Vitor Lima

I attained my PhD in Business Administration (Marketing) with Honors at IAG Business School, Pontifical Catholic University of Rio de Janeiro, which included one year at Schulich School of Business, York University as a visiting PhD student. I am most grateful for this title, which I largely owe to my advisors Prof. Luís Pessôa and Prof. Russell Belk. Recently, I was finalist of the 2021 AMS Mary Kay Doctoral Dissertation Award.

I have an interest in the role of emergent and speculative technologies in the life of consumers. My exploration of this consumption phenomenon often draws on literature about Transhumanism, Biohacking, Cyborgs, Artificial Intelligence, Robots, and Digital Marketing, and my theoretical view is always framed by the Consumer Culture perspective (CCT).

Additionally, I attained: an MSc in Business Administration at FGV; an MBA specializing in Marketing at FGV; a BA in Advertising with an extension in Branding at ESPM; and a Digital Marketing Strategy Executive Certificate at Harvard University. Currently, I’m a Postdoctoral Fellow at Schulich School of Business. I also have professional experience as the Academic Coordinator of several in-person and online MBA and postgraduate programs in Digital Marketing at FGV. I frequently collaborate with news media companies, such as the BBC. I was named as one of the TOP 100 Twitter Marketing Professors by Social Media Marketing Magazine.

SELECTED PUBLICATIONS

• Lima, V.M.; Pessôa, L.A.G.P.; Belk, R. W. (forthcoming). The Promethean biohacker: On consumer biohacking as a labour of love. Journal of Marketing Management.

• Lima, V.M.; Mancebo, R.C.; Pessôa, L.A.G.P.; Costa, A.S.M. (2020). Me, my place, and I: Exploring consumer-place attachment in Brazil’s Northeast region. Cadernos EBAPE.BR, 18(3), p. 1-18.

• Lima, V.M. (2020). Defying the Gods and the odds: On being a cyborg. Doctoral Thesis, IAG Business School, Pontifical Catholic University of Rio de Janeiro, Brazil.

• Mello, F.B.; Pessôa, L.A.G.P.; Lima, V.M. (2020). The Rio brand identity construction under the cultural perspective: Narratives about space converted into merchandise. Diálogo com a Economia Criativa, 5(13), p. 142-159.

• Zanini, M.T.; Moraes, F.C.; Lima, V. M.; Migueles, C.; Lourenço, C.; Irigaray, H.A.R. (2019). Soccer and Twitter: Virtual brand community engagement practices. Marketing Intelligence & Planning, 37(7), 791-805.

• Lima, V.M.; Corrêa, A.B.A.; Zanini, M.T.; Pessôa, L.A.G.P.; Irigaray, H.A.R. (2019). Branding Rio de Janeiro: A semiotic analysis. Marketing Intelligence & Planning, 37(6), 645-659.

• Lima, V.M.; Irigaray, H.A.R.; Lourenco, C. (2019). Consumer engagement on social media: Insights from a virtual brand community. Qualitative Market Research: An International Journal, 22(1), 14-32.

• Lima, V.M.; Pessôa, L.A.G.P. (2018). The consumption of technology as a structural element of identity: A theoretical and methodological discussion based on French Semiotics. Cadernos EBAPE.BR, 16(4), 679-691.

CONFERENCE PROCEEDINGS

• Lima, V.M.; Pessôa, L.A.G.P.; Belk, R.W. (2020). #Cyborgs Are In Your Dreams, Thoughts, Talks, And Perhaps Next Door. 2020 ACR Conference.

• Lima, V.M.; Pessôa, L.A.G.P. (2019). Discursive interactions shaping the "Happily Ever After" in a Virtual Brand Discourse Community. Consumer Culture Theory Conference 2019: The Future is Loading. Montreal, Canada.

• Corrêa, A.B.; Lima, V.M.; Pessôa, L.A.G.P. (2018). Wonderful City: a semiotic analysis of the Rio de Janeiro brand. XXI SEMEAD, University of São Paulo Administration Seminars, Brazil.

• Lima, V.M. (2018). Digital presence: pillars, fundamentals, and possibilities for the use of digital marketing. IX National Congress of Administration and Accounting, ADCONT, Brazil.

• Lima, V.M.; Pessôa, L.A.G.P. (2017). The meanings of technology consumption and its role as a structuring of identities. 5th International Congress of ABES, Brazilian Association of Semiotic Studies (ABES), Brazil.

BOOK

• Sá, P.; Lima, V.M. (2018). Communication, planning, and media convergence. Rio de Janeiro: Editora FGV.