Ricardo Godinho Bilro is an Assistant Professor of Marketing at ISCTE – Instituto Universitário de Lisboa, where he teaches Marketing at undergraduate and Master’s degree levels. He earned his PhD in Management with a specialization in Marketing from ISCTE Business School. He currently holds the roles of Department Deputy Chair (Department of Marketing, Strategy and Operations) and Director for the Erasmus Mundus joint Master’s degree program in Tourism Development & Culture (TourDC). He is a guest lecturer at the University of Glasgow (UK) and the University of Malta for the TOUR DC program and has served as a Visiting Professor at different institutions, such as Laurea University of Applied Sciences (Helsinki, Finland) and Université Gustave Eiffel (Paris, France). As a researcher at ISCTE’s Business Research Unit, Ricardo’s research interests include Digital Transformation, Technology Adoption, and Social Media Marketing. His research has been published in various international scientific journals, such as the Journal of Business Research, Psychology & Marketing, International Journal of Contemporary Hospitality Management, Journal of Product & Brand Management, and Journal of Hospitality Marketing and Management. He has also presented his work at reputable international scientific conferences such as EMAC - European Marketing Academy Conference, World Marketing Congress - Academy of Marketing Science, GAMMA-GMC, or Academy of Marketing. Ricardo has received several awards for his contributions, including the best teacher award for the postgraduate program in Digital Marketing at ISCTE Executive Education in 2022 and 2023, the best paper award at TomiWorld 2017, and the best conference paper in GAMMA-GFMC 2019.