João Ricardo Paulo Marques Guerreiro

João Ricardo Paulo Marques Guerreiro is an Associate Professor with Habilitation at Iscte – Instituto Universitário de Lisboa, affiliated with the Marketing, Operations and General Management Department within the Business School (IBS). He holds a Ph.D. in Marketing, a Master's in Decision Support Systems, and a Bachelor's degree in Computer Engineering. His research focuses on consumer behavior, relationship marketing, and technological advancements like AR/VR and AI, particularly in hospitality, tourism, and digital marketing.

Education:

• Ph.D. in Marketing, ISCTE-IUL (2015)
• Master's in Decision Support Systems, ISCTE-IUL (2009)
• Bachelor's in Computer Engineering, Independent University (2006)

Research Interests:

• Impact of emerging technologies (AI, AR/VR) on marketing strategies
• Consumer engagement in digital environments
• Sustainability and ethical considerations in business
• Neuromarketing and decision-making processes

Key Awards:

• Iscte Scientific Award (2016, 2018, 2019, 2021)
• Best Paper Award at GAMMA-Fashion 2019

Leadership Roles:

• Deputy Director, BRU-IUL Research Unit
• Director, Bachelor's in Digital Technologies and Management (ISCTE-Sintra)
• Coordinator, 3rd Year of Bachelor in Marketing Management

Major Projects:

• ImAFUSA (2023–2026): Assessing societal acceptance of urban air mobility
• InCITIES (2022–2025): Sustainable and inclusive city development
• ATHENA (2021–2023): Digital education for universities

Labs/Teams: Active in BRU-Iscte Business Research Unit and LIA – Innovation Lab at ISCTE.