Photo of Michelle Kovacs
  • 2 Citations
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Personal profile

Research interests

Michelle Kovacs (1974), Brazilian, holds a Doctorate in Business Administration, Marketing/Consumer behavior area, from the Federal University of Pernambuco – UFPE / PROPAD, PhD Sandwich (internship) from City University (Cass Business School) in London, England (UK), with Vincent-Wayne Mitchell as international supervisor. Doctorate with distinction award. Post-Doctorate by CAPES/NUFFIC in Consumer Behavior/Marketing area. Master in Business Administration and MBA in Marketing from UFPE, Brazil. Master with distinction award.

Currently lecturer/researcher at BUas in ADE, Academy of Digital Entertainment, IMEM course (Media Management field) and in the MMI, Master of Media and Innovation (regular and executive track). Used to be a Professor (Undergraduate and Graduate) in Brazil for more than 16 years where was also a permanent Professor in the Master and Doctoral course at PROPAD – Graduate Program in Management.

Has a special interest in the Consumer Behavior area, particularly concerning perceived risks and risk reduction strategies. Also interest in the Transformative Consumer Behavior field of study. Already participated in many doctoral and master’s defenses, participated in Scientific Committees (Scientific Journals/conferences), among others. Have articles published in international Scientific Journals and Conferences such as the International Journal of Management (UK), Cogent Business & Management, Gestão.org, among others.

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Research Output

Online engagement and the role of digital influencers in product endorsement on Instagram

De Brito Silva, MJ., Alencar de Farias, S., Kovacs, M. & Lourdes Barbosa, M., 2019, In : Journal of Relationship Marketing. 19, 2, p. 133-163 31 p.

Research output: Contribution to journalArticleScientificpeer-review

  • 2 Citations (Scopus)

    Online engagement and the role of digital influencers in product endorsement on Instagram

    De Brito Silva, MJ., Alencar de Farias, S., Kovacs, M. & Lourdes Barbosa, M., 2019, p. 1-16.

    Research output: Contribution to conferencePaper

    Open Access
  • Online engagement and the role of digital influencers in product endorsement on Instagram

    De Brito Silva, MJ., Alencar de Farias, S., Kovacs, M. & Lourdes Barbosa, M., 2019, Congresso Latino-Americano de varejo e consumo: digital transformation in retailing. Vol. 2019. p. 1-16

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

    Open Access
  • The power of the body in social media: analyzing digital fitness influencers as product endorsers

    De Brito Silva, MJ., Alencar de Farias, S., Kovacs, M. & Barbosa, M., 2019, ACR 2019 - Association of Consumer Research - North American Conference. ACR (Association for Consumer Research), Vol. 47.

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

    The power of the body in social media: analyzing digital fitness influencers as product endorsers

    De Brito Silva, MJ., Alencar de Farias, S., Kovacs, M. & Barbosa, M., 2019.

    Research output: Contribution to conferencePaper

    Activities

    • 1 Guest lectures/talks/presentations (not at a conference)

    Guest lecture

    MH Kovacs (Speaker)

    2015

    Activity: Talk or presentationGuest lectures/talks/presentations (not at a conference)

    Projects