I am a digital business scholar.
My research focuses on the role of digital technology (including Artificial Intelligence Big Data and the Metaverse) in interactions between firms and their customers. My work examines drivers of adoption, user experiences, consequences of adoption, and the role of context. Recent research has focused on online health misinformation, online communities, fitness wearables, contact tracing apps, and the digitalisation of SMEs. I am experienced in the use of case study methodology, and my work also incorporates interviews, social media data, and experiments. You can find out more about my work and publications, here. I have been serving as an Associate Editor of the Journal of Marketing Management since March 2020.
My mother likes to tell how I loved to play schools when I was a little girl. All these years later, teaching is still a passion of mine. Nowadays, I teach on specialist modules closely related to my research interests and expertise, but, over the years, I have taught a broad range of topics, at all levels of higher education, including executive education. I am also committed to the pedagogical use of digital technology. such as using machine learning to support pupil performance, creating quasi-simulations for experiential learning (including being part of the academic team that founded the Google Online Marketing Challenge), and training early career researchers to use social media to develop and disseminate their work.
I work at the University of Sussex. Previously, I held academic positions at London School of Economics, Henley Business School / University of Reading, Oxford Brookes University and Brunel University. I hold a PhD from the London School of Economics, as well as an MBA from London Business School. Previously, I studied Economics (BSc, Nova SBE) and European Relations (MSc, ISEG-UTL) in Portugal.
Prior to joining academia, I worked as a management consultant in the telecommunications industry and as a portfolio manager in media and entertainment, among others.