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About

About

Assistant Professor with habilitation at University of Porto, School of Economics.

Ph.D. at UMIST, United Kingdom (2003); M.A., University of Porto

My research focus is on consumer psychology applied to tourism, retailing and digital technologies.

I have investigated the pre-adolescents integration of digital instruments in the context of their social network management. I am author, co-author and editor of several books and chapters as well as articles published in journals devoted to marketing, consumer psychology and communication.I am director of several executive master and post-graduation programs in business management. I have been responsible for more than 50 market research projects to several countries, multinational companies and public institutions both in EU, Africa and Brazil.

Interest
Topics
Details

Details

  • Name

    Pedro Brito
  • Cluster

    Computer Science
  • Role

    Research Coordinator
  • Since

    01st January 2010
001
Publications

2022

Organisation, Classification and Analysis of Online Reviews Directed to Retail in the Municipality of Porto

Authors
Braga, P; Brito, PQ; Roxo, MT;

Publication
MARKETING AND SMART TECHNOLOGIES, VOL 1

Abstract

2022

Connecting Digital Channels to Consumers' Purchase Decision-Making Process in Online Stores

Authors
Pires, PB; Santos, JD; de Brito, PQ; Marques, DN;

Publication
SUSTAINABILITY

Abstract
This research establishes the relationship between the digital channels that organizations use to communicate with their audience and the stages of the consumer buying decision process in online stores. Researchers have not treated this relationship in much detail and little-known empirical research has focused on exploring relationships between the two subjects. Establishing this relationship is of crucial importance for organizations and consumers, as it ensures organizations use the digital channels that consumers want. A literature review of digital channels and consumer behavior models was performed, which allowed us to define which are the digital channels and to identify the different models of consumer behavior appropriate for the digital age. A quantitative methodology was used, supported on a questionnaire that allowed us to find out which digital channels are the most appropriate for each stage of the buying decision process. The results show that consumers use more than one digital channel at each stage of the buying decision process and for each stage, a set of digital channels is identifiable that is most preferred. In light of the above, those who are responsible for defining the digital marketing strategy know what types of content they should produce for each digital channel, allowing them to guarantee efficiency in the use of resources while ensuring that consumers get what they want.

2022

Fit and Fun: Content Analysis Investigating Positive Body Image Dimensions of Adolescents' Facebook Images

Authors
Torres, S; Brito, PQ;

Publication
CYBERPSYCHOLOGY-JOURNAL OF PSYCHOSOCIAL RESEARCH ON CYBERSPACE

Abstract
Body-positive content on social media offers a promising approach to promote positive body image (PBI). However, we need further research in order to better characterize and understand its nature. This study provides a content analysis of adolescents' image-based posts on Facebook. We aimed to determine whether the theoretical six -facet conceptualization of PBI was reflected in adolescents' posts, and whether there were different trends according to gender and time, over a 3-year period. A set of 6,503 images posted by 66 adolescents (51.5% male), were coded for PBI attributes. The results indicate that inner positivity and appreciation of body functionality through involvement in sports and fun activities were the most represented PBI facets. Conversely, imagery representing taking care of the body via healthy food/beverage choices, embracing body diversity, and filtering information in a body-preserving manner, was rarely used to project self-image on Facebook. Gender differences were only found in the appreciation of body functionality via sports activities (more prevalent in boys) and investment in appearance using benign methods, such as the use of cosmetics (more prevalent in girls). Posts addressing appearance and health -promoting self-care behaviors tended to increase in mid-adolescence. We conclude that the adolescents' posts on Facebook reflected several PBI characteristics, with a particular focus on those that enhance a functional view of the body. Future social media and school-level initiatives should prioritize the development of attuned self-care as well as mechanisms to filter messages that could endanger PBI, while also increasing the visibility of the diverse bodies that exist in the world.

2022

Fit and fun: Content analysis investigating positive body image dimensions of adolescents’ Facebook images

Authors
Torres, S; Brito, PQ;

Publication
Cyberpsychology: Journal of Psychosocial Research on Cyberspace

Abstract
Body-positive content on social media offers a promising approach to promote positive body image (PBI). However, we need further research in order to better characterize and understand its nature. This study provides a content analysis of adolescents’ image-based posts on Facebook. We aimed to determine whether the theoretical six-facet conceptualization of PBI was reflected in adolescents’ posts, and whether there were different trends according to gender and time, over a 3-year period. A set of 6,503 images posted by 66 adolescents (51.5% male), were coded for PBI attributes. The results indicate that inner positivity and appreciation of body functionality through involvement in sports and fun activities were the most represented PBI facets. Conversely, imagery representing taking care of the body via healthy food/beverage choices, embracing body diversity, and filtering information in a body-preserving manner, was rarely used to project self-image on Facebook. Gender differences were only found in the appreciation of body functionality via sports activities (more prevalent in boys) and investment in appearance using benign methods, such as the use of cosmetics (more prevalent in girls). Posts addressing appearance and health-promoting self-care behaviors tended to increase in mid-adolescence. We conclude that the adolescents’ posts on Facebook reflected several PBI characteristics, with a particular focus on those that enhance a functional view of the body. Future social media and school-level initiatives should prioritize the development of attuned self-care as well as mechanisms to filter messages that could endanger PBI, while also increasing the visibility of the diverse bodies that exist in the world.

2020

Analysis of Brand Resonance Measures to Access, Dimensionality, Reliability and Validity

Authors
Raut, UR; Brito, PQ; Pawar, PA;

Publication
GLOBAL BUSINESS REVIEW

Abstract
The aim of the present study is to analyze brand resonance measures to assess reliability, dimensionality and validity using existing models of brand resonance. This study is based on a mixed approach of research methodology, using qualitative and quantitative methods. In the qualitative approach, we use expert interview and focus group discussion tools. In the quantitative approach, a corporate survey was conducted and 560 responses were collected through a structured questionnaire. The analysis is performed using statistical scaling tools such as Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). This study initiated scale extraction and operationalization processes for 72 observed variables to measure nine latent variables and obtained 34 statistically extracted observed variables. The study provides a reliable and validated means to measure brand resonance constructs. The study develops a brand resonance scale, which can help brand managers to measure consumers’ levels of brand resonance, in order to describe the strength of the bond of their consumer with their brand(s). This study develops empirically extracted measures of brand resonance, making it distinctive in the branding literature. The study also ensures all important aspects of measurement scale, such as validity and reliability. © 2019 International Management Institute, New Delhi.

Supervised
thesis

2021

Análise de sentimentos: relação da experiência do consumidor com base nos problemas evidenciados nas online reviews

Author
Joana Rita Machado Camilo

Institution
UP-FEP

2021

Automatização de testes para plataformas Oracle - Xstore

Author
Hugo Filipe Marques Pereira

Institution
UP-FEUP

2021

Standalone tangible programming system and open robotic platform based on Raspberry Pi

Author
Isabel Fernandes Neves

Institution
UP-FEUP

2021

Momentos da Verdade no serviço funerário

Author
Gustavo Gomes de Barros Melro Craveiro

Institution
UP-FEP

2021

Dataflower: harnessing heterogeneous hardware parallelism for creative applications

Author
Pedro Miguel Silva Carlos Sousa Ângelo

Institution
UP-FEUP