Belem Barbosa

Belem Barbosa
University of Porto | UP · School of Economics and Management

PhD in Management and Business Studies with Specialization in Marketing and Strategy

About

137
Publications
103,383
Reads
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1,167
Citations
Introduction
Additional affiliations
September 2008 - January 2021
University of Aveiro
Position
  • Professor (Associate)

Publications

Publications (137)
Article
Full-text available
Purpose Technological advances in the last decade have caused both business and economic sectors to seek for new ways to adapt their business models to a connected data-centric era. Family businesses have also been forced to leave behind traditional strategies rooted in family stimuli and ties and to adapt their actions in digital environments. In...
Article
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The development and use of digital marketing strategies by entrepreneurs is a key element of success for innovative projects. Moreover, effective execution of marketing intervention in what is referred to as the digital customer journey is essential to achieving business success. Under this paradigm, the present study aims to identify the use of di...
Article
Full-text available
The telecommunications industry is particularly competitive and characterized by very high churn rates. The literature on the topic is vast, but studies on the determinants of churn behavior are dispersed, failing to provide a comprehensive view of the state of the art. Based on this research gap, this article aims to contribute to developing the l...
Chapter
Virtual influencers are rapidly gaining significance in the digital marketing realm. This study offers an overview of the fragmented landscape of virtual influencer research, addressing key contributions, themes, methodologies, and future directions. Employing a bibliometric analysis approach, the research examined 52 articles from the Scopus datab...
Article
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This article investigates the influence of digital influencers on healthy food purchase intention within the context of Instagram. The research model is guided by the theory of source credibility and the elaboration likelihood model. A quantitative approach was employed, and data were collected through an online survey from Instagram users in Portu...
Chapter
This chapter explores the interaction between wellness tourism and the wine industry, identifying potential to address challenges, particularly harnessing global industry trends. The authors conducted a literature review to define wellness and characteristics of wellness tourism. Through research on consumer behavior in wine consumption and segment...
Article
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During the COVID-19 pandemic, lockdowns and social distancing measures drove the shift from in-person to online physical exercise classes, leading individuals to explore these digital alternatives. Guided by the Expectation-Confirmation Model, this article examines older adults’ intentions to continue using online physical exercise classes. Semi-st...
Article
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The telecommunications industry is highly competitive, as operators engage in fierce attacks, especially in bundled services, to acquire new customers originating high churn rate. The objective of this paper is to gain a comprehensive understanding of the factors influencing the switching of operators for bundled services among telecom operators. T...
Article
Full-text available
The telecommunications industry is highly competitive, as operators engage in fierce attacks, especially in bundled services,to acquire new customers originating high churn rate. The objective of this paper is to gain a comprehensive understanding of the factors influencing the switching of operators for bundled services among telecom operators. Th...
Chapter
The present chapter aims to map the extant literature on the consequential role of human emotions in car driving experience and purchase decision making. To this end, bibliometric analysis of 274 Scopus-indexed documents published between 1981-2023 shows that the United States share of the published documents is the highest among all the contributi...
Article
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The changing dynamics of consumer behavior in today’s digitally driven market presents opportunities and challenges for sustainable marketing development [...]
Chapter
Small and medium enterprises play a vital role in the world's economies, and internationalization is recognized as a wealth-generating economic activity over time. With developing economies showing relative expansion and typical importing structures, there is a growing interest in targeting them. However, the literature on internationalization to d...
Article
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Notwithstanding the increasing commitment of managers toward environmental sustainability, consumer skepticism remains widespread, often resulting in perceptions of greenwashing. Although greenwashing has been studied by researchers, there is a lack of understanding of how consumers' Perceived greenwashing affects their consumption behavior. The cu...
Chapter
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This chapter focuses on factors that facilitate community-based projects for providing effective and sustainable responses to the challenges faced by young people Not in Employment, Education, or Training (NEETs) in rural areas and more specifically to promote their quality of life and social inclusion. In line with Bronfenbrenner’s bioecological m...
Article
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Sustainable development policies trigger a shift in the global development paradigm by aligning economic, social, and ecological goals. Concurrently, the rapid surge in digitalization is transforming business processes and communications across all sectors and levels. As a result, the integration of e-business and e-governance becomes a critical co...
Article
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This study aims to test the forecasting accuracy of recently implemented econometric tools as compared to the forecasting accuracy of widely used traditional models when predicting cash demand at ATMs. It also aims to verify whether the pandemic-driven change in market conditions impacted the predictive power of the tested models. Our conclusions w...
Article
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This article fills a gap in the literature by exploring e-shoppers' views on the ability of verbal and visual cues to represent scents of unknown perfumes. In-depth face-to-face interviews were conducted with 27 consumers from Brazil, Iran, and Portugal. Results demonstrate that visual cues could complement verbal descriptions in conveying the type...
Chapter
The complexity of automotive supply chain management presents significant challenges, demanding rigorous coordination of tasks to ensure efficiency in its operations. This chapter examines the potential benefits of adopting blockchain technology in supply chain management. The study employs a case study methodology, focusing on a prominent European...
Chapter
Social media strategies are commonly adopted by large and SMEs due to the expected impacts on customer engagement, branding, sales, and overall company performance. One particularly interesting strategy conducted on social media is real-time marketing (RTM) that enables the company to get involved in the discussion of trending topics. The main aim...
Article
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Being a part of society, employees’ behavior can’t be ignored, and it must be encouraged to sustain nature for the upcoming generation. Following the resource-based view theory, this study aims to identify the factors influencing employees toward sustainable behavior. To meet the objectives, cross-sectional data were collected from employees of man...
Chapter
Th chapter presents an empirical study on a Brazilian cyber-activism movement on Instagram associated with the hashtag #CorpoLivre (#FreeBody in Portuguese). This movement, which was established in 2018, has published more than 3,000 posts and has over 400,000 followers, disseminates anti-fatphobia and real body discourses, and promotes a positive...
Chapter
Blockchain technology has been the focus of much attention and discussion recently. Its unique characteristics, such as immutability, transparency, and decentralization, create a great potential solution for many industries. Especially the automotive sector, which is known for its complex supply chains, large amounts of data, and wide-reaching infr...
Article
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Purpose This study analyzes the impact of packaging-free practices in food retail stores, particularly supermarkets, on customer loyalty. Design/methodology/approach Based on the literature on the impacts of sustainable practices and corporate social responsibility (CSR) policies on consumer behavior, this study defined a set of seven hypotheses t...
Chapter
This chapter aims to combine the contributions scattered in the literature by analyzing the different types of social media marketing actions and their expected outcomes. A systematic literature review was conducted and complemented with interviews with practitioners (n=8) in order to validate the findings. The analysis confirmed that the literatur...
Article
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Companies are pressured by stakeholders to protect the environment while improving their economic performance. This study aims to further explore the impact of environmentally sustainable practices (ESP) on firm performance (FP), by considering the effects of green employee integration (GEI), environmental sustainability (ES), and employee environm...
Chapter
Blockchain technology is expected to play a pivotal role in innovation across various sectors in the near future, facilitating long-term and sustainable growth for businesses and the economy. The food retail sector, in particular, can greatly benefit from blockchain technology, as food safety remains a top priority for stakeholders, particularly co...
Article
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The telecommunications sector faces a major challenge of high customer churn. Despite this, there is still a lack of research that explores the switching intention for telecommunication services, particularly with bundle services that currently dominate the market. This study aims to provide insight into consumer behaviour regarding bundle telecomm...
Article
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Happiness at work has been increasingly attracting the attention of academics and human resources managers. Literature on the topic provides clear evidence of the benefits for companies resulting from the adoption of strategies that promote happiness among employees. Despite its growing popularity, companies that define and implement a happiness st...
Chapter
Social media strategies are commonly adopted by large and SMEs due to the expected impacts on customer engagement, branding, sales, and overall company performance. One particularly interesting strategy conducted on social media is real-time marketing (RTM) that enables the company to get involved in the discussion of trending topics. The main aim...
Article
Full-text available
The main objective of this article is to investigate the factors that influence customers’ intention to reuse chatbot-based services. The study employs a combination of the technology acceptance model (TAM) with other contributions in the literature to develop a theoretical model that predicts and explains customers’ intention to reuse chatbots. Th...
Chapter
The main objectives of this chapter are to provide an overview of chatbot personality dimensions and to analyze the expected impacts on user behavior. To accomplish these objectives, the chapter provides a detailed review of the main contributions in the literature regarding this topic. It highlights the chatbot personality characteristics that are...
Article
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The assertive online strategies of Portuguese luxury fashion brands/designers (LFBDs) are essential for managers to succeed in the digital medium and establish long-lasting relationships with clients. This paper explores the challenges in digitizing all the distinctive elements of a luxury fashion brand: the product characteristics, the luxury atmo...
Article
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This study aims to examine consumer intention to purchase eco-friendly, handcrafted fashion products made from upcycled clothing and traditional Indonesian batik fabric. Data were collected via an online questionnaire with 289 participants, including both Indonesian and non-Indonesian consumers. The hypotheses were tested using structural equation...
Article
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In recent years, the relationship between behavior and innovation has come to be globally accepted as a prerequisite of business success (Li et al., 2022). Innovative behavior is seen as an introduction to the application and development of new ideas, processes, initiatives, or actions by qualified professionals (RoŽman and Štrukelj, 2021). Develop...
Article
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This article examines the impact of digital influencers´ recommendations, especially Instagrammers, on the purchase intention of healthy food. In addition to the direct influence of source credibility on behavioral intention, the study also examines the influence of self-brand congruence and consumers’ involvement with healthy food on purchase inte...
Article
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Recent years have witnessed a steep rise in the adoption of smartphones and their prevalence in all the activities related to internet browsing. Consequently, mobile devices should be essential to any digital marketing strategy. At the same time, some digital marketing tactics such as e-mail marketing became popular due to their reported efficacy a...
Article
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Recent economic and public health crises have posed important challenges to family businesses – particularly those in the hospitality sector. While sustaining a business, performance becomes critical; there is insufficient knowledge on the use of entrepreneurial behaviors in mitigating the impact of a crisis by family businesses. To help fill this...
Article
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Guerrilla marketing suggests using creative and unexpected messages and channels to stand out in the marketing communication crowd. Despite practitioners' growing interest in the topic, the contributions in the literature are still scarce. This study aims to explore the impacts of guerrilla marketing campaigns on Facebook on brand image and content...
Article
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: This article analyzes consumer intentions to purchase cannabis-based skincare cosmetics by considering the role of human values, environmental awareness, and attitudes toward cannabisbased skincare cosmetics and their industrial use. The literature enabled the definition of a set of nine hypotheses, which were tested by a quantitative study with...
Chapter
Although the literature on crisis communication is quite vast, business communication related to global crises (e.g., natural disasters) is largely unexplored. This chapter aims to fill this gap and shed light on brand communication strategies during a pandemic. A netnographic study was carried out with the purpose of identifying brand positioning...
Chapter
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This chapter aims to understand the options for distributing newspaper content online and offline. By adopting a case study approach, it analyses the content strategy of one of the most widely read newspapers in Portugal, Jornal de Notícias (JN). Several data sources were used, including an interview with the director and a survey with 570 readers....
Chapter
Companies are using automated technologies customer support to elevate customer experiences. However, the question arises as to whether this strategic move is beneficial for companies. Though several studies have demonstrated the use of anthropomorphic chatbots could positively impact customers, studies still lack comparing this benefit with real-t...
Article
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Organic food purchase behavior is attracting increasing attention from researchers and managers. However, there is a need to further explore differences among groups of consumers, namely with regards to cultural dimensions. To help fill this gap, this article aims to examine the impact of collectivism on the determinants of organic food purchase in...
Conference Paper
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The main objective of this work is to provide a framework for understanding how the engagement with healthy eating and with the social network itself is converted into purchase intention, stimulated (or not) by the Instagrammers’ recommendation. And beyond that, the work also evaluates if/how the Instagrammers' credibility mediates the relationship...
Article
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The purpose of this article is to identify the most impactful research on customer churn and to map the conceptual and intellectual structure of its field of study. Data were collected from the WoS database, comprising 338 articles published between 1995 and 2020. Several bibliometric techniques were applied, including analysis of co-words, co-cita...
Article
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Storytelling is gaining popularity due to its expected ability to earn consumers’ atten-tion and generate positive outcomes such as brand awareness, trust, and customer engagement. However, the effects of digital storytelling campaigns on brands are still insufficiently researched, especially among certain segments such as young adults. Therefore,...
Conference Paper
This article aims to identify the success factors for Website strategies of independent luxury fashion designers to communicate their brands and to foster lasting relationships with customers. The article includes an empirical study with 14 Portuguese luxury fashion brands designers that combine Website analysis and interviews with its managers. Th...
Chapter
Social media are transforming relationships with customers for all sectors, including tourism. Since the search for information is a critical aspect of tourist purchase decision process, the importance of social media for tourism is evident. However, the presence of tourism brands in social media is not enough to have an impact on tourist purchase...
Article
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Worldwide organic food consumption has registered a consistent rise in recent years. Despite the relevant body of literature on the topic, it is necessary to further understand the antecedents of purchase intention. This article aims to identify the factors that influence the consumer’s intention to purchase organic food. It extends the theory of p...
Article
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ABSTRACT – Starting from a gap identified in the literature regarding the use of social networks by newspapers to disseminate urgent news, this article aims to study strategies of journalistic content in social media, particularly in the context of a public crisis and to compare the effectiveness of different types of news disseminated in this medi...
Article
Despite the current importance of international retirement migration for both academics and practitioners, the extant literature on the topic is still scarce and mostly focused on short-period migration flows from wealthy and northern countries to cheaper and warm-weather destinations. This article aims at shedding light on the role of tourism in p...
Article
Retirees have been growing in importance as a consumer segment targeted by the tourism industry, namely because they can minimize the typical seasonality of tourism and increase its sustainability. This study aims to contribute to a more in-depth knowledge of retirees’ behaviour and has two objectives: (i) describe tourist behaviour of seniors prio...
Article
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Manuscript type: Research paper Research aims: This study aims to shed light on the factors that facilitate online purchase of perfume. It specifically: 1) explores the antecedents of online purchase behaviour in the case of experience goods; 2) analyses the motivations, perceived benefits and perceived risks associated with online purchase of perf...
Chapter
Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of metrics to measure the success of a search engine ads campaign. One research question arises: What are the metri...
Chapter
Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding strategy between a vinous-concept luxury hotel in Portugal and premium wine brands of domestic producers. Fourteen in-depth interviews with managers of the luxury hotel and wine b...
Article
Full-text available
The growth in social media use has given rise to concerns about the impacts it may have on users' psychological well-being. This paper's main objective is to shed light on the effect of social media use on psychological well-being. Building on contributions from various fields in the literature, it provides a more comprehensive study of the phenome...
Book
Although institutions of higher education have recognized the need for preparing their graduates for a digitalized, global workplace, these efforts have been sporadic, individualized, and varied from discipline to discipline. Nevertheless, over the past 10 years, trends such as “double classrooms,” “inverted classrooms,” and “collaborative online i...
Chapter
Although the literature on crisis communication is quite vast, business communication related to global crises (e.g., natural disasters) is largely unexplored. This chapter aims to fill this gap and shed light on brand communication strategies during a pandemic. A netnographic study was carried out with the purpose of identifying brand positioning...
Chapter
This chapter builds on the main contributions in the literature that associate tourism with student mobility, particularly in Europe, positioning tourism both as a motivator and an enhancer of mobility’s success, namely by developing transversal skills and loyalty to the host destination (e.g. intention to return to the host destination for tourism...
Chapter
There is a dual challenge for writing content for the internet: conquering search engines and attracting the attention of target audiences. This chapter proposes a content planning and development approach with a triple focus: main keyword power, target audience, and benefit provided. It argues that keyword power, given by its search volume and eff...
Article
Full-text available
Purpose: Perfume is arguably one of the most challenging experience products offered online. This article explores how the associations between the human senses of olfaction and audition can help consumers recognize the characteristics of the scent in the absence of the real scent. Method: Given the scarcity of contributions regarding online shopp...
Article
Full-text available
Electronic commerce is becoming a significant hub for sourcing products/services which helps organizations to connect with potential customers and gain competitive advantages, though little empirical work focuses on small businesses operating in developing countries to date. Increasingly, companies are looking to utilize social media to connect wit...
Conference Paper
Full-text available
Pages: 152-166 Resumo: Este artigo parte do pressuposto que as tecnologias digitais, enquanto eminentes facilitadoras da interação social, promovem o aumento do capital social. Os smartphones são particularmente usados para fins de comunicação, incluindo o e-mail, mensagens de texto, mídias sociais, entre outros, tornando os seus utilizadores mais...
Article
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Internationalization at Home (IaH) is the most accessible approach for internationalizing education, as it does not involve mobility or considerable investment. This article discusses results of two distinct IaH initiatives: a 4-week collaboration between students from a Portuguese university and a Mexican university, and a set of activities conduc...
Article
Purpose In the context of European consumers’ experiences of austerity, this study aims to advance current resilience theory in marketing through developing persistent resilience from a context of austerity influenced consumption. Design/methodology/approach Following an interpretivist approach, 38 face to face, in-depth interviews were conducted...
Conference Paper
Full-text available
International trade, enabled by rapid technological advances, has had a profound effect on the way employees work and communicate in a borderless, virtual environment. Within this context, classroom collaboration through online virtual teams can be an effective strategy to enhance intercultural and employability skills. Research in this area advoca...
Article
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The study presented in this article aims at understanding the relevance of mobility initiatives to the internationalisation efforts of Higher Education Institutions (HEIs). By building upon relevant literature, 17 propositions related to this contribution were identified. Empirical evidence from a concrete case of a European university was then use...
Article
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The main aim of this article is to explore the relationship between tourism experience and international retirement migration. Despite the current trends in international tourism and the marketing efforts of some destinations to attract retired foreigners, contributions in the literature about prospective migrants’ decision process are still rare,...
Presentation
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Purpose: Explore millennials perceptions, motivations, preferences and characteristics about luxury ecotourism. Methodology: Qualitative, through 9 semi-structured interviews with millennials born between 1980 and 2000, men and women, who consume ecotourism and luxury products/services with a diverse profile in terms of age, education and tourism e...
Chapter
Google Ads is a powerful tool for companies wishing to gain visibility on Google searches, as it offers impression privileges for advertisers, by featuring the ad above the organic results listing. This chapter contributes to the optimization of Google Ads campaigns. It includes an empirical study with a sample of marketing professionals exploring...
Chapter
This chapter is based on consumer behavior theories and analyses consumers' perspectives about camping as a tourism alternative. It explores motivations and several relevant factors that influence the attitudes and behaviors of tourists regarding camping activities. The methodology was qualitative and used focus groups as a data collection tool. A...
Article
Full-text available
Electronic commerce is becoming a significant hub for sourcing products/services which helps organizations to connect with potential customers and gain competitive advantages, though little empirical work focuses on small businesses operating in developing countries to date. Increasingly, companies are looking to utilize social media to connect wit...
Article
Electronic commerce is becoming a significant hub for sourcing products/services which helps organizations to connect with potential customers and gain competitive advantages, though little empirical work focuses on small businesses operating in developing countries to date. Increasingly, companies are looking to utilize social media to connect wit...
Article
Full-text available
Internationalization-at-home activities present relevant opportunities for innovation in the teaching-learning process. These activities provide a very broad set of advantages, including the development of soft skills and increased motivation of students. This article aims to contribute to the debate on internationalization of higher education inst...