Projects per year
Personal profile
Biography
Susana Costa e Silva is an associate professor (with habilitation) at the Católica Porto Business School, Universidade Católica Portuguesa, where she has been a faculty member since 1997. She is an integrated researcher at the Centre for Studies in Economics and Management (CEGE) and currently serves as co-coordinator of the PhD program in Management Studies. In 2026, she expanded her leadership roles, becoming Co-Director of the Centre for Impact in Global Management (CIGMA) and Scientific Director of the Executive MBA in Professional Football, developed in partnership with Liga Portugal. Her academic network is extensive; she is a professor at the University of Saint Joseph in Macao/China and a visiting professor at the Institute of Management Technology (IMT) in Dubai.
She holds a PhD in Marketing from University College Dublin, Ireland. Her research interests include international marketing and business, digital consumer behavior, retailing, and social and cause-related marketing. Her work has been published in leading journals such as Psychology & Marketing, International Marketing Review, International Business Review, Journal of Business Research, and the International Journal of Retail & Distribution Management, among others. She has served as the national representative for Portugal on the boards of both the European Marketing Academy (EMAC) and the European International Business Academy (EIBA).
Throughout her career, Susana has supervised over 185 master's and doctoral theses, authored or co-authored 11 books, contributed to 18 book chapters, and published over 160 scientific articles. Her teaching portfolio is global, with experience in dozens of universities across Europe, Brazil, and Asia. Beyond academia, she is active in consultancy, working on marketing and market research projects. Since 2024, she has also been a member of the Board of the Portuguese Red Cross (Cruz Vermelha Portuguesa) in Vila Nova de Gaia, and in 2026, she became a member of the FCT jury for adjudicating appeals from doctoral scholarship applicants.
Education/Academic qualification
Agregação, From social to comercial - a roadmap for studying guilt in marketing, Universidade Católica Portuguesa
Award Date: 6 Jun 2023
PhD
External positions
Board Member, Cruz Vermelha Portuguesa
24 Nov 2024 → …
Visiting Professor, Institute of Management Technology, Dubai
Jan 2024 → …
Professor, University of Saint Joseph
13 Sept 2013 → …
Keywords
- H Social Sciences (General)
- Marketing
- Social marketing
- Cause-related marketing
- Guilt
- Consumer psychology
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 1 No Poverty -
SDG 3 Good Health and Well-being -
SDG 10 Reduced Inequalities -
SDG 12 Responsible Consumption and Production -
SDG 17 Partnerships for the Goals
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Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
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CEGE: Research Center in Management and Economics
Silva, M. (Full Professor), Sousa, R. (Full Professor), Alves, P. (Assistant Professor), Madsen, A. (Invited Assistant Professor), Lourenço, A. (Associate Professor), Carvalho, A. S. (Associate Professor), Andrade, A. (Assistant Professor), Silva, P. D. (Associate Professor), Vlačić, B. (Invited Assistant Professor), Martins, C. (Invited Assistant Professor), Gomes, C. (Auxiliary Researcher), Gevrek, Z. E. (Invited Assistant Professor), Oliveira, F. G. D. (Associate Professor), Faria, G. (Invited Associate Professor), Marreiros, H. (Scholarship holder), Pinho, J. (Invited Assistant Professor), Machado, J. (Associate Professor), Araújo, J. (Auxiliary Researcher), Pinto, J. (Assistant Professor), Rego, A. (Full Professor), Gaspar, J. M. (Auxiliary Researcher), Corbo, L. (Invited Assistant Professor), Costa, L. (Associate Professor), Fernandes, L. (Assistant Professor), Sottomayor, M. (Assistant Professor), Martins, N. (Full Professor), Hernández-Marrero, P. (Auxiliary Researcher), Gonçalves, R. (Associate Professor), Ribeiro, R. (PI), Coelho, S. L. (Assistant Teacher), Pereira, S. M. (Auxiliary Researcher), Silva, S. (Associate Professor), Rodrigues, V. (Associate Professor), Sotiros, D. G. (Auxiliary Researcher), Valverde, C. (Assistant Professor), Leitão, A. (Assistant Professor), Julião, J. (Assistant Professor), Tavares, M. (Assistant Professor), Lages, C. R. (Auxiliary Researcher), Elmashhara, M. G. (Auxiliary Researcher) & Teymourifar, A. (Auxiliary Researcher)
Fundação para a Ciência e a Tecnologia
1/01/20 → 31/12/25
Project: Research
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DeepTech Transfer: Transferência de Conhecimento Cientifico e Tecnológico em DeepTech: Biotecnologia Alimentar, Biomédica/Saúde, Ambiente, Tecnologias de Informação
Cortez, J. (PI), Cardoso, E. (CoPI), Rosa, N. (CoPI), Dias, P. C. (CoPI), Rodrigues, V. (CoPI), Sousa, D. (Researcher), Silva, S. (Researcher), Costa, J. B. (Researcher), Costa, E. (Researcher), Mesquita, R. (Researcher), Silva, S. (Researcher), Novais, J. (Researcher), Leitão, A. (Researcher), Gomes, A. P. (Researcher), Pinto, J. (Researcher), Vilaça, J. M. P. (Researcher), Petrella, S. (Researcher) & Vlačić, B. (Researcher)
1/09/25 → 31/08/27
Project: Innovation
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Cellblue: Alimentos do futuro através da biotecnologia azul celular
Pintado, M. M. (PI), Silva, S. (Researcher) & Silva, S. (Researcher)
1/07/25 → 30/06/28
Project: Innovation
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ELEVATE: Empowering HEIs for Sustainable Entrepreneurship and Interdisciplinary Innovation in Food, Biomedicine, AI, and Creative Industries
Cortez, J. (PI), Bohnsack, R. (Researcher), Pereira, J. S. (Researcher), Raimundo, A. R. B. C. (Researcher), Rezazadeh, A. (Researcher), Da Silva, M. O. (Researcher), Paulo, A. (Researcher), Pintado, M. M. (Researcher), Teixeira, L. (Researcher) & Silva, S. (Researcher)
1/04/25 → 30/04/27
Project: Research
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DIP4Agri : Deep Tech Innovation Programme FOR AGRIfood
Pintado, M. M. (PI), Cortez, J. (CoPI), Cardoso, E. (Researcher), Hogg, T. (Researcher) & Silva, S. (Researcher)
1/05/23 → 31/07/24
Project: Research
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The evolving role of artificial intelligence in marketing: a review and research agenda
Vlačić, B., Corbo, L., Silva, S. C. E. & Dabić, M., May 2021, In: Journal of Business Research. 128, p. 187-203 17 p.Research output: Contribution to journal › Review article › peer-review
Open AccessFile475 Citations (Scopus)133 Downloads -
Consumer guilt proneness scale: assessing individual differences in responses to transgressive consumption situations
Martins, C. C., Silva, S. C., Radomska, J. & Hajdas, M., Apr 2024, In: Psychology and Marketing. 41, 4, p. 838-859 22 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile15 Citations (Scopus)41 Downloads -
How gamifying AI shapes customer motivation, engagement, and purchase behavior
Elmashhara, M. G., Cicco, R. D., Silva, S. C., Hammerschmidt, M. & Silva, M. L., Jan 2024, In: Psychology and Marketing. 41, 1, p. 134-150 17 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile65 Citations (Scopus)111 Downloads -
Unveiling the power of supplier-country image on B2B customers' perceptions: beyond the product’s beauty
Crespo, C. F., Crespo, N. F. & Silva, S. C., 1 Apr 2025, In: International Business Review. 34, 3, 16 p., 102388.Research output: Contribution to journal › Article › peer-review
Open AccessFile3 Citations (Scopus)71 Downloads -
Predicting consumer ad preferences: leveraging a machine learning approach for EDA and FEA neurophysiological metrics
Marques, J. A. L., Neto, A. C., Silva, S. C. & Bigne, E., 1 Jan 2025, In: Psychology & Marketing. 42, 1, p. 175-192 18 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile19 Citations (Scopus)77 Downloads
Datasets
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The impact of organizational capabilities and industry drivers on the level of marketing channels integration
Radomska, J. (Contributor), Hajdas, M. (Contributor), Kawa, A. (Contributor), Klimas, P. (Contributor) & Silva, S. C. (Contributor), Mendeley Data, 11 Jun 2025
Research data
Prizes
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Award for the best paper in International Marketing presented at EIBA (European International Business Academy) Conference
Silva, S. (Recipient), 2006
Prize: Honorary award
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Expatriates, Expatriates Satisfaction Macau, Portuguese Diaspora – the actuality of the Portuguese Expatriates in Macau
Silva, S. (Recipient) & Teixeira, V. (Recipient), 2016
Prize
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Best paper nominee at Conversations 2020
Silva, S. (Recipient) & Cicco, R. D. (Recipient), 2020
Prize: Other distinction
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Are virtual influencers falling into the uncanny valley? An empirical study perspective
Silva, S. (Supervisor), Cicco, R. D. (Co-supervisor) & Salvador, G. M. (Student)
11 Jul 2022Activity: Supervision
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Evaluating lifeworld experiences created through sharing fashion with particular focus on why consumers are motivated to engage
Silva, S. (Main Examiner)
2 Sept 2022Activity: Examination
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De-globalization trends and new protectionism after Covid-19 outbreak: Impacts on Global Supply Chains
Silva, S. (Supervisor), Lemos, F. F. D. (Co-supervisor) & Pinto, R. R. P. (Student)
20 Dec 2022Activity: Supervision
Press/Media
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As carteiras Hermés e as novas influencers do luxo em segunda-mão
9/08/22
1 Media contribution
Press/Media
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