Teaching and Research Interests

• Virtual Reality and Augmented Reality
• Artificial Intelligence implications for Marketing
• Relationship Marketing
• Neuromarketing
• Decision Support Systems

Type	Program	Institution	Year
PhD	PhD in Marketing	ISCTE-IUL	2015
M.Sc.	Master in Decision Support Systems	ISCTE-IUL	2009
Licenciate	Computer Engineer	Universidade Independente	2006

Curricular Courses

Supervisions

Phd Thesis

Pedro Miguel Garcia de Oliveira, "From Mind to Market - Understanding the Influence of Intelligent Virtual Assistants on Advertising Value and Acceptance from a Neurophysiological Perspective", João Ricardo Paulo Marques Guerreiro, Phd Thesis, Concluded, 2024

António Jesus Cheira Pé-Curto, "Strategies for wine tourism development: Views from winery managers and wine tourist", João Ricardo Paulo Marques Guerreiro, Phd Thesis, Concluded, 2023

Aoqiao Zhang, "Human and virtual influencers; Shifting states of intimacy", João Ricardo Paulo Marques Guerreiro, Phd Thesis,

Qingai Zhang, "Online Consumer-brand relationship and consumer attitudes between China and out of China", João Ricardo Paulo Marques Guerreiro, Phd Thesis,

Sara Lopes Paulino Gomes Morais, "The Role of Consumer-Object Relationship Journeys in Omnichannel Retail Customer Experience", João Ricardo Paulo Marques Guerreiro, Phd Thesis,

Master Thesis

João Francisco Neves Ferreira, "Explorando as dinâmicas da Confiança em Chatbots de recomendação: Os papéis do Valor Percebido, Interação Parasocial e Antropomorfismo", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2024

Alina Flekler, "FORMAÇÃO DE CONFIANÇA NA IA GENERATIVA: EXPLORANDO AS NECESSIDADES DE INFORMAÇÃO DOS CONSUMIDORES E CRENÇAS ÉTICAS", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2024

Inês Costa Rodrigues, "Explorando o Impacto dos Anúncios Deepfake no ato de evitar anúncios e no comportamento do consumidor na indústria da moda", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2024

Qian Que, "Os influenciadores virtuais servem como uma ferramenta poderosa na indústria da moda ecológica e moldam os comportamentos pró-ambientais dos consumidores", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2024

Maria Inês Garrido Pais Pedro, "O desempenho face ao enquadramento dos influencers com a marca na efetividade dos virtual influencers", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2023

Catarina Luana Tabarra Iglésias Romariz, "Um gole de cada vez - O Impacto na Intenção de Compra das Ferramentas de Comunicação nos Anúncios de Vinhos", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2023

Laura Nadine Cecic, "Plano de Negócios para um Conceito de Casa de Férias sustentável numa ilha croata", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Bárbara Sofia Lucas José, ""Sim, eu perdoo-te, mas...": Explorando a Vontade de uma Pessoa Perdoar uma Marca Pessoal quando ocorre uma Transgressão", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Camilo Henao Uribe, "Do Material ao Digital - Como os Non-Fungible Tokens ajudam as marcas a legitimar o valor dos productos na luta contra as falsificações", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

João Carlos de Pina Gil, "Aceitação do uso de dados genéticos para propósitos de marketing", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Felipe Pechi Breviglieri, "A perceção da confiança em notícias de vídeo personalizadas geradas por inteligência artificial", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Joshua Enzig, "Uma raça desigual por atenção? Um estudo de caso comparativo entre os influencers humanos e virtuais nas redes sociais", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Gonçalo Melo Ambrósio Silva Pinhão, "Como a implementação da Tecnologia de Realidade Virtual irá influenciar o mercado imobiliário", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Felicitas Stein, "Como as experiências de RV influenciam as perceções dos clientes sobre brand coolness na indústria aérea - o impacto dos valores experienciais e o uso da gamificação", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Rodrigo Manuel Amaral Ribeiro, "O impacto da pandemia de COVID-19 no Marketing de Causas", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Hugo Simões Passos de Sousa Campos, "O impacto de crenças antecedentes na adoção de tecnologia self-service em supermercados", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Bulut Ünal, "Uma Prática de Estratégia de Search Engine Optimisation e Online Lead Generation para ANNEA.ai GmbH", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2022

Miguel Maria de Abreu Duarte, "Green Marketing como um antecedente de vontade de pagar: O papel mediador de Brand Coolness e Comportamento Pro-ambiental", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2021

Ana Carolina Gonçalves Teixeira de Sousa, "A aceitação de tecnologias de inteligência artificial no retalho num contexto pandémico - abordagem online vs offline", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2021

Sara Filipa Pinto Leal, "Será que os atletas merecem ter consumidores a defendê-los? O Efeito da Personalidade da Marca do Atleta, Atributos da imagem de marca e Lealdade à Marca na Defesa da Marca do Atleta: o Efeito Mediador de Merecimento", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2021

Mariana Gonçalves Pontes Jacinto, "O Impacto do COVID-19 na Satisfação dos Clientes nos Hotéis: uma Análise de Text Mining", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2021

Carolina Fiuza Ribeiro, "Factores determinantes na aceitação em receber publicidade através de assistentes de voz inteligente", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2021

André Cabral Pinheiro da Costa Marques, "As transferências de jogadores como uma jogada de marketing pelos clubes de futebol: uma abordagem de análise de sentimentos.", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2020

Ana Margarida Banhudo Berrincha, "Desenvolvimento do Compromisso Afectivo com a marca através de Assistentes de Voz", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2020

Francisco Pedroso de Sousa, "O Impacto da Presença de Agentes Virtuais e a utilização de Sistemas de Recomendação de Produto com Base em Conteúdo na Intenção de Compra On-line.", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2020

Pedro António Dias Fonseca, "Como é que os diferentes tipos de mensagens publicitárias afectam o engagement com os clientes", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2020

Etienne Pierre Jean Jonquiere, "Investigating the role of eSport on free-to-play economic success: an analysis of League of Legends business model", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2020

Julia Pinheiro Rizzi, "OS EFEITOS DAS VARIÁVEIS DO MARKETING-MIX NA QUANTIDADE DE ANUNCIANTES ATIVOS EM UMA EMPRESA DE CLASSIFICADOS ONLINE", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2020

Liliane Patrícia Lopes Correia, "O Efeito das Respostas das Empresas ao Word-of-Mouth Negativo nas Redes Cociais: Uma abordagem de text mining", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2019

Joana Andrade Dias Posser Villar, "Como experiências multisensoriais num ambiente virtual afectam a intenção de retorno: O papel da flexibilidade cognitiva, do sentimento de poder e das caracteristicas de personalidade", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2019

Pedro Nuno Vaz Policarpo, "Explorando o Desempenho Digital de Novos Artistas Usando o Envolvimento Online das Comunidades", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2019

Mariana Gomes Pacheco, "O impacto da percepção de greenwashing nas intenções de compra verdes: o papel mediador da confiança verde, engagement do consumidor, word-of-mouth verde e o papel moderador do envolvimento com o produto", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2019

Catarina Isabel Neves Pereira da Silva, "Serão os colaboradores comprometidos com a marca para a qual trabalham?", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2019

Sara Filipa Lourenço de Matos, "A influência da tipicidade nos anúncios no sharing intention", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2018

Inês Dias da Silva Pessoa de Amorim, "Experienciar RA no Retalho: A Influência de Moment Marketing e Avatares nos Comportamentos do Consumidor", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2018

Ana Filipa Mesquita Vilas Boas, "O impacto da comunicação na performance das relaçôes online business-to-business", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2018

Patrícia Gaspar Monteiro, "O impacto da atenção na decisão de compra de vinho: O papel moderador dos prémios e das situações de consumo", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2018

Tomás Marques da Costa Góis Rodrigues, "O Papel da Atenção e das Emoções em Campanhas Online de Retargeting", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2018

Diogo Gonçalves Calvo André, "O Impacto da Publicidade In-Game na Recordação e Reconhecimento da Marca em Videojogos Não-Lineares", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2018

Gonçalo Ramos Braz Mergulhão Mendes, "O impacto das expressões faciais da emoção na decisão de compra do consumidor.", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2018

Myron Guftometros, "Marketing de mídia social nas culturas: como o comportamento do consumidor nas páginas de marca do Facebook é diferente entre as culturas.", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2018

Pedro Alexandre Pina Caniço Albano, "O Impacto de Reviews em Formatos de Vídeo VS. Texto na Decisão de Compra do Consumidor", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2017

Muhamad Sabbir Mussá Omarji, "Private Label Brands vs. National Brands: The effect of taste on consumers' emotions, perceived taste and willingness to Buy", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2017

Ricardo Gil Fonseca Caetano, "Main Drivers for Microtransactions as Impulse Purchases in E-Commerce", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2017

Ana Rebello de Andrade da Costa, "A Text-Mining based model to detect unethical biases in online reviews: A Case-Study of Amazon.com", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2017

Marta Alpedrinha Ramos de Almeida Nave, "Influência dos sentimentos dos turistas nos social media para o desenvolvimento do Turismo.", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2016

Carolina Leana Lopes dos Santos, "Melhoria da atratividade internacional das Instituições de ensino superior através de Análise de Sentimentos.", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2016

Águeda Cabral Moreno, "Análise de Sentimentos na classificação de comentários online aplicando técnicas de Text Mining", João Ricardo Paulo Marques Guerreiro, Master Thesis, Concluded, 2015

Ana Beatriz Godinho Anastácio, "O antropomofismo de Inteligência Artifical Generativa e o desenvolvimento de uma relação de amizade com o utilizador", João Ricardo Paulo Marques Guerreiro, Master Thesis,

Beatriz Correia Henrique, "O Impacto dos Chatbots com IA no Comportamento dos Viajantes: Adaptação ao Futuro", João Ricardo Paulo Marques Guerreiro, Master Thesis,

Valeriia Lukianchuk, "Explorando o Impacto da Ansiedade Relacionada à IA na Conexão com a IA: O Papel Mediador da Presença Social e do Apego Emocional", João Ricardo Paulo Marques Guerreiro, Master Thesis,

Final Project

Maria Rich de Brée Teixeira Diniz, "Avaliação de desempenho organizacional - Caso de estudo Meu Super", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2023

Beatriz Ferreira Guedes Duarte de Oliveira, "Plano de Marketing Plataforma Zumer", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2023

Dana Sultanova, "Um Plano de Conteúdo Linkedin para uma Empresa Startup de Cleantech Annea, Portugal", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2021

Ana Vera Nascimento Prada, "Preditores de Lealdade Ativa: O caso do Grupo Hoteleiro X", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2021

Manuel Pereira Augusto, "Análise do envolvimento online das marcas Unilever em Portugal com os seus consumidores.", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2020

Thomas Rodrigo Sande Lemos Azcue, "Plano de Negócios LANA - E-marketplace para Prestadores de Serviços", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2020

Thiago Rodrigues Zafalon, "On Stage - Conectando músicos à pessoas", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2018

Marta Soares Gonçalves da Costa Martins, "How TripAdvisor´s Reviewers Level of Expertise Influence their Online Rating Behaviour and the Usefulness of Reviews", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2017

Emilie Bekhoej Uttrup, "A Digital Communication Plan for Quiksilver, Portugal", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2017

Heidi Maria Tuulikki Sonne, "Increasing Awareness and Reputation of Merck S.A. Portugal through Employee Advocacy", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2017

Paulo Alexandre Rodrigues Ferreira, "Implementação de Realidade Aumentada numa Plataforma de Mobile-Commerce na LUFI Surf CO", João Ricardo Paulo Marques Guerreiro, Final Project, Concluded, 2016

Scientific Articles in International Journals

Pé Curto, A., Loureiro, S. M. C. & Guerreiro, J. (N/A). I assert ownership of it: Repatronage intentions in wine tourism. Anatolia. N/A, Ciência-IUL

Loureiro, S. M. C., Hollebeek, L. D., Raouf, A. R., Ruivo, L., Kaljund, K. & Guerreiro, J. (N/A). Engaging with (vs. avoiding) personalized advertising on social media. Journal of Marketing Communications. N/A, Ciência-IUL

Rita, P., Guerreiro, J., Ramos, R. & Caetano, R. G. (2024). The role of microtransactions in impulse buying and purchase intention in the video game market. Entertainment Computing. 50, Ciência-IUL

Rita, P., Guerreiro, J. & Matos, S. (2023). The influence of typical versus atypical ads on sharing intention. International Journal of Internet Marketing and Advertising. 19 (3/4), 231-262, Ciência-IUL

Loureiro, S. M. C., Correia, C. & Guerreiro, J. (2023). Mental imagery, product involvement and presence at virtual reality supermarket. Journal of Creative Communications. 18 (1), 79-92, Ciência-IUL

Guerreiro, J. & Loureiro, S. M. C. (2023). I am attracted to my Cool Smart Assistant! Analyzing attachment-aversion in AI-human relationships. Journal of Business Research. 161, Ciência-IUL

Prentice, C., Loureiro, S. M. C. & Guerreiro, J. (2023). Engaging with intelligent voice assistants for wellbeing and brand attachment. Journal of Brand Management. 30, 449-460, Ciência-IUL

Guerreiro, J., Loureiro, S. M. C., Nascimento, J. & Duarte, M. (2023). How to earn a premium price: The effect of green marketing and brand coolness. Journal of Communication Management. 27 (1), 35-63, Ciência-IUL

Rita, P., Arriaga, P., Moura, A. & Guerreiro, J. (2023). Locals versus foreigners’ emotion-motivational responses towards traditional food and non-traditional food. Spanish Journal of Marketing - ESIC. 27 (1), 79-97, Ciência-IUL

Loureiro, S. M. C., Guerreiro, J. & Han, H. (2022). Past, present, and future of pro-environmental behavior in tourism and hospitality: a text-mining approach. Journal of Sustainable Tourism. 30 (1), 258-278, Ciência-IUL

Oliveira, P. M., Guerreiro, J. & Rita, P. (2022). Neuroscience research in consumer behavior: A review and future research agenda. International Journal of Consumer Studies. 46 (5), 2041-2067, Ciência-IUL

Amorim, I. P. de, Guerreiro, J., Eloy, S. & Loureiro, S. M. C. (2022). How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment. International Journal of Consumer Studies. 46 (6), 2351-2366, Ciência-IUL

Guerreiro, J., Loureiro, S. M. C., Romero, J., Itani, O. & Eloy, S. (2022). Transhumanism and engagement-facilitating technologies in society. Journal of Promotion Management. 28 (5), 537-558, Ciência-IUL

Chua, B.-L., Al-Ansi, A., Han, H., Loureiro, S. M. C. & Guerreiro, J. (2022). An examination of the influence of emotional solidarity on value cocreation with international muslim travelers. Journal of Travel Research. 61 (7), 1573-1598, Ciência-IUL

Guerreiro, J., Loureiro, S. M. C. & Ribeiro, C. (2022). Advertising acceptance via smart speakers. Spanish Journal of Marketing - ESIC. 26 (3), 286-308, Ciência-IUL

Guftométros, M. & Guerreiro, J. (2021). The effects of cultural differences on social media behaviour. International Journal of Internet Marketing and Advertising. 15 (4), 412-428, Ciência-IUL

Guerreiro, J. & Pacheco, M. (2021). How green trust, consumer brand engagement and green word-of-mouth mediate purchasing intentions. Sustainability. 13 (14), Ciência-IUL

Loureiro, S. M. C., Guerreiro, J. & Tussyadiah, I. (2021). Artificial intelligence in business: state of the art and future research agenda. Journal of Business Research. 129, 911-926, Ciência-IUL

Loureiro, S. M. C., Guerreiro, J. & Japutra, A. (2021). How escapism leads to behavioral intention in a virtual reality store with background music?. Journal of Business Research. 134, 288-300, Ciência-IUL

Rita, P., Guerreiro, J. & Omarji, M. (2021). Autonomic emotional responses to food: private label brands versus national brands. Journal of Consumer Behaviour. 20 (2), 440-448, Ciência-IUL

Guerreiro, J. & Loureiro, S. (2020). Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries. Voluntas. 31, 1330-1342, Ciência-IUL

Guerreiro, J. & Rita, P. (2020). How to predict explicit recommendations in online reviews using text mining and sentiment analysis. Journal of Hospitality and Tourism Management. 43, 269-272, Ciência-IUL

Loureiro, S. M. C., Guerreiro, J. & Ali, F. (2020). 20 years of research on virtual reality and augmented reality in tourism context: a text-mining approach. Tourism Management. 77, 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

Loureiro, S. M. C., Guerreiro, J., Eloy, S., Langaro, D. & Panchapakesan, P. (2019). Understanding the use of Virtual Reality in Marketing: a text mining-based review. Journal of Business Research. 100, 514-530, Ciência-IUL

Monteiro, P., Guerreiro, J. & Loureiro, S. M. C. (2019). Understanding the role of visual attention on wines’ purchase intention: an eye-tracking study. International Journal of Wine Business Research. 32 (2), 161-179, Ciência-IUL

Loureiro, S. M. C., Serra, J. & Guerreiro, J. (2019). How fashion brands engage on social media: a netnography approach. Journal of Promotion Management. 25 (3), 367-378, 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

Costa, A., Guerreiro, J., Moro, S. & Henriques, R. (2019). Unfolding the characteristics of incentivized online reviews. Journal of Retailing and Consumer Services . 47, 272-281, Ciência-IUL

Nave, M., Rita, P. & Guerreiro, J. (2018). A decision support system framework to track consumer sentiments in social media. Journal of Hospitality Marketing and Management. 27 (6), 693-710, Ciência-IUL

Santos, C. L., Rita, P. & Guerreiro, J. (2018). Improving international attractiveness of higher education institutions based on text mining and sentiment analysis. International Journal of Educational Management. 32 (3), 431-447, Ciência-IUL

Guerreiro, J. & Moro, S. (2017). Are Yelp's tips helpful in building influential consumers?. Tourism Management Perspectives. 24, 151-154, Ciência-IUL

Guerreiro, J., Rita, P. & Trigueiros, D. (2016). A text mining-based review of cause-related marketing literature. Journal of Business Ethics. 139 (1), 111-128, Ciência-IUL

Guerreiro, J., Rita, P. & Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing. 49 (11-12), 1728-1750, Ciência-IUL

Book Chapters

Loureiro, S. M. C. & Guerreiro, J. (2022). Transhumanism. In Encyclopedia of Tourism Management and Marketing. (pp. 556-558).: Edward Elgar., Ciência-IUL

Loureiro, S. M. C., Correia, C. & Guerreiro, J. (2021). The role of mental imagery as driver to purchase intentions in a virtual supermarket . In Augmented reality and virtual reality: New trends in immersive technology. (pp. 17-28).: Springer., Ciência-IUL

Guerreiro, J. & Loureiro, S. M. C. (2020). Unraveling e-WOM patterns using text mining and sentiment analysis. In Sandra Maria Correia Loureiro, Hans Ruediger Kaufmann (Ed.), Exploring the power of electronic word-of-mouth in the services industry. Hershey: IGI Global., Ciência-IUL

Guerreiro, J. (2020). Do we really care about artificial intelligence? A review on social transformations and ethical challenges of AI for the 21st century. In Sandra Maria Correia Loureiro (Ed.), Managerial challenges and social impacts of virtual and augmented reality.: IGI Global., Ciência-IUL

Loureiro, S. M. C. & Guerreiro, J. (2018). Psychological behavior of generation Y: living between real and virtual reality. In Megan Gerhardt and Joy VanEck Peluchette (Ed.), Millennials: Characteristics, Trends and Perspectives. New-York: NOVA., Ciência-IUL

Conference Proceedings

Loureiro, S. M. C., Ganhão, M., Guerreiro, J. & Bilro, R.G. (2024). Music can be trendy and cool. In 2024 Global Fashion Management Conference at Milan. (pp. 372-374). Milão, Ciência-IUL

Loureiro, S. M. C. & Guerreiro, J. (2023). How attachment affects happiness in the human-IVA relationship. In Umashankar, N., and Lisjak, M. (Ed.), 2023 AMA Winter Academic Conference. (pp. 36-39). Nashville, Tennessee, USA: American Marketing Association., Ciência-IUL

Zhang, A., Loureiro, S. M. C. & Guerreiro, J. M. (2023). Uncovering the research on the artificial intelligence-human relationship. In Rust, R. T., Peres, R., Robinson, L., Nishio, C., and Garrett, T. (Ed.), 2023 Global Marketing Conference at Seoul Proceedings . (pp. 699-704). Seoul, Republic of Korea: Global Alliance of Marketing and Management Associations., Ciência-IUL

Loureiro, S. M. C., Guerreiro, J. & Villar, J. (2023). How cognitive flexibility affects sense of power in a coffee virtual setting: The moderating role of personality traits. In Timothy Jung, M. Claudia tom Dieck, Sandra Maria Correia Loureiro (Ed.), Extended reality and metaverse: Immersive technology in times of crisis, Conference proceedings. (pp. 52-58). Lisboa: Springer., Ciência-IUL

Loureiro, S. & Guerreiro, J. (2023). Smart wellness robots: How service robots affect consumer well-being. In Rust, R. T., Peres, R., Robinson, L., Nishio, C., and Garrett, T. (Ed.), 2023 Global Marketing Conference at Seoul Proceedings "Marketing & Management Transformation in the Challenging Digital Environment" . (pp. 107-108). Seoul, Republic of Korea: Global Alliance of Marketing and Management Associations., Ciência-IUL

Rodrigues, A. F., Loureiro, S. M. C. & Guerreiro, J. M. (2023). How social robots enhance my well-being in the hospitality industry. In Rust, R. T., Peres, R., Robinson, L., Nishio, C., and Garrett, T. (Ed.), 2023 Global Marketing Conference at Seoul Proceedings "Marketing & Management Transformation in the Challenging Digital Environment" . (pp. 637-639). Seoul, Republic of Korea: Global Alliance of Marketing and Management Associations., Ciência-IUL

Breviglieri F., Guerreiro, J. & Loureiro, S. (2023). The perception of trust in personalized video news generated by artificial intelligence. In Rust, R. T., Peres, R., Robinson, L., Nishio, C., and Garrett, T. (Ed.), 2023 Global Marketing Conference at Seoul Proceedings "Marketing & Management Transformation in the Challenging Digital Environment" . (pp. 693-698). Seoul, Republic of Korea: Global Alliance of Marketing and Management Associations., Ciência-IUL

Stein, F., Guerreiro, J. & Loureiro, S. (2023). How gamification in virtual reality affects brand coolness and marketing outcomes. In Umashankar, N., and Lisjak, M. (Ed.), 2023 AMA Winter Academic Conference. (pp. 727-730). Nashville, Tennessee, USA: American Marketing Association., Ciência-IUL

Oliveira, P. M., Guerreiro, J. & Rita, P. (2022). What if we took a holiday?: Enriching advertising with intelligent voice assistants. In Flávian, C. (Ed.), Proceedings of AIRSI 2022: Technologies 4.0 in tourism, service and marketing. (pp. 244-248). Zaragoza: University of Zaragoza., Ciência-IUL

Pé-Curto, A., Loureiro, S. M. C. & Guerreiro, J. (2021). Mapping wine tourism: A systematic literature review. In Vrontis, D., Weber, Y., and Tsoukatos, E. (Ed.), 14th Annual Conference of the EuroMed Academy of Business: Contemporary Business Concepts and Strategies in the new Era. (pp. 946-948). Online: EuroMed Press., 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

Loureiro, S. M. C., Correia, C. & Guerreiro, J. (2020). Virtual supermarket setting: Exploring antecedents of emotions and purchase intentions. In 2020 Global Marketing Conference at Seoul Proceedings. (pp. 468-472). Seoul: Global Alliance of Marketing and Management Associations., Ciência-IUL

Guerreiro, J. & Loureiro, S. M. C. (2020). How the mind perception of artificial intelligence in smart devices affects customer-brand relationships. In Carlos Flavián (Ed.), AIRSI2020 Conference Proceedings. (pp. 56-58). Zaragoça: University of Zaragoza., 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

Guerreiro, J. & Loureiro, S. M. C. (2020). How artificial intelligence in smart devices affects customer-brand relationships. In European Academy of Management Conference, EURAM 2020.: EURAM - European Academy of Management., 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. & Guerreiro, J. (2020). The role of mental imagery as driver to purchase intentions in a virtual supermarket. In 6th International AR VR Conference., Ciência-IUL

Mendes, G., Guerreiro, J. & Loureiro, S. M. C. (2019). The impact of facial expressions and emotion incongruence in advertising attention and intention. In Proceedings of the 48th EMAC Conference. Hamburg: EMAC., Ciência-IUL

Vilas Boas, A.F., Guerreiro, J. & Marques, C. (2019). Online business-to-business communication and online relationship: The mediator role of trust. In Proceedings of the 48th EMAC Conference. Hamburg: EMAC., Ciência-IUL

Albano, P. & Guerreiro, J. (2019). The impact of video versus text reviews on consumer intention to purchase . In A. Rocha and I. Pedrosa and M. P. Cota and R. Gonçalves (Ed.), 2019 14th Iberian Conference on Information Systems and Technologies (CISTI). --: IEEE., Ciência-IUL

Rodrigues, T., Guerreiro, J. & Loureiro, S. M. C. (2019). How effective are retargeting ads?. In Richard, J. E. and Kadirov, D. (Ed.), 2019 ANZMAC Conference Proceedings. (pp. 895-898). Wellington: ANZMAC., Ciência-IUL

Guftométros, M., Guerreiro, J. & Loureiro, S. M. C. (2019). Unveiling how consumers from different cultures engage with Facebook pages. In Richard, J. E. and Kadirov, D. (Ed.), 2019 ANZMAC Conference Proceedings. (pp. 570-573). Wellington: ANZMAC., 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

Moreno, A., Rita, P. & Guerreiro, J. (2019). Sentiment analysis in online reviews classification using text mining technique. In A. Rocha, I. Pedrosa, M. P. Cota, R. Gonçalves (Ed.), 2019 14th Iberian Conference on Information Systems and Technologies (CISTI). Coimbra: IEEE., Ciência-IUL

Sonne, H., Guerreiro, J. & Wohlschlegel, B. (2018). Increasing awareness and reputation of MERCK S.A. Portugal through employee advocacy. In Academy of Marketing Science World Marketing Congress. Porto, 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

Loureiro, S. M. C., Serra, J. & Guerreiro, J. (2018). Fashion brands communicating and interacting in Instagram: a netnography approach. In Global Marketing Conference. (pp. 1352-1362).: Global Alliance of Marketing and Management Associations., Ciência-IUL

Guerreiro, J., Eloy, S. & Dias, M. S. (2018). Using mixed realities to explore consumers behaviors. In Sara Eloy, Manuel Alberto M. Ferreira, Maria João Oliveira (Ed.), Winter School 2018 ISTAR-IUL Applied Transdisciplinary Research. (pp. 14-15). Lisboa: Information Sciences, Technologies and Architecture Research Center (ISTAR-IUL)., Ciência-IUL

Guerreiro, J. (2017). Understanding the drivers of tourists explicit recommendations . In 7th International Conference on Tourism Management and Related Issues. Milan: European Institute for Advanced Studies in Management., Ciência-IUL

Oliveira, P. M., Rita, P. & Guerreiro, J. (2017). Playing with the Brain Through Advertising: Neurophysiological Methods’ Application to Tourism. In European Advertising Academy ICORIA 2017 Doctoral Colloquium., Ciência-IUL

Printed in Scientific Book

Loureiro, S. M. C. & Guerreiro, J. (2021). Handbook of Research on Developing a Post-Pandemic Paradigm for Virtual Technologies in Higher Education. IGI Global., Ciência-IUL

International Communications

Oral Presentation

Pé-Curto, A., Loureiro, S. M. C. & Guerreiro, J. (2023). The grape escape: everything everywhere, all at once. 10th RMER Conference: Sustainable and Responsible Management- A decade of Integrating Knowledge and Creating Societal Impact through Innovation and Entrepreneurship., Ciência-IUL

Breviglieri F., Guerreiro, J. & Loureiro, S. M. C. (2023). TRUST IN THE AGE OF AI-GENERATED PERSONALIZED VIDEO NEWS: AN EMPIRICAL INVESTIGATION. 2023 Global Marketing Conference., Ciência-IUL

Oliveira, P. M., Guerreiro, J. & Rita, P. (2022). What if we took a holiday? Enriching Advertising with Intelligent Voice Assistants. AIRSI 2022 - Technologies 4.0 in Tourism, Services & Marketing., Ciência-IUL

Loureiro, S. M. C., Guerreiro, J. & Vilar, J. (2022). How cognitive flexibility affects sense of power in a coffee virtual setting: the moderating role of personality traits. 7th International XR Conference., Ciência-IUL

Guerreiro, J. & Loureiro, S. M. C. (2020). How Artificial Intelligence in Smart Devices Affects Customer-Brand Relationships. EURAM 2020., Ciência-IUL

Correia, C., Loureiro, S. M. C. & Guerreiro, J. (2020). The Role of Mental Imagery as Driver to Purchase Intentions in a Virtual Supermarket. 6th AR VR International Conference., Ciência-IUL

Loureiro, S. M. C., Correia, C. & Guerreiro, J. (2020). VIRTUAL SUPERMARKET SETTING: EXPLORING ANTECEDENTS OF EMOTIONS AND PURCHASE INTENTIONS. 2020 Global Marketing Conference at Seoul., 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

Guerreiro, J., Marques, C. & Vilas Boas, A.F. (2019). Online Business-to-Business Communication and Online Relationship: The Mediator Role of Trust. 48th EMAC Annual Conference May 28 – 31, 2019 ., Ciência-IUL

Crespo, M., Loureiro, S. M. C. & Guerreiro, J. (2019). HOW ATMOSPHERIC CUES IN A VIRTUAL REALITY FASHION STORES AFFECT THE SENSE OF PRESENCE. 2019 Global Fashion Management Conference at Paris., Ciência-IUL

Amorim, I., Guerreiro, J., Eloy, S. & Loureiro, S. M. C. (2019). HOW AUGMENTED REALITY INFLUENCES BRAND ENGAGEMENT AND WILLINGNESS TO BUY A study in a real-world retail environment. 5th International AR & VR Conference., Ciência-IUL

Sonne, H., Guerreiro, J. & Wohlschlegel, B. (2018). Increasing Awareness and Reputation of MERCK S.A. Portugal through Employee Advocacy. 2018 Academy of Marketing Science World Marketing Congress., 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

Loureiro, S. M. C., Serra, J. & Guerreiro, J. (2018). Fashion Brands Communicating and Interacting in Instagram: A Netnography Approach. 2018 Global Marketing Conference at Tokyo., Ciência-IUL

Guerreiro, J. (2017). UNDERSTANDING THE DRIVERS OF TOURISTS EXPLICIT RECOMMENDATIONS. ICTMRI 2017 - INTERNATIONAL CONFERENCE ON  TOURISM MANAGEMENT & RELATED ISSUES., 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

Guerreiro, J. (2014). Predictive Analytics in Hospitality and Tourism Management. SAS Forum Lisbon 2014., Ciência-IUL

Cardoso, E., Guerreiro, J. & Rita, P. (2013). O contributo do MSIAD para a formação de profissionais de BI em Portugal. SAS Forum Lisboa 2013., Ciência-IUL

Guerreiro, J., Rita, P. & Trigueiros, D. (2013). Predicting Consumer Decision Making Process: The interplay between emotions and attention during the purchase of cause-related products . Academy of Marketing., Ciência-IUL

Guerreiro, J. (2012). The interplay between emotions and attention during the purchase of cause-related products. EDAMBA Summer Academy 2012., Ciência-IUL

Guerreiro, J. (2011). Consumer Decision-Making Process: Using Graph Mining and Eye-Tracking to Capture Decision Strategies. EMAC Doctoral Colloquium., Ciência-IUL

Guerreiro, J. (2009). Customer Intelligence na estratégia das organizações. UAL - Business Intelligence Workshop 2009., Ciência-IUL

Guerreiro, J. (2009). Customer Intelligence: Acções radicais para a gestão do cliente por valor. SAS Fórum Lisbon 2009., Ciência-IUL

Guerreiro, J. (2009). Extracção de Regras de Redes Neuronais Artificiais. SAS Fórum Lisbon 2009., Ciência-IUL

Guerreiro, J. (2009). Modelos de Maturidade de Business Intelligence. Microstrategy Business Intelligence Conference 2009., Ciência-IUL

Guerreiro, J. (2008). Data Mining in Public Administration – Case Study. SAS Fóum Lisbon 2008., Ciência-IUL

Organization and Coordination Events

7ª Conferência Internacional de XR, (2022), Member of scientific events organizing committee (international)

6ª Conferência Internacional de AR VR, (2020), Member of scientific events organizing committee (international)

EURAM 2019, (2019), Member of scientific events organizing committee (international)

CISTI 2016, (2016), (international)

Academic Management Roles

Coordenador do 3º Ano (2023, 2025)

Director (2023, 2025)

Membro (Docente) (2022, 2024)

Director (2022, 2023)

Sub-diretor (2021, 2025)

Coordenador do 3º Ano (2020, 2022)

Director (2019, 2021)

Coordenador do 3º Ano (2018, 2020)

Director (2017, 2019)

Membro (Docente) (2017, 2019)

Coordenador do 3º Ano (2016, 2018)