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Pedro Manuel do Espírito Santo holds a PhD in Management Science (2015) from the Faculty of Economics, University of Coimbra, a Master’s degree in Business Strategy (2009) from the same institution, and a Bachelor's degree in Electrical and Computer Engineering (2002) from the University of Coimbra. He is currently an Invited Assistant Professor at Universidade Nova de Lisboa and an Auxiliary Researcher at the Polytechnic Institute of Leiria – Center for Applied Research in Management and Economics. His research focuses on Economics and Business, with a particular emphasis on Business Management and Strategy. Dr. Espírito Santo has an extensive academic and research background, having published 41 journal articles, 16 book chapters, and 2 books. He has supervised 22 MSc dissertations, co-supervised 2 MSc dissertations, and supervised 1 BSc/LSc final project. His contributions to academia and research have been recognized through 3 awards and honors. He has also actively participated in research projects, serving as the Principal Investigator in 1 project and a Researcher in 2 additional projects. His research interests and contributions span multiple fields, including: Digital Business and Marketing: E-business, e-commerce, interactivity, organizational agility, knowledge management, and online brand engagement. Consumer Behavior and Branding: Brand prestige, brand credibility, customer loyalty, customer satisfaction, employer branding, employer attractiveness, internal communication, advertising credibility, and word of mouth (WOM). Tourism and Hospitality: Tourism destination marketing, tourist motivations, affective image, intention to visit, and the impact of advertising campaigns on travel decision-making. Social Media and Digital Communication: Social media engagement, narrative transportation, storytelling, systematic literature review, playfulness, and digital advertising effectiveness. Sustainability and Strategic Management: Sustainable behaviors, environmental concerns, municipalities’ sustainability strategies, business performance, and technology-driven innovations. Methodological Expertise: PLS-SEM (Partial Least Squares Structural Equation Modeling), systematic literature reviews, experimental design, and applied econometrics. His academic output, as recorded in his Ciência Vitae profile, reflects a multidisciplinary approach, integrating marketing, communication, digital transformation, and strategic management. His research has practical implications across various industries, including tourism, wine industry, franchising, IT sector, and digital commerce. Dr. Espírito Santo continues to contribute to scientific knowledge and business practice, particularly in the domains of digital transformation, organizational agility, and brand communication strategies.
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Identification

Personal identification

Full name
Pedro Manuel do Espírito Santo

Citation names

  • Santo, Pedro Espírito
  • Santo, Pedro Manuel Espírito
  • Santo, Pedro

Author identifiers

Ciência ID
E41B-D54C-75E7
ORCID iD
0000-0001-8924-7912

Email addresses

  • pedro.m.santo@ipleiria.pt (Professional)
  • pedro.m.santo@ipleiria.pt (Personal)

Telephones

Mobile phone
  • 935605391 (Personal)

Addresses

  • Campus 2 (Edificio C) Morro do Lena – Alto do Vieiro Apartado 4163 2411-901 Leiria – Portugal, 2411-911, Leiria, Leiria, Portugal (Professional)

Websites

Knowledge fields

  • Social Sciences - Economics and Business - Business and Management

Languages

Language Speaking Reading Writing Listening Peer-review
Portuguese (Mother tongue)
English Intermediate (B1) Intermediate (B1) Intermediate (B1) Intermediate (B1) Intermediate (B1)
Education
Degree Classification
2020/02/20
Concluded
 Marketing and Advertising (CNAEF 342) (Título de especialista)
Major in Marketing and Advertising
Instituto Politécnico de Coimbra, Portugal
2015/06/05
Concluded
 Management Science (Doutoramento)
Major in Não Aplicável
Universidade de Coimbra Faculdade de Economia, Portugal
 Approved with Distinction
2009/07/28
Concluded
 Business Strategy (Mestrado)
Major in Não Aplicável
Universidade de Coimbra Faculdade de Economia, Portugal
2002/10/14
Concluded
 Electrical and Computer Engineering (Licenciatura)
Major in Telecommunications
Universidade de Coimbra, Portugal
Affiliation

Science

Category
Host institution 		Employer
2023/07/20 - Current Auxiliary Researcher (Research) Instituto Politécnico de Leiria Centro de Investigação Aplicada em Gestão e Economia, Portugal

Teaching in Higher Education

Category
Host institution 		Employer
2023/02/01 - Current Invited Assistant Professor (University Teacher) Universidade Nova de Lisboa, Portugal
2021/08/01 - 2024/07 Invited Adjunct Teacher (Polytechnic Teacher) Universidade de Aveiro Escola Superior de Tecnologia e Gestão de Águeda, Portugal
2023/02/14 - 2023/07/31 Invited Adjunct Teacher (Polytechnic Teacher) Instituto Politécnico de Coimbra Escola Superior de Educação de Coimbra, Portugal
2022/09/19 - 2023/07/18 Invited Adjunct Teacher (Polytechnic Teacher) Instituto Politécnico de Leiria, Portugal
2016/09/01 - 2022/09/09 Invited Adjunct Teacher (Polytechnic Teacher) Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2018/10/01 - 2019/07/31 Invited Adjunct Teacher (Polytechnic Teacher) Instituto Politécnico de Leiria, Portugal
Instituto Politécnico de Leiria Escola Superior de Tecnologia e Gestão, Portugal
2015/09/01 - 2018/07/31 Adjunct Teacher (Polytechnic Teacher) Instituto Politécnico de Viseu, Portugal
2015/09 - 2016/07 Invited Teacher Coordinator (Polytechnic Teacher) Instituto Superior de Gestão e Administração de Santarém, Portugal
2015 - 2016 Adjunct Teacher (Polytechnic Teacher) Instituto Superior de Paços de Brandão, Portugal

Positions / Appointments

Category
Host institution 		Employer
2019/02/02 - 2022/09/09 Scientific/technical/scientific council Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2015/09 - 2016/09 Scientific/technical/scientific council Instituto Superior de Paços de Brandão, Portugal
2015 - 2016 Scientific/technical/scientific council or corresponding body Instituto Superior de Paços de Brandão, Portugal
Projects

Other

Designation Funders
2020/02/06 - Current PROJ/IPV/ID&I/012 - Communication and environmental sustainability: city practices and public behaviour
PROJ/IPV/ID&I/012
Researcher
Instituto Politécnico de Viseu Centro de Estudos em Educação Tecnologia e Saúde, Portugal
 Caixa Geral de Depositos
Concluded
2024/04 - 2024/12 EDDE-DIGITAL24 - Thematic Study on the Development of Digitalisation in Enterprises
PAT2030-FEDER-00329800
Principal investigator
Instituto Politécnico de Leiria Centro de Investigação Aplicada em Gestão e Economia, Portugal
 PAT2030 - Assistência Técnica
Concluded
2022/11 - 2024/09 STORYTur The use of storytelling in tourist promotional videos
PIDI/CISeD/2022/006
Researcher
Instituto Politécnico de Viseu Centro de Investigação em Serviços Digitais, Portugal
Concluded
Outputs

Publications

Book
  1. Santo, Pedro Espírito. 500 Brand and Marketing Definitions: For researchers and professionals. United Kingdom. 2022.
    Published
  2. Santo, Pedro Espírito. Employer Branding e Marketing Interno: Uma mudança nas organizações. 2022.
    Published
Book chapter
  1. Santos, Sara; Santo, Pedro Espírito; Ferreira, Sónia. "Video Ad Informativeness and Narrative Structure and Transportation as Antecedents of Brand Choice: A Portuguese Brand Case Study". Springer Nature Switzerland, 2023.
    10.1007/978-3-031-20364-0_47
  2. Santo, Pedro Espírito; Cardoso, Patrícia Azinheira. "Effects of Customer Service Quality in Online Retail Stores". In Advances in Design and Digital Communication IV, 520-529. Springer Nature Switzerland, 2023.
    10.1007/978-3-031-47281-7_43
  3. Santos, Sara; Santo, Pedro Espírito; Ferreira, Sónia. "Brand Engagement and Creative Digital Advertising: A Case Study of Galo Portuguese Brand". In Perspectives on Design and Digital Communication IV, 207-219. Springer Nature Switzerland, 2023.
    10.1007/978-3-031-41770-2_12
  4. Santos, Sara; Santo, Pedro Espírito; Augusto, Luísa. "Antecedents of Participation in Music Festivals". In Advances in Marketing, Customer Relationship Management, and E-Services, 26-42. IGI Global, 2023.
    10.4018/978-1-6684-6356-7.ch002
  5. Augusto, Luísa; Santos, Sara; Espírito Santo, Pedro Manuel do. "How Endorser Promotes Emotional Responses in Video Ads". In Smart Innovation, Systems and Technologies, 531-542. Springer Nature Singapore, 2023.
    10.1007/978-981-19-9099-1_37
  6. Santo, Pedro Espírito ; Cruz, Sandra Cristina de Almeida Marques da; Cardoso, Patricia Milene Azinheira; Fortes, Nuno. "Antecedents of Engagement on Social Media: Fatigue and Anxiety". In Advances in Design and Digital Communication III. Springer Series in Design and Innovation, 320-332. Springer, Cham., 2023.
    Published
  7. Santos, Sara; Espírito Santo, Pedro; Ferreira, Sónia. "How do advertising structure and creativity influence brand engagement in generation Z?". 2022.
    https://doi.org/10.34628/4b5m-f849
  8. Ferreira, Sónia; Santos, Sara; Espírito Santo, Pedro. "How Creativity and Celebrity Trust Promotes Intention to Visit a Destination". Springer International Publishing, 2022.
    10.1007/978-3-030-89735-2_56
  9. Augusto, Luísa; Santos, Sara; Santo, Pedro Manuel do Espírito. "Endorser Altruism effects on Narrative Transportation in Video Ads". Springer, 2022.
    10.1007/978-981-16-9272-7_59
  10. Amaro, Suzanne; Sousa, Luis Nuno Figueiredo e; Espírito Santo, Pedro. "Sustainable Practices and the Environmental Concern of the Portuguese: An Exploratory Study". Edições Esgotadas, 2022.
  11. Santos, Sara; Espírito Santo, Pedro; Ferreira, Sónia. "Brands Should Be Distinct! The Contribution of Ad s Narrative and Joy to Distinctiveness". Springer International Publishing, 2021.
    10.1007/978-3-030-75867-7_21
  12. Santos, Sara; Santo, Pedro Espírito; Ferreira, Sónia. "Storytelling in Advertising: From Narrative to Brand Distinctiveness". Springer International Publishing, 2021.
    10.1007/978-3-030-61671-7_48
  13. Santo, Pedro Espírito ; Santos, Sara Cristina Valente dos. "Brands and stories in Ads - The relationship between Storytelling and Brand Distinctiveness". In Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines, 116-137. IGI Global, 2021.
    Published
  14. Santos, Sara; Santo, Pedro Espírito; Augusto, Luísa. "The Role of Customer Engagement in the COVID-19 Era". In Advances in Marketing, Customer Relationship Management, and E-Services, 91-116. IGI Global, 2021.
    10.4018/978-1-7998-3919-4.ch005
  15. Pedro Manuel do Espírito Santo; António Trigo. "Influence of Website Design on E-Trust and Positive Word of Mouth Intentions in E-Commerce Fashion Websites". 316-330. Springer International Publishing, 2020.
    10.1007/978-3-030-63396-7_21
  16. Fortes, Nuno; Pires, Adriana; do Espírito Santo, Pedro Manuel. "Determinants of the Intention to Use Online P2P Platforms from the Seller’s Perspective". In Lecture Notes in Business Information Processing, 360-369. Springer International Publishing, 2020.
    10.1007/978-3-030-63396-7_24
Conference abstract
  1. Amaro, Suzanne; Sousa, Luis Nuno; Santo, Pedro Espírito. "Exploring Different Types of Sustainability Practices in Portugal". 2022.
Conference paper
  1. Marques, Alzira; Santo, Pedro Espírito. "The Impact of Brand Experience on Car Brand Loyalty as Measured by Perceived Quality". Paper presented in XXXI Jornadas Hispano-Lusas de Gestión Científica, Aveiro, 2023.
    Published
  2. Santo, Pedro Espírito ; Santos, Sara Cristina Valente dos. "Literary Communities in Social Media: The Influence of Motivations on Engagement and Purchase Intention in Women". Paper presented in European Conference on Social Media, ECSM 2023, 2023.
  3. Ferreira, Vítor Hugo; Marques, Alzira; Santo, Pedro Espírito. "How Knowledge Sharing mediates the effects of Internal Marketing on Customer Orientation". Paper presented in 22nd European Conference on Knowledge Management, 2022.
  4. Santo, Pedro Espírito ; Santos, Sara Cristina Valente dos; Augusto, Luisa; Oliveira, Adriana. "The Future of Brand Awareness and Brand Loyalty on Travel Agencies". Paper presented in ICTR 2022 5th International Conference on Tourism Research., Porto, 2022.
    Published
  5. Augusto, Luísa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "factors influencing the credibility of tourism adverts shared on YouTube". Paper presented in International Conference on Information Technology & Systems, 2022.
  6. Augusto, Luísa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "YouTube as a means of immersing consumers in brand narratives.". Paper presented in International Conference on Information Technology & Systems, 2022.
  7. Santos, Sara; Caldas, Fábio; Santo, Pedro Espírito; Augusto, Luísa; Oliveira, Adriana. "Winery Word of Mouth: the Role of Brand Prestige, Brand Credibility and Wine Experience". 2022.
    10.34190/ictr.15.1.116
  8. Santos, Sara Cristina Valente dos; Santo, Pedro Espírito ; Augusto, Luisa; Ferreira, Sónia. "The influence of the quality of a video's script and narrative on engagement with brands on social media". Paper presented in ICIEMC, aveiro, 2022.
    Published
  9. Santo, Pedro Espírito ; Santos, Sara Cristina Valente dos; Ferreira, Sónia. "How do advertising structure and creativity influence brand engagement in generation Z?". Paper presented in International Workshop in Marketing, 2022.
    Published
  10. Santo, Pedro Espírito ; Marques, Alzira Maria Ascensão. "Determinants of Online Purchase Intention: Information, Trust, Satisfaction and Prices". Paper presented in XXXI Jornadas Hispano-Lusas de Gestión Científica, 2022.
  11. Augusto, Luísa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "O papel da qualidade de vida, comunicação e imagem afetiva no WOM dos residentes na promoção turística". Paper presented in International Conference on Tourism Technology and Systems, 2021.
  12. Augusto, Luísa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "A influência das motivações dos turistas na visita a diferentes destinos: evidências para a comunicação dos destinos". Paper presented in International Conference on Tourism Technology and Systems, 2021.
  13. Ferreira, Vítor Hugo; Marques, Alzira; Santo, Pedro Espírito. "The Influence Of Knowledge Management On Innovation Performance Of Companies In The Portuguse Mold Industry". Paper presented in 22nd European Conference on Knowledge Management, 2021.
  14. Santo, Pedro Espírito ; Marques, Alzira. "The Effects of the Project Manager's Emotional Intelligence on Project Success". Paper presented in CISTI'2021 - 16th Iberian Conference on Information Systems and Technologies., 2021.
  15. Santos, Miguel Alcobia; Marques, Alzira Maria Ascensao; Santo, Pedro Manuel do Espirito. "The Impact of Leadership and Rewards on Project Management Success, mediated by the cohesion of work teams". 2021.
    10.23919/cisti52073.2021.9476296
  16. Augusto, Luísa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "Territory image: the mediating effect of citizens' well-being on tourism". Paper presented in International Workshop Tourism and Hospitality Management, 2021.
    Published
  17. Ferreira, Sónia; Santos, Sara; Santo, Pedro. "The main role of vídeo ads’ structure on social media engagement". 2020.
  18. Ferreira, Sónia; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "Video Ads Engagement In Covid-19". Paper presented in 6th International Conference on Advances in Education., 2020.
  19. Ferreira, Sónia; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "The Main Role Of Video Ads Structure On Social Media Engagement". Paper presented in Proceedings of 19th International Conference on WWW/Internet 2020, 2020.
  20. Santo, Pedro Espírito ; Cardoso, Patrícia Azinheira; Fortes, Nuno. "Motivations' Consequences to Watch Tv Ads". Paper presented in International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour., 2020.
  21. Fortes, Nuno; Santo, Pedro Espírito ; Cardoso, Patricia Milene Azinheira. "Retail service quality as a determinant of brand experience and consumer loyalty: A study applied to fashion retail.". Paper presented in International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour, 2020.
  22. Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "Consequences of Citizens' Quality of Life in Word of Mouth of Cities: The Mediating Effect of Destination Image". Paper presented in International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour, 2020.
  23. Ferreira, Sónia; Santos, Sara; Espírito Santo, Pedro. "STUDENTS' NARRATIVE TRANSPORTATION THROUGH THE VIDEO AD USE IN THE CLASSROOM". 2020.
    10.46529/socioint.2020171
  24. Augusto, Luísa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "Place Branding: Características dos territórios e qualidade de vida: um modelo explicativo". Paper presented in Place Branding: Características dos territórios e qualidade de vida: um modelo explicativo, 2020.
  25. Santo, Pedro Manuel Espírito ; Marques, Alzira; Ferreira, Vítor Hugo; Do Espírito Santo, P.M.; Ferreira, V.H.S.; Marques, A.M.A.. "The Impact of the Employer's Brand Image on Knowledge Sharing". Paper presented in European Conference on Knowledge Management, 2019.
    Published • 10.34190/km.19.142
  26. Do Espírito Santo, P.M.; Santos, S.. "Sponsorship congruity and attitude towards advertising in music festivals: The role of trust and social media engagement". 2019.
  27. Santos, S.; Santo, P.E.. "The effects of collectivism and social network self-congruity on engagement". 2019.
  28. Santo, Pedro Espírito ; Marques, Alzira; Ferreira, Alcina Gaspar. "Women's Loyalty to Fashion Brands: the ZARA Brand". Paper presented in Atas do 13º Congresso Latino-Americano de Varejo e Consumo, 2019.
  29. Santo, Pedro Espírito. "Customer orientation as a consequence of employee enthusiasm at Transportes Bernardo Marques". Paper presented in XXIX Jornadas Hispano-Lusas de Gestión Científica, 2019.
  30. Santo, Pedro Espírito ; Marques, Alzira; Ferreira, Vítor Hugo. "The Impact of the Employer's Brand Image on Knowledge Sharing". 2019.
    10.34190/km.19.142
  31. Santo, Pedro Espírito ; serrão, tatiana. "Efeito moderador da idade nos determinantes da lealdade online.". Paper presented in XXIX Jornadas Hispano-Lusas de Gestión Científica, 2019.
  32. Ferreira, V.; Santo, P.E.; Santo, L.E.. "Leadership effects in product and process management through knowledge management". 2016.
  33. Ferreira, V.; Santo, L.E.; Santo, P.E.. "The mediator role of leadership in the relationship between knowledge management and the relationship between employees". 2015.
Edited book
  1. Santos, Sara; Augusto, Luísa; Pato, Maria Lúcia; Santo, Pedro Espírito ; Sofia Campos; Paulo Siva; Luís Sousa; et al. Comunicação e Sustentabilidade Ambiental: conceitos e práticas. Viseu, Portugal: Edições Esgotadas. 2022.
    Published
Journal article
  1. Santos, Sara; Augusto, Luísa; Ferreira, Sónia; Espírito Santo, Pedro; Vasconcelos, Maria; Santo, Pedro Espírito. "Recommendations for Internal Communication to Strengthen the Employer Brand: A Systematic Literature Review". Administrative Sciences 13 10 (2023): 223. http://dx.doi.org/10.3390/admsci13100223.
    Published • 10.3390/admsci13100223
  2. Santos, Sara; Santo, Pedro Espírito; Augusto, Luisa. "WOM antecedents of city residents: differences between men and women". (2023): http://hdl.handle.net/10400.8/9300.
    10.34624/ijmis.v1i1.32362
  3. Oliveira, Adriana José de; Augusto, Luísa Paula; Santo, Pedro Manuel do Espírito; Santos, Sara Cristina Valente dos; Augusto, Luisa; Santo, Pedro Espírito ; Oliveira, Adriana. "The role of quality of life, communication and affective image in residents' WOM in tourism promotion". Journal of Tourism & Development 40 (2023): 175-184. http://hdl.handle.net/10400.8/9061.
    10.34624/rtd.v40i0.31534
  4. Oliveira, Adriana José de; Pereira, Ana Maria Rodrigues; Augusto, Luísa Paula; Santo, Pedro Manuel do Espírito; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito ; Augusto, Luisa. "The influence of tourists' motivations when visiting different destinations: evidence for destination communication". Journal of Tourism & Development 40 (2023): 47-56. http://hdl.handle.net/10773/38621.
    Published • https://doi.org/10.34624/rtd.v40i0.31420
  5. Ferreira, Sónia; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "Could The Video Ad’s Narrative Structure Engage Students In Classrom Context?". International E-Journal of Advances in Education, (2023): 273-280. https://ijaedu.ocerintjournals.org/tr/download/article-file/1298548.
    Published
  6. Santo, Pedro Espírito; Cardoso, Patrícia Azinheira; Augusto, Luísa; Santos, Sara; Oliveira, Adriana; Cardoso, Patrícia. "Influence of Age on Relationship with Websites". Journal of Information Systems Engineering and Management 7 4 (2022): 18230. http://dx.doi.org/10.55267/iadt.07.12567.
    10.55267/iadt.07.12567
  7. Rosak-Szyrocka, Joanna; Zywiolek, Justyna; Shengelia, Natia; Stverkova, Hana; Santo, Pedro Espírito; Pilar, Ladislav. "Employee perception of CSR and its effects on the company's image". Production Engineering Archives 28 3 (2022): 210-216. http://dx.doi.org/10.30657/pea.2022.28.25.
    10.30657/pea.2022.28.25
  8. Mota Veiga, Pedro; Diogo, Julien; Espírito Santo, Pedro Manuel do; Santos, Sara; Veiga, Pedro Mota; Do Espírito Santo, P.M.; Diogo, Julien; Santo, Pedro Espírito ; santos, sara cristina. "Consumer Social Media Engagement with Video Ad in the Context of the COVID-19 Pandemic". International Journal of Marketing, Communication and New Media 10 18 (2022): http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/612.
    10.54663/2182-9306.2022.v10.n18.71-87
  9. Espírito Santo, Pedro Manuel; Cardoso, Patricia Milene Azinheira; Marques, Alzira Maria Ascensão; Santo, Pedro Espírito ; Marques, Alzira. "Effects of E-Business Adoption on Organizational Agility in the COVID-19 Context". International Journal of Marketing, Communication and New Media (2022): http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/608.
    10.54663/2182-9306.2022.sn11.45-61
  10. Santos, Sara; Santo, Pedro Espírito; Augusto, Luísa; Ferreira, Sónia. "The influence of the quality of a video's script and narrative on engagement with brands on social media". (2022): http://hdl.handle.net/10773/37975.
    10.34624/iciemc.v0i3.29791
  11. Santos, Sara; Monteiro, Joana; Santo, Pedro Espírito; Augusto, Luísa; Oliveira, Adriana. "The Future of Brand Awareness and Brand Loyalty on Travel Agencies". (2022): http://hdl.handle.net/10400.19/7668.
    10.34190/ictr.15.1.107
  12. Augusto, Luisa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito ; Luísa Augusto; Santos, Sara. "Factors influencing the credibility of tourism adverts shared on YouTube". Revista Ibérica de Sistemas e Tecnologias de Informação E46 (2022): 478-492.
    Published
  13. Augusto, Luisa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "YouTube as a means of immersing consumers in brand narratives". Revista Ibérica de Sistemas e Tecnologias de Informação E46 (2022): 518-530. https://www.proquest.com/docview/2647406785.
    Published
  14. Santo, Pedro Espírito; Marques, Alzira Maria Ascensão. "Determinants of the online purchase intention: hedonic motivations, prices, information and trust". Baltic Journal of Management 17 1 (2021): 56-71. http://dx.doi.org/10.1108/bjm-04-2021-0140.
    10.1108/bjm-04-2021-0140
  15. Santos, Sara; Espírito Santo, Pedro. "Consequences of citizens' quality of life in word of mouth of cities: the mediating effect of destination image". (2021): http://hdl.handle.net/10773/38200.
    10.34624/iciemc.v0i1.24157
  16. Ferreira, Sónia; Santos, Sara; Santo, Pedro Espírito; Sónia Ferreira; Sara Santos; Pedro Espírito Santo. "Social Media Engagement Through Video Advertising: Informativeness and Self Brand Connection as Predictors". (2021): 249-260. http://hdl.handle.net/10400.19/6698.
    10.1007/978-3-030-71782-7_23
  17. Ferreira, Sónia; Santos, Sara; Santo, Pedro Espírito. "Video Advertising: Connection and differences between consumers?". Journal of Digital Science 3 1 (2021): 14-25. http://hdl.handle.net/10400.19/7706.
    10.33847/2686-8296.3.1_2
  18. Ferreira, Sónia de Almeida; Santos, Sara; Espírito Santo, Pedro Manuel do; Ferreira, Sónia; Do Espírito Santo, Pedro Manuel. "Bohemian Rhapsody: efeitos da atribuição de prémios cinematográficos no envolvimento no Facebook". AVANCA | CINEMA (2020): http://dx.doi.org/10.37390/ac.v0i0.68.
    Published • 10.37390/ac.v0i0.68
  19. Santos, Sara (; Augusto, Luísa; Santo, Pedro Manuel Espírito ; Augusto, L.; Santos, S.; Santo, P.E.. "Willingness to Pay a Premium Price for Streaming Services: The Role of Trust in Services". Smart Innovation, Systems and Technologies 167 (2020): 19-28. https://doi.org/10.1007/978-981-15-1564-4_3.
    Published • 10.1007/978-981-15-1564-4_3
  20. Ferreira, Sónia; Santos, Sara; Santo, Pedro. "Students' narrative transportation through the video ad use in the classroom". (2020): http://hdl.handle.net/10400.19/6690.
  21. Ferreira, Sónia; Santo, Pedro; Santos, Sara. "Video ads engagement in COVID-19 era". (2020): http://hdl.handle.net/10400.19/6689.
  22. Ferreira, Sónia; Santo, Pedro Espírito; Santos, Sara. "Creative Video Ads in COVID-19: a path to Social Media Engagement". (2020): http://hdl.handle.net/10400.19/7712.
    10.18768/ijaedu.834582
  23. Ferreira, Sónia; Santos, Sara; Santo, Pedro. "Video ads' creativity and structure influence on brand congruence and engagement". (2020): http://hdl.handle.net/10400.19/6687.
  24. Ferreira, Sónia; SANTOS, Sara; SANTO, Pedro Espírito. "Could the video ad’s narrative structure engage students in classroom context?". (2020): http://hdl.handle.net/10400.19/6681.
    10.18768/ijaedu.797065
  25. Ferreira, Sónia; Santos, Sara; Do Espírito Santo, Pedro Manuel. "Individuals' perception of an advertising video". (2020): http://hdl.handle.net/10400.19/6686.
    10.37390/avancacinema.2020.a169
  26. Augusto, Luisa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "E-Commerce: The key role of trust". Revista Ibérica de Sistemas e Tecnologias de Informação (2020): 557-570. https://www.proquest.com/openview/8c97c289da79d53f0baebc6659e335d9/1?pq-origsite=gscholar&cbl=1006393.
    Published
  27. Augusto, Luisa; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "Usability and sophistication of websites: a path to satisfaction in online retail". Revista Ibérica de Sistemas e Tecnologias de Informação E34 (2020): 542-556. https://www.proquest.com/openview/63deba1836c13b0f286e3ebdc759aea4/1?pq-origsite=gscholar&cbl=1006393.
    Published
  28. Ferreira, Sónia; Santos, Sara Cristina Valente dos; Santo, Pedro Espírito. "Video Ads' Creativity And Structure Influence On Brand Congruence And Engagement". IADIS International Journal on WWW/Internet (2020): 29-40.
    Published
  29. Augusto, Luísa; Santos, Sara Cristina Valente; Santo, Pedro Manuel Espírito. "Involvement in social networks: a multi-group analysis between individuals from Portugal and Poland". RISTI - Revista Ibérica de Sistemas e Tecnologias de Informação E24 (2019): 112-124.
    Published
  30. Augusto, L.; Santos, S.; Santo, P.E.. "Engagement in social networks: A multigroup analysis between individuals from portugal and poland,Envolvimento nas redes sociais: Uma análise multigrupos entre indivíduos de portugal e da polónia". RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao 2019 E24 (2019): 112-124. http://www.scopus.com/inward/record.url?eid=2-s2.0-85077546612&partnerID=MN8TOARS.
  31. Augusto, Luisa; Santos, Sara Cristina Valente; Santo, Pedro Espírito. "engagement in social networks: a multigroup analysis between individualsfrom Portugal and Poland". Revista Ibérica de Sistemas e Tecnologias de Informação E24 (2019): 112-124. https://www.proquest.com/openview/f63c1e550308e7e1e78b96f717764be8/1?pq-origsite=gscholar&cbl=1006393.
    Published
  32. Frade, Rui; Espirito Santo, Pedro. "RELATIONAL THEORETICAL MODEL OF SALES PERFORMANCE". (2018): http://hdl.handle.net/10400.26/29247.
  33. Frade, Rui; Cardoso, Patricia; Espirito Santo, Pedro. "THE EFFECTS OF LEADERSHIP ON CONTINUOUS BUSINESS IMPROVEMENT". (2018): http://hdl.handle.net/10400.26/30231.
  34. Santo, Pedro Manuel do Espírito; Cardoso, Patrícia Milene Azinheira. "Determinants of Employee Commitment and Continuous Improvement in Animal Feed Companies". IOSR Journal of Business and Management 19 03 (2017): 47-54. http://dx.doi.org/10.9790/487x-1903034754.
    Published • 10.9790/487x-1903034754
  35. Frade, Rui; Ramos, Casimiro; Espirito Santo, Pedro. "SALES PERFORMANCE: COMMUNICATION AND VALUE ORIENTATION AS DETERMINING VARIABLES". (2017): http://hdl.handle.net/10400.26/30232.
  36. Frade, Rui; Espirito Santo, Pedro. "ASSOCIATED TRADE: THE SPECIFICITIES OF FRANCHISING". (2017): http://hdl.handle.net/10400.26/29245.
  37. Cardoso, Patricia; Espirito Santo, Pedro; Frade, Rui. "KNOWLEDGE ACQUISITION THROUGH TEAM COLLABORATION". (2017): http://hdl.handle.net/10400.26/30234.
  38. Frade, Rui; Espirito Santo, Pedro; Ramos, Casimiro. "MODEL EXPLAINING SALES PERFORMANCE". (2017): http://hdl.handle.net/10400.26/29242.
  39. Santo, Pedro Manuel Espírito ; Cardoso, Patrícia Milene Azinheira; Santo, Lídia Maria do Espírito. "Effects of Personality Traits on Hedonic Travel Motivation". International Journal of Business and Management Invention 5 3 (2016): 89-96.
    Published
  40. Santo, Pedro Espírito; Santo, Pedro Manuel Espírito. "KNOWLEDGE SHARING AND CUSTOMER KNOWLEDGE AS DETERMINANTS OF ORGANISATIONAL COOPERATION IN THE HOTEL INDUSTRY". Portuguese Journal of Finance, Management and Accounting 2 3 (2016): 185-206. http://u3isjournal.isvouga.pt/index.php/PJFMA/article/view/141.
    Published
  41. Santo, Pedro Espírito ; Cardoso, Patricia Milene Azinheira; Espírito Santo, Pedro Manuel; Espírito Santo, Lidia Maria; Santo, Pedro Manuel Espírito ; Cardoso, Patrícia Milene Azinheira; Santo, Lídia Maria do Espírito. "Impulse Buying: a study applied to higher education students". International Journal of Marketing, Communication and New Media 3 5 (2015): 69-89. http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/126/68.
    Published
Thesis / Dissertation
  1. Espírito Santo, Pedro Manuel do. "The determining factors in the adoption of E-Business systems and their contribution to competitive advantage and business performance: an application to industry in the District of Leiria". Master, 2009. http://hdl.handle.net/10316/11487.
Activities

Supervision

Thesis Title
Role 		Degree Subject (Type)
Institution / Organization
2022/03 - Current The impact of empowerment on knowledge sharing and collaboration and their influence on successful project management
Supervisor of Fabrice Gabriel Santos Da Silva
 Master in Finance (Master)
2021/01 - Current The effects of Financial Performance on Investment in Industry 4.0.
Co-supervisor of Eduard Harbuzyuk
 Master in Finance (Master)
Instituto Politécnico de Castelo Branco Escola Superior de Gestão, Portugal
2023/10 - 2023/10 Increasing Competitiveness: Orienting activities towards improving Customer Satisfaction
Supervisor of Tatiana Marques de Jesus
 Gestão Comercial (Master)
Universidade de Aveiro Escola Superior de Tecnologia e Gestão de Águeda, Portugal
2023/07 - 2023/07 Digital Marketing Plan for the Art by Hand brand
Supervisor of César Luís Pinheiro de Almeida
 Gestão Comercial (Master)
Universidade de Aveiro Escola Superior de Tecnologia e Gestão de Águeda, Portugal
2023/01 - 2023/01 Effects of content marketing and storytelling on brand engagement
Supervisor of Susana Cristina Machado dos Santos
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2023/01 - 2023/01 Determinants of the intention to visit rural tourism centres
Supervisor of Inês Lages Casanova
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2022/03 - 2022/03 When video narratives influence emotional responses to brands and their word of mouth
Supervisor of Gabriela Moreira Fernandes de Almeida
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2022/03 - 2022/03 Determinants of use of the Followay application.
Supervisor of Ingrid Aparecida de Oliveira
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2021/11 - 2021/11 The importance of the Brand in the word of mouth of wine brands.
Supervisor
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2021/03 - 2021/03 Digital marketing plan for Águas de Coimbra.
Supervisor of Ana Rita Brito
 Master in Communication and Marketing (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2021 - 2021 Determinants of online service quality and the impact on brand attachment on e-retail websites
Supervisor of Telma Marisa Pinto Teixeira
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Educação de Coimbra, Portugal
2020 - 2020 The impact of website features and brand personality on online loyalty in the fashion sector
Supervisor of Carlisa Patrícia Pereira Carvalho da Veiga
 Mestrado em Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2020 - 2020 Determinants of men's intention to use cosmetics
Supervisor of Jorge Manuel da Silva Ferreira
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2020 - 2020 The impact of leadership and financial and non-financial rewards on project management success, mediated by the cohesion of work teams
Supervisor of Miguel Francisco Alcobia Santos
 Finanças Empresariais (Master)
Instituto Politécnico de Leiria Escola Superior de Tecnologia e Gestão, Portugal
2020 - 2020 Pãorelho brand communication
Supervisor of Viviane Coelho Rodrigues Fonseca
 Gestão de Negócios (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2020 - 2020 The antecedents of awareness and loyalty to travel agencies.
Supervisor of Joana Catarina Duque Monteiro
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2020 - 2020 The effects of compulsive use and anxiety on social media engagement
Supervisor of Sandra Cristina de Almeida Marques da Cruz
 Gestão de Negócios (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2019 - 2020 The Effects of Project Manager Emotional Intelligence on Project Success
Co-supervisor of Amanda Guimarães
 Mestrado em Controlo de Gestão (Master)
Instituto Politécnico de Leiria Escola Superior de Tecnologia e Gestão, Portugal
2019 - 2019 Internship report at BLC3 - Technology and Innovation Campus
Supervisor of Jercilene Fernandes da Costa Alegre
Desenvolvimento Regional e Ordenamento do Território (Degree)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2019 - 2019 Consumer motivations and the adaptation of adverts as antecedents of the intention to watch television advertising
Supervisor of Cláudia Inês Andrade Santos
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Educação de Coimbra, Portugal
2019 - 2019 The effects of perceptions of Quality of Life and Image on the Word of Mouth of territories: The residents' view
Supervisor of Alexandra Lopes Teixeira
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Educação de Coimbra, Portugal
2019 - 2019 The Influence of Cultural Centre Characteristics on Satisfaction and Loyalty: The Case of the Figueira da Foz Arts and Entertainment Centre
Supervisor of Ivan Jorge Pedro Freitas
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Educação de Coimbra, Portugal
2019 - 2019 Consumer Perceived Information Security in Service Quality and Relationship Marketing
Supervisor of Ricardo Emanuel Simões Pires
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Educação de Coimbra, Portugal
2018 - 2018 The impact of websites and brand reputation on online loyalty
Supervisor of Tatiana Beatriz Carvalho Serrão
 Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
2017 - 2018 Determinants of word of mouth in supermarket and hypermarket retail companies
Supervisor of Elisete Patrícia Semedo Varela
 Mestrado em Marketing e Comunicação (Master)
Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal

Committee member

Activity description
Role 		Institution / Organization
2021/12/06 - 2021/12/07 Member of the organising committee of the ICCESUS conference - International Conference on Communication and Environmental Sustainability
Member
 Instituto Politécnico de Viseu, Portugal

Conference scientific committee

Conference name Conference host
2023/06/22 - 2023/06/25 CISTI-23 CISTI-23
2022/11/29 - 2022/11/30 ICMarktech-22 ICMarktech-22
2022/10/05 - 2022/10/07 XI EDaSS International Conference XI EDaSS International Conference
2022/07/14 - 2022/07/16 ICITED - International Conference in Information Technology & Education, Rio de Janeiro, Brazil ICITED - International Conference in Information Technology & Education, Rio de Janeiro, Brazil
2022/06/22 - 2022/06/25 CISTI-22 CISTI-22
2021/12/06 - 2021/12/07 ICCESUS - International Conference on Communication and Environmental Sustainability, ICCESUS - International Conference on Communication and Environmental Sustainability,
2021/11 - 2021/11 ICMarktech-21 ICMarktech-21
2021/06/23 - 2021/06/25 CISTI’21 CISTI’21
2020/10/08 - 2020/10/10 ICMarktech-21 ICMarktech-21
2016/06/03 - 2016/06/03 II encontro científico da I2ES II encontro científico da I2ES

Consulting

Activity description Institution / Organization
2017/12/01 - 2020/12/31 PDR2020: Applications and monitoring of projects to restore productive potential Instituto Politécnico de Coimbra Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, Portugal
Distinctions

Award

2020 Best Paper Award (International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour 2020))
Universidade de Aveiro, Portugal
2018 Best Paper Award (XXVIII Jornadas Luso Espanholas de Gestão Científica)
2016 Best Paper Award (XXVI Jornadas Luso Espanholas de Gestão Científica)