Ana Rita Gonçalves

Ana Rita Gonçalves serves as an Adjunct Professor at IPAM and collaborates with the Information Management Research Center (MagIC). She holds a PhD in Information Management with a specialization in Data-Driven Marketing from NOVA IMS.

Her academic foundation includes:

• PhD in Information Management (Data-Driven Marketing) from NOVA IMS

Her research investigates consumer behavior dynamics in technological contexts, emphasizing data-driven methodologies. Key focus areas are:

• Consumer Behavior
• Digital Marketing
• Data-Driven Marketing
• Information Management
• Technology Adoption
• Marketing Analytics

Publications in the Journal of Business Research and International Journal of Contemporary Hospitality Management demonstrate her interdisciplinary approach, bridging marketing science, information systems, and consumer psychology to decode digital-era decision-making patterns. Her work consistently addresses hospitality industry applications and emerging marketing challenges through empirical data analysis.

Through MagIC, she engages in research initiatives exploring AI-driven consumer insights and real-time behavioral analytics, contributing to IPAM's strategic focus on technology-integrated business education.