Specialisation in Business Administration
DOCBA-2024-01: Social Entrepreneurship
Although existed since the 1950s, research on social enterprises began to get the academic world's attention only at the end of the last century. The past two decades have seen a surge in research on social entrepreneurship. However, the application and studies in SE in Macau and nearby regions are still very early. There is both a lack of understanding of this form of enterprise and a lack of empirical research. Therefore, we call to develop an analysis of SE from different levels, from the individual, to organisational, to institutional, to create further understanding of SEs in this region from the societal, political, and corporate points of view.
Principal Supervisor: Jenny Oliveros Lao Phillips (jennylao@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: social enterprises, social entrepreneurs
DOCBA-2024-02: Neuroeconomics and Neuromarketing
The connection between Neurosciences and Business Administration is a trendy area in management, marketing, and people’s development research. The marketing industry classically based its analysis on the effectiveness of campaigns and advertisements on surveys or A/B tests. Although those have proved some level of understanding of the general results, several details of consumer behaviour and reactions are still relevant to research. The monitoring of human responses based on biological signals and images is based on pure data analysis. It is not biased by any external consumer opinion, deception or trick during some experiment. This research topic is broad, and we are focused on: (1) how the neurosciences can help companies and professionals to sell more and better; (2) how to create more effective campaigns, which include target population, effectiveness, and branding; (3) in a more personal approach, how can executives improve their performance, decision-making process and stress management.
Principal Supervisor: Alexandre Lobo (alexandre.lobo@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Neuromarketing, Consumer Behavior, Marketing Analytics, Applied Neurosciences, Neuroeconomics
DOCBA-2024-05: Business Ethics
The recent financial crisis, such as the one in 2008, brought back the issue related to the importance of ethical behaviour in business organisations. Setting ethical standards in organisations is considered today as a condition for success. Adopting Ethical standards in an organisation, on the one hand, creates more confidence in the current or potential investors for the sustainability of the business; on the other hand, it improves the level of loyalty of the customer to the business. Having ethical standards is one thing, but implementing them might face challenges. In that regard, the focus of this research is to conduct a thorough case study and an assessment of the role of organisational leaders in implementing and deepening ethical behaviours in their organisations.
Principal Supervisor: Ansoumane Douty Diakite (doutyk@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Leadership, Ethical behaviour, Ethical standards
DOCBA-2024-07: Stock Market Analysis: Analytical and Computational Techniques
In this research area, we use the predictions suggested by the Black-Scholes equation and the Merton-Garman one as a starting point to predict the prices of the Option market. In this way, interesting analytical techniques are implemented over these equations to understand the market scenario in deeper detail and improve the predictions inside the Option market. Simultaneously, computational techniques involving standard and machine learning techniques can be used to compare the results with respect to the analytical techniques. While the analytical techniques help us understand the scenario in detail, the computational techniques help us establish solid results that can be trusted. Inside this research, the student will develop solid techniques for data analysis. Doctoral students are also expected to improve their ability to interpret results based on analytical techniques.
Principal Supervisor: Ivan Arraut (ivan.arraut@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Stock market, Option market, Black-Scholes equation
DOCBA-2024-08: Construction of Mathematical Models for Industrial Optimization
In this research area, the student will construct Mathematical models to find equilibrium and optimal points for different systems. The systems under analysis can be financial, industrial, business, corporations, etc. The starting point of this research is understanding basic models involving stochastic variables and the interaction of close neighbours, among others. Some of these models emerge from other research areas and are adapted successfully to explain several social systems. The student working on this project will be able to find the equilibrium and optimal conditions of complex systems. The student will also be able to identify the free parameters of the system, which govern the dynamics of the system. Essential concepts and Mathematical tools will be used during the process, including the construction of Hamiltonians and Lagrangians, which are powerful tools for analysing the system’s dynamics. The same Mathematical objects represent powerful tools for developing computational techniques.
Principal Supervisor: Ivan Arraut (ivan.arraut@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Optimization, Programming, Eextreme Conditions
DOCBA-2024-09: Game Theory and Economic Equilibriums: Decision Theory
In this research area, doctoral students will research and experiment with well-known game theory techniques to make optimal decisions that benefit the different parties involved in different negotiations. This research can be applied to economy, finance, management, as well as other research areas involving rational decisions. The analytical techniques implemented involve decision matrices, decision trees, zero-sum game techniques, Nash equilibrium, etc. These analytical techniques can be combined with computational techniques involving ordinary algorithms and Machine learning to reach new and improved approaches, as innovative results and scenarios are expected to emerge from this research. Students will train the ability to improve their decision-making power after knowing several well-known cases and models. Additionally, new contributions oriented to some specific research direction are expected.
Principal Supervisor: Ivan Arraut (ivan.arraut@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Equilibrium Theory, Revenue Models, Decision Trees, Nash Equilibrium, Decision Matrices
DOCBA-2024-11: Corporate Social Responsibility
Corporate Social Responsibility Research aims to continue with cutting-edge research on Case Studies in the Chinese context, which covers working conditions, labour rights, fair competition, and ethical standards with a focus on different efficient strategies to implement theories of leadership studies, Stewardship Codes and the Macau Manifesto as a summary of critical points of business ethics. Special attention is given to visual media to further develop digital Educational Materials on CSR, which would, in a more concise way, enhance the awareness and implementation of Ethical codes in a competitive environment.
Principal Supervisor: Stephan Rothlin (stephan.rothlin@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Confucian Entrepreneurship, Ethical Codes, ESG, CSR, AI and CSR, Leadership Theories, New Economic Paradigm
DOCBA-2024-12: The Transformative Impact of Emerging Technologies and Disruptive Innovation in Business
Innovative technologies (e.g., electric vehicles, autonomous driving, innovative city/building/home systems, wearable devices, self-ordering kiosks, e-government solutions, websites, apps, software, blockchain applications, etc.) are reshaping everyday life. But why are some technologies spreading faster than others? How do consumers accept and use these technologies? Why have some innovations struggled to gain acceptance in society? This area proposes researching different applications, experiments, users/organisations' approval and their impact on businesses.
Principal Supervisor: Alessandro Lampo (lampo.alessandro@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Disruptive Innovation., Innovative Technologies, Technologies Adoption, Consumer Acceptance, User Experience, Business Impact, Digital Transformation
DOCBA-2024-13: Marketing and Consumer Behaviour
Over the last few years, we have witnessed a revolution in thinking about marketing and consumers and their relationships with marketing. Significant research has been done, helping us better understand the relationship between marketing, consumer behaviour and the more comprehensive today's society increasingly immersed in ubiquitous digital media. At USJ, we focus our research on four main strands: a) Consumer Intentionality Toward Human-Chatbot Interaction: aiming to investigate consumer intentionality toward human-chatbot interaction by applying AI for marketing communication. Chatbots are interactive, virtual agents that engage in verbal exchanges with humans through the usage of natural language. As chatbots have become increasingly popular over the past years, many companies have recognised their far-reaching potential for commercial purposes (e.g. customer support, e-commerce guidance). However, despite their widespread usage, which factors affect users’ perceptions and use of chatbots remains primarily unknown. b) Guilt’s Impact on Consumption: where guilt, in the scope of consumption, is a rather complex construct that has never been comprehensively disentangled and measured thoroughly. We aim to understand in which way this source of guilt guides individuals' decisions in what concerns their buying and consumption options; c) Second-Hand Market for Clothing: Due to economic recessions, political instability, the rise of the conscious consumption and generational development, second-hand markets have conquered appreciation among consumers. Along with these factors, the growth of specific sites, such as eBay, is a potentiator of these markets' development. However, there has been a recent trend in developing websites for selling second-hand-specific products that are gaining popularity. One of these trends includes products specifically for kids. The focus here is the study of the market of second-hand products, especially for kids and a better understanding of the corresponding consumer behaviour. d) Rebranding Traditional SMEs: during the pandemic, the Macau government supported traditional local SMEs to renovate and innovate their businesses. While changes in the appearance of brick-and-mortar businesses are seen around town, efforts have been encouraged to innovate these businesses that have been run the same way for generations. This project intends to explore the strategies used by these traditional SMEs in Macau for rebranding, market expansion, and sales improvement to identify models that SMEs can adopt in Macau.
Principal Supervisor: Susana Cristina Lima da Costa e Silva (susana.costa.silva@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: No keywords available
DOCBA-2025-01: Leadership, Institutional Integrities and Organizational Values
Our research focuses on how institutions face external and internal challenges to their identity and how they can become ‘literate’ in maintaining their values while adapting. Institutions are bound to find themselves investing in organisational discourse and practice.
Organisations often hanker for aspects of institutional identity. However, it can be broadly stated that institutions exist primarily to transmit and translate their virtues and values from one generation to the next, independent of their popularity (e.g., church, museum, family, etc.). In contrast, organisations are geared towards reifying indices of success.
Organisations may change their identity and rationale without compromising their function and identity. The study of leadership in this field is vital for business and management.
Principal Supervisor: Martyn Percy (martyn.percy@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Leadership, Institutional Integrities, Organizational Values, Institutional Identity
DOCBA-2025-02: Identity, Authority and Power
Authority, power, conflation, and reification are key areas in studying contemporary culture and society. The nexus of religion, society, ethics, and global futures concerns institutional and organisational operations. Research can focus on faith communities, secularisation, and religious resilience. This includes work in ecclesiology that centres on the church's performance, policies, practices, and theologies, with particular attention to the identity and development of denominations in the 21st century.
Recent work on the economic contribution of the slave trade to the enhancement of developed world denominations has also brought international attention to the study of ecclesial polity, governance, ethics, and financial history.
Principal Supervisor: Martyn Percy (martyn.percy@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Identity, Authority and Power, Contemporary Culture and Society, Ecclesial Polity, Ecclesial Governance
DOCBA-2025-03: Developing Critical Interpretative Frameworks
Our work in culture, religion, society and ethics provides a receptive framework for interdisciplinary work in developing beneficial public impact. The work draws on social anthropology and contextual theology, and is concerned with theories and practices in power and authority within modern cultural-ecclesial contexts.
Case studies in this approach include contemporary fundamentalism and revivalism, developing a framework to enable a richer understanding of the perceived conflations between divine and human power (e.g., teaching, leadership, polity, structures, governance, reification, etc) in churches and faith-based movements.
This includes the study of organisations and institutions, education and ecclesiology.
Principal Supervisor: Martyn Percy (martyn.percy@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Critical Interpretative Frameworks, Social Anthropology, Contextual Theology, Modern Cultural-ecclesial Contexts
DOCBA-2025-04: Artificial Intelligence for Business and Financial Analytics
With the increasing amount of data in organisations, effective information extraction and visualisation are critical to any company. Several tools and techniques for data analysis and visualisation are available, but which approach is efficient for one specific bunch of data? On the other hand, AI – Artificial Intelligence is also a significant trend to be considered by companies to help solve complex problems, not only in Production or Engineering but also in Finance and Management. Research areas: (1) Decision making based on AI; (2) Business Analytics (including HR, Finance, and other applications); (3) Data Analysis and Visualization tools and techniques; (4) time series analysis based on linear and nonlinear approaches; (5) techniques for unsupervised clustering analysis
Principal Supervisor: Alexandre Lobo (alexandre.lobo@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Business Analytics, Financial time-series, Artificial Intelligence, Predictive Analysis, Unsupervised Clustering
DOCBA-2025-05: Innovations in Project and Process Management
Project and Process Management are rich areas of research beause of their tight connection between technical skills and soft skills. The application of Project Management frameworks is continuously increasing in the corporate environment, groups are being trained and professionals are getting certified and the demand is still very high. Nevertheless, several problems in organizations still persist during a project execution such as poor scope definition, lack of communication and superficial adoption of frameworks or methodologies. Our research is focused on innovative approaches and technologies, such as LLM and Natural Language techniques that may effectively and successfully manage projects, programs and portfolios in different dimensions, according to the management areas: scope, time, cost, quality, risk (including Monte Carlo simulation and quantitative analytical tools), change, people, among others.
Principal Supervisor: Alexandre Lobo (alexandre.lobo@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Project management, Process management, Artificial Intelligence, Best Practices, Monte Carlo simulation
DOCBA-2025-06: Managing legal risks in business innovation
Legal regimes are notably reactive and often rigid, almost always lagging behind innovation. Yet, when trying to catch up, new regulations may result in significant costs and other risks for businesses. Additionally, the legal rules that businesses need to follow often vary across different countries. On the other hand, innovation is, by definition, disruptive, including of the legal status quo. These factors may significantly increase the risks and costs of innovation, especially for transnational businesses. How legal risks (especially in the form of adverse future regulations) can be managed is, thus, an important area of cross-disciplinary studies, with the potential of generating creative and impactful solutions for businesses and policy-makers.
Principal Supervisor: Angelo Rafael (angelo.rafael@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: business innovation, legal risk, intellectual property, taxation, competition
DOCBA-2025-07: International Economics
International Economics concerns the impacts of international differences in productive resources and consumer preferences on economic activities. It studies the patterns and consequences of the flows of goods, services, factors and capital across countries. The research field also examines the role of international institutions, including the implementation of trade policies. Currently, our research focuses on the sub-fields: (F1) Trade, (F2) International Factor Movements and International Business, (F3) International Finance, (F4) Macroeconomic Aspects of International Trade and Finance, and (F6) Economic Impacts of Globalization. (See JEL Classification System of scholarly literature in economics: https://www.aeaweb.org/econlit/jelCodes.php?view=jel.)
Principal Supervisor: Florence Lei (florence.lei@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Economic Integration, Environment, Forecasting Models, Fragmentation, Imperfect Competition, Models of Trade, Multinational Firms
DOCBA-2025-08: Industrial Organization
Industrial Organization builds on “the theory of the firm” and further investigates the market structure and the firms' behaviour. The research field explores real-world issues of imperfectly competitive markets, such as transaction costs, imperfect information and entry barriers of new firms. It also analyses how government actions influence the organisation of markets and firms. Currently, our research focuses on the sub-fields: (L1) Market Structure, Firm Strategy, and Market Performance, (L6) Industry Studies: Manufacturing, (L8) Industry Studies: Services, and (L9) Industry Studies: Transportation and Utilities. (See JEL Classification System of scholarly literature in economics:https://www.aeaweb.org/econlit/jelCodes.php?view=jel.)
Principal Supervisor: Florence Lei (florence.lei@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Air Transportation, Gambling, Pricing, Oligopoly, Tourism, Market Structure, MICE
DOCBA-2025-09: Quantum Finance
In this research, the techniques of Quantum Mechanics are used for obtaining new results and predictions in the stock market. The Black Scholes, as well as the Merton-Garman equations ara analyzed , as well as other related models. Some Machine learning techniques can be alkso combined with the analytical calculations. Some background in Mathematics is required for this research.
Principal Supervisor: Ivan Arraut (ivan.arraut@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Quantum Finance, Stock market, Merton-Garman, Black-Scholes, Hamiltonian and Lagrangian formulations
DOCBA-2025-10: Network analysis
Neural networks, as well as standard networks, can be modelled Mathematically by using some arrangements where some points contain the information of the system, while some connections help to transport the same information. The analysis of networks has applications in transportation, study of biological systems, analysis of collective behavior and others. With the proposed techniques it is possible to analyze the optimal combination of the parameters of a system in order to transport the information more efficiently, as well as avoid the loss of useful information. In transportation for example, this could help us to find the optimal combination of parameters for having the most efficient transportation. Some background in Matghematics and/or Physics is expected for this project. Some Machine learning and analytical techniques can be combined for analyzing the corresponding problems.
Principal Supervisor: Ivan Arraut (ivan.arraut@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Neural networks, effcicient flow of information, Loss of information
DOCBA-2025-11: Advancing Arts and Cultural Management in Macau: Challenges and Opportunities
The rapid growth of Macau’s arts and cultural industry has increased its economic and social significance. However, research in arts and cultural management in Macao remains limited despite its rising importance. This study explores key management aspects, including artistic events, artwork curation, cultural products, and cultural tourism. By analyzing current strategies, challenges, and opportunities, the research aims to provide insights for sustainable development of the industry. Using qualitative methods, it will assess management practices and propose improvements. The findings will strengthen Macau’s position as a cultural hub while enhancing academic and professional knowledge in this emerging field.
Principal Supervisor: Jenny Oliveros Lao Phillips (jennylao@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: art industry, cultural management, cultural tourism
DOCBA-2025-12: Exploring Organizational Behavior: Leadership, Motivation, and Team Dynamics
This research examines key aspects of organizational behaviour, focusing on leadership styles, female leadership, employee motivation, and teamwork. Effective leadership influences workplace productivity, and the rise of female leaders presents unique perspectives and challenges. Motivation plays a crucial role in employee performance, while teamwork enhances collaboration and innovation. Through qualitative methods, this study analyzes in-depth the interaction of people and their impact on organizational success. The findings will provide insights into fostering inclusive leadership, enhancing motivation strategies, and improving team dynamics to create more effective and sustainable work environments.
Principal Supervisor: Jenny Oliveros Lao Phillips (jennylao@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: organizational behavior, leadership, motivation, team dynamics
DOCBA-2025-13: Financial Risk Management
Financial Risk Management, FRM, is the design and implementation of procedures for correctly identifying different types of risks and risk factors; properly assessing their significance; quantitatively measuring their sizes and correlations; periodically and systematically managing them by limiting exposures; and monitoring them in a controlled manner. FRM is a broad area that studies and analyzes risks arising from a variety of sources, including geopolitical risk, country risk, credit risk, forex risk, market risk, liquidity risk operational risk, energy risk and risk associated with AI.
Principal Supervisor: Michael Anthony Ha (michael.ha@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Risk Management, Systematic risk, Credit risk, Operational Risk, FX Risk, Market risk
DOCBA-2025-14: Financial Analysis
Financial Analysis is a process of combining quantitative and qualitative methods to study projects, companies and other business activities to evaluate their performance levels and forecast growth rates and sustainability. Internally, business managers use financial analysis to measure project feasibility, make decisions while examining the financial health of the company. Financial analysis is among the powerful tools used by investors to identify investment opportunities.
Principal Supervisor: Michael Anthony Ha (michael.ha@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Asset Allocation, Behavioral Finance, Investor psychology, Corporate Governance, Quantitative Methods, Portfolio Management
DOCBA-2025-15: Actuarial Science
Actuarial Science focuses on the education of and research on insurance, both social and private, and public finance. Due to life longevity, pension planning and pension investment become more important. Governments and individuals pay more attention to health and long-term care insurance. Insurance companies design and develop innovative products which are more suitable for a dynamic social environment.
Principal Supervisor: Michael Anthony Ha (michael.ha@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Demography, Pension Investment, Pension Mathematics, Reinsurance
DOCBA-2025-16: Macau's Economy
Since early times, the effects of a booming sector in other sectors of a small economy have been of interest to scholars. There is a general perception that the booming Gaming sector has contributed to the overall growth in Macau through the trickle-down effect, passing on the benefits of growth to other sectors. After the liberalization of the gaming industry in 2002, this booming sector experienced several years of exponential growth, becoming the driving industry for Macao’s economy. Several scholars and researchers have dedicated their studies to the effects of the casino gaming industry as a booming sector in such a small economy. However, there is a gap in what concerns measuring the influence of the Gaming sector as a driving industry for several other sectors or following industries of Macau’s economy.
Principal Supervisor: Sergio Gomes (sergio.gomes@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Macau Economy, Trickle-Down Efect, Pillar Sector, Booming Sector, Small Open Economy
DOCBA-2025-17: Consumer Intentionality Toward Human-Chatbot Interaction
In recent years, chatbots have emerged as powerful tools in marketing communication, transforming how businesses interact with consumers. These virtual agents engage in natural language conversations, offering immediate responses and personalized experiences. At USJ, our research focuses on understanding the factors that shape consumer intentionality toward human-chatbot interaction. While chatbots have gained popularity for tasks like customer support and e-commerce guidance, we aim to uncover the hidden influences that affect users’ perceptions and their willingness to engage with chatbots. This insight is essential for companies looking to maximize the effectiveness of AI-driven marketing strategies.
Principal Supervisor: Susana Cristina Lima da Costa e Silva (susana.costa.silva@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: consumer behaviour, digital marketing, consumer intentionality, chatbots, e-commerce
DOCBA-2025-18: Guilt’s Impact on Consumption
Guilt is a complex and often overlooked emotional driver in consumer behavior. At USJ, we are delving into how guilt influences purchasing and consumption decisions. Guilt can stem from various sources, such as overconsumption, unsustainable choices, or the pressure of societal expectations. Our research aims to untangle the many dimensions of guilt and explore how it shapes individuals' decisions in the marketplace. By understanding this emotional response, we can help marketers craft strategies that resonate with consumers' values and promote more responsible consumption.
Principal Supervisor: Susana Cristina Lima da Costa e Silva (susana.costa.silva@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: consumer behaviour, consumer psychology, sustainability, guilt
DOCBA-2025-20: Second-Hand Market for Clothing
In response to the challenges posed by the pandemic and the Belt Road Initiative, many traditional small and medium-sized enterprises (SMEs) in Macau have undergone significant transformations. With support from the local government, these businesses have embraced innovation and rebranding to thrive in an increasingly competitive market. At USJ, our research explores the strategies used by these SMEs to rejuvenate their businesses, expand their market presence, and enhance sales. By identifying successful models of business transformation, we aim to provide actionable recommendations for SMEs in Macau to modernize and continue to prosper in the evolving market landscape.
Principal Supervisor: Susana Cristina Lima da Costa e Silva (susana.costa.silva@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: SMEs, Macau, agility, internationalization, modernization
DOCBA-2025-21: Exploring the Impact of AI in Marketing: Personalization, Sentiment Analysis and Ethics Content
Artificial Intelligence (AI) is transforming marketing, offering businesses new ways to enhance consumer engagement, optimise decision-making, and drive brand growth. However, its integration raises ethical concerns and challenges related to personalisation, creativity, and consumer perception. This research stream invites candidates to explore AI’s role in marketing through possible areas.
AI-driven personalisation examines how tailored recommendations and targeted advertising influence consumer behaviour. A key question is how AI-driven personalisation impacts consumer trust and purchase intent compared to traditional marketing. Another possible focus is the ethics of AI in consumer behaviour analysis, addressing concerns about data privacy and transparency. Candidates may explore how consumers perceive AI-driven data collection as intrusive and how this affects brand loyalty. Also, the rise of AI-generated content challenges traditional branding, prompting the question of how consumers perceive AI-generated brand content as less authentic than human-created content and the impact on engagement. Candidates may explore how AI-powered sentiment analysis in social media marketing enables businesses to interpret consumer emotions and trends, shape data-driven strategies, and examine AI tools' accuracy and reliability in predicting consumer reactions to marketing campaigns.
Candidates can contribute to the field by providing insights into AI’s effectiveness, ethical considerations, and consumer perceptions through these suggested research areas. Their findings will help businesses refine AI-driven marketing strategies, improve transparency, and enhance consumer trust, shaping AI's responsible and innovative use in the industry.
Principal Supervisor: Alessandro Lampo (lampo.alessandro@usj.edu.mo)
Academic Unit: Faculty of Business and Law
Keywords: Consumer Behavior, Social Media Marketing, Data-Driven Strategies, Brand Engagement, Artificial Intelligence, Marketing, AI
