but also presented to the consumer. In this sense, Payne et al. (2017)
the constraints that emerge in the process of managing and understand that integrated communication goes beyond the
integrating different media. Therefore, the issue that guides mere informative function and assumes itself as a means of
this study translates into the question of how CIM strategies creating consistent brand experiences, capable of promoting
are perceived and implemented by Vodacom Mozambique engagement and generating relationships of trust. Duralia
managers to contribute to strengthening brand value in the (2018) reinforces this consumer-centered dimension,
competitive context of the mobile telephony sector in emphasizing that IMC should be understood as a
Mozambique. management strategy oriented towards the audience's
experience.
Although most studies focus on the consumer
perspective or concentrate more on developed markets (Hendi From this perspective, it is understood that each point of
et al., 2022; Mcmullen, 2024; Oluwafemi & Adebiyi, 2018; contact should be designed as part of an integrated narrative,
Praphatsarang & Ngamsutti, 2023; Rehman et al., 2022; in which messages not only inform but also construct
Schultz & Kitchen, 1997),this study stands out by exploring meaning, create experiences, and reinforce the overall brand
the internal perspective of managers, providing an applied and identity (Indriani Jusuf, 2024; Mandagie & Rana, 2023;
strategic approach, adapted to the specificities of an emerging Tirtorahardjo et al., 2023). However, as Mcmullen (2024)and
context and the particularities of the Mozambican Waiyawassana (2024),argue consistency alone is not enough;
it is also necessary to ensure flexibility in communication to
telecommunications sector.
respond to the dispersion of audiences and the demands for
integration between digital and traditional platforms.
II. THEORETICAL BACKGROUND Therefore, Theodora (2021)highlights that communicational
consistency reinforces brand awareness, strengthens positive
 CIM and its Strategic Principles associations, and stimulates consumer loyalty.
Integrated Marketing Communication (IMC) has been
recognized in recent decades as a fundamental approach to The literature thus shows that the success of CIM lies in
brand management in competitive and constantly changing its ability to integrate coherence, consistency, and synergy,
contexts. Far from being limited to the isolated use of creating sustainable value for both organizations and the
communication tools, IMC seeks to coherently and consumers who interact with them. It can therefore be
consistently articulate all of the organization's interactions concluded that the strategic principles of CIM go beyond the
with its different audiences (Anita et al., 2023; Šerić & operationalization of coordinated campaigns. It is a process
Vernuccio, 2020).Keller (2016)and Jain et al. (2023)describe that requires systemic vision, organizational alignment, and a
it as a continuous planning and management process, geared clear consumer focus.
towards building unified messages that are strategically
aligned with the brand's objectives.  Brand Equity and its Relationship with CIM
The concept of brand equity has occupied a central place
In this regard, several authors emphasize that CIM in marketing studies, mainly due to its relevance in building
should not be understood merely as a set of communication sustainable competitive advantages. Aaker (1991)was one of
techniques. Do Nascimento Silva et al. (2020)and Blakeman the first to systematize this concept, identifying dimensions
(2023), for example, argue that its true value lies in strategic such as awareness, associations, perception of quality, and
integration, which requires coordination between resources, loyalty, which, when worked together, allow the brand's
internal processes, and organizational goals. Šerić and position in the market to be consolidated. Subsequently,
Vernuccio (2020) and Sitinjak and Ariyani (2024)add that Keller (1993)added a consumer-based perspective,
this integration is based on three fundamental principles: highlighting that brand value results not only from tangible
coherence, consistency, and synergy. Coherence ensures that attributes, but also from the cognitive and emotional
the messages conveyed do not generate contradictions; associations that individuals establish based on their
consistency ensures the maintenance of a communicational experience with the brand.
identity over time; and synergy allows different channels and
tools to complement each other, amplifying the overall Therefore, it is precisely at this point that CIM becomes
impact of communication. relevant. Considering that brand value depends as much on
message consistency as on consumer experience, CIM
In this sense, Keller (2016)reinforces that emerges as a strategic approach capable of articulating all
communicational consistency is one of the strategic elements of the brand in an integrated manner (Blakeman,
principles of CIM, as it ensures the construction of notoriety 2023; Indriani Jusuf, 2024; Theodora, 2021). By ensuring
and strengthens positive associations between consumers and consistent messages and reinforcing positive associations,
brands. However, as Sitinjak and Ariyani (2024)argue CIM simultaneously contributes to brand awareness, loyalty,
consistency alone is not enough; it is equally necessary to and perceived quality, aligning communication strategies
ensure flexibility in communication to respond to audience with audience perceptions and experiences, thereby
dispersion and the demands for integration between digital enhancing the overall value of the brand (Aaker, 1991, 1996).
and traditional platforms.
In markets characterized by media fragmentation and a
Laurie and Mortimer (2019)reinforce this perspective multiplicity of platforms, CIM plays a key role in reducing
by arguing that the effectiveness of IMC does not depend message dispersion, ensuring that each channel contributes in
solely on the sum of communication efforts, but on its ability

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Volume 10, Issue 9, September – 2025 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25sep1499

a complementary way to strengthening brand identity (Jain et messages and segmenting audiences. This potential can only
al., 2023; Mcmullen, 2024; Waiyawassana, 2024). The most be fully realized if digital media are integrated in a
recent literature has also emphasized that CIM, when applied coordinated manner with traditional channels, avoiding
strategically, expands the reach of brands and improves the fragmentation (Chakraborty & Jain, 2022; Kotler et al.,
perception of credibility among consumers (Ertz et al., 2025; 2016).This balance between innovation and accessibility is
Ozanian, 2025; Sitinjak & Ariyani, 2024).This credibility, in crucial in contexts where technological penetration is
turn, translates into a greater predisposition to choose and growing unevenly.
recommend the brand, expanding its symbolic and
commercial capital (Duralia, 2018; Shams et al., 2024). Beyond the technological dimension, CIM plays a
relational role of great importance, creating proximity and
Thus, brand value creation, supported by CIM, is not generating emotional bonds, which is particularly significant
limited to immediate gains in awareness or sales, but in sectors such as mobile telecommunications, where
translates into a continuous process of building meaningful customer loyalty is one of the main drivers of competitiveness
relationships with consumers (Cheng & Jiang, 2022; Fiiwe et and brand survival (Ahmadi & Ataei, 2024; Tian & Song,
al., 2023; Tian & Song, 2024). Therefore, this approach 2024). Subsequently, (Chakraborty & Jain, 2022)emphasize
should be understood as a long-term strategic investment, in that, in emerging markets, CIM should be understood as a
which CIM contributes to strengthening brand identity and long-term strategy capable of overcoming cultural, linguistic,
consolidating its role in the collective imagination of the and technological barriers.
audiences with which it interacts.
Thus, it can be concluded that CIM in the
 CIM Strategies in the Telecommunications Sector in telecommunications sector is more than a strategy for
Emerging Markets coordinating campaigns and narratives; it is a strategic
The telecommunications sector in emerging markets is process that articulates technological innovation, relational
undergoing rapid transformation, driven by the spread of proximity, and communicational consistency, ensuring the
digital technologies and the continuous expansion of relevance and competitiveness of brands in a constantly
connectivity. This evolution, while representing new evolving environment.
opportunities for growth, also brings significant challenges,
namely the need to deal with increasingly diverse and  Methodology
demanding consumers, as well as high levels of competition The research adopted a qualitative approach,
(Fiiwe et al., 2023; Mfon & Uford, 2023; Oluwafemi & appropriate for the in-depth analysis of complex phenomena
Adebiyi, 2018).In this scenario, CIM takes on relevance by and the understanding of perceptions, interpretations, and
providing a strategic basis that allows organizations not only experiences related to the implementation of CIM. According
to convey consistent messages, but also to build close to Maxwell (2013),this approach allows for a detailed
relationships that respond to the sociocultural and exploration of the processes, practices, and meanings
technological specificities of these contexts (Oluwafemi & associated with the research topic, being particularly relevant
Adebiyi, 2018; Wang et al., 2024). for studies that aim to understand complex and dynamic
organizational contexts.
Emerging markets have particularities that require
flexible and adaptive communication approaches because In the first phase, a systematic review of the literature
sociocultural diversity, audience fragmentation, and unequal was conducted to map and consolidate existing knowledge
access to technologies force companies to develop strategies about CIM and its relationship with brand value construction.
that reconcile traditional and digital channels, while ensuring This step allowed us to identify trends, gaps, and theoretical
consistency and accessibility (Imouokhome & Abdulraheem, perspectives, providing a solid conceptual basis for empirical
2024; Mfon & Uford, 2023). analysis. Following Flick's (2009),recommendations the
systematic review was conducted rigorously, with the
In African countries, such as Mozambique, despite definition of inclusion and exclusion criteria, and the
significant growth in the mobile telecommunications sector, selection and analysis of recognized scientific databases such
this growth is accompanied by structural challenges, such as as Google Scholar and Scopus. A critical analysis of the most
disparities in access to communication technologies between relevant studies was also carried out, ensuring that the
urban and rural areas, as well as high competitiveness among theoretical framework was based on consolidated and up-to-
the main operators (Mfon & Uford, 2023; Oluwafemi & date evidence.
Adebiyi, 2018).In this scenario, CIM emerges as a tool
capable of creating consistent brand narratives that bring Subsequently, in the empirical phase, a single case study
together consumers with different socioeconomic profiles was chosen as the methodological strategy, given the need to
and reinforce confidence in a service that is considered analyze CIM in its real context of application. According to
increasingly indispensable (Keller, 2016). Flick (2009), case studies are a robust tool for investigating
complex phenomena, allowing for intensive exploration of an
In this sector, such articulation is particularly relevant, organization's processes and dynamics. Vodacom
since the relationship with the consumer is not limited to the Mozambique was chosen for its relevance in the
provision of basic service, but extends to brand experiences telecommunications sector and its consistent investment in
lived in everyday life, in which each interaction becomes an communication strategies aimed at strengthening the brand.
opportunity to reinforce corporate identity (De Pourbaix,
2016; Massi et al., 2023). Nesterenko et al. (2023)point out Data collection combined semi-structured interviews
that digitization opens new possibilities for personalizing with Vodacom marketing and communication managers and

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ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25sep1499

analysis of reports provided by INCM and digital content introducing standards of technological innovation and new
available on Vodacom's social networks, allowing for an management practices (Vodacom Moçambique, 2025).
integrated exploration of practices, perceptions, and
experiences. Since its entry into the country, Vodacom has
consistently invested in infrastructure and network
Methodological triangulation reinforced the validity of modernization, seeking to expand coverage and improve
the results (Gil, 2008), while thematic content analysis, service quality. However, the company's positioning goes
supported by NVivo software, enabled the data to be beyond the technological dimension. The operator has sought
organized, coded, and interpreted in a systematic and
to establish itself as a brand close to consumers, investing in
transparent manner (Flick, 2013). Therefore, the
methodology adopted linked theory and practice, offering a social responsibility actions, community initiatives, and
rigorous analysis of IMC as a strategic tool for building brand communication strategies aimed at creating emotional bonds
value in emerging markets. with its audiences (Vodacom Moçambique, 2025). This
scenario makes Vodacom Mozambique a relevant case for
III. CASE STUDY: INTEGRATED MARKETING understanding how IMC can be applied in emerging markets,
COMMUNICATION AS A STRATEGIC not only as a promotional tool, but above all as a mechanism
TOOL FOR THE BRAND VALUE OF for building brand value.
VODACOM MOZAMBIQUE
 Implementation of Integrated Marketing Communication
 Context of the Mobile Telecommunications Sector in (IMC) at Vodacom Mozambique
Mozambique The analysis of the Vodacom case allows us to explore
The mobile telecommunications sector in Mozambique not only formal communication strategies, but also the
is one of the most dynamic in the national economy, playing internal coordination and decision-making processes that
a central role in the modernization of the country and the underpin the implementation of IMC. Managers play a central
promotion of digital inclusion. In recent decades, there has role here, as they are responsible for coordinating the various
been rapid growth in mobile penetration, driven by increased communication initiatives, ensuring consistency across the
demand for voice, data, and digital financial services, as well various channels, and assessing the impact of actions on
as the expansion of technological infrastructure (INCM, strengthening brand value.
2021). This development is in line with a global trend in
which telecommunications services have become The analysis showed that CIM at Vodacom
indispensable for daily life, business activity, and integration Mozambique is a central strategic axis for the brand's
into regional and international networks. positioning in the market. The company seeks to coordinate
different communication tools and channels in a coherent and
Despite progress, the Mozambican market continues to consistent manner, ensuring that its identity is conveyed
face structural challenges, such as coverage limitations in uniformly and adapted to the cultural and social specificities
rural areas, relatively high access costs, and the constant need of the Mozambican context.
for technological upgrades to keep pace with global
developments in the sector. At the same time, the competitive The interviews revealed that managers attribute a
environment has intensified with the presence of several structuring role to CIM in consolidating the brand, as it helps
operators, forcing companies to adopt differentiation to standardize the message conveyed, as Manager A pointed
strategies based not only on service offerings but also on out:
building strong brands that are close to consumers.
"All communication needs to be aligned, because if
In a scenario marked by cultural and socioeconomic each channel conveys a different message, the strength of the
diversity, it is crucial to develop communication strategies brand is lost" (Interview, Manager A, 2025).
that combine institutional coherence with local sensitivity,
reinforcing customer trust and loyalty. Thus, the This statement highlights the concern with
telecommunications sector in Mozambique is particularly communication consistency, avoiding contradictions in the
fertile ground for analyzing the impact of Integrated information transmitted across different channels. In
Marketing Communication (IMC), understood as a strategic addition, Manager B highlighted the challenges associated
tool for strengthening brand value in emerging markets. with adapting messages to different channels and adapting to
changes in the sector, stating that:
 Vodacom Mozambique: Institutional Framework
Vodacom Mozambique is part of the multinational “The biggest challenge is to ensure consistency in
Vodacom group, which in turn is part of Vodafone, one of the communication and adapt messages to different channels and
largest global telecommunications operators. Established in media formats, while keeping up with rapid changes in the
Mozambique in 2003, the company quickly consolidated its sector” (Interview, Manager B, 2025).
position as one of the main players in the sector, offering
voice, data, broadband internet, and digital financial This statement highlights that communication
solutions. Its presence has contributed to the diversification integration requires not only consistency, but also flexibility
of the market offering and increased competitiveness by and responsiveness to constant technological, behavioral, and

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ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25sep1499

regulatory changes, aligning with Mfon & Uford (2023), on IV. ANALYSIS AND DISCUSSION OF RESULTS
the dynamics of CIM in emerging markets.
This chapter aims to analyze and interpret the results
Another point highlighted in the interviews refers to the obtained in the Vodacom Mozambique case study in light of
role of corporate social responsibility (CSR) and community the literature on CIM and brand value, based on the premise
outreach initiatives in Vodacom Mozambique's CIM strategy. of understanding the communication practices implemented
According to Manager B: by the operator, exploring not only the benefits that result
from them, but also the constraints that emerge in the process
"When we support local initiatives or social projects, of managing and integrating different media.
we are showing that the brand is not only selling but also
contributing to the lives of communities" (Interview, Manager The data collected from Vodacom Mozambique
B, 2025). managers indicate that CIM plays a structuring role in
positioning the organization in a highly competitive market,
Manager A reinforced this point by stating that: and consistency between channels and messages is
considered fundamental to consolidating brand identity.
“More than selling a product, we want to touch Managers also highlighted the need to align all
people’s emotions. We want to show that we are ‘on’ to help, communication actions with the organization's strategic
connect, and make life easier for Mozambicans, which is why objectives, ensuring that the brand is perceived uniformly.
we introduced the ‘we are on’ campaign. (Interview,
Manager A, 2025). Analysis of campaigns and digital content confirms the
presence of consistent messages, although adaptations
This testimony shows that the company's CIM is not targeting specific segments are observed, highlighting the
limited to promoting products or services but extends to simultaneous management of uniformity and diversity. These
creating social and emotional value among target audiences. results corroborate the literature that associates
The integration of CSR actions and community projects communication consistency with the consolidation of brand
allows Vodacom to consolidate its legitimacy and trust identity and the effectiveness of CIM (Ozanian, 2025; Payne
among consumers, while strengthening its emotional and et al., 2017; Shams et al., 2024; Tian & Song, 2024).
symbolic bond with local communities. This approach is in
line with the literature that associates strategic CIM at Vodacom also integrates symbolic and affective
communication practices with building lasting relationships dimensions, being used as a mechanism for building trust and
and consumer loyalty (Fiiwe et al., 2023; Fournier, 1998; social legitimacy. Managers emphasized that participation in
Laurie & Mortimer, 2019). social responsibility initiatives and community projects
allows for strengthening emotional bonds with consumers.
In addition, these initiatives contribute to positioning This statement is supported by Anabila (2020), who argues
the brand as socially responsible, creating positive that, especially in emerging markets, strategic
perceptions that translate into favorable associations, communication must go beyond commercial promotion,
increased awareness, and greater consumer loyalty. fostering lasting relationships and strengthening brand
reputation. This theory is reinforced by the documentary
Documentary analysis reinforces these perceptions by analysis, which highlights the company's involvement in
revealing the systematic presence of consistent messages in campaigns and actions targeting local communities.
advertising campaigns, social responsibility reports, and
digital content. At the same time, there is a discursive Although CIM is valued as a fundamental strategic
adaptation aimed at specific segments, which demonstrates component, managers recognized that its implementation
the search for a balance between institutional coherence and faces significant constraints. Among these are the difficulty
cultural sensitivity, as advocated by (Anabila, 2020; in ensuring communicational consistency, the constant need
Chakraborty & Jain, 2022). to adjust messages to different channels and audiences, and
the challenge of keeping up with the rapid pace of change that
In summary, the implementation of CIM at Vodacom characterizes the telecommunications sector. These elements
Mozambique is characterized by a dual concern: first, to confirm that the implementation of CIM in emerging markets
ensure communicational consistency as a way of should be seen as a dynamic process, requiring flexibility,
consolidating brand identity and, at the same time, to adapt to innovation, and continuous monitoring (Anabila, 2020;
the demands of diverse audiences in a constantly changing Chakraborty & Jain, 2022).
market.

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loyalty and integrated marketing communications ¹ Amália Cutane Comiche is a PhD candidate in
among subscribers of telecommunication firms in Communication Sciences at the Catholic University of
Lagos Metropolis, Nigeria. Journal of Mozambique (2022). She holds a master’s degree in business
Competitiveness, 10(3), 101–118.
https://doi.org/10.7441/joc.2018.03.07 management with a specialization in Marketing and a
[34]. Ozanian, K. (2025). Developing a successful brand postgraduate degree in Business Management – MBA from
identity: Existing systems and approaches (AIP the Higher Institute of Sciences and Technologies of
Publisher, Ed.; p. 080001). AIP Conference Mozambique-ISCTEM, and a degree in Economics and
Proceedings. https://doi.org/10.1063/5.0261481
Education from the Pedagogical University of Mozambique.
She is a university lecturer and coordinator of Applied

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Volume 10, Issue 9, September – 2025 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25sep1499

Management courses at ISCTEM and is dedicated to research

and scientific publication in the areas of Communication and
Marketing, exploring topics such as integrated marketing
communication strategies, branding and brand value
enhancement. ORCID: http://orcid.org/0009-0001-5010-
0953

²Nuno Goulart Brandão is PhD in Sociology of

Communication, Culture and Education from ISCTE-IUL
(2005), master’s degree in communication, Culture and
Information Technologies (2002) and bachelor’s degree in
public relations and advertising from INP (1991). A
university lecturer since 1992, he is currently an Associate
Professor at the Faculty of Human Sciences of the Portuguese
Catholic University, where he has coordinated the
Postgraduate and Advanced Training School since 2019, and
a researcher at CECC – Research Centre for Communication
and Culture - since 2016. His areas of research focus on
strategic communication and television studies. He is a
founding member of the Observatory of Internal
Communication and Corporate Identity (OCI). At the same
time, he worked for twenty years at RTP (1985-2004) in the
areas of production, directing, marketing, public relations and
programmed management, and was one of the coordinators
of the restructuring process of the public radio and television
operator in Portugal. ORCID: http://orcid.org/0000-0002-
2740-6161

³ Neusa da Silva Pereira is PhD in Communication Sciences

with a specialization in communication and marketing from
the Catholic University of Mozambique (UCM) in
partnership with the Portuguese Catholic University.
Master’s degree in marketing and business communication
management and bachelor’s degree in public relations and
strategic communication from the Catholic University of
Mozambique. She is Deputy Director of Education at the
Faculty of Education and Communication at UCM, member
of the Academic Council at UCM and external consultant to
the National Council for Quality Assessment since 2022. She
has been involved in research and teaching since 2012 in
areas related to communication, scientific research
methodologies, strategic management, marketing, social
marketing, corporate governance and emerging technologies:
https://orcid.org/0000-0002-2123-8136

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