Susana Costa e Silva
Influencers and their responsibility in promoting health - a phenomenon in need of regulation?
- Associate Professor with Habilitation in Marketing at Católica Porto Business School – Universidade Católica Portuguesa.
- Researcher in the fields of marketing and consumer behavior at the Center for Studies in Management and Economics.
- PhD in Marketing from University College Dublin, Ireland, and Master’s in Economics from the Faculty of Economics, University of Porto.
- Professor at University of Saint Joseph, Macau, and Visiting Professor at Institute of Management Technology, India.
- Board Member and National Representative of Portugal at European Marketing Academy.
- Case Pool Coordinator at the Program Learn & Share of Católica International Business Platform.
- Professor and Coordinator at Liga Portugal Business School.
- Consultant in Marketing and Internationalization.
Nationality: Portugal
Scientific areas: In Our Agenda (Influencers and their responsibility in promoting health - a phenomenon in need on regulation?
22 of november, from 09h00 until 10h15
Innovation Box Area
Conference summary
Influencer marketing is a reality to which no business area should remain indifferent.
Similarly, influencer marketing plays an important role in promoting behaviors that benefit society as a whole. However, much of the content promoted by influencers does not follow best practices in health promotion.
In this regard, and considering the limitations of regulatory entities in overseeing the activities of agents who lack adequate higher education for promoting these behaviors, it is crucial to provide the market with precise, rigorous information validated by certified health entities. Recognizing the nuances of this reality and promoting measures for better alignment with current standards is essential.