Sara Santos

Sara Santos is an Assistant Professor at Universidade Aberta and Adjunct Professor at ISCA-University of Aveiro, with a career spanning marketing, digital communication, and tourism management. She holds a PhD in Management (2019) and a Master's in Marketing (2014) from the University of Porto, alongside a Bachelor's in Communication (2007) from the Polytechnic Institute of Coimbra.

• Education: PhD in Management (University of Porto, 2019), Master's in Marketing (University of Porto, 2014), Bachelor's in Communication (Polytechnic Institute of Coimbra, 2007)

Her research focuses on social media engagement, brand management, and tourism video advertising, with projects like STORYTur (2022-2024) analyzing storytelling in tourism promotion. Publications emphasize word-of-mouth dynamics, narrative transportation, and CSR in fashion marketing, often in collaboration with researchers like Luísa Augusto and Pedro Espírito Santo.

Notable scientific awards include the Best Thesis Award 2015 in Marketing and Innovation Systems. She has advised over a dozen Master's students on topics ranging from CRM integration to social media's role in hospitality, and served as a jury member for theses on neuromarketing and cemetery tourism. Her peer-review activities span conferences like ICMarketech and DIGICOM, reflecting her expertise in digital marketing and communication.