Belem Barbosa received her PhD in Business and Management Studies, specialization in Marketing and Strategy, from the University of Porto, Portugal. She is an assistant professor at the School of Economics and Management, University of Porto. She is a full researcher at GOVCOPP, the Research Unit on Governance, Competitiveness, and Public Policy, and is an invited researcher at cef.up, the Center for Economics and Finance at the University of Porto. Her research interests lie primarily in the areas of digital marketing and digital consumer behavior.