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. Her research interests lie primarily in the area of digital marketing and consumer behavior.

Publications

Smart Management for Digital Transformation
Belem Barbosa, Sandra Filipe, Claudia Amaral Santos. © 2022. 325 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...
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...