Assistant Professor
FCESE - Faculty of Economic, Social and Business Sciences
Lusofona University
PURE
Mafalda Teles Roxo holds a PhD in Management, specialising in Marketing and Strategy, from the Faculty of Economics of the University of Porto (FEP). Her doctoral research, Bridging Consumer Psychology with Augmented Reality: A Psychophysiological Approach, focused on the relationship between consumer psychology, marketing and augmented reality. She also holds a Master’s degree in Marketing from Católica Porto Business School and a Bachelor’s degree in Languages and International Relations from the University of Porto.
She is currently a Senior Researcher at LIAAD – Laboratory of Artificial Intelligence and Decision Support, INESC TEC, where she has been a researcher since 2016. She has also been an Invited Assistant Professor at the Faculty of Economics of the University of Porto, in the field of Management, and has been involved in teaching and executive education initiatives related to Marketing, Management, Artificial Intelligence and research and teaching innovation.
Her research interests focus on digital transformation, augmented reality, consumer behaviour, marketing, technology adoption and tourism communication. Her work explores how emerging technologies influence consumer attitudes, experiences and decision-making, with particular emphasis on augmented reality applications in marketing. She has also investigated online consumer reviews, customer satisfaction and sustainable tourism communication.
Her research has resulted in publications in international journals, books and conference proceedings. Her work on augmented reality includes research examining the evolution of the field, consumer attitudes towards augmented reality applications and the factors that influence consumers' perceptions of technology-mediated experiences. More recently, her research has also addressed sustainable tourism e-communication and consumer behaviour, as well as customer satisfaction and online reviews.
In addition to her academic activity, she has developed consulting and executive education activities with organisations including Porto Business School, EQS-Global, Verakis and CEGEA-Católica Porto Business School. She has also been involved in initiatives related to Artificial Intelligence in research and education.
ORCID ID
Ciência ID
Selected Publications
- Azevedo, C.; Roxo, M. T.; Brandão, A. (2024). Sustainable Tourism e-Communication Impact on Tourism Behavior. Marketing and Smart Technologies, 559–581. DOI: 10.1007/978-981-99-0333-7_40
- Martins, M.; Roxo, M. T.; Brito, P. Q. (2023). The Impact of Surprise Elements on Customer Satisfaction. Marketing and Smart Technologies, 543–562. DOI: 10.1007/978-981-19-9099-1_38
Fields of Interest
Digital Transformation; Technology Adoption; Consumer Psychology; Data-Driven Education; International Marketing; Augmented Reality; Consumer Behaviour; Digital Marketing; Tourism Marketing; Sustainable Tourism; Customer Satisfaction.
