???global.info.a_carregar???
Joana Raquel da Silva Neves. Concluiu o(a) Mestrado em Marketing e Negócios Internacionais em 2023/12/20 pelo(a) Instituto Politécnico de Coimbra Instituto Superior de Contabilidade e Administração de Coimbra e Licenciatura em Comunicação Aplicada - Marketing, Publicidade e Relações Públicas em 2021/07/01 pelo(a) Universidade Lusófona do Porto. Possui 1 capítulo(s) de livros. Atua na(s) área(s) de Ciências Sociais com ênfase em Economia e Gestão com ênfase em Organização e Gestão de Empresas e Ciências Sociais com ênfase em Ciências da Comunicação.
Identification

Personal identification

Full name
Joana Raquel da Silva Neves

Citation names

  • Neves, Joana
  • Neves, Joana Raquel

Author identifiers

Ciência ID
1716-40CC-DE9D
ORCID iD
0000-0001-9675-5683
Google Scholar ID
KVt4-XEAAAAJ&hl
Scopus Author Id
58611497700

Websites

Knowledge fields

  • Social Sciences - Economics and Business
  • Social Sciences - Media and Communications

Languages

Language Speaking Reading Writing Listening Peer-review
Portuguese (Mother tongue)
English Intermediate (B1) Upper intermediate (B2) Intermediate (B1) Upper intermediate (B2) Upper intermediate (B2)
Spanish; Castilian Elementary (A2) Beginner (A1) Elementary (A2) Elementary (A2) Elementary (A2)
Turkish Beginner (A1) Beginner (A1) Beginner (A1) Elementary (A2) Beginner (A1)
Education
Degree Classification
2024 - 2029
Ongoing
 Doutoramento em Gestão (Doutoramento)
Major in Marketing e Estratégia
Universidade do Porto Faculdade de Economia, Portugal
2021/10/01 - 2023/12/20
Concluded
 Marketing e Negócios Internacionais (Mestrado)
Instituto Politécnico de Coimbra Instituto Superior de Contabilidade e Administração de Coimbra, Portugal
"A influência da Gamificação no Consumer Brand Engagement" (THESIS/DISSERTATION)
 18
2018/10/10 - 2021/07/01
Concluded
 Comunicação Aplicada - Marketing, Publicidade e Relações Públicas (Licenciatura)
Universidade Lusófona do Porto, Portugal
 17
2016/10/01 - 2018/05/20
Concluded
 Redes e Sistemas Informáticos (Curso Técnico Superior Profissional)
ISLA Gaia Instituto Politécnico de Gestão e Tecnologia, Portugal
 17
Affiliation

Science

Category
Host institution 		Employer
2024/04/18 - Current Visiting Researcher (Research) Instituto Politécnico do Porto Centro de Estudos Organizacionais e Sociais, Portugal
Instituto Politécnico do Porto Centro de Estudos Organizacionais e Sociais, Portugal

Other Careers

Category
Host institution 		Employer
2025/01/07 - Current Professor do ensino básico e secundário (Professor do ensino básico e secundário) Instituto Tecnológico e Profissional - INTEP , Portugal
Outputs

Publications

Book chapter
  1. Santos, Vasco; Bacalhau, Lara Mendes; Neves, Joana; Barbosa Sousa, Bruno; Marcão, Ricardo. Corresponding author: Santos, Vasco. "AI as novelty strategic management tool for future digital luxury brand events: Metaverse and NFTs Agenda 2030". In The Future of Events: Trends, Technologies and Stakeholdres’ Engagement. Apple Academic Press/Taylor and Francis Group, 2025.
    Accepted
  2. Neves, Joana. Corresponding author: Neves, Joana. "Ad Fraud Types and Their Impact on Brand Perception: Strategies for Mitigation". In Avoiding Ad Fraud and Supporting Brand Safety: Programmatic Advertising Solutions, edited by Muhammad Ibrahim Khan; Mirza Amin Ul Haq. IGI, 2025.
    Accepted
  3. Neves, Joana. Corresponding author: Neves, Joana. "Digital Worlds are changing Cultures: The Influence of AI in Video Game Storytelling on Culturally Formative Narratives". In Encyclopedia of Modern Artificial Intelligence. IGI, 2025.
    Accepted
  4. Neves, Joana. Corresponding author: Neves, Joana. "The impact of the Metaverse on the Gaming Industry: A Case Study of Epic Games". In Cases on Metaverse and Consumer Experiences. IGI, 2025.
    Under revision
  5. Joana Neves. "Ad Fraud Types and Their Impact on Brand Perception". In Strategies for Mitigation. 2025.
    10.4018/979-8-3693-7041-4.ch004
  6. Joana Raquel Neves; Lara Mendes Bacalhau. "Dive Into Metaverse: Concept, Evolution, Framework, Technologies, Opportunities, and Trends". In Concept, Evolution, Framework, Technologies, Opportunities, and Trends. 2024.
    10.4018/979-8-3693-2607-7.ch001
  7. Joana Neves; Lara Mendes Bacalhau. "The Intersection of Brands and AI". In Concepts and Technologies. 2024.
    10.4018/979-8-3693-5340-0.ch009
  8. Neves, Joana; Bacalhau, Lara Mendes; Santos, Victor. "A Systematic Review on the Customer Journey Between Two Worlds: Reality and Immersive World". In Smart Innovation, Systems and Technologies, 401-416. Springer Nature Singapore, 2023.
    10.1007/978-981-99-0333-7_29
Conference paper
  1. Neves, Joana; Pereira, José Miguel Cachulo; Bacalhau, Lara Mendes. Corresponding author: Bacalhau, Lara Mendes. "Metaverse and Chatbots for Luxury Brands: A Literature Review and Research Agenda". Paper presented in ICMarkTech'24 -The 2024 International Conference on Marketing and Technologies, Azores, 2024.
    Accepted
  2. Abreu, David Anjos; Silva, Margarida Lima; Neves, Joana; Bacalhau, Lara Mendes; Santos, Vasco. Corresponding author: Bacalhau, Lara Mendes. "A Systematic Review on AI in Marketing: Personalization of Advertising Campaigns and Impact on Customer Satisfaction". Paper presented in ICMarkTech'24 -The 2024 International Conference on Marketing and Technologies, Azores, 2024.
    Accepted
  3. Saltão, Ana Beatriz Fôja; Gaspar, Beatriz Coelho Almeida; Neves, Joana; Bacalhau, Lara Mendes; Ferreira, Bruno. Corresponding author: Bacalhau, Lara Mendes. "Neuromarketing and Consumer Behavior in Sustainable Food and Beverage Brands: A Systematic Review". Paper presented in ICBTOxford’2024 - The International Conference on Business and Technology, Oxford, 2024.
    Accepted
  4. Neves, Joana; Pereira, José Miguel Cachulo; Bacalhau, Lara Mendes. Corresponding author: Neves, Joana. "AI Hallucinations on Marketing: A Systematic Review of Risks, Impacts, and Mitigation Strategies and Future Directions". Paper presented in ICBTOxford’2024 - The International Conference on Business and Technology, Oxford, 2024.
    Accepted
  5. Carvalho, Mariana Martins; Silva, Inês Quintas Medina; Bacalhau, Lara Mendes; Pereira, José Miguel Cachulo; Neves, Joana. Corresponding author: Bacalhau, Lara Mendes. "Next-Gen Design: A Systematic Review of VR and AR’s Role on Client Satisfaction in Interior Design Projects". Paper presented in ICBTOxford’2024 - The International Conference on Business and Technology, Oxford, 2024.
    Accepted
  6. Bacalhau, Lara Mendes; Domingues, Margarida; Zhu, Mariana; Neves, Joana; Pereira, José Miguel Cachulo. Corresponding author: Bacalhau, Lara Mendes. "The Use of Social Media Advertising on Music Festivals: A Systematic Literature Review". Paper presented in ICOTTS 2024 - 6th International Conference on Tourism Technology & Systems, Funchal, 2024.
    Accepted
Journal article
  1. Lara Mendes Bacalhau; Miguel Cachulo Pereira; Joana Neves. "A bibliometric analysis of AI bias in marketing: field evolution and future research agenda". Journal of Marketing Analytics (2025): http://dx.doi.org/10.1057/s41270-025-00379-6.
    10.1057/s41270-025-00379-6
  2. Joana Neves; Miguel Cachulo Pereira. "A Marketing Perspective on the Roles of AI and ML in Shaping Contemporary Programmatic Advertising". International Journal of Digital Marketing, Management, and Innovation (2025): https://doi.org/10.4018/IJDMMI.368043.
    10.4018/IJDMMI.368043
  3. Joana Neves; Margarida Oliveira; Lara Mendes Bacalhau; Clara Viseu. "The Impact of Gamification on Consumer Engagement with Brands: Empirical Evidence". Cithara (2024): http://dx.doi.org/10.59879/b1avg.
    10.59879/b1avg
Activities

Oral presentation

Presentation title Event name
Host (Event location)
2024/12/05 Oradora do paper: Metaverse, and Chatbots for Luxury Brands: A Literature Review and Future Research Directions ICMarkTech 2024 - Int. Conference on Marketing and Technologies
(Açores, Portugal)

Event participation

Activity description
Type of event 		Event name
Institution / Organization
2024/06 - 2024/06 Oradora
Seminar
 Seminário “Beyond the pages: Literature Review strategies & PRISMA Protocol”
Instituto Politécnico de Coimbra Instituto Superior de Contabilidade e Administração de Coimbra, Portugal
2024/05 - 2024/05 Oradora
Seminar
 Seminário “Branding in AI Era: Brand Manual”
Instituto Politécnico de Coimbra Instituto Superior de Contabilidade e Administração de Coimbra, Portugal
2024/05 - 2024/05 Oradora
Seminar
 Seminário “Branding by Design: Logos, Colours and Consistency”
Instituto Politécnico de Coimbra Instituto Superior de Contabilidade e Administração de Coimbra, Portugal
2024/05 - 2024/05 Oradora
Other
 Formação “Fundamentos de IA para docentes: transformando a sala de aula”
Instituto Politécnico de Coimbra Instituto Superior de Contabilidade e Administração de Coimbra, Portugal
2024/05 - 2024/05 Oradora
Other
 Formação "IA para aulas modernas: estratégias e ferramentas avançadas”
Instituto Politécnico de Coimbra Instituto Superior de Contabilidade e Administração de Coimbra, Portugal
2023/06 - 2023/06 Oradora
Seminar
 Seminário "“Navegando na Literatura da Marca: Revisão Sistemática Usando a Metodologia PRISMA”
Instituto Politécnico de Coimbra Instituto Superior de Contabilidade e Administração de Coimbra, Portugal
2023/05 - 2023/05 Oradora
Seminar
 Seminário "A Arte da Marca: do Conceito ao Manual da Marca”
Instituto Politécnico de Coimbra Instituto Superior de Contabilidade e Administração de Coimbra, Portugal
2022/12/01 - 2022/12/01 Oradora
Conference
 ICMarkTech'22 -The 2022 International Conference on Marketing and Technologies, Santiago de Compostela, Spain
Universidade de Santiago de Compostela, Spain