Susana Costa e Silva

Official Title: Adjunct Associate Professor (Visiting Academic)

Short Bio

Susana Costa e Silva holds a Ph.D. in Marketing from University College Dublin (Ireland). She earned her M.Sc. in Economics from the University of Porto (Portugal). Currently, she is an Associate Professor of Marketing at Universidade Católica Portuguesa (Porto), with a habilitation in Marketing. She serves as the coordinator of the M.Sc. in Management and the M.Sc. in Marketing programs. Additionally, she is a researcher in the areas of marketing and AI, international business, retailing, digital consumer behavior, strategic and international marketing, social marketing, and cause-related marketing. She also holds the position of an adjunct professor at the University of Saint Joseph in Macao. Susana was a visiting researcher at the Wroclaw University of Economics in Poland.

Susana has authored and co-authored several books and book chapters on International Business, International Marketing, and Cooperation in Portugal, the UK, Brazil, China, and the USA. She has also published articles in scientific journals in the fields of international business, international management, and international marketing. Her latest books include: 'Modelos de Adoção de Tecnologia' (Duarte, P., Silva, S., & Bradley, J., 2022), published by Editora d'Ideias in Coimbra; 'The Career Case Roadmap' (Verdelho et al., 2020), published by Universidade Católica Editora; 'Marketing Internacional' (Silva et al., 2018), published by Actual Editora in Coimbra; 'The Business Case Roadmap: from the idea to the business case' (Verdelho, V., & Silva, S., 2018), published by Actual Editora in Coimbra; and 'A history of Portuguese people in Macao — History contributes' (Teixeira, V., & Silva, V., 2019), published by Tribuna de Macau in Macao.

Susana's publications can be found in journals such as the Psychology & Marketing, International Business Review, International Marketing Review, Journal of Business Review, Journal of Retailing and Consumer Services, International Journal of Retailing and Distribution Management, International Review of Public and Non-profit Marketing, The Journal of Marketing Channels, International Journal of Entrepreneurship and Small Business, Journal for East European Management Studies, Journal of Corporate Citizenship, Journal of Fashion Marketing and Management, Tourism Management, and Hospitality Management, among others. She is a member of the European International Business Academy (where she served as the National Representative for Portugal from 2013 to 2019) and currently serves on the board of the European Marketing Academy.

Susana has been involved in various academic and non-academic projects in the fields of marketing, retailing, omnichannel, consumer behavior, international marketing, market research, internationalization processes, international business, international cooperation, social marketing, value creation, and more. She also provides consultancy services.

For further information, you can visit her website at: https://susanacsilva.wordpress.com/

Publications

Papers on peer-reviewed journals indexed at ABS/Scopus/WoS. For books and book chapters, as well as conference participation, see here: https://susanacsilva.wordpress.com/

Elmashhara, M. G., De Cicco, R., Silva, S., Hammerschmidt, M. & Silva, M. (2023). How Gamifying AI Shapes Customer Motivation, Engagement, and Purchase Behavior. Psychology & Marketing. doi: 10.1002/mar.21912
Silva, S., Silva, F. & Dias, J. (2023), Exploring omnichannel strategies: a path to improve customer experiences. International Journal of Retail and Distribution Management, doi:10.1108/IJRDM-03-2023-0198
Silva, S., Dias, J. & Oliveira, B. (2023). How footwear companies can use online CX to WOW customers. International Journal of Retail and Distribution Management, 51(4): 465-483. doi: 10.1108/IJRDM-05-2022-0150
Silva, S., Corbo, L., Vlacic, B. and Fernandes, M. (2023). Marketing accountability and marketing automation: An empirical analysis of Portuguese companies, EuroMed Journal of Business, 18(1): 145-164. doi: 10.1108/EMJB-11-2020-0117
Silva, S., De Cicco, R., Vlacic, B. & Elmashhara, M. G. (2023). Using chatbots in e-retailing – how to mitigate perceived risk and enhance the flow experience. International Journal of Retail and Distribution Management, 51(3): 285-305.10.1108/IJRDM-05-2022-0163
Sousa, C., Coelho, F., Silva, S. (2023). Do goal orientations really influence performance? The role of retail employee’s creativity. International Journal of Retail and Distribution Management, 51(2): 262-283.doi: 10.1108/IJRDM-12-2021-0593
Elo, M., Silva, S. & Vlaćič, B. (2023). The role of satisfaction in labour diaspora dynamics: an analysis of Brexit effects. Thunderbird International Business Research, 65(1): 143-159. doi: 10.1002/tie.22282
Duarte, P., Linardi, M., Domingues, H., & Silva, S. (2023).Consumer vulnerability and well-being across contexts: implications for international businesses, Helyon, 10.1016/j.heliyon.2023.e14612
Silva, S., Elo, M., Larimo, J., Vlačić, B. and Meneses, R. (2023). A state of the art review on international strategic alliances: Do we really know what we are researching?. European Journal of International Management, 21(3), doi: 10.1504/EJIM.2021.10036503
Martinho, M., Silva, S., Duarte, P. and Ferreira, M. (2023), Are perceived benefits of heated tobacco products consumption aiding smoking cessation? Social Marketing Quarterly, doi: 10.1177/152450042311734
Lampo, A, Duarte, P. and Silva, S.(2023). The role of environmental concern and technology show-off on Electric vehicles adoption: The case of Macau, International Journal of Emerging Markets, doi: 10.1108/IJOEM-10-2021-1637
Duarte, P., Silva, S., Linardi, M. & Novais, B. (2022). Understanding the Implementation of Retail Self-Service Checkout Technologies using Necessary Condition Analysis, International Journal of Retail and Distribution Management, 50(13): 140-163, doi: 10.1108/IJRDM-05-2022-0164
Dias, J. C., Silva, S. C. & Rosário, A. T. (2022). Emotional Labor in Healthcare: The Role of Work Perceptions and Personality Traits, Academy of Strategic Management Journal
Lampo, A., Silva, S. and Duarte, P. (2022). The Influence of Society on the Behavioral Intention to Use a Technology: Evidence from the Battery Electric Vehicles Domain, International Journal of Business Excellence
Hajdas, M., Radomska, J. Szpulak, A. and Silva, S. (2022). Don’t tell me stories - the narratives of retirement and their relation with brand associations, International Journal of Management and Economics, doi:10.2478/ijme-2022-0005
Silva, S., Duarte, P., Sandes, F. & Almeida, C. (2022). The hunt for treasures, bargains, and individuality in pre-loved luxury, International Journal of Retail and Distribution Management, 50(11):1321-1336, doi:10.1108/IJRDM-10-2021-0466
Elo, M. & Silva, S. (2022), Who Creates International Marketing Agility? Diasporic Agility Guiding New Market Entry Processes in Emerging Contexts, Thunderbird International Business Research, 64(5): 443-463, doi:10.1002/tie.22284
Hajdas, M., Radomska, J., Szpulak, A. and Silva, S. (2022). Blacking out Black Friday? The impact of the “buycott” narration on brand equity, Journal of Marketing Theory and Practice, doi:10.1080/10696679.2022.2080714
Salomão, M., Silva, S. and Côto, J. (2022). Studying abroad: the role of consumer cosmopolitanism in the enrolment decisions, Young Consumers. doi: 10.1108/YC-12-2021-1433
Saha, S., Duarte, P., Silva, S. and Zhuang, G. (2022). The Role of Online Experience in the Relationship Between Service Convenience and Future Purchase Intentions. Journal of Internet Commerce, doi: 10.1080/15332861.2022.2045767
Vlačić, B., Santos, I., Silva, S. and Gonzalez-Loureiro, M. (2022). Entrepreneurial Cognition and Internationalization Speed: The importance of Experiential and Rational Information Processing. International Entrepreneurship and Management Journal, doi:10.1007/s11365-021-00767-1
Lima, J,, Elo, M. & Silva, S. (2022). Pull Forces in Colombia for Portuguese Migrants: a Qualitative Study of Portuguese migrants and expatriates in Colombia. Latin America Business Review, doi:10.1080/10978526.2022.2041432
Hajdas, M., Radomska, J. and Silva, S. (2022).The omni-channel approach: a utopia for companies?. Journal of Retailing and Consumer Services, 65(1): 102-131.10.1016/j.jretconser.2020.102131
Costa, E., Lucas, A., Sousa, P., Elo, M. and Silva, S. (2022). Portuguese textile association fostering the internationalisation of small and medium-sized enterprises. International Journal of Entrepreneurship and Small Business, 45, 1, pp.77-96. Doi: 10.1504/IJESB.2020.10026914.
Silva, S., Martins, C., Machado, J. C., Duarte, P. and Lobo, A. (2022). Modelling the Barriers that are Preventing E-commerce to Thrive – A case study from Portugal. International Journal of Business Excellence
Velasquez, I., Silva., S., Martiniuk, V. and Las Casas, A. (2022). Offshore Outsourcing as a business strategy: A qualitative study of offshoring adoption within the Portuguese footwear industry. International Journal of Business Excellence
Salomão, M., Strehlau, V. and Silva, S. (2022). Consumer Dispositions: Meanings and Non-meanings of Outgroup Favourability, International Business Review, 21(3).
Saha, S., Duarte, P., Silva, Zhuang, G. (2022). The role of online experience in the relationship between service convenience and future purchase intentions, Journal of Internet Commerce.
Lima, J,, Elo, M. & Silva, S. (2022.) Pull Forces in Colombia for Portuguese Migrants: a Qualitative Study of Portuguese migrants and expatriates in Colombia, Latin American Business Review
Hajdas, M., Radomska, J. Szpulak, A. and Silva, S. (2022). Don’t tell me stories - the narratives of retirement and their relation with brand associations. International Journal of Management and Economics
Velasquez, I., Silva., S., Martiniuk, V. and Las Casas, A. (2022). Offshore Outsourcing as a business strategy: A qualitative study of offshoring adoption within the Portuguese footwear industry, International Journal of Business Excellence
Vlačić, B., Corbo, L., Silva, S. and Dabic, M. (2021). The evolving role of artificial intelligence in marketing: advanced topics and research agenda, Journal of Business Research (Scopus: 1.871; IF: 4.874; ABS:3
Domingues, H., Linardi, M., Silva, S. and Duarte, P. (2021). Consumer Vulnerability During COVID-19: The impact of fear and age on consumer behaviour and business strategy, Progress in International Business Research, 16, 313-340.
Feitosa, W., Silva, S., Lourenço, C., Sunago, N. and Resende, L. (2021). A quasi-experimental approach to analyzing sexual appeal and gender in advertising – evidence from Brazil, Market-Tržište, 33(SI), 67-80.
Stojković, D., Dokić, A., Vlačić, B. and Silva, S. (2021). Toward the inter-channel synergy renaissance in emerging markets: Evidence from adding clicks to bricks in Serbia, International Journal of Emerging Markets.
Silva, S., Martins, C., Machado, J. C., Duarte, P. and Lobo (2021). Modelling the Barriers that are Preventing E-commerce to Thrive – A case study from Portugal, International Journal of Business Excellence.
Duarte. P., Silva, S., Feitosa, W. and Sebastião, R. (2021). Are business students more financially literate? Evidence of differences in financial literacy amongst Portuguese college students, Young Consumers, 23(1):144-161.
Boffelli, A., Fratocchi, L., Kalchschmidt, K. & Silva, S. (Forthcoming). Doing the right thing or doing things right: what is better for a successful manufacturing reshoring?, Operations Management Research (Scopus: 1.231; IF: 5.95; ABS:1)
Silva, S., Duarte, P. Marinho. A. F. and Vlačić, B. (Forthcoming). How permeable to cause-related marketing are millennials?”, International Review on Public & Nonprofit Marketing DOI: 10.1007/s12208-021-00276-5 (Scopus: 0.264; IF: 1.110; ABS: 1)
Silva, S., Santos, A., Duarte, P. and Vlačić, B. (in press). The relevant role of social embarrassment, sustainability, familiarity, and perception of hygiene on secondhand Clothing experience, International Journal of Retail and Distribution Management, doi.org/10.1108/IJRDM-09-2020-0356 (Scopus: 1.871; IF: 4.874; ABS: 2)
Ali, N., Silva, S., Duarte, P. and Sandes, F. (2021). What factors determine the purchase intention of Halal products by Porto-Muslim consumers?, Journal of Islamic Business and Management, 11(1), 83-198.
Silva, S., Rocha, T., De Cicco, R., Galhone, R. and Mattos, L. (Forthcoming) Need For Touch and Haptic Imagery: An Investigation in Online Fashion Shopping, Journal of Retailing and Consumer Services, 102378, pp:1-11. doi.org/10.1016/j.jretconser.2020.102378 (Scopus: 1.216; IF: 4.219; ABS:2)
Boffelli, A., Fratocchi, L., Kalchschmidt, K. & Silva, S. (2021). Doing the right thing or doing things right: what is better for a successful manufacturing reshoring?, Operations Management Research.
Duarte, P., Teixeira, M. and Silva. S. (2021). A alimentação saudável como tendência: a perceção dos consumidores em relação a produtos com alegações nutricionais e de saúde, Revista Brasileira de Gestão de Negócios, 23(3), 405-421.
Cruz, B.P.A., Silva, S.C., Ross, S.D. (2021), The Social TV Phenomenon and Fake Online Restaurant Reviews, Tourism and Hospitality Management, 27(1): 25-42, doi.org/10.20867/thm.27.1.2 (Scopus: 0.288; IF: 0.84)
De Cicco, R., Silva, S. and Alparone, F. (2020). It’s on its way” the role of communication style of chatbots for online food delivery services, Journal of Foodservice Business Research, doi.org/10.1080/15378020.2020.1826268 (Scopus: 0.338; ABS: 1)
Miranda et al. (2020), Cause-related marketing: do managers understand and use this tool?, Management & Marketing. Challenges for the Knowledge Society,15(4): 587-604 (Scopus: 0.218)
Duarte, P. and Silva, S. (2020) Need-for-touch and online purchase propensity: a comparative study of Portuguese and Chinese consumers Journal of Retailing and Consumer Services, 55: 102-122. doi.org/10.1016/j.jretconser.2020.102122 (Scopus: 1.216; IF: 4.220; ABS: 2)
Saha, S., Duarte, P., Silva, S. and Zhuang, G. (2020). Supporting sustainability by promoting online purchase through enhancement of online convenience, Environment, Development and Sustainability, doi.org/10.1007/s10668-020-00915-7 (Scopus: 0.548; IF: 2.191)
De Cicco, R., Silva, S. and Alparone, F. Millennials’ Attitude toward Chatbots: An experimental Study in a Social Relationship Perspective (2020), International Journal of Retail and Distribution Management, 48(11): 1213-1233. DOI 10.1108/IJRDM-12-2019-0406 (Scopus: 0.767; IF: 2.321; ABS: 2)
Mazurek, G., Korzyński, P., Górska, A. and Silva, S. (2020). Social networking sites and researcher’s success, Journal of Computer Information Systems, DOI: 10.1080/08874417.2020.1783724 (Scopus: 0.637; IF: 1.582; ABS: 2)
Hajdas, M., Radomska, J. and Silva, S. (2020). The omni-channel approach: a utopia for companies? Journal of Retailing and Consumer Services, 102131, doi.org/10.1016/j.jretconser.2020.102131 (Scopus: 1.216, IF: 4.220, ABS: 2)
Silva, S., Duarte, P. and Almeida, S. (2020). How companies evaluate the ROI of Social Media Marketing Programmes: Insights from B2B and B2C, Journal of Business and Industrial Marketing, 35(12): 2097-2110, Doi: 10.1108/JBIM-06-2019-0291 (Scopus: 0.768; IF: 1.961, ABS:2)
Silva, S., Duarte, P. and Sundetova, A. (2020) Multichannel versus Omnichannel: A price-segmented comparison from the fashion industry International Journal of Retail and Distribution Management, 48(4): 417-430, Doi: 10.1108/IJRDM-07-2019-0232. (Scopus: 0.767; 2.321; ABS: 2).
Machado, J. Martins, C., Ferreira, F., Silva, S. and Duarte, P. (2020). Motivations for engagement with sports brands in Facebook and Instagram: the case of a Portuguese football club International Journal of Sports Marketing and Sponsorship, 21(2): 325-349, doi.org/10.1108/IJSMS-06-2019-0066 (Scopus: 0.419; IF: 0.848; ABS: 1).
Elo, M., Minto-Coy, I., Silva, S. C. and Zhang, X. (2020). Customer networks governing international marketing: How ethnic products and services diffuse across borders? European Journal of International Management, 14(4): 693-729, Doi: 10.1504/EJIM.2019.10 (Scopus: 0.556, 1.530; ABS: 1).
Silva, S., Duarte, Martins, C. and P. Collaço. (2020) Environmental Concerns – Uniting generations for a global cause in turbulent times. Progress in International Business Research, 15: 417-433, doi:10.1108/S1745-886220210000015023 (Scopus: 0.107)
Silva, S., Duarte, P., Machado, J. Martins, C. (2020) Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust, International Review on Public and Nonprofit Marketing, 17: 135-157, doi.org/10.1007/s12208-019-00237-z (Scopus: 0.264; IF: 1.11; ABS: 1) – Best Paper of the Year.
Silva, S., Gôuvea, D. and Correia, J. (2019). Vichy goes to Brazil: the road to success Emerald Emerging Markets Case Studies, 9(4), DOI:10.1108/EEMCS-10-2018-0212 (Scopus: 0.17).
Duarte, P., Silva, S., Pisco, A. M. and Campos, J. M. (2019). Orthorexia Nervosa: Can Healthy Eating Food Trends Impact Food Companies Marketing Strategies? Journal of Food Products Marketing, 25(7): 754-770, DOI: 10.1080/10454446.2019.1671931 (Scopus: 0.322; IF: 1.35)
Duarte, P., Yamasaki, V., Rocha, T. and Silva, S. (2019). Evidence of a Glocal Marketing strategy: A case study in the Brazilian Telecommunication Market International Journal of Business Excellence, 19(3): 364-380, doi.org/10.1504/IJBEX.2019.102820, (Scopus: 0.274; IF: 0.8)
Radomska, J., Przermysław, W. and Silva, S. (2019). Managing ambidexterity using networking perspective – added value or necessity? Empirical evidence from Poland Progress in International Business Research, 14: 403-418, doi.org/10.1108/S1745-886220190000014021 (Scopus: 0.176).
Silva, S. C., Martinez, C. A., Petrescu, D. C., Petrescu-Mag, R. M., (2019), Two perspectives, the same target - a sustainable municipal waste management. Evidence from Latin America and Central and Eastern Europe, Quality-Access to Success, 20 (S2), 593-603. (Scopus: 0.229)
Radomska, J., Wołczek, P., Sołoducho-Pelc, L. and Silva, S. (2019). The Impact of Trust on the Approach to Management—A Case Study of Creative Industries, Sustainability, 11(3): 816, doi:10.3390/su11030816, (Scopus: 0.549; IF: 2.592)
Duarte, P. and Silva, S. (2018). The role of consumer-cause identification and attitude in the intention to purchase cause-related products International Marketing Review, 37(4): 603-620, DOI: 10.1108/IMR-04-2018-0159. (Scopus: 1.327; IF: 2.6; ABS: 3)
Silva, S. C., Meneses, R. and Radomska, J. (2018), A holistic perspective on the international market selection phenomenon, Journal for East European Management Studies, Vol. 23, no. 4, pp. 529-552. (Scopus 0.37; IF: 0.75; ABS:1)
Silva, S. C., Martins, C. and Sousa, J. M. (2018). Omnichannel: factors affecting consumer adoption, 37(4): 603-620, DOI: 10.1108/IMR-04-2018-0159.(Scopus: 1.327; IF: 2.6; ABS: 1).
Radomska, J. and Silva, S. (2018). The balance between formal and informal managerial practices – managing ambidexterity in creative industries, Polish Journal of Management Studies, 18(2): 259-271, DOI: 10.17512/pjms.2018.18.2.21 (Scopus: 0.302).
Duarte, P, Silva, S. C. and Ferreira, M. (2018) How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage and e-WOM Journal of Retailing and Consumer Services, 44: 161-169, doi.org/10.1016/j.jretconser.2018.06.007 (Scopus: 1.216; IF: 2.919; ABS: 2).
Wegner, D. Silva, S. C. and Rossi, G. (2018). The development dynamics of business networks: A comparison among Wines of Brasil (Brazil) and Vitrocristal (Portugal) International Journal of Emerging Markets, 18(1): 27-44, DOI: 10.1108/IJoEM-12-2016-0332 (Scopus: 0.26; IF: 1.022; ABS: 1).
Silva, S. C. and Elo, M. (2018) New digital layers of business relationships - Experiences from business-to-business social media Progress in International Business Research, 13: 216-241, doi.org/10.1108/S1745-886220180000013010 (Scopus: 0.176).
Mayer, J. and Silva, S. C. (2017). Exploring the Whole Value of Corporate Volunteering Journal of Corporate Citizenship, 67: 95-119, doi: 10.9774/T&F.4700.2017.se.00007 (ABS:1).
Silva, S. C. and Martins, C. (2017). The relevance of cause-related marketing to post-purchase guilt alleviation International Review on Public and Nonprofit Marketing, 14(4): 475-494, doi: 10.1007/s12208-017-0183-1 (Scopus: 0.264; ABS:1).
Rodrigues, T., Silva, S. C. and Duarte, P.(2017). The value of textual haptic information in online clothing shopping Journal of Fashion Marketing and Management, 21(1=: 88-102, doi.org/10.1108/JFMM-02-2016-0018. (Scopus: 0.689; ABS:1).
Silva, S. C. and Elo, M. (2017). How to internationalize a traditional Portuguese-style food – Liability or asset of Portugueseness? Progress in International Business Research, 12: 425-442, doi.org/10.1108/S1745-886220170000012007 (Scopus: 0.144).
Camargo, A., Rocha, T. and Silva, S. C. (2016). Marketing strategies in the internationalization process of Brazilian franchises Revista Brasileira de Gestão de Negócios, 18(62): 570-592, doi.org/10.7819/rbgn.v18i62.2804 (Scopus: 0.175; IF: 0.153).
Silva, S. (2016). Jac Motors – How a Chinese Car Manufacturer approached the Brazilian Market Progress in International Business Research, 11: 653-672, doi.org/10.1108/S1745-886220160000011031 (Scopus: 0.145).
Silva, S. C., Pacheco, and Meneses, R., and Brito, C. M. (2012). The importance of second-hand knowledge in the revised Uppsala Model: can European textiles producers export to China? Journal of Global Marketing, 24(3): 141-160, doi.org/10.1080/08911762.2012.741963 (Scopus: 0.274, IF: 0.272, ABS: 1).
Silva, S. C. Fighting Poverty Together, Book Review: Aneel Karnani, International Journal of Rural Management, 8(12): 146-149, doi.org/10.1177/0973005212462172 (Scopus: 0.18).
Silva, S. C. and Silva, M. F. Failure is a steppingstone for success International Review on Public and Nonprofit Marketing, 9(12): 153-179, doi 10.1007/s12208-012-0084-2 (Scopus: 0.23; ABS: 1).
Silva, S. C., Bradley, F. and Sousa, C. M. Empirical test of the trust-performance link in international alliances context International Business Review, 21(2): 293-306, doi:10.1016/j.ibusrev.2011.03.006 (Scopus: 1.229; IF: 1.849; ABS: 3).