Teaching and Research Interests

• Digital Transformation
• Technology Adoption
• Consumer Engagement
• Social Media Marketing

Type	Program	Institution	Year
PhD	Doutoramento em Gestão, com especialização em Marketing	ISCTE-Instituto Universitario de Lisboa	2018
Advanced Studies	Gestão, com especialização em Marketing	ISCTE-Instituto Universitario de Lisboa	2015
M.Sc.	Marketing	ISCTE-Instituto Universitario de Lisboa	2014
Post-graduation	Marketing	INDEG-ISCTE	2007
Licenciate	Gestão e Administração Pública	Universidade Técnica de Lisboa	2000

Curricular Courses

Supervisions

Phd Thesis

Muhammad Saleh Al-Reesh, "The role of customer inspiration and relationship quality in engaging the online experience: insights from Kuwait and Portugal", Ricardo Jorge Godinho Bilro, Phd Thesis, Concluded, 2022

Fernando José de Aires Angelino, "Exploring university students' engagement in learning through gamification, transmedia and virtual reality", Ricardo Jorge Godinho Bilro, Phd Thesis, Concluded, 2020

Yang Yi, "Marketing strategy for home appliance brand building in the new media era - Tiktok and Red as examples", Ricardo Jorge Godinho Bilro, Phd Thesis,

Olusoji Paul Akinola, "The effects of AI powered social commerce technology on customer experience", Ricardo Jorge Godinho Bilro, Phd Thesis,

Ana Cristina de Oliveira Chaves, "An Examination of ESG Strategy Reporting in the Hospitality Industry: An Empirical Investigation", Ricardo Jorge Godinho Bilro, Phd Thesis,

He Xiaoqiang, "Research on the value of implementing digital strategy in C2M Enterprises", Ricardo Jorge Godinho Bilro, Phd Thesis,

Master Thesis

Filipa Correia Pinto Hipolito Baptista, "Desbloquear o Premium: Explorando a interação de traços de personalidade e fatores externos em modelos de negócios Freemium", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2023

Rita Bárbara de Sousa Faria Simões Raposo, "FACTORES INFLUENCIADORES DA INTENÇÃO DE COMPRA E A LEALDADE DE PRODUTOS DE MARCA PRÓPRIA", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2023

Mafalda Moreira de Melo e Faro, "Autenticidade da marca: antecedentes e consequências no turismo heritage", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2023

Renske Marije Ten Have, "Investigando os fatores de fidelidade à marca no comércio eletrônico por meio do envolvimento com a marca e do comportamento de troca de marca.", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2023

Adriana Catarina de Almeida Gomes Craveiro, "Como o uso da tecnologia Blockchain pode garantir originalidade de produto ao consumidor: um Estudo Empírico", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2023

Mariana Gonzaga Esteves Nunes Guiomar, "PODE O ACTIVISMO DE MARCA, MEDIADO PELA AUTENTICIDADE, GERAR AMOR À MARCA E DEFENSORES DE MARCA", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2023

Marta Caramelo Augusto, "Como é que a perceção que os consumidores têm da sua imagem corporal influencia a sua relação com marcas que promovem a insatisfação corporal?", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2023

Ana Luiza Beck Santos, "Uso de análise de sentimentos para identificar percepções de visitantes acerca de capitais da Europa Central", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2023

Isabel Lourenço Martins Pedro, "O Papel de Micro-Influenciadores para Marcas de Moda de Luxo", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2023

Mariana Lazáro Vitória, "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", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2022

Leonor Moura Canastra, "Os factores de aceitação e resistência que influenciam a intenção dos consumidores utilizarem assistentes de compras virtuais e o papel da qualidade de relação", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2022

Sara Gabriela Louro Bonifácio, "Será que o social commerce (s-commerce) influencia o comportamento de compra no Instagram: um estudo empírico", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2022

Tiago Maria Manso Gonçalves Malhadeiro, "A Relevância dos Assistentes por Voz Relativamente à Intenção de Uso: uma Pesquisa Empírica sobre a Indústria dos Carros Autónomos", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2022

Evanthia Koutoulaki, "A INFLUÊNCIA DOS CONTEÚDOS ALIMENTARES NAS REDES SOCIAIS NA IMAGEM DE DESTINO DE VIAGEM GREGA.", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2022

Mário Ezequiel Coimbra Marmelada, "Packaging e visual storytelling nas marcas portuguesas vintage", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2021

Thirza Jacqueline Anna Martens, "Plano de marketing para FOREO: introdução da marca inovadora de cuidados com a pele nos Países Baixos", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2021

Victoria Constanze Sauter, "O PAPEL DAS ESTRATÉGIAS DO MASSTIGE EM MATÉRIA DE BRANDING: A RELAÇÃO DOS CLIENTES ALEMÃES COM AS MARCAS MÓVEIS, O SEU ESTATUTO E PRESTÍGIO?", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2021

Sandra Espino Mendoza, "Desenvolvimento do enoturismo para promover a actividade turística em Aguascalientes.", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2021

Amanda Nicole Macintyre, "Turismo de bebidas: A influência do turismo de uísque enquanto legado histórico na Escócia", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2021

Kate Louise Bittle, "REDEFINIÇÃO DA ESTRATÉGIA DE COMUNICAÇÃO PARA O REBRANDING DA ANGEL NAILS SPA: UM PROJECTO IN-COMPANY", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2021

Madalena Baptista Veltman, "The Luxury Fashion fitting the mass-market: How Luxury Fashion Brands can use social media Masstige campaigns to leverage Brand Love", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2021

Catarina Calisto de Freitas, "O papel do Envolvimento do Cliente no desenvolvimento da Lealdade ao Destino - Uma Análise do Turismo do Centro de Portugal", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2021

Fernando Dias, "O papel da interação pessoal e atributos de marca na lealdade e na intenção de repetição de compra nas óticas em Portugal", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

Rita Curião de Oliveira Pires, "Impacto das estratégias de massclusivity na imagem de marca das marcas de moda de luxo", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

João Pedro Ribeiro Franco, "Nível de envolvimento online nas Streams Esports", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

Sara Alexandra Lopes Serras, "Exploração do Impacto de Conteúdo Gerado por Utilizadores numa Marca Cool e Interações ente a Marca e o Consumidor: Abordagem Text-Mining.", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

Catarina Alexandra Barreira Ribeiro, "A importância do Compromisso com a Comunidade Online IMDb na Motivação e Intenção de Ver Filmes", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

Carolina Mariquito Meira, "Vinho da Talha como fator diferenciador da oferta turística do Alentejo", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

Ana Rita de Olival Mendonça, "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?", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

Filipa Rodrigues Soares Barata, "O Papel das Campanhas de Massclusividade na Resposta e Perceção do Consumidor: A Atitude face às Marcas de Luxo", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

Daniele Baggi, "THE TASTE OF TRAVEL: HOW FOOD IMPACTS AND MODIFIES PEOPLE?S TRAVEL DECISIONS", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

João Luís Carrilho Fortes da Cunha, "Os Obstáculos de fazer Negócios na China: O Porquê das empresas estrangeiras falharem", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2020

Mariana Lima de Souza Pinto, "Há mais do que "Social" e "Selling" em Social Selling: analisando o conceito e suas implicações", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2019

Alexandre Assunção das Neves, "A influência dos apelos racionais e emocionais na publicidade televisiva", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2019

Mariana Pereira da Silva, "Analise do Relacionamento dos Consumidores com o Setor bancário nas Mídias Sociais: a influência do envolvimento da marca consumidor e do amor à marca", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2019

Mariana Sequeira Neves, "Explorando a Interação do Cliente e a Gestão de Resposta em Hotelaria de Luxo através de avaliações on-line nas Mídias Sociais", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2019

Sara Martins Gonçalves, "O impacto dos YouTubers vs as Celebridades na Confiança da Marca, Amor à Marca e Lealdade à Marca", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2019

Inês Oliveira Milheiro da Costa, "O impacto de influencer marketing na decisão de compra dos consumidores e na atitude sobre uma marca: os instagrammers", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2019

David André Galrão Raposo, "O Papel da Publicidade, dos Influenciadores e do Endosso de Celebridades no Brand Love: O Efeito do YouTuber", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2019

Raquel Gomes Freire Gonçalves, "Brand Sabatoge: Managing Social Media and Reputational Crises in Utility Companies", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2019

António Jorge Alvoeiro Fernandes, "How Motivations for Esports Consumption Influence the Esports Sponsorship Response: The Favourability, Brand Awareness and Purchase Intention Effects", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2018

Pedro Augusto Albano Nobre, "Exploring the cross-cultural effect on consumer-brand relationship and engagement through social media platforms: The Kérastase Example.", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2018

Maria Rita Gonçalves Mendes Nunes Cabaço, "A importância do Hedonismo na relação de compromisso entre o consumidor e as marcas através de Comunidades Online", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2018

Joana Fonseca dos Santos, "O IMPACTO DAS CAMPANHAS DE MASSCLUSIVIDADE NO AMOR À MARCA ATRAVÉS DAS COMUNIDADES DE MARCA ONLINE", Ricardo Jorge Godinho Bilro, Master Thesis, Concluded, 2018

Mariana Neves Soares, "Impacto das novas tecnologia de computação no desenvolvimento de relações com o consumidor - O caso das marcas de moda de luxo.", Ricardo Jorge Godinho Bilro, Master Thesis,

Final Project

Margarida Lascas de Paiva Trindade, "Viagens a solo: O crescimento do mercado e consequente aplicação prática na agência de viagens PayPerPlan", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2023

Marta Santamaría Donapetry, "Análise do Mercado de Vinho Coriano e Exportação dos vinhos Galegos para Coreia do Sul", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2022

Maria Margarida Caetano Gaspar, "Overtravels", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2021

Andreia Filipa Gama Miguel Tiago, "Lançamento de um novo serviço na Europalco - Máquina de Impressão 3D", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2020

Teresa Koch Rodrigues, "Como eliminar filas de espera no serviço da nacionalidade na organização IRN", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2020

Maike Baun, "Desenvolvimento de uma estratégia de comunicação social para a ONG Sea Shepherd Portugal focada na sensibilização e aumento de donativos", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2020

Ricardo Miguel Pinto Lopes, "Marketing Integrado - inclusão da implementação de materiais digitais: o caso da Leo Burnett", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2019

Raquel Cristina Pereira Vilhena Amaro, "Monte do Zambujeiro: Plano de negócio de Agroturismo", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2019

Ana Beatriz Castelo Branco das Neves, "Business Plan MILL BAY: Alojamento de Turismo em espaço rural: Salir do Porto", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2019

Gabriel Vasconcelos Palla Beirão, "Desenvolvimento de um plano de marketing para a marca "Love Your Dog"", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2019

Margarida Catalão Fontan Macias, "Como Melhorar a Retenção e o valor dos Consumidores em Modelos de Subscrição: Project-Empresa com a "The Bam and Boo" Toothbrush", Ricardo Jorge Godinho Bilro, Final Project, Concluded, 2019

Scientific Articles in International Journals

Loureiro, S. M. C., Jiménez‐Barreto, J., Bilro, R. G. & Romero, J. (2024). 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, 151-167, Ciência-IUL

Aleem, A., Loureiro, S. M. C. & Bilro, R. G. (2024). Luxury fashion consumption: A review, synthesis and research agenda. Spanish Journal of Marketing - ESIC. 28 (2), 149-164, Ciência-IUL

Loureiro, S. M. C., Bilro, R. G. & Neto, D. (2023). Working with AI: Can stress bring happiness?. Service Business. 17, 233-255, Ciência-IUL

Bilro, R. G., Loureiro, S. M. C. & Souto, P. (2023). A systematic review of customer behavior in business-to-business markets and agenda for future research. Journal of Business and Industrial Marketing. 38 (13), 122-142, Ciência-IUL

Bilro, R. G. & Loureiro, S. M. C. (2023). I am feeling so good! Motivations for interacting in online brand communities. Journal of Research in Interactive Marketing. 17 (1), 61-77, Ciência-IUL

Japutra, A., Loureiro, S. M. C., Li, T., Bilro, R. G. & Han, H. (2022). Luxury tourism: where we go from now?. Asia Pacific Journal of Tourism Research. 27 (8), 871-890, Ciência-IUL

Bilro, R. G. & Dias, F. (2022). 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 (3), 229-243, Ciência-IUL

Ferreira, E.S., Loureiro, S. M. C., Bilro, R.G. & Ferro, T. M. (2022). Analyzing Madeira and Bermuda as two different destinations: A text mining approach. Journal of Promotion Management. 28 (6), 687-701, Ciência-IUL

Marques, S., Bilro, R. G., Gonçalves, M. & Raouf, A. R. (2022). 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), 148-168, Ciência-IUL

Angelino, F. J., Loureiro, S. M. C. & Bilro, R.G. (2022). Exploring tourism students’ engagement through telepresence, pleasantness of the experience and memory: A virtual reality approach. Journal of Promotion Management. 28 (5), 669-685, Ciência-IUL

Loureiro, S. M. C. & Bilro, R. G. (2022). The role of commitment amongst tourists and intelligent virtual assistants. Journal of Promotion Management. 28 (2), 175-188, Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Dos Santos, J. F. (2022). Masstige strategies on social media: The influence on sentiments and attitude toward the brand. International Journal of Consumer Studies. 46 (4), 1113-1126, Ciência-IUL

Bilro, R. G., Loureiro, S. M. C. & Angelino, F. J. (2022). The role of creative communications and gamification in customer engagement in higher education: A sentiment analysis approach. Journal of Creative Communications. 17 (1), 7-21, Ciência-IUL

Angelino, F. J., Loureiro, S. M. C. & Bilro, R.G. (2021). Analysing students’ engagement in higher education through transmedia and Learning Management Systems: a text mining approach. International Journal of Innovation and Learning. 30 (4), 484-502, Ciência-IUL

Loureiro, S. M. C., Bilro, R. G. & Angelino, F. J. (2021). Virtual reality and gamification in marketing higher education: A review and research agenda. Spanish Journal of Marketing - ESIC. 25 (2), 179-216, Ciência-IUL

Loureiro, S. M. C., Japutra, A., Molinillo, S. & Bilro, R.G. (2021). Stand by me: analyzing the tourist–intelligent voice assistant relationship quality. International Journal of Contemporary Hospitality Management. 33 (11), 3840-3859, Ciência-IUL

Bilro, R.G. & Cunha, J. F. Da (2021). 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), 149-168, Ciência-IUL

Rosado-Pinto, F., Loureiro, S. M. C. & Bilro, R.G. (2020). How brand authenticity and consumer brand engagement can be expressed in reviews: a text mining approach. Journal of Promotion Management. 26 (4), 457-480, Ciência-IUL

Bilro, R. G. & Loureiro, S. M. C. (2020). A consumer engagement systematic review: synthesis and research agenda. Spanish Journal of Marketing - ESIC. 24 (3), Ciência-IUL

Loureiro, S. M. C., Bilro, R.G. & Japutra, A. (2020). The effect of consumer-generated media stimuli on emotions and consumer brand engagement. Journal of Product and Brand Management. 29 (3), 387-408, Ciência-IUL

Loureiro, S. M. C., Romero, J. & Bilro, R. G. (2020). Stakeholder engagement in co-creation processes for innovation: a systematic literature review and case study. Journal of Business Research. 119, 388-409, Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Guerreiro, J. (2019). 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), 147-171, Ciência-IUL

Pina, L. S., Loureiro, S. M. C., Rita, P., Sarmento, E. M., Bilro, R. G. & Guerreiro, J. (2019). Analysing consumer-brand engagement through appreciative listening on social network platforms. Journal of Promotion Management. 25 (3), 304-313, Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Faizan Ali (2018). The role of website stimuli of experience on engagement and brand advocacy. Journal of Hospitality and Tourism Technology. 9 (2), 204-222, Ciência-IUL

Bilro, R. G. & Loureiro, S. M. C. (2016). Framework for success of online brand management: a systematic literature review. World Review of Entrepreneurship, Management and Sustainable Development. 12 (2-3), 300-317, Ciência-IUL

Book Chapters

Freitas, C.C., Bilro, R.G. & Marques, S. (2023). The influence of customer engagement on destination loyaly from a destination marketing organization perspective. In Raouf A. Rather and Haywantee Ramkissoon (Ed.), Handbook of Customer Engagement in Tourism Marketing. (pp. 115-128). Cheltenham, UK: Edward Elgar Publishing., Ciência-IUL

Raouf, A. R., Khan, I., Bilro, R.G. & Cain, L. (2023). Impact of Social Media Involvement on Brand Co-Creation during the COVID-19 Outbreak in the Tourism Industry. In Raouf Ahmad Rather (Ed.), Brand Co-Creation Tourism Research: Contemporary issues and Challenges. Palm Beach, Florida: AAP - Apple Academic Press., Ciência-IUL

Loureiro, S. M. C. & Bilro, R. G. (2022). Feeling economy. In Dimitrios Buhalis (Ed.), Encyclopedia of tourism management and marketing. (pp. 229-231). Cheltenham, United Kingdom: Edward Elgar Publishing., Ciência-IUL

Loureiro, S. M. C. & Bilro, R.G. (2020). Be or not be online engaged: Exploring the flow from stimuli to e-WOM on online retail consumers. In Sandra Maria Correia Loureiro, Hans Ruediger Kaufmann (Ed.), Exploring the power of electronic word-of-mouth in the services industry. (pp. 18-34). Hershey: IGI Global., Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Angelino, F. J. (2020). Implications of gamification and virtual reality in higher education. In Sandra Maria Correia Loureiro (Ed.), Managerial challenges and social impacts of virtual and augmented reality. (pp. 111-124). Hershey: IGI Global., Ciência-IUL

Japutra, A., Bilro, R.G. & Loureiro, S. M. C. (2020). Beyond virtual and augmented reality: AI-assisted mixed reality and its impacts on society. In Sandra Maria Correia Loureiro (Ed.), Managerial challenges and social impacts of virtual and augmented reality. (pp. 252-265). Hershey: IGI Global., Ciência-IUL

Bilro, R.G. & Loureiro, S. M. C. (2020). Exploring consumer-brand engagement in online environments designed for tourism. In Łukasz Burkiewicz, Agnieszka Knap-Stefaniuk (Ed.), Management Tourism Culture: Studies and reflections on tourism management. (pp. 247-264). Kraków: Ignatianum University Press., Ciência-IUL

Loureiro, S. M. C. & Bilro, R. G. (2020). How committed I am with tourist-intelligent virtual assistants?. In Rocha, Á., Peter, M. K., Loureiro, S., Reis, J. L., Cayolla, R., and Bogdanovic, Z. (Ed.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies. (pp. 3-9). Lisboa: Springer Singapore., Ciência-IUL

Alreesh, M., Loureiro, S. M. C. & Bilro, R. G. (2020). Inspiring consumers online: A proposed framework comparing different cultures. In Rocha, Á., Peter, M. K., Loureiro, S., Reis, J. L., Cayolla, R., and Bogdanovic, Z. (Ed.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies. (pp. 671-676). Lisboa: Springer Singapore., Ciência-IUL

Bilro, R. G. & Loureiro, S. M. C. (2020). An exploratory study of social selling on LinkedIn: The concept and its implications. In Rocha, Á., Peter, M. K., Loureiro, S., Reis, J. L., Cayolla, R., and Bogdanovic, Z. (Ed.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies. (pp. 429-439). Lisboa: Springer Singapore., Ciência-IUL

Conference Proceedings

Loureiro, S. M. C., Ferreira, M. M., Bilro, R. G. & Marques, L. (2023). How artificial intelligence tools influence customer experience and avoidance of similarity. In Rust, R. T., Peres, R., Robinson, L., Nishio, C., and Garrett, T. (Ed.), 2023 Global Marketing Conference at Seoul: Marketing and management transformation in the challenging digital environment. (pp. 646-649). Seoul, Republic of Korea: Global Alliance of Marketing and Management Associations., Ciência-IUL

Sauter, V., Bilro, R. G. & Loureiro, S. M. C. (2023). A study of the impact of masstige strategies on brand coolness and brand happiness. In Vrontis, D., Weber, Y., and Tsoukatos, E. (Ed.), 16th Annual Conference of the EuroMed Academy of Business. Business Transformation in Uncertain Global Environments. (pp. 1233-1235). Vilnius, Lithuania: EuroMed Press., Ciência-IUL

Rodrigues, A. F., Loureiro, S. M. C. & Bilro, R. G. (2023). The power of connection: Exploring the role of identification in the emotional relationship between humans and robots in the hospitality industry. In Vrontis, D., Weber, Y., and Tsoukatos, E. (Ed.), 16th Annual Conference of the EuroMed Academy of Business. Business Transformation in Uncertain Global Environments . (pp. 1201-1203). Vilnius, Lithuania: EuroMed Press., Ciência-IUL

Bilro, R. G. & Custódio, C. M. (2023). The impact of voice assistants on consumer intention to use self-driving cars. In Kerrigan, F. (Ed.), Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions . (pp. 121-122). Birmingham, UK: Academy of Marketing., Ciência-IUL

Custódio, C. M. & Bilro, R. G. (2023). Exploring the distilled realms: A study on whiskey and the travellers’ motivations. In Kerrigan, F. (Ed.), Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions. (pp. 277-278). Birmingham, UK: Academy of Marketing., Ciência-IUL

Bilro, R. G., Serras, S., Cavalinhos, S., Miguel, L. & Marques, S. (2022). How cool is to be engaged with Drunk Elephant? An analysis of usergenerated content campaigns on Instagram. In Proceedings of the 51st Annual EMAC Conference (EMAC 2022). Budapest: EMAC., Ciência-IUL

Akinola, P. O., Bilro, R. G. & Loureiro, S. M. C. (2022). AI powered social commerce technology and customer experience: A systematic literature review. In Vrontis, D., Weber, Y., and Tsoukatos, E. (Ed.), 15th Annual Conference of the EuroMed Academy of Business: Sustainable Business Concepts and Practices. (pp. 1016-1019). Palermo: EuroMed Press., Ciência-IUL

Cavalinhos, S., Bilro, R. G. & Miguel, L. (2022). How veganism impacts tourists attitudes toward tourism destinations: An empirical study. In Proceedings of the 51st Annual EMAC Conference (EMAC 2022) . Budapest: EMAC., Ciência-IUL

Freitas, C. C. de. & Bilro, R. G. (2021). Does tourist’s engagement influence destination loyalty? An analysis of Turismo do Centro de Portugal. In Christou, E., Fotiadis, A., & Alexandris, K. (Ed.), TOURMAN 2021 Book of Abstracts - 4th International Scientific Conference. (pp. 182-183). Thessaloniki: International Hellenic University., Ciência-IUL

Loureiro, S. M. C., Bilro, R. G. & Angelino, F. J. (2021). Creating memories and engagement in college student through virtual reality. In M. Claudia tom Dieck, Timothy H. Jung, Sandra M. C. Loureiro (Ed.), Augmented reality and virtual reality: New trends in immersive technology, Conference proceedings. (pp. 167-179). Lisboa: Springer., Ciência-IUL

Gomes, P., Bilro, R.G. & Abreu, R. (2021). The effect of artificial intelligence-based services on tourist’s satisfaction, loyalty and word-of-mouth. In Carlos Flavián, Daniele Belanche, Carlos Orús (Ed.), Proceedings of AIRSI 2021-Technologies 4.0 in Tourism, Servces & Marketing. (pp. 113-116). Zaragoza: Zaragoza University., Ciência-IUL

Guerreiro, J., Loureiro, S. M. C., Bilro, R. G. & Villar, J. (2020). Multisensory experiences in virtual environments: The role of sense of power, cognitive flexibility and personality traits. In Proceedings of the 49th European Marketing Academy Conference (EMAC). Budapest: European Marketing Academy (EMAC)., Ciência-IUL

Bilro, R. G., Loureiro, S. M. C., Guerreiro, J. & Raposo, D. (2020). An empirical study on influencers and their engagement factors: The YouTubers' perspective. In Proceedings of the 49th European Marketing Academy Conference (EMAC). Budapest: European Marketing Academy (EMAC)., Ciência-IUL

Alreesh, M., Loureiro, S. M. C. & Bilro, R. G. (2020). Firm performance through online engagement: The role of experience and customer inspiraton. In 2020 Global Marketing Conference at Seoul Proceedings. (pp. 1621-1624). Seul: Global Alliance of Marketing and Management Associations., Ciência-IUL

Policarpo, P., Guerreiro, J., Loureiro, S. M. C. & Bilro, R. G. (2020). Exploring young artists’ digital performance: the impact of online community engagement and co-creation on brand love. In 2020 Global Marketing Conference at Seoul Proceedings. (pp. 480-484). Seul: Global Alliance of Marketing and Management Associations., Ciência-IUL

Bilro, R. G., Loureiro, S. M. C., Guerreiro, J. & Raposo, D. (2020). How influencers and digital interaction can impact customer-brand relationship and engagement. In 2020 Global Marketing Conference at Seoul Proceedings. (pp. 465-467). Seul: Global Alliance of Marketing and Management Associations., Ciência-IUL

Loureiro, S. M. C., Bilro, R. G., Japutra, A. & Molinillo, S. (2020). Relationships between tourists and intelligent virtual assistants: Promoting the love ties. In Carlos Flavián (Ed.), AIRSI2020 Conference Proceedings. (pp. 62-65). Zaragoça: Zaragoza University., Ciência-IUL

Bilro, R. G., Loureiro, S. M. C., Rosado-Pinto, F. & Costa, I. (2020). The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude. In 2020 Global Marketing Conference at Seoul Proceedings. (pp. 478-479). Seul: Global Alliance of Marketing and Management Associations., Ciência-IUL

Rosado-Pinto, F., Loureiro, S. M. C. & Bilro, R.G. (2020). Tourist-hotel relationship: the role of customer experience and brand authenticity. In 2020 Global Marketing Conference at Seoul Proceedings. (pp. 639-644). Seul: Global Alliance of Marketing and Management Associations., Ciência-IUL

Crespo, M., Loureiro, S. M. C., Bilro, R.G. & Guerreiro, J. (2019). How atmospheric cues in a virtual reality fashion stores affect the sense of presence. In 2019 Global Fashion Management Conference at Paris Proceedings. (pp. 819-823). Paris: Global Alliance of Marketing and Management Associations., Ciência-IUL

Bilro, R.G., Dos Santos, J. F. & Loureiro, S. M. C. (2019). The impact of Massclusivity campaigns on perceptions and brand love of Gucci online brand communities’ members. In Proceedings of the 48th EMAC Conference. Hamburg: EMAC., Ciência-IUL

Loureiro, S. M. C., Bilro, R.G. & Ferro, T. (2019). Are they sisters?: Using text mining approach to understand perceptions about Madeira and Bermuda. In Proceedings of the 48th EMAC Conference. Hamburg: EMAC., Ciência-IUL

Nobre, P., Bilro, R.G. & Loureiro, S. M. C. (2019). The influence of cross-cultural effect on Kérastase (L'oreal Group) consumer-brand relationship and engagement. In 2019 Global Fashion Management Conference at Paris Proceedings. (pp. 804-809). Paris: Global Alliance of Marketing and Management Associations., Ciência-IUL

Cabaço, M. G., Bilro, R.G. & Loureiro, S. M. C. (2019). Exploring the rewards dimension of engagement in consumer-fashion brand relationship. In 2019 Global Fashion Management Conference at Paris. (pp. 534-535). Paris: Global Alliance of Marketing and Management Associations., Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Cabaço, M. G. (2019). Do hedonic rewards at online communities affect consumer-fashion brand engagement? a PLS approach. In 2019 Global Fashion Management Conference at Paris Proceedings. (pp. 589-593). Paris: Global Alliance of Marketing and Management Associations., Ciência-IUL

Santos, J. F., Bilro, R.G. & Loureiro, S. M. C. (2019). Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands. In 2019 Global Fashion Management Conference at Paris Proceedings. (pp. 810-811). Paris: Global Alliance of Marketing and Management Associations., Ciência-IUL

Angelino, F., Loureiro, S. M. C. & Bilro, R. G. (2019). Exploring the future of virtual reality and gamification in learning enviornments: Students motivation and engagement in higher education. In CEISEE 2019: 15th China-Europe International Symposium on Software Engineering Education, Conference proceedings. Lisboa: IEEE., Ciência-IUL

Rosado-Pinto, F., Loureiro, S. M. C. & Bilro, R.G. (2019). Insights into brand authenticity and customer engagement in a restaurant setting: A text mining approach . In Proceedings of the 48th EMAC Conference. Hamburg: EMAC., Ciência-IUL

Loureiro, S. M. C., Angelino, F. & Bilro, R. G. (2019). Gamification in higher education: Text mining approach. In Vrontis, D., Weber, Y. and Tsoukatos, E. (Ed.), 12th Annual Conference of the EuroMed Academy of Business: Business Management Theories and Practices in a Dynamic Competitive Environment. (pp. 1716-1718). Thessaloniki, Greece: EuroMed Press., Ciência-IUL

Bilro, R. G., Loureiro, S. M. C. & Guerreiro, J. (2018). Analysing customer engagement on social network platforms devoted to tourism and hospitality. In Global Marketing Conference. (pp. 239-240). Tokyo: Global Alliance of Marketing and Management Associations., Ciência-IUL

Pina, L. S., Loureiro, S. M. C., Rita, P., Sarmento, E. M., Bilro, R. G. & Guerreiro, J. (2018). The perception of active listening practice on social networks. In Global Marketing Conference. (pp. 1098-1106). Tokyo: Global Alliance of Marketing and Management Associations., Ciência-IUL

Bilro, R. G., Loureiro, S. M. C. & Marques, M. I. (2018). Online brand communities: when consumers are negatively engaged. In 21st World Marketing Congress of the Academy of Marketing Science. Porto, Ciência-IUL

Loureiro, S. M. C. & Bilro, R. (2018). How can stimuli and emotions help increase brand advocacy. In 21st World Marketing Congress of the Academy of Marketing Science. Porto, Ciência-IUL

Loureiro, S. & Bilro, R. (2017). Como podem os estímulos e as emoções contribuir para aumentar a defesa da marca?: uma análise exploratória usando PLS. In Maria de Fátima Salgueiro, Paula Vicente, Teresa Calapez, Catarina Marques, Maria Eduarda Silva (Ed.), Atas do XXIII Congresso da Sociedade Portuguesa de Estatística. Lisboa: Sociedade Portuguesa de Estatística., Ciência-IUL

Bilro, R. G. & Loureiro, S. M. C. (2017). Consumer-brand engagement through website stimuli. In Demetris Vrontis, Yaakov Weber, Evangelos Tsoukatos (Ed.), 10th Annual Conference of the EuroMed Academy of Business. (pp. 1951-1954). Rome: EuroMed Press., Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Marques, M. I. (2017). Leaving footprints on online brand communities: the role of positive and negative engagement on commitment. In EMAC (Ed.), Conference book proceedings of the 46th European Marketing Academy Conference - EMAC 2017., Ciência-IUL

Bilro, R. & Loureiro, S. (2017). Clarifying customer brand engagement boundaries: A systematic literature review approach. In Tihomir Vranešević, Claudia Seabra, Doris Peručić, Miroslav Mandić, Irena Pandža (Ed.), 6th International M-Sphere Conference For Multidisciplinarity in Business and Science: Book of Abstracts. Viseu: Accent., Ciência-IUL

Loureiro, S. M. C., Bilro, R. G. & Koo, D.-M. (2015). Committing consumers to sustainability: Portugal and South Korea outlooks. In 4th International Conference on Multinational Enterprises and Sustainable Development, (MESD'15). Lisboa, Ciência-IUL

Bilro, R. & Loureiro, S. (2014). Create, build and manage online brands for internet companies. In Demetris Drontis, Yaakov Weber and Shlomo Tarba (Ed.), Proceedings of the 7th Annual Conference of the EuroMed Academy of Business. (pp. 2030-2033). Kristiansand: EuroMed Press., Ciência-IUL

International Communications

Oral Presentation

Ferreira, Mónica Mendes, Loureiro, S. M. C. & Bilro, R.G. (2023). 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 Conference ., Ciência-IUL

Ferreira, Mónica Mendes, Loureiro, S. M. C. & Bilro, R.G. (2023). How artificial intelligence tools influence customer experience and avoidance of similarity. Global Marketing Conference - GAMMA ., Ciência-IUL

Rodrigues, A. F., Loureiro, S. M. C. & Bilro, R.G. (2023). 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., Ciência-IUL

Sauter, V., Bilro, R.G. & Loureiro, S. M. C. (2023). A study of the impact of masstige strategies on brand coolness and brand happiness. The 16th annual Euromed academy of business conference., Ciência-IUL

Bilro, R.G. & Custódio, C.M. (2023). The Impact of Voice Assistants on Consumer Intention to Use Self-Driving Cars. Academy of Marketing Conference - AM2023., Ciência-IUL

Custódio, C.M. & Bilro, R.G. (2023). Exploring the Distilled Realms: A Study on Whiskey and the Travellers’ Motivations. Academy of Marketing Conference - AM2023., Ciência-IUL

Bilro, R.G., Serras, S., Cavalinhos, S., Miguel, L. & Marques, S. (2022). How cool is to be engaged with Drunk Elephant? An analysis of usergenerated content campaigns on Instagram. European Marketing Academy annual conference - EMAC 2022., Ciência-IUL

Freitas, C.C. & Bilro, R.G. (2021). Does Tourist’s Engagement Influence Destination Loyalty? An Analysis of Turismo do Centro de Portugal. TOURMAN 2021 - 4th International Scientific Conference ., Ciência-IUL

Gomes, P., Bilro, R.G. & Abreu, R. (2021). The effect of artificial intelligence-based services on tourist’s satisfaction, loyalty and word-of-mouth. AIRSI2021 - Technologies 4.0 in Tourism, Services & Marketing., Ciência-IUL

Loureiro, S. M. C., Bilro, R.G. & Angelino, F. J. (2020). Creating Memories and Engagement in College Student Through Virtual Reality. 6th International AR VR Conference., Ciência-IUL

Bilro, R.G. & Loureiro, S. M. C. (2020). An exploratory study of social selling on LinkedIn: the concept and its implications. ICMarktech'20., Ciência-IUL

Guerreiro, J., Loureiro, S. M. C., Bilro, R.G. & Policarpo, P. (2020). Exploring young artists’ digital performance: the impact of online community engagement and co-creation on brand love. 2020 Global Marketing Conference at Seoul., Ciência-IUL

Rosado-Pinto, F., Loureiro, S. M. C. & Bilro, R.G. (2020). Tourist-hotel relationship: the role of customer experience and brand authenticity. Global Marketing Conference- GAMMA 2020., Ciência-IUL

Bilro, R.G. (2020). Social media and brand dilution risk for luxury brands. EMAC and JCR/IJRM author development workshop., Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Ferro, T. M. (2019). Are they sisters? Using text mining approach to understand perceptions about Madeira and Bermuda. 48th annual European Marketing Academy annual conference - EMAC ., Ciência-IUL

Cabaço, M. G., Bilro, R.G. & Loureiro, S. M. C. (2019). Exploring the rewards dimension of engagement in consumer-fashion brand relationship. 2019 Global Fashion Management Conference at Paris., Ciência-IUL

Dos Santos, J. F., Bilro, R.G. & Loureiro, S. M. C. (2019). Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands. 2019 Global Fashion Management Conference at Paris., Ciência-IUL

Nobre, P., Bilro, R.G. & Loureiro, S. M. C. (2019). The influence of cross-cultural effect on Kérastase (L'oreal Group) consumer-brand relationship and engagement. 2019 Global Fashion Management Conference at Paris., Ciência-IUL

Angelino, F., Loureiro, S. M. C. & Bilro, R.G. (2019). 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., Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Cabaço, M. G. (2019). Do hedonic rewards at online communities affect consumer-fashion brand engagement? A PLS approach. 2019 Global Fashion Management Conference at Paris., Ciência-IUL

Loureiro, S. M. C. & Bilro, R.G. (2018). How Can Stimuli and Emotions Help Increase Brand Advocacy. 21st World Marketing Congress of the Academy of Marketing Science., Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & M. I. Marques (2018). Online brand communities: when consumers are negatively engaged. 21st World Marketing Congress of the Academy of Marketing Science., Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Guerreiro, J. (2018). Analysing Customer Engagement on Social Network Platforms Devoted to Tourism and Hospitality. 2018 Global Marketing Conference at Tokyo., Ciência-IUL

Bilro, R.G. & Loureiro, S. M. C. (2017). 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)., Ciência-IUL

Bilro, R.G., Loureiro, S. M. C. & Guerreiro, J. (2017). Leaving footprints on online brand communities: the role of positive and negative engagement on commitment. The European Marketing Academy Conference - EMAC 2017., Ciência-IUL

Loureiro, S. M. C. & Bilro, R.G. (2017). Consumer-brand engagement through website stimuli. 10th Euromed conference of the Euromed academy of business research., Ciência-IUL

Bilro, R.G. & Loureiro, S. M. C. (2016). Brand stimulus on online consumer purchase: attractiveness, intention and actual behaviour. Academy of Marketing Doctoral Colloquium ., Ciência-IUL

Loureiro, S. M. C., Bilro, R.G. & Koo, D.-M. (2015). Committing Consumers to Sustainability: Portugal and South Korea Outlooks. 4th International Conference on Multinational Entreprises and Sustainable Development (MESD)., Ciência-IUL

Bilro, R.G. & Loureiro, S. M. C. (2014). Create. Build and Manage Online Brands For Internet Companies. 7th Euromed conference of the Euromed academy of business research- The Future of Entrepreneurship., Ciência-IUL

National Communications

Invited

Bilro, R.G. (2018). The role of consumer brand-engagement in a digital marketing era. Research Seminars BRU-IUL., Ciência-IUL

Oral Presentation

Bilro, R.G. & Loureiro, S. M. C. (2017). Drivers of customer-brand engagement in a digital marketing era. Ciência 2017 - Encontro com a ciência e tecnologia em Portugal., Ciência-IUL

Organization and Coordination Events

ICMarkTech'23 - The 2023 International Conference on Marketing and Technologies, (2023), (international)

ARTIIS 2023 - The International Conference on Advanced Research in Technologies, Information, Innovation and Sustainability, (2023), (international)

TechDiComM 2023 - Technological Strategies on Digital Communication and Marketing , (2023), (international)

2023 XR-Metaverse Conference, (2023), (international)

ICMarkTech'22 - The 2022 International Conference on Marketing and Technologies, (2022), (international)

IV Simpósio Internacional de Network Science – SINS, (2022), (international)

TechDiComM 2022 - Technological Strategies on Digital Communication and Marketing, (2022), (international)

ARVR2022: 7th International AR VR Conference, (2022), Member of scientific events organizing committee (international)

ICMarktech'21 – International Conference on Marketing and Technologies, (2021), (international)

TechDiComM 2021 - Technological Strategies on Digital Communication and Marketing, (2021), (international)

Global Conference on Services and Retail Management (GLOSERV 2021), (2021), (international)

ARVR2020: 6th International AR VR Conference, (2020), Member of scientific events organizing committee (international)

ARVR2020: 6th International AR VR Conference, (2020), (international)

ICMarktech'20 – International Conference on Marketing and Technologies, (2020), (international)

Academic Management Roles

Sub-diretor (2024, 2026)

Director (2023, 2025)

Director (2021, 2023)

Director (2021, 2023)