Vitor Lima

Vitor Lima serves as Assistant Professor of Marketing at ESCP Business School's Madrid campus. His academic journey includes a Postdoctoral Fellowship at Schulich School of Business/York University, establishing his international research profile.

• PhD in Business Administration (Marketing) from IAG/PUC-Rio and Schulich School of Business/York University
• MSc in Business Administration from FGV/EBAPE
• MBA in Marketing from FGV
• BA in Advertising with Branding extension from ESPM
• Digital Marketing Strategy Executive Certificate from Harvard University

Professor Lima's research explores the intersection of emerging technologies and consumer behavior through critical theoretical lenses. His work examines how biohacking, transhumanism, and AI reshape human identity and consumption practices. He investigates consumer experiences with cyborg technologies, self-tracking devices, and human enhancement, often employing enactive and posthumanist frameworks to analyze these phenomena. His research methodology frequently incorporates arts-based and speculative approaches to examine technological futures.

His recent publications reveal a strong focus on posthuman consumer identities, with significant contributions to understanding biohacking cultures, NFT implications, and human-robot interactions. The interdisciplinary nature of his work bridges marketing, philosophy of technology, and medical humanities, creating novel theoretical syntheses for analyzing technologically mediated consumption.

• AMS Mary Kay Doctoral Dissertation Award
• AMS Review - Sheth Foundation Doctoral Competition for Conceptual Articles (ADCCA)
• ACR Best Working Paper Award

Professor Lima actively engages with media outlets including the BBC, translating complex academic concepts for broader public discourse. His collaborations extend beyond academia into practical applications of marketing theory, particularly regarding digital transformation and emerging technology adoption. His research on biohacking and human enhancement technologies has generated significant cross-disciplinary interest, influencing both academic and industry discussions about the future of consumer experiences.