I am currently a Lecturer in Modern and Digital Marketing at Atlantic Technological University - Sligo Campus, blending academic insight with real-world experience gained across Brazil, Italy, and Ireland. Holding a PhD in Communication Sciences and dual master’s degrees in Marketing and Human Resources Management, my work bridges marketing strategy, digital transformation, and the human side of business. My research explores how social media influencers, digital technologies and AI are reshaping marketing and human behaviour, with a focus on authenticity, ethics, and engagement in the online sphere. Passionate about turning theory into practice, I strive to inspire innovation, critical thinking, and meaningful impact in both academia and industry.
My researchexamines how digital technologies, particularly social media influencers(SMIs), AI, and digital analytics, shape consumer behaviour, trust, andsustainability communication. I lead the SUSIS research programme and currentlyserve as a postdoctoral researcher at CEFAGE, University of Évora, where I amdeveloping a cross-European instrument on green influencers, sustainableconsumption, and digital persuasion. My research is directly applied in severalongoing proposals, including SUSIS-Europe (EU GREEN Action 1), theINTEGRA-SHIFT COST Action, and the Science Foundation Ireland DiscoverProgramme on adolescent digital resilience. I collaborate closely with partnerinstitutions in Ireland, Portugal, Spain, and Sweden.
My work alsocontributes to Digital & Marketing Futures through empirical studies onpersonality traits, AI content, digital customer experience, and marketingmetrics. I integrate SPSS, NVivo, GA4, and CRM methodologies to bridgebehavioural science with applied digital strategy.
AI in marketing, digital consumer behaviour, and ethical digital transformation ; Social media influencers, authenticity, trust, and behavioural impact; Digital customer experience (CX), analytics (GA4), CRM, and retention strategies; Sustainability communication, green marketing, and digital ethics; Cross-European behavioural studies (EU GREEN, MSCA-DN); Emerging technologies in marketing (AI agents, VR/AR, etc
Interested in supervising research projects using: Quantitative methods (surveys, SEM/PLS-SEM, path analysis, factor analysis, regression); Qualitative methods (interviews, focus groups, thematic analysis); Mixed-methods designs.
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
