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Darina Vorobeva has BSc in Management from St Petersburg Polytechnic University, Russia, MSc in International Business in Ljubljana, Slovenia, and then postgraduate in Lisbon, Portugal in Data Science for Marketing, now she is doing a Ph.D. in Information Systems Management with a specialization in Data-driven Marketing at Nova IMS, Lisbon, Portugal with a research interest in Artificial Intelligence and its adoption by employees and consumers, as well as the fight against unemployment caused by the spread of automation and the consequences of the COVID pandemic. Darina also has marketing experience in Russia and China, as well as working for 5 years as a market analyst for 7 different countries in a leading omnichannel, multi-brand, and direct-to-consumer electronic retailer in Central & Eastern Europe. She is currently working as a researcher on a Bee2Waste Crypto project (innovative solution for Regional Waste Management Utilities) at NOVA Cidade Urban Analytics Lab.
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Identification

Personal identification

Full name
Darina Vorobeva

Citation names

  • Vorobeva, Darina

Author identifiers

Ciência ID
9B11-C4A0-7707
ORCID iD
0000-0001-9708-4367

Email addresses

  • dvorobeva@novaims.unl.pt (Professional)

Knowledge fields

  • Social Sciences - Economics and Business

Languages

Language Speaking Reading Writing Listening Peer-review
Russian (Mother tongue)
English Advanced (C1) Proficiency (C2) Advanced (C1) Proficiency (C2) Advanced (C1)
Slovenian Advanced (C1) Proficiency (C2) Advanced (C1) Proficiency (C2) Advanced (C1)
Portuguese Beginner (A1) Elementary (A2) Beginner (A1) Beginner (A1) Beginner (A1)
Education
Degree Classification
2020/09/01 - 2024/11/13
Concluded
 Doutoramento em Gestão de Informação (Doutoramento)
Major in Data-driven Marketing
Universidade Nova de Lisboa Instituto Superior de Estatística e Gestão de Informação, Portugal
"The Impact of Artificial Intelligence (AI) Replacement in Marketing: Integrating Contemporary Service Theories to Explore Stakeholder Dynamics" (THESIS/DISSERTATION)
2019/09/01 - 2020/06/01
Concluded
 Data Science in Marketing (Pós-Graduação)
Major in Post-Graduation in Data Science for Marketing
Universidade Nova de Lisboa Instituto Superior de Estatística e Gestão de Informação, Portugal
 17
2015/02/01
Concluded
 Faculty of Economics (Magister)
Major in Master in International Business
Univerza v Ljubljani, Slovenia
"An analysis of the role of culture in ethical consumer behavior in Russia and Slovenia" (THESIS/DISSERTATION)
 19
2010/06/01
Concluded
 Faculty of Management and Information Technology (Bachelor)
Major in Management Degree Public and Municipal Management
Sankt-Peterburgskij politehniceskij universitet Petra Velikogo, Russia
"Elaboration of proposals with respect to establishing and development of the image of the head of the District Administration in mass media based on the example of the Head of Kalininsky District" (THESIS/DISSERTATION)
 18
Affiliation

Science

Category
Host institution 		Employer
2024/01/27 - 2024/03/06 Visiting Researcher (Research) ESCP Business School - London, United Kingdom
ESCP Business School - London, United Kingdom
2023/10/10 - 2023/12/05 Visiting Researcher (Research) ESCP Business School - Madrid, Spain
ESCP Business School - Madrid, Spain
Projects

Grant

Designation Funders
2023/12/01 - Current COMMUNITAS
101096508
Researcher
Universidade Nova de Lisboa Instituto Superior de Estatística e Gestão de Informação, Portugal
Ongoing
2021/12/01 - 2023/11/30 How to fight against unemployment caused by the spread of automation and COVID-19
2021.09496.BD
10.54499/2021.09496.BD
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
 Fundação para a Ciência e a Tecnologia
Concluded

Contract

Designation Funders
2020/09/01 - 2021/11/30 Bee2Waste Crypto
IDT-COP_45933
Researcher
Nova Cidade Urban Analytics Lab, Portugal
Ongoing
Outputs

Publications

Journal article
  1. Darina Vorobeva; Diego Costa Pinto; Nuno António; Anna S. Mattila. "The augmentation effect of artificial intelligence: can AI framing shape customer acceptance of AI-based services?". Current Issues in Tourism (2023): https://doi.org/10.1080/13683500.2023.2214353.
    10.1080/13683500.2023.2214353
  2. Darina Vorobeva; Ian J. Scott; Tiago Oliveira; Miguel Neto. "Leveraging technology for waste sustainability: understanding the adoption of a new waste management system". Sustainable Environment Research (2023): https://doi.org/10.1186/s42834-023-00174-x.
    10.1186/s42834-023-00174-x
  3. Darina Vorobeva; Yasmina El Fassi; Diego Costa Pinto; Diogo Hildebrand; Márcia M. Herter; Anna S. Mattila. "Thinking Skills Don’t Protect Service Workers from Replacement by Artificial Intelligence". Journal of Service Research (2022): https://doi.org/10.1177/10946705221104312.
    10.1177/10946705221104312
  4. Darina Vorobeva; Ian J. Scott; Tiago Oliveira; Miguel Neto. "Adoption of new household waste management technologies: The role of financial incentives and pro-environmental behavior". Journal of Cleaner Production (2022): https://doi.org/10.1016/j.jclepro.2022.132328.
    10.1016/j.jclepro.2022.132328
Distinctions

Award

2021 Bolsa de Investigação para Doutoramento Maria de Sousa
2011 Zois scholarship
Public Scholarship, Development, Disability and Maintenance Fund of the Republic of Slovenia, Slovenia
2009 Diploma with Honors and Distinction
Peter the Great St. Petersburg Polytechnic University, Russia