Sandrina F. Teixeira

Sandrina Teixeira is a Professor of Marketing at the School of Accounting and Administration of Porto, Polytechnic Institute of Porto. She got a Ph.D. in Marketing and Advertising from Vigo University. Her main areas of investigation are digital marketing, digital communication, e-commerce, and consumer behavior. She is the author and co-author of several scientific publications indexed. She was the Head of CEOS.PP - Centre for Organisational and Social Studies of Polytechnic of Porto and coordinates a research line of Marketing and Digital Communication Strategies. She organizes the annual Digital Marketing and Branding Workshop at the International Conference on Marketing and Technologies - ICMarkTech and other international events. She is a member of the Scientific Council of indexed international journals. She is a member of the Scientific Committee of several events. She participates in funded projects and is a member of international partnerships.

Publications

The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics
The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics
Sandrina Teixeira, Jorge Remondes. © 2024. 318 pages.
In today's rapidly evolving landscape, AI has become an indispensable tool for organizations seeking to enhance their understanding of customers, boost productivity, and...
Using Influencer Marketing as a Digital Business Strategy
Using Influencer Marketing as a Digital Business Strategy
Sandrina Teixeira, Sara Teixeira, Zaila Oliveira, Elnivan Souza. © 2024. 371 pages.
Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consumer behavior...
Artificial Intelligence Applied to Digital Marketing
Artificial Intelligence Applied to Digital Marketing
José Eduardo Aleixo, José Luís Reis, Sandrina Francisca Teixeira, Ana Pinto de Lima. © 2024. 52 pages.
In a time when the interest in artificial intelligence (AI) is increasingly gaining prominence, being considered by many as the beginning of the 4th Industrial Revolution, this...
The Attitude of Portuguese Consumers of Green Cosmetics: The Influence of Environmental Concern and Health Concern
The Attitude of Portuguese Consumers of Green Cosmetics: The Influence of Environmental Concern and Health Concern
Zaila Oliveira, Sara Teixeira, Sara Teixeira, Sandrina F. Teixeira. © 2024. 25 pages.
Nowadays, environmental problems have been accentuated by the scarcity of natural resources, climate change, pollution levels, and waste. As a result, consumers have become more...
The Use of Social Media: Influence of Content Marketing for Brazilian Health Industry SMEs
The Use of Social Media: Influence of Content Marketing for Brazilian Health Industry SMEs
Zaíla Oliveira, Sara Teixeira, Sandrina Teixeira, Joaquim Monteiro Pratas. © 2024. 25 pages.
The best way to capture consumer attention and entice them to purchase is by generating leads using an inbound marketing strategy. The research question raised is about the...
Implementing Automation Initiatives in Companies to Create Better-Connected Experiences
Implementing Automation Initiatives in Companies to Create Better-Connected Experiences
Jorge Remondes, Sandrina Teixeira. © 2022. 306 pages.
Digital transformation is spreading throughout every industry all over the world. Acquiring new technologies to use within business practices increases productivity and...
The Influence of Music on Online Advertising: The Case of YouTube
The Influence of Music on Online Advertising: The Case of YouTube
Pedro Azevedo, Jorge Remondes, Sandrina Teixeira. © 2022. 36 pages.
The objective of this chapter is to understand how the use of a particular type of music may or may not capture the attention of the online user when viewing an ad and, perhaps...
Newspaper Digital Content During and After the Silly Season: A Case Study
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...
Understanding Google Ads Metrics for SME
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...
Web Accessibility and Transparency for Accountability: The Portuguese Official Municipal Websites
Web Accessibility and Transparency for Accountability: The Portuguese Official Municipal Websites
Maria José Angélico, Amélia Silva, Sandrina Francisca Teixeira, Telma Maia, Anabela Martins Silva. © 2020. 27 pages.
Local government is a political power close to citizens and constitutes a mainstay of democracy. Because of their mission, the guidelines promoted by local government must be...
How Do Entrepreneurs See Digital Marketing?: Evidence From Portugal
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...
Web Accessibility and Transparency for Accountability: The Portuguese Official Municipal Websites
Web Accessibility and Transparency for Accountability: The Portuguese Official Municipal Websites
Maria José Angélico, Amélia Silva, Sandrina Francisca Teixeira, Telma Maia, Anabela Martins Silva. © 2017. 27 pages.
Local government is a political power close to citizens and constitutes a mainstay of democracy. Because of their mission, the guidelines promoted by local government must be...