I am an Assistant Professor and a researcher in the Management Department at the University of Minho. I am currently the course director of the BSc degree in Marketing. I have a PhD in Marketing and Strategy (University of Minho, 2014; thesis title "Practices of co-creating value in the consumption of a tangible offer supported by intangible resources: The customer's perspective"); MSc in Business Administration with specialization in Marketing and Strategy (University of Minho, 1999); BSc in Organizational Sociology by the University of Minho (1994). I am a co-author of scientific articles published in the Journal of Brand Management, International Journal of Entrepreneurial Behavior & Research, Journal of Business Economics and Management, British Journal of Educational Technology, Journal of Retailing and Consumer Services. I am an integrated researcher in CICS.NOVA - Interdisciplinary Center for Social Sciences. I am also a member of the Centro para a Inovação e o Desenvolvimento do Ensino e da Aprendizagem da Universidade do Minho (IDEA-UMinho).
I have had collaborations with several companies and entities such as Bosch Car Multimedia, Braga, ActivoBank, Spark Agency, ANJE, Institute of Science and Innovation for Bio-Sustainability (IB-S).
Value Co-creation; Customer experience; Customer engagement; Sustainable urban mobility.
Selected publications
Elmashhara, M. G., Silva, J., Sá, E., Carvalho, A., & Rezazadeh, A. (2022). Factors influencing user behaviour in micromobility sharing systems: A systematic literature review and research directions. Travel Behaviour and Society, 27, 1–25. DOI
Nangpiire, C., Silva, J., & Alves, H. (2022). Customer engagement and value co-creation/destruction: the internal fostering and hindering factors and actors in the tourist/hotel experience. Journal of Research in Interactive Marketing, 16(2), 173–188. DOI
Silva, J., Sá, E. S., Escadas, M., & Carvalho, J. (2021). The influence of ambient scent on the passengers’ experience, emotions and behavioral intentions: An experimental study in a Public Bus service. Transport Policy, 106, 88–98. DOI
Silva, J., Pinho, J. C., Soares, A., & Sá, E. (2019). Antecedents of online purchase intention and behaviour: Uncovering unobserved heterogeneity. Journal of Business Economics and Management, 20(1), 131–148. DOI
Carvalho, A., Areal, N., & Silva, J. (2011). Students perceptions of Blackboard and Moodle in a Portuguese university. British Journal of Educational Technology, 42(5), 824–841. DOI
Other publications
Morsi, N., Sá, E., & Silva, J. (2025). Walking away: Investigating the adverse impact of FOMO appeals on FOMO-prone consumers. Business Horizons, 68(2), 197–212. DOI
Carvalho, A., & Joaquim, S. (2024). Optimistic, Pragmatic, and Outgoing – The Different Work-Value Profiles of Portuguese Gen Zs. In W. D. Nelson (Ed.), Advances in Business and Management (Vol. 22, pp. 1–30). Hauppauge (NY): Nova Science Publishers. DOI
Marques, D., Silva, J., & Machado, R. (2024). Citizen Science: Exploring the underlying dimensions of citizen engagement and value co-creation through the lens of marketing. Biological Conservation, 296(110711). DOI
Nangpiire, C., Silva, J., & Alves, H. (2024). Customer Engagement and Co-Creation/destruction: The Role of External Actors That Foster/Hinder Tourist/Hotel Interactive Experience. Journal of African Business, 25(4), 683–704. DOI
Pereira, D., Silva, J., & Casais, B. (2024). Consumer Brand Engagement Fostered by Cause-Related Marketing in Emotional and Functional Brands. Journal of Nonprofit and Public Sector Marketing, 36(5), 685–712. DOI
Brederode, E., Silva, J., & Alves, H. (2023). A co-criação de valor do consumidor enquanto cidadão através do comportamento pró-circular. Responsibility and Sustainability, 8(1), 2–20. DOI
Elmashhara, M. G., Silva, J., Sá, E., Carvalho, A., & Rezazadeh, A. (2022). Factors influencing user behaviour in micromobility sharing systems: A systematic literature review and research directions. Travel Behaviour and Society, 27, 1–25. DOI
Nangpiire, C., Silva, J., & Alves, H. (2022). Customer engagement and value co-creation/destruction: the internal fostering and hindering factors and actors in the tourist/hotel experience. Journal of Research in Interactive Marketing, 16(2), 173–188. DOI
Sá, E., Carvalho, A., Silva, J., & Rezazadeh, A. (2022). A Delphi study of business models for cycling urban mobility platforms. Research in Transportation Business and Management, 45(100907). DOI
Silva, A., Sá, E., Silva, J., & Pinho, J. C. (2021). Dance is for all: A social marketing intervention with children and adolescents to reduce prejudice towards boys who dance. International Journal of Environmental Research and Public Health, 18(13), 6861. DOI
Silva, J., & Carvalho, A. (2021). The Work Values of Portuguese Generation Z in the Higher Education-to-Work Transition Phase. Social Sciences, 10(8), 297. DOI
Silva, J., Sá, E. S., Escadas, M., & Carvalho, J. (2021). The influence of ambient scent on the passengers’ experience, emotions and behavioral intentions: An experimental study in a Public Bus service. Transport Policy, 106, 88–98. DOI
Atzger, B., Sá, E. S., & Silva, J. (2020). Exploring sources of voter-based political human brand equity. Journal of Brand Management, 27(4), 481–494. DOI
Silva, J., Pinho, J. C., Soares, A., & Sá, E. (2019). Antecedents of online purchase intention and behaviour: Uncovering unobserved heterogeneity. Journal of Business Economics and Management, 20(1), 131–148. DOI
Sá, E., Casais, B., & Silva, J. (2019). Local development through rural entrepreneurship, from the Triple Helix perspective: The case of a peripheral region in northern Portugal. International Journal of Entrepreneurial Behaviour and Research, 25(4), 698–716. DOI
Sousa, B. M., & Silva, J. (2015). The brand management: a perspective applied in the context of sports media. International Journal of Marketing, Communication and New Media, 3(4), 118–133. DOI
Carvalho, A., Areal, N., & Silva, J. (2011). Students perceptions of Blackboard and Moodle in a Portuguese university. British Journal of Educational Technology, 42(5), 824–841. DOI
Farhangmehr, M., Marques, S., & Silva, J. (2001). Hypermarkets versus traditional retail stores – consumers' and retailers' perspectives in Braga: a case study. Journal of Retailing and Consumer Services, 8, 189–198. DOI
Farhangmehr, M., Marques, S. H., & Silva, J. C. L. F. (2000). Consumer and retailer perceptions of hypermarkets and traditional retail stores in Portugal. Journal of Retailing and Consumer Services, 7(4), 197–206. DOI
Data Analysis and Transferable Skills
Master
Fundamentals of Marketing Research
Bachelor
Introduction to Marketing
Bachelor
Omnichannel Marketing
Master
Marketing Research
Master
