Research Interests
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My main research interests focus on technology adoption, digital transformation, consumer behaviour, and services marketing. My current work examines how digital technologies, including artificial intelligence, digital platforms, and data-driven interfaces, reshape consumer decision-making, customer experiences, and company–consumer interactions.
Across these areas, I am particularly interested in understanding how consumers perceive, adopt, and respond to emerging technologies, as well as how organisations can use digital transformation to create value, enhance service delivery, and strengthen customer relationships.
Publications
Selected Journal Articles
A complete list of publications is available on ORCID.
JOURNAL ARTICLE
Fighting Counterfeits With Blockchain: A Consumer-Centric Perspective on Technology Adoption
April 2026 | IEEE Transactions on Engineering Management | 73: pp. 2541-2553.
Bilro, R.G.
JOURNAL ARTICLE
ChatGPT Coolness-Desirable Framework for Tourism and Hospitality
November 2025 | Journal of Travel Research | online-first: pp. 1-20.
Loureiro, S.M.C., Bilro, R.G., Guerreiro, J., Lee, M. J., & Han, H.
JOURNAL ARTICLE
Me and my AI: Exploring the effects of consumer self-construal and AI-based experience on avoiding similarity and willingness to pay
September 2023 | Psychology & Marketing | 41(1): pp. 151-167.
Loureiro, S.M.C., Jiménez‐Barreto, J., Bilro, R. G., & Romero, J.
JOURNAL ARTICLE
I am feeling so good! Motivations for interacting in online brand communities
January 2023 | Journal of Research in Interactive Marketing | 17(1): pp. 61-77.
Bilro, R. G., & Loureiro, S.M.C.
DOI: 10.1108/JRIM-07-2021-0182
JOURNAL ARTICLE
Stand by me: analyzing the tourist–intelligent voice assistant relationship quality
April 2021 | International Journal of Contemporary Hospitality Management | 33(11): pp. 3840–3859.
Loureiro, S.M.C., Japutra, A., Molinillo, S., & Bilro, R.G.
DOI: 10.1108/IJCHM-09-2020-1032
JOURNAL ARTICLE
Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study
November 2020 | Journal of Business Research | 119: pp. 388-409.
Loureiro, S.M.C., Romero, J., & Bilro, R.G.
Selected Book Chapters
A complete list of publications is available on ORCID.
ENCYCLOPEDIA ARTICLE
MarTech
August 2025 | International Encyclopedia of Business Management | vol. 3, pp. 95–97.
Bilro, R.G.
DOI: 10.1016/B978-0-443-13701-3.00568-5
BOOK CHAPTER
From Plate to Post: Exploring the Impact of Foodstagramming on Greece’s Travel Destination Image
November 2024 | Consumer Brand Relationships in Tourism - an International Perspective | pp. 363–383.
Bilro, R.G. & Koutoulaki, E.
Publication in Conference Proceedings
A complete list of publications is available on ORCID.
CONFERENCE PROCEEDING ARTICLE
The Influence of AI-Powered Personalization on Brand Loyalty in the Fashion Industry
July 2025 | 2025 Global Marketing Conference (GAMMA) at Hong-Kong Proceedings | pp. 69-74.
Bilro, R.G., Loureiro, S.M.C., Marques, J., Rodrigues, M.B., & Custódio, C.M.
DOI: 10.15444/GMC2025.01.11.03
CONFERENCE PROCEEDING ARTICLE
Cognitive, Affective, and Social Drivers of Music Fan-Related Behavior
June 2024 | Proceedings for the 2024 AMS World Marketing Congress | pp. 59-68.
Ganhão, M., Loureiro, S.M.C., Guerreiro, J., Bilro, R.G., Rodrigues, M.
Editorial Roles
Associate Editor
Editorial Board Member
Journal of Hospitality Marketing and Management
Editorial Advisory Committee
Editorial Review Board member
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