Mauro Jose De Oliveira
Mauro Jose De Oliveira
Professor of Business Communication, Ethics, Consumer Behavior, Digital Marketing, Storytelling
Verified email at - Homepage
Cited by
Cited by
Driving consumer–brand engagement and co-creation by brand interactivity
ML Cheung, GD Pires, PJ Rosenberger, MJ De Oliveira
Marketing Intelligence & Planning 38 (4), 523-541, 2020
Factors driving young users' engagement with Facebook: Evidence from Brazil
MJ de Oliveira, MKZ Huertas, Z Lin
Computers in human behavior 54, 54-61, 2016
Driving COBRAs: the power of social media marketing
ML Cheung, GD Pires, PJ Rosenberger III, MJ De Oliveira
Marketing Intelligence & Planning 39 (3), 361-376, 2021
Does life satisfaction influence the intention (We-Intention) to use Facebook?
MJ de Oliveira, MKZ Huertas
Computers in Human Behavior 50, 205-210, 2015
Female role portrayals in Brazilian advertising: are outdated cultural stereotypes preventing change?
K Middleton, S Turnbull, MJ de Oliveira
International Journal of Advertising 39 (5), 679-698, 2020
Impact of entrepreneurial orientation on strategic alliances and the role of top management
AB Oliveira Junior, FM Borini, RC Bernardes, MJ Oliveira
Revista de Administração de Empresas 56, 315-329, 2016
The most optimal way to deal with negative consumer review: can positive brand and customer responses rebuild product purchase intentions?
CB Brunner, S Ullrich, MJ De Oliveira
Internet Research 29 (1), 104-122, 2019
Curiosity on Cutting-Edge Technology via Theory of Planned Behavior and Diffusion of Innovation Theory
F Acikgoz, A Elwalda, MJ De Oliveira
International Journal of Information Management Data Insights 3 (1), 100152, 2023
The role of post-stay evaluation on eWOM and hotel revisit intention among Gen Y
MNS Sharipudin, ML Cheung, MJ De Oliveira, A Solyom
Journal of Hospitality & Tourism Research, 10963480211019847, 2021
Gooool: motivation drivers of attitudinal and behavioral fan loyalty in Brazil
PJ Rosenberger III, JH Yun, MM Rahman, S Köcher, MJ de Oliveira
Revista Brasileira de Marketing 18 (4), 116-136, 2019
Empregabilidade e seus antecedentes para conquista da vaga de estágio por universitários
TM Veludo-de-Oliveira, ME Ballestero-Alvarez, MJ Oliveira, PR Vidigal
Revista Brasileira de Orientação Profissional 14 (1), 47-59, 2013
Comunicação na internet: Uma análise do uso de ferramentas dialógicas em websites de agentes de integração no brasil IV Encontro de Marketing da ANPAD
MJD Oliveira, MKZ Huertas
Florianópolis, SC, 2010
Consumers’ online brand related activities on WeChat: The role of social media marketing efforts
ML Cheung, GD Pires, PJ Rosenberger III, MJ De Oliveira
CLAV 2019, 2019
Consumer experience sharing in online social media: Individual characteristics and consumption experience
Z Lin¹, MJ De Oliveira
Academy of Marketing Conference, 2014
Beyond the Goal Line: A Cross-Country Investigation of the Determinants of Football Fan Loyalty in Germany, Brazil and China
PJ Rosenberg III, JH Yun, MM Rahman, S Köcher, M de Oliveira
Academy of Marketing Conference, 2015
A Satisfação com a Vida Influencia a Intenção de Uso do Facebook?
MJ De Oliveira, MKZ Huertas
Revista Brasileira de Marketing 13 (6), 124-137, 2014
The motivations of using Facebook by young consumers in Brazil
MJ de Oliveira, MK Zuniga, Z Lin
Academy of Marketing Conference 2013 - Marketing de Relevância, Cardiff …, 2013
The art of forming a partnership in an entrepreneurial world: the Brazilian case
AB Oliveira Junior, MJ De Oliveira
Journal of Entrepreneurship in Emerging Economies 15 (5), 1004-1027, 2023
Brand building through consumer-brand engagement and co-creation in Brazil: the role of social media marketing
ML Cheung, GD Pires, PJ Rosenberger III, MJ De Oliveira
CLAV 2018, 2018
Dialogic communication in Brazilian websites: A longitudinal study
MJ De Oliveira, MKZ Huertas
XVII Seminaries in Administration, October, 29-31, 2014
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