Susana Costa e Silva

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Verified

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• PhD
• Professor (Associate) at Universidade Católica Portuguesa

Despite the widespread use of trust as a determinant of successful relationships, limited empirical evidence exists to substantiate a positive relationship between trust and performance. Thus, the purpose of this study is to investigate the antecedents of trust and to examine the trust–performance relationship in international alliances. The concep...

Purpose – The purpose of this paper is to extend prior research on the influence of consumer-cause identification on the intention to purchase products from the companies supporting the cause and re-evaluates the role of attitude toward the cause as a mediator of the relationship between identification and intention to purchase. Design/methodology/...

An increasing amount of research on Intelligent Systems/Artificial Intelligence (AI) in marketing has shown that AI is capable of mimicking humans and performing activities in an ‘intelligent’ manner. Considering the growing interest in AI among marketing researchers and practitioners, this review seeks to provide an overview of the trajectory of m...

The article concerns the revision of earlier decisions to offshore production activities (so called “relocation of second degree”); more specifically it is focused on the “reshoring” (also referred as “relocation to the home country”, “back-reshoring” or “back-shoring”). The research aims are to investigate what types of mistakes occur along the de...

There has been a shift towards providing a seamless consumer journey experience in the retail industry, resulting from a customer-centric approach. In the new paradigm, channels are becoming more intertwined and intricate, and ultimately more companies are embracing the omni-channel alternative. However, this alternative seems to be difficult for c...

Over the last few years, brands have increasingly looked to influencer marketing to promote their products. More recently, a new approach has emerged, leveraging artificial intelligence to create virtual influencers. Despite the growing importance of virtual brand ambassadors, academic research on virtual influencers remains fragmented, with limite...

Researchers in business-to-business (B2B) sectors often assume that findings regarding country-of-origin (COO) effects on end consumers can be directly applied to the industrial marketing context. This tendency to generalize can result in an inaccurate understanding of how buyers perceive COO information in B2B scenarios. This study investigates th...

Purpose This paper aims to investigate the factors influencing men’s purchase intentions for skincare products, particularly focusing on the evolving attitudes toward masculinity, grooming and self-care. The study seeks to identify dimensions such as self-image, health concerns, masculinity and perceptions regarding skincare, along with the impact...

Purpose Retail omnichannel implementation faces barriers hindering accurate and efficient integration across marketing channels. Our desk examination identified a need for a broader perspective in investigating these barriers, moving away from a dominant, narrow approach. This research aims to develop a comprehensive set of items to measure retail...

Purpose: This study explores the emotional impact of post-purchase guilt on younger consumers in the Chinese luxury retail market, with a specific focus on the role of Cause-related Marketing (CrM) in mitigating negative emotions across luxury and non-luxury product categories. Design/Methodology/Approach: A quantitative experimental design was uti...

Recent regulations regarding alcoholic beverages have caused producers to alter the labels of their products to include nutritional information. Moreover, for the first time, QR codes containing this information (e-labels) are being used on wine labels. This research aims to investigate consumers’ perceptions of wine back labels regarding the diffe...

Social Media Influencer (SMI) marketing represents a contemporary addition to the arsenal of digital advertising tools. Digital Content Creators are individuals who regularly share a variety of content, including visuals, audio recordings, and updates, across multiple social media platforms to shape consumers’ perceptions of a brand and its product...

Purpose This research focuses on common misconceptions about the factors driving women to purchase footwear impulsively. Its primary objective is to explore how emotional and social triggers specifically influence women's purchasing decisions, contrasting with the traditionally rational consumer models. Design/methodology/approach An online questi...

Purpose The aim of this study is to explore the role and impact of action research in the adoption of circular economy strategies by a fashion retail brand. This exploration is motivated by the need to address the underutilization of action research in management studies, despite its potential to foster a deep understanding of organizational proces...

Purpose The purpose of this paper is to investigate the factors influencing the development of social media marketing strategy in an international context. We specifically look at the potential drivers and barriers throughout the social media marketing strategy development process and how cultural differences shape social media marketing strategy d...

Generative AI technologies like ChatGPT have gained popularity, promising substantial benefits, but have also started debates on their potential to redefine roles in the workforce. This study explores how trust and top management support are related to the actual employment of these technologies in various work environments. The research, conducted...

This research unveils to predict consumer ad preferences by detecting seven basic emotions, attention and engagement triggered by advertising through the analysis of two specific physiological monitoring tools, electrodermal activity (EDA), and Facial Expression Analysis (FEA), applied to video advertising, offering a twofold contribution of signif...

Over the last decade, luxury consumers have become more aware of the adverse environmental impacts associated with their lifestyles and are transitioning toward more responsible consumption patterns. Circular economy and sustainability business strategies have become crucial for this and have attracted the attention of scholars and brands. This pap...

Preface This volume contains the abstracts of competitive papers and posters presented at the 20 th NeuroPsychoEconomics Conference, held on June 6 th and 7 th , 2024, at Politecnico di Milano and organised by the Association for NeuroPsychoEconomics. The Association is committed to the promotion and dissemination of scientific research that spans...

The COVID‐19 pandemic has created many challenges for the modern and interconnected world we live in. Global supply chains (GSCs), which until this outbreak, had shown a certain level of responsiveness and reliability in responding to disruptions, were subject to a great test of their resilience. Adopting a qualitative research approach and carryin...

Purpose The main objective of this paper is to examine the motivators and barriers parents face when acquiring secondhand products for their children while specifically investigating the potential influence of prior experience on the relationship between these motivators, barriers and parents' purchase intention toward secondhand clothing for their...

This research assesses how adult consumers perceive and behave concerning ethical practices, aiming to comprehend the obstacles that hinder ethical and sustainable consumption. Employing a modified version of the Theory of Planned Behavior (TPB) alongside the Ethically Minded Consumer Behavior-Scale (EMCB), a survey was conducted with 372 participa...

Feeling or anticipating guilt associated with consumption situations may lead consumers to adjust their behaviors to avoid those unpleasant feelings and better conform to their personal, moral, and social standards. The experience of guilt regarding a consumption situation is influenced by both contextual factors, including marketing communications...

A growing number of people are becoming aware of the environmental footprint that our actions have on the environment. Research indicates that a key factor leading to the adoption of an electric vehicle is consumers’ high environmental concern. Indeed, the environmental concern (EC) construct is commonly associated with the purchase of sustainable...

Purpose In today's world, retailers must embrace technological devices to provide fluid, convenient and complete customer experiences. Therefore, combining the offline and online spaces into a single strategy becomes essential, representing a significant opportunity for retailers to improve customer experience. Therefore, this study aims to explore...

Recently, firms started to gamify conversational artificial intelligence (AI) agents, such as chatbots, to improve purchase outcomes. This article explores strategies for incorporating gamification into AI systems by investigating the impact of utilitarian and hedonic motivations facilitated by gamified chatbots on various dimensions of customer en...

Purpose Research on battery electric vehicles (BEVs) has typically considered environmental concern a key determinant of behavioral intention that leads individuals to prefer electric vehicles. This paper challenges this assumption and argues that technology frameworks may require new variables to capture consumers' preferences. A UTAUT2-based stud...

Background The tobacco industry has been facing several transformations, considering that technology has evolved and health concerns have increased. One way for this industry to meet the growing social and health concerns is to provide alternative solutions. Heated tobacco products (HTPs) were the solution found, but they nevertheless pose several...

This article assesses the relationship between consumer vulnerability (CV) and well-being (WB) by comparing the effects of ordinary (non-pandemic) and pandemic consumption contexts among Portuguese and Brazilian consumers. Data on pre-and post-pandemic perceived vulnerability and well-being from a cross-cultural sample of 397 consumers were analyze...

Gamification is a powerful instrument to motivate consumers to intensify their brand relationships. Though this potential, the effects of enriching chatbot interactions with gameful experiences on brand engagement has not been studied. To fill this gap, this study tries to understand how gamification contributes to customers’ value creation in a ga...

This article assesses the relationship between consumer vulnerability (CV) and well-being (WB) by assessing the effects of ordinary (non-pandemic) and pandemic consumption contexts among Portuguese and Brazilian consumers. Data on pre-and post-pandemic perceived vulnerability and well-being from a cross-cultural sample of 397 consumers were analyse...

Purpose E-commerce has become an essential and highly competitive channel for e-retailers, who have felt the need to invest in the experience delivered to customers. Therefore, it becomes necessary to unveil the online customer experience so that brands can improve their offerings. In this study, the authors proposed a model that explores customer...

Purpose The creativity of retail employees seems to be of the utmost importance for ensuring the performance of organizations in service settings. This paper contributes to the existing theory by investigating the direct and indirect effects of goal orientations on the creativity and performance of retail employees. The authors propose a framework...

This study investigates the effect of Instagram use, fitness and health-related content, internalization, social comparisons, perfectionism, and obsessive-compulsive personality traits on body dissatisfaction and Orthorexia Nervosa. Moreover, the study discusses the differences between Portuguese and Brazilian societies to underline the potential r...

Purpose Chatbots represent an undeniable player between online retailers and customers as they boost operational efficiency and bring cost savings to businesses while offering convenience for customers in terms of timing and immediacy. However, as chatbots represent a new-born online touchpoint in retailing, especially when it comes to online pre-p...

YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness...

Purpose Self-service check-out technologies (SSTs) are becoming a trend across different retail settings, allowing companies to gain efficiency and reduce costs. Nevertheless, the success of SSTs implementation is still subject to challenges and uncertainties. This study aims to provide insights for theory and managers on the necessary conditions f...

Objetivo: O presente trabalho teve como principal objetivo discutir como a estratégia combinada de marketing experiencial e de marketing de influência pode conduzir a um aumento do brand awareness digital de uma marca. Ao combinar elementos do marketing de experiência com a divulgação por meio de influenciadores digitais, este artigo apresenta resu...

Despite the increasing social perspective in branding research, accompanied by more firms creating brands including environmental issues, no studies so far have investigated whether brand narratives referring to polarizing consumer cultures affect brand-related metrics. We explore the impact of shopping rituals rooted in either materialistic or mat...

Technology research offers several theories and models to explain how individuals accept and use technology innovations. While these often focus on the technical aspects, they tend to downplay the affective component of technology. Recognizing that the adoption of technology is also determined by what it means and represents to the users, this pape...

Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand narratives based on the changing meaning of retiremen...

In diaspora research, people's international mobility is often understood as a response to pull‐push forces on an economic macro‐level or as part of diasporic waves. However, labor diaspora formations are also influenced by micro‐level (i.e., individual perceptions) drivers related to work per se, such as satisfaction. This explorative qualitative...

International marketing agility is a crucial dynamic capability in international business. The purpose of this article is to examine who creates it and how exporters and partners leverage diasporic agility. We employ case study research on two diaspora entrepreneurs acting as ambidextrous strategic channel partners and playing a central role in gui...

Purpose This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that blend the characteristics of different motivators: treasure hunting, bargain hunting and individuality seeking. Design/methodology/approach This is an exploratory dya...

Purpose Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine...

Purpose: This research investigates the effects of the coronavirus pandemic on Portuguese and Brazilian consumers’ vulnerability in contrasting age groups. It seeks to establish the relationship between fear of COVID-19 and the pandemic’s impact on customer’s vulnerability to help companies design strategies to cope with this new market context and...

This article investigates the effects of online convenience and shopping experience on consumer satisfaction and future purchase decisions by applying a different view to explain the customers’ increasing experience with online shopping in the Chinese growing market. Data from 226 Chinese consumers used to buy online are used to analyze the propose...

Migration is an intrinsic part of the culture of many societies, particularly those with international/colonial ties. We aim at studying the pull forces in Colombia that motivate the migration of Portuguese citizens. A qualitative method of data analysis was used. Results suggest that the main motivations for the exit of Portuguese relate the lack...

This study explores the influence that entrepreneurial cognition, in terms of the dichotomy in human information processing, has on the earliness of internationalization and post-entry speed. Entrepreneurial cognition is investigated through the lens of the dual-process theory, which posits that human information processing is formed of two system...

Even though some animals are known to be superior to humans in many mental or perceptual tasks (Griffin, 2013), human intelligence has been still recognized in its superiority over many other forms of intelligence on earth. That axiom seems to be gaining adepts, namely in the era of artificial intelligence (AI) advancement like the one we are livin...

The support and influence of industrial business associations (IBAs) for the internationalisation process of small and medium-sized enterprises (SMEs) is questioned. This qualitative case study on the textile industry in Portugal illustrates how SMEs are influenced by their IBA. Findings suggest that it has a preponderant role in supporting the int...

This article examines the liability of insularity impact on decision-makers behavioural approaches to the strategic partner selection in small and medium enterprises (SMEs). The objective is to understand how permanent geographic conditions of insular territories, named smallness, remoteness, and vulnerability, impact the different importance assig...

Purpose – The use of sexual appeal in advertisements is a common practice in promotion, and its acceptance can vary throughout cultures. In the last twenty years, its use has been evaluated in several markets, including Brazil, where this research study was undertaken. The purpose of the study is to measure the effects of sexual appeal in advertise...

Non-governmental organizations (NGOs) are one of the types of organizations that make up the third sector. This study aims to identify the fundraising strategies used by a Brazilian NGO, to verify the interface between fundraising and social marketing to apply strategies to leverage fundraising. The research was qualitative, using the case study...

Global brands play an important role for consumers with a preference for goods from places other than their own countries (outgroup disposition). Scholars have studied the phenomenon and proposed a variety of constructs describing outgroup dispositions; however, it is difficult to distinguish these constructs when analysed separately, and practitio...

Purpose Newly established intersections between offline and online channels create room for enhancing inter-channel synergies. The nature and structure of emerging markets only further emphasize the need to expand existing knowledge. Consequently, this study investigates inter-channel synergy creation during offline–online retail integration in eme...

The pre-loved luxury goods market has existed for centuries (McNeil and Riello 2016). Historically, this market predominantly focused on heirlooms such as art, sculpture, and jewelry. However, in recent times, this trend has further expanded to many exquisite goods, including watches, accessories (especially handbags), and fashion goods such as dre...

O número de produtos alimentares que contém alegações nutricionais ou de saúde, como por exemplo, adição de cálcio para ossos mais fortes, tem vindo a aumentar. Os motivos que sustentam estas novas ofertas das indústrias alimentícias, prendem-se com a crescente procura dos indivíduos por soluções que melhorem o seu estado de saúde que se tem vindo...

As organizações não governamentais (ONGs) são um dos tipos de organizações que compõem o terceiro setor. Este estudo tem o objetivo de identificar as estratégias para captação de recursos utilizada por uma ONG brasileira, verificar a interface com o marketing social e levantar oportunidades de aplicar estratégias para alavancar a captação de recurs...

This study aims to explore millennial consumers’ intention to participate in cause-related marketing (CrM) campaigns. Building upon the previous literature on CrM, the authors outline six determinants of consumers’ intention to purchase products involved with CrM campaigns. Taking into consideration these determinants, the conceptual model was test...

Considering the importance of financial literacy in people’s lives, the goal of this study will be to assess the level of financial literacy of young Portuguese students, addressing the impact of the level of education on the financial literacy of college students. Data from a non-probabilistic sample of 185 students attending higher education bach...

Purpose: This article aims to identify and discuss the drawbacks faced by Muslim consumers to consume h. al¯al products when living in cities where they are a minority group. For this study, we considered the Muslim population living in Porto, Portugal. This study also aims to understand the attributes of the Muslim consumer that drive the purchase...

TITLE: Stages of the Portuguese textile, clothing and fashion sector-a case of the triple helix model TYPE Practical case/experience analysis TRACK: Other topics related to Triple Helix PURPOSE: The textile and clothing system (TCS) has a long, complex, and highly interdependent value chain driven by fashion, an activity with a high degree of innov...

Despite the general good intentions towards the environment, individuals tend to adopt traditional internal combustion vehicles. Drawing from technology research, this study focuses on the impact of society-in the form of subjective norm and image-on the behavioral intention to adopt a technology. More precisely, this study seeks to explore to whic...

Online purchases can support environmental sustainability by reducing the number of shopping trips. The purpose of this article is to understand how online convenience may be used to increase online purchase intention and therefore contribute to environmental sustainability. Employing a snowball sampling technique data from 226 Chinese respondents...

Purpose: The present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing. Design/methodology/approach: To investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory stud...

Purpose – The social TV phenomenon has raised the interest of some researchers in studying the production of online reviews. However, little is known about the characteristics of reviewers that, without having had indeed a real experience of consumption, still dare to assess the service. The purpose of this research is to understand these review...

Today many consumers prefer interactions with companies via chat and instant messaging, however, although in most cases it is now a virtual agent to handle the interactions, many of them feel it would be eerie if a chatbot pretended to be human. The present study aims at disentangling this sort of ambivalence people have for chatbots through an inv...

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Purpose Second-hand clothing (SHC) has kindled a growing interest among researchers and practitioners. However, despite all the benefits that this market presents, consumer adherence still has considerable room for improvement. Several studies have explored the main motivations that lead consumers to buy second-hand clothes (SHCs), but few have foc...

Sun-tanned skin was once associated with the sun-exposed manual labour of individuals. However, this association has changed dramatically, and tanned skin has become a standard of beauty in Western society. Tanned skin is therefore glorified and sought after, making people feel pressured to conform to standards. Current scientific and medical studi...

Contemporary organizations operate in an increasingly turbulent environment that generates not only predictable changes, but also “black swans”. Winning organisations must be agile, flexible and constantly learning. Changes in the management system cover each of its components, from strategy, through systems, processes, structure, staff, organisati...

Contemporary organizations operate in an increasingly turbulent environment that generates not only predictable changes, but also “black swans”. Winning organisations must be agile, flexible and constantly learning. Changes in the management system cover each of its components, from strategy, through systems, processes, structure, staff, organisati...

We aim at studying the pull forces in Colombia that motivate the migration of Portuguese citizens, starting by analyzing the migratory course between the two countries in order to gauge the motivations and challenges for this path. Migration is a topic of extreme importance today and an intrinsic part of the culture of many societies, particularly...

Design - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes th...

Previous research has found evidence that, due to the lack of sensory experience, shoppers are reluctant to purchase a garment online. Despite the importance of identifying possible compensatory cues for touch information, a lack of attention to this issue has been recognized in the literature. On this premise, this study addresses this research ag...

Today many consumers prefer interactions with companies via chat and instant messaging, however, although in most cases it is now a virtual agent to handle the interactions, many of them feel it would be eerie if a chatbot pretended to be human. The present study aims at disentangling this sort of ambivalence people have for chatbots through an inv...

This review explores recent literature on international strategic alliances (ISAs). Management of alliances requires a better understanding of different dimensions and components of ISAs and their role. This review provides a state-of-the-art understanding of the concept using a content analysis of 85 ISA articles. There is limited research on the...