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Ricardo Godinho Bilro is an Assistant Professor (with habilitation) of Marketing at ISCTE – Instituto Universitário de Lisboa, where he teaches Marketing at undergraduate and Master’s degree levels. He earned his PhD in Management with a specialization in Marketing from ISCTE Business School. He currently holds the roles of Department Deputy Chair (Department of Marketing, Strategy and Operations) and Director for the Erasmus Mundus joint Master’s degree program in Tourism Development & Culture (TourDC). He is a guest lecturer at the University of Glasgow (UK) and the University of Malta for the TOUR DC program and has served as a Visiting Professor at different institutions, such as EM Strasbourg Business School (Strasbourg, France), TH Köln (Cologne, Germany), Laurea University of Applied Sciences (Helsinki, Finland) and Université Gustave Eiffel (Paris, France). As a researcher at ISCTE’s Business Research Unit, Ricardo’s research interests include Digital Transformation, Technology Adoption, and Social Media Marketing. His research has been published in various international scientific journals, such as the Journal of Business Research, Psychology & Marketing, International Journal of Contemporary Hospitality Management, Journal of Product & Brand Management, and Journal of Hospitality Marketing and Management. He has also presented his work at reputable international scientific conferences such as EMAC - European Marketing Academy Conference, World Marketing Congress - Academy of Marketing Science, GAMMA-GMC, or Academy of Marketing. Ricardo has received several awards for his contributions, including the best teacher award for the postgraduate program in Digital Marketing at ISCTE Executive Education in 2022 and 2023, the best paper award at TomiWorld 2017, and the best conference paper in GAMMA-GFMC 2019.
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Identification

Personal identification

Full name
Ricardo Godinho Bilro

Citation names

  • Bilro, Ricardo
  • Bilro, Ricardo Godinho
  • Bilro, Ricardo G.

Author identifiers

Ciência ID
D31C-5246-6123
ORCID iD
0000-0002-4159-2474
Google Scholar ID
1k6CUI4AAAAJ&hl
Researcher Id
J-5658-2018
Scopus Author Id
57185707900

Email addresses

  • ricardo.bilro@iscte-iul.pt (Professional)

Addresses

  • ISCTE-IUL. Av. Forças Armadas, Edificio ISCTE, 1649-042, Lisboa, Lisboa, Portugal (Professional)

Websites

Knowledge fields

  • Social Sciences - Economics and Business - Business and Management
  • Social Sciences - Economics and Business

Languages

Language Speaking Reading Writing Listening Peer-review
English Advanced (C1) Advanced (C1) Advanced (C1) Advanced (C1)
French Beginner (A1) Intermediate (B1) Intermediate (B1) Beginner (A1)
Spanish; Castilian Beginner (A1) Beginner (A1) Beginner (A1) Beginner (A1)
Italian Beginner (A1) Beginner (A1) Beginner (A1) Beginner (A1)
Portuguese Advanced (C1) Advanced (C1) Advanced (C1) Advanced (C1)
Education
Degree Classification
2024/05/27
Concluded
 Provas Públicas de Agregação (Título de Agregado)
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/01/08
Concluded
 Doutoramento em Gestão, com especialização em Marketing (Doutoramento)
ISCTE-Instituto Universitário de Lisboa, Portugal
"The role of consumer-brand engagement in a digital marketing era" (THESIS/DISSERTATION)
 Aprovado com distinção, por unanimidade
2015/12/31
Concluded
 Gestão, com especialização em Marketing (Outros)
ISCTE-Instituto Universitário de Lisboa, Portugal
2014/06/24
Concluded
 Marketing (Mestrado)
Major in Sem especialização
ISCTE-Instituto Universitário de Lisboa, Portugal
"Create, Build and Manage Online Brands for Internet Companies " (THESIS/DISSERTATION)
 18 valores
2007/12/31
Concluded
 Marketing (Pós-Graduação)
INDEG-ISCTE, Portugal
2000/12/12
Concluded
 Gestão e Administração Pública (Licenciatura)
Universidade Técnica de Lisboa, Portugal
Affiliation

Teaching in Higher Education

Category
Host institution 		Employer
2021/03/01 - Current Assistant Professor (University Teacher) ISCTE-Instituto Universitário de Lisboa, Portugal
ISCTE Business School, Portugal
2018/02/01 - 2021/02/28 Invited Assistant Professor (University Teacher) ISCTE-Instituto Universitário de Lisboa, Portugal
2017/09/01 - 2021/02/28 Invited Assistant Professor (University Teacher) Instituto Português de Administração de Marketing de Lisboa, Portugal
2016/03/01 - 2018/01/31 Invited Assistant (University Teacher) ISCTE-Instituto Universitário de Lisboa, Portugal
Outputs

Publications

Book chapter
  1. Bilro, R.G.; Evanthia Koutoulaki. "From Plate to Post: Exploring the Impact of Foodstagramming on Greece’s Travel Destination Image". In Consumer Brand Relationships in Tourism, 363-383. Cham, Switzerland: Springer, 2024.
    Published • 10.1007/978-3-031-59535-6_19
  2. Ganhão, M.; Loureiro, S. M. C.; Guerreiro, J.; Bilro, R.G.; Rodrigues, M.. "Cognitive, Affective, and Social Drivers of Music Fan-Related Behavior". In Marketing in a Multicultural and Vibrant World, 59-68. Cham, Switzerland, Switzerland: Springer, 2024.
    Published • 10.1007/978-3-031-80904-0_6
  3. Rodrigues, M.; Loureiro, S. M. C.; Beatriz Gonçalves; Guerreiro, J.; Bilro, R.G.. "The VR Experience and Purchase Intentions in the Real State". In Marketing in a Multicultural and Vibrant World, 81-86. Cham, Switzerland, Switzerland: Springer, 2024.
    Published • 10.1007/978-3-031-80904-0_8
  4. Freitas, C.; Bilro, R.G.; Marques, S.. "The influence of customer engagement on destination loyalty from a destination marketing organisation perspective". In Handbook of customer engagement in tourism marketing, 115-128. Cheltenham, UK, United Kingdom: Edward Elgar Publishing, 2023.
    Published • 10.4337/9781802203943
  5. Raouf, A. R.; Khan, I.; Bilro, R.G.; Cain, L.. "Impact of Social Media Involvement on Brand Co-Creation during the COVID-19 Outbreak in the Tourism Industry". In Brand Co-Creation Tourism Research: Contemporary issues and Challenges. Palm Beach, Florida, United States: AAP - Apple Academic Press, 2023.
    Published • 10.1201/9781003336228-2
  6. Loureiro, S. M. C.; Bilro, R. G.. "Feeling economy". In Encyclopedia of tourism management and marketing, 229-231. Cheltenham, United Kingdom, United Kingdom: Edward Elgar Publishing, 2022.
    Published • 10.4337/9781800377486.feeling.economy
  7. Loureiro, S. M. C.; Bilro, R.G.; Angelino, F.. "Creating memories and engagement in college student through virtual reality". In Augmented reality and virtual reality: New trends in immersive technology, 167-179. --, Switzerland: Springer, 2021.
    Published • 10.1007/978-3-030-68086-2_13
  8. Loureiro, S. M. C.; Bilro, R.G.. "Be or not be online engaged: Exploring the flow from stimuli to e-WOM on online retail consumers". In Exploring the power of electronic word-of-mouth in the services industry, 18-34. Hershey, United States: IGI Global, 2020.
    Published • 10.4018/978-1-5225-8575-6.ch002
  9. Japutra, A.; Bilro, R.G.; Loureiro, S. M. C.. "Beyond virtual and augmented reality: AI-assisted mixed reality and its impacts on society". In Managerial challenges and social impacts of virtual and augmented reality, 252-265. Hershey, United States: IGI Global, 2020.
    Published • 10.4018/978-1-7998-2874-7.ch015
  10. Bilro, R.G.; Loureiro, S. M. C.; Angelino, F. J.. "Implications of gamification and virtual reality in higher education". In Managerial challenges and social impacts of virtual and augmented reality, 111-124. Hershey, United States: IGI Global, 2020.
    Published • 10.4018/978-1-7998-2874-7.ch007
  11. Loureiro, S. M. C.; Bilro, R. G.. "How committed I am with tourist-intelligent virtual assistants?". In Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 3-9. Lisboa, Singapore: Springer Singapore, 2020.
    Published • 10.1007/978-981-33-4183-8_1
  12. Bilro, R.G.; Loureiro, S. M. C.. "Exploring consumer-brand engagement in online environments designed for tourism". In Management Tourism Culture: Studies and reflections on tourism management, 247-264. Kraków, Poland: Ignatianum University Press, 2020.
    Published
  13. Bilro, R. G.; Loureiro, S. M. C.. "An exploratory study of social selling on LinkedIn: The concept and its implications". In Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 429-439. Lisboa, Singapore: Springer Singapore, 2020.
    Published • 10.1007/978-981-33-4183-8_34
  14. Alreesh, M.; Loureiro, S. M. C.; Bilro, R. G.. "Inspiring consumers online: A proposed framework comparing different cultures". In Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 671-676. Lisboa, Singapore: Springer Singapore, 2020.
    Published • 10.1007/978-981-33-4183-8_53
Conference abstract
  1. Bilro, R.G.; Loureiro, S. M. C.; Matias, M.. "Analysing AI-generated luxury fashion: the perceived value and customer’s purchase intention". Paper presented in 2024 Global Fashion Management Conference at Milan, Milão, 2024.
    Published • 10.15444/GFMC2024.04.09.02
  2. Loureiro, S. M. C.; Ganhão, M.; Guerreiro, J.; Bilro, R.G.. "Music can be trendy and cool". Paper presented in 2024 Global Fashion Management Conference at Milan, Milão, 2024.
    Published • 10.15444/GFMC2024.04.07.02
  3. Ganhão, M.; Loureiro, S. M. C.; Guerreiro, J.; Bilro, R.G.. "Cognitive, Affective, and Social Drivers of Music Fan-related Behavior". Paper presented in 2024 Proceedings of the World Marketing Congress of the Academy of Marketing Science, --, 2024.
    Published
  4. Custódio, C. M.; Bilro, R. G.. "Exploring the distilled realms: A study on whiskey and the travellers’ motivations". Paper presented in Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, Birmingham, UK, 2023.
    Published
  5. Bilro, R. G.; Custódio, C. M.. "The impact of voice assistants on consumer intention to use self-driving cars". Paper presented in Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, Birmingham, UK, 2023.
    Published
  6. Rodrigues, A. F.; Loureiro, S. M. C.; Bilro, R. G.. "The power of connection: Exploring the role of identification in the emotional relationship between humans and robots in the hospitality industry". Paper presented in 16th Annual Conference of the EuroMed Academy of Business. Business Transformation in Uncertain Global Environments, 2023.
    Published
  7. Sauter, V.; Bilro, R. G.; Loureiro, S. M. C.. "A study of the impact of masstige strategies on brand coolness and brand happiness". Paper presented in 16th Annual Conference of the EuroMed Academy of Business. Business Transformation in Uncertain Global Environments, 2023.
    Published
  8. Bilro, R. G.; Serras, S.; Cavalinhos, S.; Miguel, L.; Marques, S.. "How cool is to be engaged with Drunk Elephant? An analysis of usergenerated content campaigns on Instagram". Paper presented in Proceedings of the 51st Annual EMAC Conference (EMAC 2022), Budapest, 2022.
    Published
  9. Akinola, P. O.; Bilro, R. G.; Loureiro, S. M. C.. "AI powered social commerce technology and customer experience: A systematic literature review". Paper presented in 15th Annual Conference of the EuroMed Academy of Business: Sustainable Business Concepts and Practices, 2022.
    Published
  10. Cavalinhos, S.; Bilro, R. G.; Miguel, L.. "How veganism impacts tourists attitudes toward tourism destinations: An empirical study". Paper presented in Proceedings of the 51st Annual EMAC Conference (EMAC 2022), Budapest, 2022.
    Published
  11. Freitas, C. C. de.; Bilro, R. G.. "Does tourist’s engagement influence destination loyalty? An analysis of Turismo do Centro de Portugal". Paper presented in TOURMAN 2021 Book of Abstracts - 4th International Scientific Conference, Thessaloniki, 2021.
    Published
  12. Gomes, P.; Bilro, R.G.; Abreu, R.. "The effect of artificial intelligence-based services on tourist’s satisfaction, loyalty and word-of-mouth". Paper presented in Proceedings of AIRSI 2021-Technologies 4.0 in Tourism, Servces & Marketing, Zaragoza, 2021.
    Published
  13. Alreesh, M.; Loureiro, S. M. C.; Bilro, R. G.. "Firm performance through online engagement: The role of experience and customer inspiraton". Paper presented in 2020 Global Marketing Conference at Seoul Proceedings, Seul, 2020.
    Published • 10.15444/GMC2020.11.05.27
  14. Loureiro, S. M. C.; Bilro, R. G.; Japutra, A.; Molinillo, S.. "Relationships between tourists and intelligent virtual assistants: Promoting the love ties". Paper presented in AIRSI2020 Conference Proceedings, 2020.
    Published
  15. Guerreiro, J.; Loureiro, S. M. C.; Bilro, R. G.; Villar, J.. "Multisensory experiences in virtual environments: The role of sense of power, cognitive flexibility and personality traits". Paper presented in Proceedings of the 49th European Marketing Academy Conference (EMAC), Budapest, 2020.
    Published
  16. Bilro, R. G.; Loureiro, S. M. C.; Guerreiro, J.; Raposo, D.. "How influencers and digital interaction can impact customer-brand relationship and engagement". Paper presented in 2020 Global Marketing Conference at Seoul Proceedings, Seul, 2020.
    Published • 10.15444/GMC2020.04.06.03
  17. Bilro, R. G.; Loureiro, S. M. C.; Guerreiro, J.; Raposo, D.. "An empirical study on influencers and their engagement factors: The YouTubers' perspective". Paper presented in Proceedings of the 49th European Marketing Academy Conference (EMAC), Budapest, 2020.
    Published
  18. Bilro, R. G.; Loureiro, S. M. C.; Rosado-Pinto, F.; Costa, I.. "The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude". Paper presented in 2020 Global Marketing Conference at Seoul Proceedings, Seul, 2020.
    Published • 10.15444/GMC2020.04.06.01
  19. Policarpo, P.; Guerreiro, J.; Loureiro, S. M. C.; Bilro, R. G.. "Exploring young artists’ digital performance: the impact of online community engagement and co-creation on brand love". Paper presented in 2020 Global Marketing Conference at Seoul Proceedings, Seul, 2020.
    Published • 10.15444/GMC2020.04.06.02
  20. Crespo, M.; Loureiro, S. M. C.; Bilro, R.G.; Guerreiro, J.. "How atmospheric cues in a virtual reality fashion stores affect the sense of presence". Paper presented in 2019 Global Fashion Management Conference at Paris Proceedings, Paris, 2019.
    Published • 10.15444/GFMC2019.08.05
  21. Cabaço, M. G.; Bilro, R.G.; Loureiro, S. M. C.. "Exploring the rewards dimension of engagement in consumer-fashion brand relationship". Paper presented in 2019 Global Fashion Management Conference at Paris, Paris, 2019.
    Published • 10.15444/GFMC2019.05.06.07
  22. Bilro, R.G.; Loureiro, S. M. C.; Cabaço, M. G.. "Do hedonic rewards at online communities affect consumer-fashion brand engagement? a PLS approach". Paper presented in 2019 Global Fashion Management Conference at Paris Proceedings, Paris, 2019.
    Published • 10.15444/GFMC2019.06.01.02
  23. Santos, J. F.; Bilro, R.G.; Loureiro, S. M. C.. "Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands". Paper presented in 2019 Global Fashion Management Conference at Paris Proceedings, Paris, 2019.
    Published • 10.15444/GFMC2019.08.03
  24. Bilro, R. G.; Loureiro, S. M. C.; Guerreiro, J.. "Analysing customer engagement on social network platforms devoted to tourism and hospitality". Paper presented in Global Marketing Conference, Tokyo, 2018.
    Published • 10.15444/GMC2018.02.10.01
  25. Bilro, R.; Loureiro, S.. "Clarifying customer brand engagement boundaries: A systematic literature review approach". Paper presented in 6th International M-Sphere Conference For Multidisciplinarity in Business and Science: Book of Abstracts, Viseu, 2017.
    Published
  26. Loureiro, S.; Bilro, R.. "Como podem os estímulos e as emoções contribuir para aumentar a defesa da marca?: uma análise exploratória usando PLS". Paper presented in Atas do XXIII Congresso da Sociedade Portuguesa de Estatística, Lisboa, 2017.
    Published
  27. Loureiro, S. M. C.; Bilro, R. G.; Koo, D.-M.. "Committing consumers to sustainability: Portugal and South Korea outlooks". Paper presented in 4th International Conference on Multinational Enterprises and Sustainable Development, (MESD'15), Lisboa, 2015.
    Published
  28. Bilro, R.; Loureiro, S.. "Create, build and manage online brands for internet companies". Paper presented in Proceedings of the 7th Annual Conference of the EuroMed Academy of Business, Kristiansand, 2014.
    Published
Conference paper
  1. Rodrigues, M. B.; Loureiro, S. M. C.; Gonçalves, B.; Bilro, R.G.. "The VR Experience and Purchase Intentions in the Real State". Paper presented in 2024 Proceedings of the World Marketing Congress of the Academy of Marketing Science, --, 2024.
    Published
  2. Loureiro, S. M. C.; Ferreira, M. M.; Bilro, R. G.; Marques, L.. "How artificial intelligence tools influence customer experience and avoidance of similarity". Paper presented in 2023 Global Marketing Conference at Seoul: Marketing and management transformation in the challenging digital environment, Seoul, Republic of Korea, 2023.
    Published • 10.15444/GMC2023.07.07.04
  3. Loureiro, S. M. C.; Bilro, R.G.; Angelino, F. J.. "Creating Memories and Engagement in College Student Through Virtual Reality". Paper presented in 6th International AR VR Conference: Augmented Reality and Virtual Reality - New trends in immersive technology, Lisboa, 2020.
    Published
  4. Rosado-Pinto, F.; Loureiro, S. M. C.; Bilro, R.G.. "Tourist-hotel relationship: the role of customer experience and brand authenticity". Paper presented in 2020 Global Marketing Conference at Seoul Proceedings, Seul, 2020.
    Published • 10.15444/GMC2020.05.06.03
  5. Loureiro, S. M. C.; Angelino, F.; Bilro, R. G.. "Gamification in higher education: Text mining approach". Paper presented in 12th Annual Conference of the EuroMed Academy of Business: Business Management Theories and Practices in a Dynamic Competitive Environment, Thessaloniki, Greece, 2019.
    Published
  6. Loureiro, S. M. C.; Bilro, R.G.; Ferro, T.. "Are they sisters?: Using text mining approach to understand perceptions about Madeira and Bermuda". Paper presented in Proceedings of the 48th EMAC Conference, 2019.
    Published
  7. Nobre, P.; Bilro, R.G.; Loureiro, S. M. C.. "The influence of cross-cultural effect on Kérastase (L'oreal Group) consumer-brand relationship and engagement". Paper presented in 2019 Global Fashion Management Conference at Paris Proceedings, Paris, 2019.
    Published • 10.15444/GFMC2019.08.02
  8. Angelino, F.; Loureiro, S. M. C.; Bilro, R.G.. "Exploring the future of virtual reality and gamification in learning enviornments: students motivation and engagement in higher education". Paper presented in 15th China-Europe International Symposium on Software Engineering Education, Lisboa, 2019.
    Published
  9. Bilro, R.G.; Dos Santos, J. F.; Loureiro, S. M. C.. "The impact of Massclusivity campaigns on perceptions and brand love of Gucci online brand communities’ members". 2019.
  10. Rosado-Pinto, F.; Loureiro, S. M. C.; Bilro, R.G.. "Insights into brand authenticity and customer engagement in a restaurant setting: A text mining approach". Paper presented in Proceedings of the 48th EMAC Conference, Hamburg, 2019.
    Published
  11. Bilro, R.G.; Dos Santos, J. F.; Loureiro, S. M. C.. "The impact of Massclusivity campaigns on perceptions and brand love of Gucci online brand communities’ members". Paper presented in Proceedings of the 48th EMAC Conference, Hamburg, 2019.
    Published
  12. Pina, L. S.; Loureiro, S. M. C.; Rita, P.; Sarmento, E. M.; Bilro, R. G.; Guerreiro, J.. "The perception of active listening practice on social networks". Paper presented in Global Marketing Conference, Tokyo, 2018.
    Published • 10.15444/GMC2018.09.05.01
  13. Loureiro, S. M. C.; Bilro, R.. "How can stimuli and emotions help increase brand advocacy". Paper presented in 21st World Marketing Congress of the Academy of Marketing Science, Porto, 2018.
    Published
  14. Bilro, R. G.; Loureiro, S. M. C.; Marques, M. I.. "Online brand communities: when consumers are negatively engaged". Paper presented in 21st World Marketing Congress of the Academy of Marketing Science, Porto, 2018.
    Published
  15. Bilro, R. G.; Loureiro, S. M. C.. "Consumer-brand engagement through website stimuli". Paper presented in 10th Annual Conference of the EuroMed Academy of Business, Rome, 2017.
    Published
  16. Bilro, R.G.; Loureiro, S. M. C.; Marques, M. I.. "Leaving footprints on online brand communities: the role of positive and negative engagement on commitment". Paper presented in Conference book proceedings of the 46th European Marketing Academy Conference - EMAC 2017, --, 2017.
    Published
Journal article
  1. Aleem, A.; Loureiro, S. M. C.; Bilro, R. G.. "Luxury fashion consumption: A review, synthesis and research agenda". Spanish Journal of Marketing - ESIC 28 2 (2024): 149-164. https://www.emerald.com/insight/content/doi/10.1108/SJME-06-2021-0105/full/html.
    Published • 10.1108/SJME-06-2021-0105
  2. Loureiro, S. M. C.; Jiménez-Barreto, J.; Bilro, R. G.; Romero, J.. "Me and my AI: Exploring the effects of consumer self-construal and AI-based experience on avoiding similarity and willingness to pay". Psychology and Marketing 41 (2023): 151-167. https://onlinelibrary.wiley.com/journal/15206793.
    Published • 10.1002/mar.21913
  3. Bilro, R. G.; Loureiro, S. M. C.. "I am feeling so good! Motivations for interacting in online brand communities". Journal of Research in Interactive Marketing 17 1 (2023): 61-77. https://www.emerald.com/insight/publication/issn/2040-7122.
    Published • 10.1108/JRIM-07-2021-0182
  4. Bilro, R. G.; Loureiro, S. M. C.; Souto, P.. "A systematic review of customer behavior in business-to-business markets and agenda for future research". Journal of Business and Industrial Marketing 38 13 (2023): 122-142. https://www.emerald.com/insight/content/doi/10.1108/JBIM-07-2022-0313/full/html.
    Published • 10.1108/JBIM-07-2022-0313
  5. Loureiro, S. M. C.; Bilro, R. G.; Neto, D.. "Working with AI: Can stress bring happiness?". Service Business 17 (2022): 233-255. https://www.springer.com/journal/11628/.
    Published • 10.1007/s11628-022-00514-8
  6. Japutra, A.; Loureiro, S. M. C.; Li, T.; Bilro, R. G.; Han, H.. "Luxury tourism: where we go from now?". Asia Pacific Journal of Tourism Research 27 8 (2022): 871-890. https://www.tandfonline.com/journals/rapt20.
    Published • 10.1080/10941665.2022.2131446
  7. Angelino, F. J.; Loureiro, S. M. C.; Bilro, R.G.. "Exploring tourism students’ engagement through telepresence, pleasantness of the experience and memory: A virtual reality approach". Journal of Promotion Management 28 5 (2022): 669-685. https://www.tandfonline.com/doi/full/10.1080/10496491.2021.2009614.
    Published • 10.1080/10496491.2021.2009614
  8. Ferreira, E.S.; Loureiro, S. M. C.; Bilro, R.G.; Ferro, T. M.. "Analyzing Madeira and Bermuda as two different destinations: A text mining approach". Journal of Promotion Management 28 (2022): 687-701. https://www.tandfonline.com/doi/full/10.1080/10496491.2021.2015516.
    Published • 10.1080/10496491.2021.2015516
  9. Marques, S.; Bilro, R. G.; Gonçalves, M.; Raouf, A. R.. "Partners we can trust: the role of employee engagement influencing partnerships’ relationship quality in the voluntary sector". Management Research: The Journal of the Iberoamerican Academy of Management 20 2 (2022): 148-168. https://www.emerald.com/insight/content/doi/10.1108/MRJIAM-01-2022-1258/full/html?skipTracking=true.
    Published • 10.1108/MRJIAM-01-2022-1258
  10. Bilro, R. G.; Loureiro, S. M. C.; Angelino, F. J.. "The role of creative communications and gamification in customer engagement in higher education: A sentiment analysis approach". Journal of Creative Communications 17 1 (2022): 7-21. https://journals.sagepub.com/doi/full/10.1177/0973258621992644.
    Published • 10.1177/0973258621992644
  11. Bilro, R.G.; Loureiro, S. M. C.; Dos Santos, J. F.. "Masstige strategies on social media: The influence on sentiments and attitude toward the brand". International Journal of Consumer Studies 46 4 (2022): 1113-1126. https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12747.
    Published • 10.1111/ijcs.12747
  12. Bilro, R. G.; Dias, F.. "Now I can see: How brand interactions influence channel loyalty and purchase intention in optical physical stores". Management Research: The Journal of the Iberoamerican Academy of Management 20 (2022): 229-243. https://www.emerald.com/insight/content/doi/10.1108/MRJIAM-07-2021-1201/full/html.
    Published • 10.1108/MRJIAM-07-2021-1201
  13. Loureiro, S. M. C.; Bilro, R. G.. "The role of commitment amongst tourists and intelligent virtual assistants". Journal of Promotion Management 28 2 (2022): 175-188. https://www.tandfonline.com/doi/full/10.1080/10496491.2021.1987979.
    Published • 10.1080/10496491.2021.1987979
  14. Angelino, F. J.; Loureiro, S. M. C.; Bilro, R.G.. "Analysing students’ engagement in higher education through transmedia and Learning Management Systems: a text mining approach". International Journal of Innovation and Learning 30 4 (2021): 484-502. https://www.inderscience.com/jhome.php?jcode=ijil.
    Published • 10.1504/IJIL.2021.118875
  15. Loureiro, S. M. C.; Japutra, A.; Molinillo, S.; Bilro, R.G.. "Stand by me: analyzing the tourist–intelligent voice assistant relationship quality". International Journal of Contemporary Hospitality Management 33 11 (2021): 3840-3859. https://www.emerald.com/insight/content/doi/10.1108/IJCHM-09-2020-1032/full/html.
    Published • 10.1108/IJCHM-09-2020-1032
  16. Bilro, R.G.; Cunha, J. F. Da. "An exploratory study of Western firms’ failure in the Chinese market: a network theory perspective". Journal of Chinese Economic and Foreign Trade Studies 14 2 (2021): 149-168. https://www.emerald.com/insight/content/doi/10.1108/JCEFTS-07-2020-0033/full/html.
    Published • 10.1108/JCEFTS-07-2020-0033
  17. Loureiro, S. M. C.; Bilro, R. G.; Angelino, F. J.. "Virtual reality and gamification in marketing higher education: A review and research agenda". Spanish Journal of Marketing - ESIC 25 2 (2021): 179-216. https://www.emeraldgrouppublishing.com/journal/sjme.
    Published • 10.1108/sjme-01-2020-0013
  18. Bilro, R. G.; Loureiro, S. M. C.. "A consumer engagement systematic review: synthesis and research agenda". Spanish Journal of Marketing - ESIC 24 3 (2020): https://www.emeraldgrouppublishing.com/journal/sjme.
    Published • 10.1108/SJME-01-2020-0021
  19. Loureiro, S. M. C.; Bilro, R.G.; Japutra, A.. "The effect of consumer-generated media stimuli on emotions and consumer brand engagement". Journal of Product and Brand Management N/A (2020): https://www.emeraldgrouppublishing.com/jpbm.htm.
    Published • 10.1108/JPBM-11-2018-2120
  20. Loureiro, S. M. C.; Romero, J.; Bilro, R. G.. "Stakeholder engagement in co-creation processes for innovation: a systematic literature review and case study". Journal of Business Research N/A (2020): https://www.journals.elsevier.com/journal-of-business-research.
    Published • 10.1016/j.jbusres.2019.09.038
  21. Rosado-Pinto, F.; Loureiro, S. M. C.; Bilro, R.G.. "How brand authenticity and consumer brand engagement can be expressed in reviews: a text mining approach". Journal of Promotion Management 26 4 (2020): 457-480. https://www.tandfonline.com/doi/abs/10.1080/10496491.2020.1719955?journalCode=wjpm20.
    Published • 10.1080/10496491.2020.1719955
  22. Bilro, R.G.; Loureiro, S. M. C.; Guerreiro, J.. "Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy". Journal of Hospitality Marketing and Management 28 2 (2019): 147-171. https://www.tandfonline.com/doi/full/10.1080/19368623.2018.1506375.
    Published • 10.1080/19368623.2018.1506375
  23. Pina, L. S.; Loureiro, S. M. C.; Rita, P.; Sarmento, E. M.; Bilro, R. G.; Guerreiro, J.. "Analysing consumer-brand engagement through appreciative listening on social network platforms". Journal of Promotion Management 25 3 (2019): 304-313. https://www.tandfonline.com/doi/full/10.1080/10496491.2019.1557805.
    Published • 10.1080/10496491.2019.1557805
  24. Bilro, R.G.; Loureiro, S. M. C.; Faizan Ali. "The role of website stimuli of experience on engagement and brand advocacy". Journal of Hospitality and Tourism Technology 9 2 (2018): 204-222. https://www.emeraldinsight.com/doi/abs/10.1108/JHTT-12-2017-0136.
    Published • 10.1108/JHTT-12-2017-0136
  25. Bilro, R. G.; Loureiro, S. M. C.. "Framework for success of online brand management: a systematic literature review". World Review of Entrepreneurship, Management and Sustainable Development 12 2-3 (2016): 300-317. http://www.inderscience.com/offer.php?id=74968.
    Published • 10.1504/WREMSD.2016.074968
Thesis / Dissertation
  1. Nobre, Pedro Augusto Albano. "Exploring the cross-cultural effect on consumer-brand relationship and engagement through social media platforms: the Kerastase example". Master, 2018. http://hdl.handle.net/10071/17883.

Other

Other output
  1. Analysing ai-generated luxury fashion: the perceived value and customer’s purchase intention. 2024 Global Fashion Management Conference. 2024. Matias, M.; Bilro, R.G.; Loureiro, S. M. C.. https://2024gfmc.imweb.me/.
  2. The power of connection: exploring the role of identification in the emotional relationship between humans and robots in the hospitality industry. The 16th annual Euromed academy of business conference. 2023. Rodrigues, A. F.; Loureiro, S. M. C.; Bilro, R.G.. https://emrbi2023.com/.
  3. A study of the impact of masstige strategies on brand coolness and brand happiness. The 16th annual Euromed academy of business conference. 2023. Sauter, V.; Bilro, R.G.; Loureiro, S. M. C.. https://emrbi2023.com/.
  4. How to Create Value in Tourism Through AI & XR. Nova SBE – SCV Summit. 2023. Guerreiro, J.; Bilro, R.G.; Loureiro, S. M. C.; Flávian; Ferreira; Santana; Monsanto.
  5. A memorable experience in the metaverse led to a desire to revisit: the moderate role of Kama Muta, arousal and dominance.. 8th International XR-Metaverse XR meets the Metaverse. 2023. Ferreira, Mónica Mendes; Loureiro, S. M. C.; Bilro, R.G.. https://www.iaiti.org/Conference.
  6. How artificial intelligence tools influence customer experience and avoidance of similarity. Global Marketing Conference - GAMMA. 2023. Ferreira, Mónica Mendes; Loureiro, S. M. C.; Bilro, R.G..
  7. The Impact of Voice Assistants on Consumer Intention to Use Self-Driving Cars. Academy of Marketing Conference - AM2023. 2023. Bilro, R.G.; Custódio, C.M.. https://academyofmarketing.org/am2023-conference/.
  8. Exploring the Distilled Realms: A Study on Whiskey and the Travellers’ Motivations. Academy of Marketing Conference - AM2023. 2023. Custódio, C.M.; Bilro, R.G.. https://academyofmarketing.org/am2023-conference/.
  9. How cool is to be engaged with Drunk Elephant? An analysis of usergenerated content campaigns on Instagram. European Marketing Academy annual conference - EMAC 2022. 2022. Bilro, R.G.; Serras, S.; Cavalinhos, S.; Miguel, L.; Marques, S.. https://www.uni-corvinus.hu/ind/emac2022/?lang=en.
  10. The effect of artificial intelligence-based services on tourist’s satisfaction, loyalty and word-of-mouth. AIRSI2021 - Technologies 4.0 in Tourism, Services & Marketing. 2021. Gomes, P.; Bilro, R.G.; Abreu, R.. http://airsi2021.unizar.es/.
  11. Does Tourist’s Engagement Influence Destination Loyalty? An Analysis of Turismo do Centro de Portugal. TOURMAN 2021 - 4th International Scientific Conference. 2021. Freitas, C.C.; Bilro, R.G.. https://www.tourman.gr/.
  12. Exploring young artists’ digital performance: the impact of online community engagement and co-creation on brand love. 2020 Global Marketing Conference at Seoul. 2020. Guerreiro, J.; Loureiro, S. M. C.; Bilro, R.G.; Policarpo, P..
  13. Tourist-hotel relationship: the role of customer experience and brand authenticity. Global Marketing Conference- GAMMA 2020. 2020. Rosado-Pinto, F.; Loureiro, S. M. C.; Bilro, R.G..
  14. Creating Memories and Engagement in College Student Through Virtual Reality. 6th International AR VR Conference. 2020. Loureiro, S. M. C.; Bilro, R.G.; Angelino, F. J.. https://arvrconference.wixsite.com/arvrconference.
  15. An exploratory study of social selling on LinkedIn: the concept and its implications. ICMarktech'20. 2020. Bilro, R.G.; Loureiro, S. M. C.. http://www.icmarktech.org/index.php/en/.
  16. Social media and brand dilution risk for luxury brands. EMAC and JCR/IJRM author development workshop. 2020. Bilro, R.G.. https://www.eiasm.org/frontoffice/event_announcement.asp?event_id=1460.
  17. The influence of cross-cultural effect on Kérastase (L'oreal Group) consumer-brand relationship and engagement. 2019 Global Fashion Management Conference at Paris. 2019. Nobre, P.; Bilro, R.G.; Loureiro, S. M. C.. https://ciencia.iscte-iul.pt/publications/the-influence-of-cross-cultural-effect-on-kerastase-loreal-group-consumer-brand-relationship-and/61032?lang=en.
  18. Gamification in Higher Education: Text Mining Approach. 2019. Loureiro, S. M. C.; Angelino, F. J.; Bilro, R.G.. https://emrbi.org/.
  19. Insights into brand authenticity and customer engagement in a restaurant setting: a text mining approach. 48th annual European Marketing Academy annual conference - EMAC. 2019. Rosado-Pinto, F.; Loureiro, S. M. C.; Bilro, R.G.. https://www.emac-2019.org/.
  20. Are they sisters? Using text mining approach to understand perceptions about Madeira and Bermuda. 48th annual European Marketing Academy annual conference - EMAC. 2019. Bilro, R.G.; Loureiro, S. M. C.; Ferro, T. M.. https://www.emac-2019.org/.
  21. Exploring the rewards dimension of engagement in consumer-fashion brand relationship. 2019 Global Fashion Management Conference at Paris. 2019. Cabaço, M. G.; Bilro, R.G.; Loureiro, S. M. C.. https://ciencia.iscte-iul.pt/publications/exploring-the-rewards-dimension-of-engagement-in-consumer-fashion-brand-relationship/61030?lang=en.
  22. Exploring the future of virtual reality and gamification in learning enviornments: students motivation and engagement in higher education. 15th China-Europe International Symposium on Software Engineering Education. 2019. Angelino, F.; Loureiro, S. M. C.; Bilro, R.G..
  23. Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands. 2019 Global Fashion Management Conference at Paris. 2019. Dos Santos, J. F.; Bilro, R.G.; Loureiro, S. M. C.. https://ciencia.iscte-iul.pt/publications/analysing-the-impact-of-massclusivity-campaigns-on-luxury-and-mass-market-fashion-brands/61006?lang=en.
  24. Do hedonic rewards at online communities affect consumer-fashion brand engagement? A PLS approach. 2019 Global Fashion Management Conference at Paris. 2019. Bilro, R.G.; Loureiro, S. M. C.; Cabaço, M. G..
  25. Analysing Customer Engagement on Social Network Platforms Devoted to Tourism and Hospitality. 2018 Global Marketing Conference at Tokyo. 2018. Bilro, R.G.; Loureiro, S. M. C.; Guerreiro, J.. https://ciencia.iscte-iul.pt/publications/analysing-customer-engagement-on-social-network-platforms-devoted-to-tourism-and-hospitality/49557?lang=en.
  26. How Can Stimuli and Emotions Help Increase Brand Advocacy. 21st World Marketing Congress of the Academy of Marketing Science. 2018. Loureiro, S. M. C.; Bilro, R.G.. http://www.ulusiada.pt/wmc/index.html.
  27. The role of consumer brand-engagement in a digital marketing era. Research Seminars BRU-IUL. 2018. Bilro, R.G.. https://ciencia.iscte-iul.pt/publications/the-role-of-consumer-brand-engagement-in-a-digital-marketing-era/61035?lang=en.
  28. Online brand communities: when consumers are negatively engaged. 21st World Marketing Congress of the Academy of Marketing Science. 2018. Bilro, R.G.; Loureiro, S. M. C.; M. I. Marques. https://www.ams-web.org/event/2018WMC.
  29. Drivers of customer-brand engagement in a digital marketing era. Ciência 2017 - Encontro com a ciência e tecnologia em Portugal. 2017. Bilro, R.G.; Loureiro, S. M. C.. https://ciencia.iscte-iul.pt/publications/drivers-of-customer-brand-engagement-in-a-digital-marketing-era/38401?lang=en.
  30. Clarifying customer brand engagement boundaries - a systematic literature review approach. 6th Annual Conference of the Association for Promotion of Multidisciplinarity in Science and Business (M-SPHERE). 2017. Bilro, R.G.; Loureiro, S. M. C.. https://www.m-sphere.com.hr/.
  31. Consumer-brand engagement through website stimuli. 10th Euromed conference of the Euromed academy of business research. 2017. Loureiro, S. M. C.; Bilro, R.G..
  32. Leaving footprints on online brand communities: the role of positive and negative engagement on commitment. The European Marketing Academy Conference - EMAC 2017. 2017. Bilro, R.G.; Loureiro, S. M. C.; Guerreiro, J.. https://ciencia.iscte-iul.pt/publications/leaving-footprints-on-online-brand-communities-the-role-of-positive-and-negative-engagement-on/38400?lang=en.
  33. Brand stimulus on online consumer purchase: attractiveness, intention and actual behaviour. Academy of Marketing Doctoral Colloquium. 2016. Bilro, R.G.; Loureiro, S. M. C..
  34. Create. Build and Manage Online Brands For Internet Companies. 7th Euromed conference of the Euromed academy of business research- The Future of Entrepreneurship. 2014. Bilro, R.G.; Loureiro, S. M. C.. https://ciencia.iscte-iul.pt/publications/create-build-and-manage-online-brands-for-internet-companies/30635?lang=en.
Activities

Supervision

Thesis Title
Role 		Degree Subject (Type)
Institution / Organization
2025/01/08 - Current N'Água Bar - Bar flutuante em Saint Tropez
Supervisor of Filipa da Silva Luís Ferreira Reis
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/12/13 - Current Impacto do Marketing de Influência no Comportamento do Consumidor: Uma Análise dos Produtos de Cuidado Oral da Pierre Fabre
Supervisor of Carolina Alves Soares
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/11/28 - Current Limites da personalização: O Impacto da Inteligência Artificial na Perceção do Posicionamento da Marca
Supervisor of Margarida Cândido Claudino
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/11/28 - Current Plano de Branding e Marketing para Desenvolver e Expandir o Segmento de Luxo da Century21 no Mercado Imobiliário Português
Supervisor of Mariana Figueira Lopes
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/11/27 - Current Plano de Negócios para a criação de uma agência de consultoria de marketing e redes sociais
Supervisor of Inês Rodrigues Ferreira
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/11/26 - Current Stimulating Experiences in Luxury Hotels
Supervisor of Beatriz de Marques Castro
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/11/26 - Current Dark Tourism Turismo Negro
Supervisor of Nuno Castelo Ribeiro
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/11/21 - Current Consumer Behavior in the Airline Industry
Supervisor of Dara Albertina Pinto Veloso
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/11/21 - Current Plano de Marketing para expansão internacional da cadeia Tim Hortons em Portugal
Supervisor of Inês Castanheira Marques dos Santos
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/11/18 - Current Processo Criai
Supervisor of Alice da Costa Pereira
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/01/30 - Current Fusão da moda 2.0: Elevação do Envolvimento do Cliente com Inteligência Artificial Generativa
Supervisor of Natanaela Sofia Estrada Melenas
ISCTE-Instituto Universitário de Lisboa, Portugal
2022/11/30 - Current Qual o impacto de ser uma B Corp na intenção de compra e valor da marca (brand equity) numa marca da indústria da moda?
Supervisor of João Pedro Nunes dos Santos Osório Gonçalves
ISCTE-Instituto Universitário de Lisboa, Portugal
2022/10/31 - Current Impacto das novas tecnologia de computação no desenvolvimento de relações com o consumidor - O caso das marcas de moda de luxo.
Supervisor of Mariana Neves Soares
ISCTE-Instituto Universitário de Lisboa, Portugal
2022/10/14 - Current Marketing de Influência
Supervisor of Ashnaa Manish Jamnadas
ISCTE-Instituto Universitário de Lisboa, Portugal
2022/10/12 - Current Blockchain technology e a sua relevância para o Marketing
Supervisor of Adriana Catarina de Almeida Gomes Craveiro
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/11/22 - Current Boutique hotel em ambiente rural
Co-supervisor of Carolina dos Reis Simões
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/03/17 - Current In Company Project: Estrategia de marketing para temporada baixa do Selina Boavista Ericeira
Supervisor of Ana Lucia Villanueva Andrade
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/11/29 - Current Enoturismo na Região de Alcobaça
Co-supervisor of Ana Sofia Vendeirinho Maduro
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/28 - Current O peso do amor pelas marcas na decisão do consumidor no mercado de Bem Estar Sexual.
Supervisor of Ana Rita da Silva Reis
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/07/08 - Current The purpose of this dissertation is to create a guide of good practices of internal marketing that, if done, can help to minor the aversion to change felt by the employees of companies that are implementing a new information system.
Supervisor of Nádia Souto Lourenço Hilário
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/02/20 - Current Plano de Negócios: Plataforma Online
Supervisor of Henrique José Ferreira Tavares
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/01/31 - 2024/12/06 Como a tecnologia blockchain impacta os programas de fidelidade e a vontade dos consumidores de adotarem os programas
Supervisor of Matilde Freitas Ribeiro de Lima
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/01/26 - 2024/12/06 Conteúdo otimizado por IA em campanhas de Marketing: A sua Influência na Intenção de Compra e Promoção da Marca
Supervisor of Catarina Maurício Domingos
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/01/26 - 2024/12/06 Dos pixels à compra: analisando o valor percebido e a propensão para aquisição de moda de luxo gerada por IA
Supervisor of Margarida de Brito Serafim Cardoso Matias
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/01/26 - 2024/12/04 Inteligência Artificial em Marketing: Melhorando a lealdade à marca por meio de campanhas de marketing direto com personalização impulsionada por IA na indústria da moda
Supervisor of João José Pontes Marques
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/01/23 - 2024/11/21 O Papel dos Serviços Complementares no Turismo de E-sports na Promoção da Participação e Recomendações
Supervisor of Milica Popara
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/09/01 - 2024/10/21 Uma História de Brinquedos Revolucionária: O Impacto que os Brinquedos Inteligentes têm na perceção e no processo de decisão de compra dos pais
Supervisor of Beatriz de Jesus Galheto Coelho
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/03/17 - 2023/12/05 FACTORES INFLUENCIADORES DA INTENÇÃO DE COMPRA E A LEALDADE DE PRODUTOS DE MARCA PRÓPRIA
Supervisor of Rita Bárbara de Sousa Faria Simões Raposo
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/03/17 - 2023/12/05 Desbloquear o Premium: Explorando a interação de traços de personalidade e fatores externos em modelos de negócios Freemium
Supervisor of Filipa Correia Pinto Hipolito Baptista
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/03/17 - 2023/11/29 Autenticidade da marca: antecedentes e consequências no turismo heritage
Co-supervisor of Mafalda Moreira de Melo e Faro
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/09/29 - 2023/11/02 Viagens a solo: O crescimento do mercado e consequente aplicação prática na agência de viagens PayPerPlan
Supervisor of Margarida Lascas de Paiva Trindade
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/03/17 - 2023/11/02 Investigando os fatores de fidelidade à marca no comércio eletrônico por meio do envolvimento com a marca e do comportamento de troca de marca.
Supervisor of Renske Marije Ten Have
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/10/01 - 2023/10/20 Como o uso da tecnologia Blockchain pode garantir originalidade de produto ao consumidor: um Estudo Empírico
Supervisor of Adriana Catarina de Almeida Gomes Craveiro
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/03/17 - 2023/10/20 PODE O ACTIVISMO DE MARCA, MEDIADO PELA AUTENTICIDADE, GERAR AMOR À MARCA E DEFENSORES DE MARCA
Supervisor of Mariana Gonzaga Esteves Nunes Guiomar
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/03/17 - 2023/07/25 Como é que a perceção que os consumidores têm da sua imagem corporal influencia a sua relação com marcas que promovem a insatisfação corporal?
Supervisor of Marta Caramelo Augusto
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/03/17 - 2023/06/28 O Papel de Micro-Influenciadores para Marcas de Moda de Luxo
Supervisor of Isabel Lourenço Martins Pedro
ISCTE-Instituto Universitário de Lisboa, Portugal
2023/03/16 - 2023/06/28 Uso de análise de sentimentos para identificar percepções de visitantes acerca de capitais da Europa Central
Supervisor of Ana Luiza Beck Santos
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/11/10 - 2022/12/21 Os factores de aceitação e resistência que influenciam a intenção dos consumidores utilizarem assistentes de compras virtuais e o papel da qualidade de relação
Supervisor of Leonor Moura Canastra
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/11/10 - 2022/12/21 A utilização da Inteligência Artificial no Retalho da Moda de Luxo: a utilização de Robots e Assistentes Virtuais para aumentar a Intenção de Compra em lojas físicas
Supervisor of Mariana Lazáro Vitória
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/11/10 - 2022/12/02 Será que o social commerce (s-commerce) influencia o comportamento de compra no Instagram: um estudo empírico
Supervisor of Sara Gabriela Louro Bonifácio
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/11/10 - 2022/11/28 A Relevância dos Assistentes por Voz Relativamente à Intenção de Uso: uma Pesquisa Empírica sobre a Indústria dos Carros Autónomos
Supervisor of Tiago Maria Manso Gonçalves Malhadeiro
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/11/10 - 2022/10/03 Análise do Mercado de Vinho Coriano e Exportação dos vinhos Galegos para Coreia do Sul
Co-supervisor of Marta Santamaría Donapetry
ISCTE-Instituto Universitário de Lisboa, Portugal
2022/09/07 - 2022/09/23 A INFLUÊNCIA DOS CONTEÚDOS ALIMENTARES NAS REDES SOCIAIS NA IMAGEM DE DESTINO DE VIAGEM GREGA.
Supervisor of Evanthia Koutoulaki
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/06/18 - 2022/06/08 The role of customer inspiration and relationship quality in engaging the online experience: insights from Kuwait and Portugal
Co-supervisor of Muhammad Saleh Al-Reesh
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/03/09 - 2021/10/26 Plano de marketing para FOREO: introdução da marca inovadora de cuidados com a pele nos Países Baixos
Supervisor of Thirza Jacqueline Anna Martens
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/03/08 - 2021/10/26 Packaging e visual storytelling nas marcas portuguesas vintage
Supervisor of Mário Ezequiel Coimbra Marmelada
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/09/17 - 2021/09/30 O PAPEL DAS ESTRATÉGIAS DO MASSTIGE EM MATÉRIA DE BRANDING: A RELAÇÃO DOS CLIENTES ALEMÃES COM AS MARCAS MÓVEIS, O SEU ESTATUTO E PRESTÍGIO?
Supervisor of Victoria Constanze Sauter
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/08/04 - 2021/09/30 Desenvolvimento do enoturismo para promover a actividade turística em Aguascalientes.
Supervisor of Sandra Espino Mendoza
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/08/02 - 2021/09/30 Turismo de bebidas: A influência do turismo de uísque enquanto legado histórico na Escócia
Supervisor of Amanda Nicole Macintyre
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/03/09 - 2021/09/16 Overtravels
Supervisor of Maria Margarida Caetano Gaspar
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/03/09 - 2021/06/28 REDEFINIÇÃO DA ESTRATÉGIA DE COMUNICAÇÃO PARA O REBRANDING DA ANGEL NAILS SPA: UM PROJECTO IN-COMPANY
Supervisor of Kate Louise Bittle
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/03/09 - 2021/06/28 The Luxury Fashion fitting the mass-market: How Luxury Fashion Brands can use social media Masstige campaigns to leverage Brand Love
Supervisor of Madalena Baptista Veltman
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/24 - 2021/01/06 O papel do Envolvimento do Cliente no desenvolvimento da Lealdade ao Destino - Uma Análise do Turismo do Centro de Portugal
Supervisor of Catarina Calisto de Freitas
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/01/01 - 2020/12/31 Como eliminar filas de espera no serviço da nacionalidade na organização IRN
Supervisor of Teresa Koch Rodrigues
 Marketing (Master)
IPAM, Portugal
2019/01/01 - 2020/12/31 Lançamento de um novo serviço na Europalco - Ma´quina de Impressa~o 3D
Supervisor of Andreia Filipa Gama Miguel Tiago
 Marketing (Master)
IPAM, Portugal
2019/01/01 - 2020/12/31 Impacto das estratégias de massclusivity na imagem de marca das marcas de moda de luxo
Supervisor of Rita Curião de Oliveira Pires
 Marketing (Master)
IPAM, Portugal
2019/01/01 - 2020/12/31 O papel da interação pessoal e atributos de marca na lealdade e na intenção de repetição de compra nas óticas em Portugal
Supervisor of Fernando Dias
 Marketing (Master)
IPAM, Portugal
2019/11/07 - 2020/11/20 Nível de envolvimento online nas Streams Esports
Supervisor of João Pedro Ribeiro Franco
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/27 - 2020/10/26 Exploração do Impacto de Conteúdo Gerado por Utilizadores numa Marca Cool e Interações ente a Marca e o Consumidor: Abordagem Text-Mining.
Supervisor of Sara Alexandra Lopes Serras
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/18 - 2020/10/26 Consumer Brand Engagement in the Entertainment Sector
Supervisor of Catarina Alexandra Barreira Ribeiro
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/18 - 2020/10/26 A importância do Compromisso com a Comunidade Online IMDb na Motivação e Intenção de Ver Filmes
Supervisor of Catarina Alexandra Barreira Ribeiro
ISCTE-Instituto Universitário de Lisboa, Portugal
2020/06/22 - 2020/07/28 Vinho da Talha como fator diferenciador da oferta turística do Alentejo
Supervisor of Carolina Mariquito Meira
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/27 - 2020/07/28 Consumer-brand engagement na categoria OTC: o setor farmacêtico pode aumentar a intenção de uso da marca, através da melhoria da percepção relativa à sua presença nas redes sociais?
Supervisor of Ana Rita de Olival Mendonça
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/25 - 2020/07/28 Marcas de Luxo & Brand Love
Supervisor of Filipa Rodrigues Soares Barata
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/25 - 2020/07/28 O Papel das Campanhas de Massclusividade na Resposta e Perceção do Consumidor: A Atitude face às Marcas de Luxo
Supervisor of Filipa Rodrigues Soares Barata
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/24 - 2020/07/28 Influência da comida local nas decisões de viagem
Supervisor of Daniele Baggi
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/24 - 2020/07/28 THE TASTE OF TRAVEL: HOW FOOD IMPACTS AND MODIFIES PEOPLE?S TRAVEL DECISIONS
Supervisor of Daniele Baggi
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/09/19 - 2020/07/28 Desenvolvimento de uma estratégia de comunicação social para a ONG Sea Shepherd Portugal focada na sensibilização e aumento de donativos
Supervisor of Maike Baun
ISCTE-Instituto Universitário de Lisboa, Portugal
2014/11/25 - 2020/05/08 Exploring university students' engagement in learning through gamification, transmedia and virtual reality
Supervisor of Fernando José de Aires Angelino
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/09/27 - 2020/03/03 Os Obstáculos de fazer Negócios na China: O Porquê das empresas estrangeiras falharem
Supervisor of João Luís Carrilho Fortes da Cunha
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/01/01 - 2019/12/31 Marketing Integrado - inclusão da implementação de materiais digitais: o caso da Leo Burnett
Supervisor of Ricardo Miguel Pinto Lopes
 Marketing (Master)
IPAM, Portugal
2018/01/01 - 2019/12/31 Business Plan MILL BAY: Alojamento de Turismo em espaço rural: Salir do Porto
Supervisor of Ana Beatriz Castelo Branco das Neves
 Marketing (Master)
IPAM, Portugal
2018/01/01 - 2019/12/31 Há mais do que "Social" e "Selling" em Social Selling: analisando o conceito e suas implicações
Supervisor of Mariana Lima de Souza Pinto
 Marketing (Master)
IPAM, Portugal
2018/01/01 - 2019/12/31 Monte do Zambujeiro: Plano de negócio de Agroturismo
Supervisor of Raquel Cristina Pereira Vilhena Amaro
 Marketing (Master)
IPAM, Portugal
2018/01/01 - 2019/12/31 A influência dos apelos racionais e emocionais na publicidade televisiva
Supervisor of Alexandre Assunção das Neves
 Marketing (Master)
IPAM, Portugal
2018/11/27 - 2019/11/25 Analise do Relacionamento dos Consumidores com o Setor bancário nas Mídias Sociais: a influência do envolvimento da marca consumidor e do amor à marca
Supervisor of Mariana Pereira da Silva
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/11/26 - 2019/11/25 Explorando a Interação do Cliente e a Gestão de Resposta em Hotelaria de Luxo através de avaliações on-line nas Mídias Sociais
Supervisor of Mariana Sequeira Neves
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/12/03 - 2019/11/19 Desenvolvimento de um plano de marketing para a marca "Love Your Dog"
Supervisor of Gabriel Vasconcelos Palla Beirão
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/11/26 - 2019/11/19 O impacto dos YouTubers vs as Celebridades na Confiança da Marca, Amor à Marca e Lealdade à Marca
Supervisor of Sara Martins Gonçalves
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/11/26 - 2019/11/04 O impacto de influencer marketing na decisão de compra dos consumidores e na atitude sobre uma marca: os instagrammers
Supervisor of Inês Oliveira Milheiro da Costa
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/10/17 - 2019/10/21 Como Melhorar a Retenção e o valor dos Consumidores em Modelos de Subscrição: Project-Empresa com a "The Bam and Boo" Toothbrush
Supervisor of Margarida Catalão Fontan Macias
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/10/17 - 2019/10/21 O Papel da Publicidade, dos Influenciadores e do Endosso de Celebridades no Brand Love: O Efeito do YouTuber
Supervisor of David André Galrão Raposo
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/12/17 - 2019/03/25 Brand Sabatoge: Managing Social Media and Reputational Crises in Utility Companies
Supervisor of Raquel Gomes Freire Gonçalves
ISCTE-Instituto Universitário de Lisboa, Portugal
2019/01/01 - 2019/01/01 Firm performance through online engagement - the role of experience and relationship quality
Supervisor of Muhammad Saleh Al-Reesh
 Gestão (PhD)
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/07/05 - 2018/12/17 How Motivations for Esports Consumption Influence the Esports Sponsorship Response: The Favourability, Brand Awareness and Purchase Intention Effects
Supervisor of António Jorge Alvoeiro Fernandes
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/01/23 - 2018/12/10 Exploring the cross-cultural effect on consumer-brand relationship and engagement through social media platforms: The Kérastase Example.
Supervisor of Pedro Augusto Albano Nobre
ISCTE-Instituto Universitário de Lisboa, Portugal
2017/11/28 - 2018/11/21 A importância do Hedonismo na relação de compromisso entre o consumidor e as marcas através de Comunidades Online
Supervisor of Maria Rita Gonçalves Mendes Nunes Cabaço
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/02/05 - 2018/10/30 O IMPACTO DAS CAMPANHAS DE MASSCLUSIVIDADE NO AMOR À MARCA ATRAVÉS DAS COMUNIDADES DE MARCA ONLINE
Supervisor of Joana Fonseca dos Santos
ISCTE-Instituto Universitário de Lisboa, Portugal
2018/01/01 - 2018/01/01 EXPLORING THE IMPACT OF MASSCLUSIVITY CAMPAIGNS ON BRAND LOVE THROUGH ONLINE BRAND COMMUNITIES
Supervisor of Joana Fonseca dos Santos
 Marketing (Master)
ISCTE-Instituto Universitário de Lisboa, Portugal
2014/01/01 - 2014/01/01 Gamification of learning from a consumer´s behavior perspective: Students motivation and engagement in higher education
Supervisor of Fernando José de Aires Angelino
 Gestão (PhD)
ISCTE-Instituto Universitário de Lisboa, Portugal

Event organisation

Event name
Type of event (Role) 		Institution / Organization
2024/12/05 - 2024/12/07 ICMarkTech'24 - The 2024 International Conference on Marketing and Technologies (2024/12/05)
Conference (Member of the Scientific Committee)
2024/10/21 - 2024/10/23 TechDiComM 2024 - Technological Strategies on Digital Communication and Marketing (2024/10/21)
Conference (Member of the Organising Committee)
2023/11/30 - 2023/12/02 ICMarkTech'23 - The 2023 International Conference on Marketing and Technologies (2023/11/30)
Conference (Member of the Scientific Committee)
2023/10/18 - 2023/10/20 ARTIIS 2023 - The International Conference on Advanced Research in Technologies, Information, Innovation and Sustainability (2023/10/18)
Conference (Member of the Scientific Committee)
2023/10/18 - 2023/10/20 TechDiComM 2023 - Technological Strategies on Digital Communication and Marketing (2023/10/18)
Workshop (Member of the Scientific Committee)
2023/06/28 - 2023/06/30 2023 XR-Metaverse Conference (2023/06/28)
Conference (Member of the Scientific Committee)
2022/12/01 - 2022/12/03 ICMarkTech'22 - The 2022 International Conference on Marketing and Technologies (2022/12/01)
Conference (Member of the Scientific Committee)
2022/11/21 - 2022/11/23 IV Simpósio Internacional de Network Science – SINS (2022/11/21)
Conference (Member of the Scientific Committee)
2022/09/12 - 2022/09/14 TechDiComM 2022 - Technological Strategies on Digital Communication and Marketing (2022/09/12)
Workshop (Member of the Scientific Committee)
2022/04/27 - 2022/04/29 ARVR2022: 7th International AR VR Conference (2022/04/27)
Conference (Member of the Organising Committee)
2021/12/02 - 2021/12/04 ICMarktech'21 – International Conference on Marketing and Technologies (2021/12/02)
Conference (Member of the Scientific Committee)
2021/11/25 - 2021/11/27 TechDiComM 2021 - Technological Strategies on Digital Communication and Marketing (2021/11/25)
Workshop (Member of the Scientific Committee)
2021/05/11 - 2021/05/13 Global Conference on Services and Retail Management (GLOSERV 2021) (2021/05/11)
Conference (Member of the Scientific Committee)
2020/11/19 - 2020/11/20 ARVR2020: 6th International AR VR Conference (2020/11/19)
Conference (Member of the Organising Committee)
2020/11/19 - 2020/11/20 ARVR2020: 6th International AR VR Conference (2020/11/19)
Conference (Member of the Scientific Committee)
2020/10/08 - 2020/10/10 ICMarktech'20 – International Conference on Marketing and Technologies (2020/10/08)
Conference (Member of the Scientific Committee)

Association member

Society Organization name Role
2018/04/26 - Current Academy of Marketing Science
2017/05/23 - Current European Marketing Academy (EMAC)
2016/01/01 - Current Academy of Marketing
2016/01/01 - Current European Institute for Advanced in Management (EIASM)
2006/01/01 - Current Associação Portuguesa dos Profissionais de Marketing - APPM

Course / Discipline taught

Academic session Degree Subject (Type) Institution / Organization
2025/02 - 2025/07 Turismo Electrónico Curso Institucional em Escola de Gestão (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2025/02 - 2025/07 Turismo de Compras e Gestão de Retalho de Luxo (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2025/02 - 2025/07 Grandes Eventos e Gestão de Eventos (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2025/02 - 2025/07 Marketing e Gestão da Cultura (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2025/02 - 2025/07 Marketing Operacional Licenciatura em Gestão (Licenciatura) ISCTE-Instituto Universitário de Lisboa, Portugal
2025/02 - 2025/07 Dissertação (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2025/02 - 2025/07 Inovação e Criatividade em Marketing Mestrado em Marketing (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2024/09 - 2025/01 Estratégia de Marketing e Inovação em Design de Serviços Módulo em Estratégia de Marketing e Inovação em Design de Serviços (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2024/09 - 2025/01 Grandes Eventos e Gestão de Eventos (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2024/09 - 2025/01 Design de Serviços e Marketing Estratégico com Design Thinking Outro em Applied Program Mobilidade 360º : Gestão de Transportes (Doutoramento) ISCTE-Instituto Universitário de Lisboa, Portugal
2024/09 - 2025/01 Turismo de Compras e Gestão de Retalho de Luxo (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2024/09 - 2025/01 Comércio Eletrónico Curso de Pós Graduação em Gestão de Marketing (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2024/09 - 2025/01 Turismo Electrónico (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2024/09 - 2025/01 Estratégia de Transformação Digital para Executivos Mestrado em Gestão Aplicada (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2022/09 - 2023/01 Grandes Eventos e Gestão de Eventos Erasmus Mundus em Desenvolvimento de Turismo e Cultura (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2022/09 - 2023/01 Turismo de Compras e Gestão de Retalho de Luxo Gestão de Hotelaria e Turismo (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2022/09 - 2023/01 Enoturismo e Negócio do Vinho Erasmus Mundus em Desenvolvimento de Turismo e Cultura (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2022/09 - 2023/01 Enoturismo e Negócio do Vinho Curso Institucional em Escola de Gestão (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2022/09 - 2023/01 Turismo de Compras e Gestão de Retalho de Luxo Curso Institucional em Escola de Gestão (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2022/09 - 2023/01 Grandes Eventos e Gestão de Eventos Curso Institucional em Escola de Gestão (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2021/09 - 2022/01 Turismo de Compras e Gestão de Retalho de Luxo Curso Institucional em Escola de Gestão (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
2021/09 - 2022/01 Grandes Eventos e Gestão de Eventos Curso Institucional em Escola de Gestão (Curso de mestrado (conclusão do curso de especialização)) ISCTE-Instituto Universitário de Lisboa, Portugal
Distinctions

Award

2023 Prémio de melhor docente da Pós-graduação em Marketing Digital - ISCTE Executive Education
2023 Prémios de investigação científica ISCTE 2023
2022 Prémio de melhor docente da Pós-graduação em Marketing Digital - ISCTE Executive Education
2022 Prémios de investigação científica ISCTE 2022
2021 Prémios de investigação científica ISCTE 2021
2020 Prémios de investigação científica ISCTE 2020
2019 Best paper award at Global Fashion Management Conference 2019 - GAMMA (Global Alliance of Marketing and Management Associations)
GAMMA (Global Alliance of Marketing and Management Associations), South Korea
2019 Prémio científico ISCTE 2019
2017 Best Paper Award TomiWorld for Marketing, Promotion, and Consumer Behavior - 6th M-SPHERE Conference

Other distinction

2017 Best Paper Award TomiWorld for Marketing, Promotion & Consumer Behavior