Belem Barbosa

Belem Barbosa received her PhD in Business and Management Studies – Specialisation in Marketing and Strategy from the University of Porto, Portugal. She is Assistant Professor at the School of Economics and Management of the University of Porto. She is full researcher at GOVCOPP, the Research Unit of Governance, Competitiveness, and Public Policies, and Invited Researcher at cef.up Center for Economics and Finance at the University of Porto. Her research interests lie primarily in the areas of digital marketing and consumer behavior.

Publications

Contemporary Trends in Innovative Marketing Strategies
Belem Barbosa. © 2024. 394 pages.
In global commerce, marked by the relentless advance of digital technology, businesses find themselves constantly challenged to devise innovative and disruptive marketing...
The Potential Role of Blockchain in Supply Chain Management in the Automotive Industry
Catarina Teixeira, Gabriela Bessa, Inês Ricardo, Mariana Ferreira, Rafaela Martins, Belem Barbosa. © 2024. 29 pages.
The complexity of automotive supply chain management presents significant challenges, demanding rigorous coordination of tasks to ensure efficiency in its operations. This...
Virtual Influencers: A Bibliometric Analysis
Belem Barbosa. © 2024. 26 pages.
Virtual influencers are rapidly gaining significance in the digital marketing realm. This study offers an overview of the fragmented landscape of virtual influencer research...
From Real-Time Marketing to Corporate Social Responsibility: The Impact of Social Media Engagement on #womensday Posts by Companies
Cássia Liandra Carvalho, Belem Barbosa, Claudia Amaral Santos. © 2024. 26 pages.
Social media strategies are commonly adopted by large and SMEs due to the expected impacts on customer engagement, branding, sales, and overall company performance. One...
Critical Success Factors of SME Internationalization From Developed to Developing Economies
Henrique Espírito Santo, Belem Barbosa. © 2024. 18 pages.
Small and medium enterprises play a vital role in the world's economies, and internationalization is recognized as a wealth-generating economic activity over time. With...
Marketing Innovation Strategies and Consumer Behavior
Belem Barbosa. © 2024. 360 pages.
In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by...
From Real-Time Marketing to Corporate Social Responsibility: The Impact of Social Media Engagement on #womensday Posts by Companies
Cássia Liandra Carvalho, Belem Barbosa, Claudia Amaral Santos. © 2023. 27 pages.
Social media strategies are commonly adopted by large and SMEs due to the expected impacts on customer engagement, branding, sales, and overall company performance. One...
A Review on Chatbot Personality and Its Expected Effects on Users
Marta Ferreira, Belem Barbosa. © 2023. 22 pages.
The main objectives of this chapter are to provide an overview of chatbot personality dimensions and to analyze the expected impacts on user behavior. To accomplish these...
An Integrated View on Social Media Marketing Actions and Their Expected Impacts on Consumer Behavior
Inês Pereira, Belem Barbosa, Vera Teixeira Vale. © 2023. 17 pages.
This chapter aims to combine the contributions scattered in the literature by analyzing the different types of social media marketing actions and their expected outcomes. A...
Blockchain Implementation in Food Retail Supply Chain Management: A Case Study
Ana Presa, Beatriz Correia, Beatriz Melo, Diana Martins, Margarida Vieira, Ricardo Azenha, Belem Barbosa. © 2023. 24 pages.
Blockchain technology is expected to play a pivotal role in innovation across various sectors in the near future, facilitating long-term and sustainable growth for businesses and...
Can Hashtags Promote Body Acceptance?: A Content Analysis Study of Cyber-Feminism on Social Media
Cassia Liandra Carvalho, Belem Barbosa. © 2023. 19 pages.
Th chapter presents an empirical study on a Brazilian cyber-activism movement on Instagram associated with the hashtag #CorpoLivre (#FreeBody in Portuguese). This movement, which...
Blockchain in Supply Chain Management: A Case Study in the Automotive Industry
Sophia Barroso, Gonçalo Castro, Marcelo Corrêa, Rafael Soares Godinho, Leon Niemann, Renan Rocha, Belem Barbosa. © 2023. 20 pages.
Blockchain technology has been the focus of much attention and discussion recently. Its unique characteristics, such as immutability, transparency, and decentralization, create a...
Handbook of Research on Smart Management for Digital Transformation
Belem Barbosa, Sandra Filipe, Claudia Amaral Santos. © 2022. 614 pages.
In a global and digital society, businesses are constantly being challenged by innovative and disruptive management strategies. The dramatic changes that took place in all...
Feminist Hashtags in Pandemic Times
Cássia Liandra Carvalho, Belem Barbosa, Claudia Amaral Santos. © 2022. 22 pages.
Hashtags are commonly used in social media communication not only to categorize conversations but particularly to raise attention and generate debate of certain topics. Hashtag...
Tourist Social Media Engagement: Conceptualization and Indicators
Rayane Ruas, Belem Barbosa. © 2022. 21 pages.
Social media are transforming relationships with customers for all sectors, including tourism. Since the search for information is a critical aspect of tourist purchase decision...
The Role of Websites in Business Internationalization: A Closer Look at Objectives and Strategies
Belem Barbosa, Claudia Amaral Santos, Chaitra Katti, Sandra Filipe. © 2022. 24 pages.
This chapter aims to contribute to a better understanding of the role of websites in business internationalization by exploring how website overall objectives and their coherence...
AI vs. Human: Investigation of User Experience in Chat Support
Chaitra Katti, Belem Barbosa. © 2022. 19 pages.
Companies are using automated technologies customer support to elevate customer experiences. However, the question arises as to whether this strategic move is beneficial for...
Newspaper Digital Content During and After the Silly Season: A Case Study
Ana Maria Lima, Sandrina Francisca Teixeira, Belem Barbosa. © 2022. 18 pages.
This chapter aims to understand the options for distributing newspaper content online and offline. By adopting a case study approach, it analyses the content strategy of one of...
Developments in Virtual Learning Environments and the Global Workplace
Stephanie Swartz, Belem Barbosa, Izzy Crawford, Susan Luck. © 2021. 409 pages.
Although institutions of higher education have recognized the need for preparing their graduates for a digitalized, global workplace, these efforts have been sporadic...
People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions
Sara Clara, Belem Barbosa. © 2021. 21 pages.
The main objective of this chapter is to explore how cities and regions can use digital storytelling strategies to reach and engage with their target audiences. Despite the...
Benefit-Driven Approach to Writing for the Internet: The Valuable and Optimized Content Framework
Belem Barbosa. © 2021. 24 pages.
There is a dual challenge for writing content for the internet: conquering search engines and attracting the attention of target audiences. This chapter proposes a content...
Understanding Google Ads Metrics for SME
Belem Barbosa, Zaila Oliveira, Sandrina F. Teixeira, Vasco Paço Gomes. © 2021. 22 pages.
Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor...
When Luxury Vinous-Concept Hotel Meets Premium Wine Brands: An Exploratory Study on Co-Branding
Lisa Ferraz, Helena Nobre, Belém Barbosa. © 2021. 15 pages.
Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding...
Optimization Models in Google Ads Campaigns
Sérgio Barreto, Ricardo José Videira Barbosa, Belem Barbosa. © 2020. 39 pages.
Google Ads is a powerful tool for companies wishing to gain visibility on Google searches, as it offers impression privileges for advertisers, by featuring the ad above the...
Nature-Based Tourism: A Study on Consumer Behavior When Participating in Camping Activities
Sandra Filipe, Belem Barbosa, Claudia Amaral Santos. © 2020. 19 pages.
This chapter is based on consumer behavior theories and analyses consumers' perspectives about camping as a tourism alternative. It explores motivations and several relevant...
Smart Marketing With the Internet of Things
Dora Simões, Belem Barbosa, Sandra Filipe. © 2019. 304 pages.
The internet of things (IoT) enhances customer experience, increases the amount of data gained through connected devices, and widens the scope of analytics. This provides a range...
An Overview on IoT and Its Impact on Marketing
Dora Simões, Sandra Filipe, Belem Barbosa. © 2019. 20 pages.
The internet of things (IoT) is attracting increased attention from researchers, practitioners, consumers, and the media, and it is expected to change dramatically the production...
Are Millennials Ready for the Internet of Things?
Belem Barbosa, Sandra Filipe, Claudia Amaral Santos, Dora Simões. © 2019. 22 pages.
A lot has been said about the digital natives and their natural way of integrating the internet in their daily activities. Millennials have been considered a unique segment of...
How Do Entrepreneurs See Digital Marketing?: Evidence From Portugal
Sandrina Francisca Teixeira, Belem Barbosa, Helder Pinto. © 2019. 19 pages.
The growth of the internet is giving rise to the overall importance of digital marketing for business management. In fact, digital marketing is widely accepted as an essential...
Smart Tourist Experiences: Impacts of Smartphones on Leisure Travels
Natalia Menezes, Belem Barbosa, Carolina Barrios Laborda, Dayana R Pinzón Callejas. © 2019. 17 pages.
After a comprehensive review on mobile tourism experience, the authors have identified the benefits and impacts of mobile use to tourists and their experiences. Besides locating...