Rúben Pinhal received his PhD in Marketing & Strategy from the joint program of the Universities of Aveiro, Minho, and Beira Interior. He is a university professor and, in parallel, is responsible for digital communication at some companies. He began his professional career in the industry, having worked in ceramics and, later, in luxury furniture and lighting, where he coordinated the web marketing department. In addition, he has accumulated experience in an agency, where he has worked with several clients from different sectors of activity. He has been lecturing in Marketing courses at ISCET (Oporto) and ISCA-UA (Aveiro), teaching curricular units related to Marketing, Digital Marketing, Web Communications, and Consumer Behavior. He has authored publications for international conferences and magazines, and his research interests focus on digital marketing, tourism marketing, and consumer behavior. It also includes several hours of training and consultancy carried out in public and private institutions.