Dr. Charles Alves de Castro
is a dedicated academic and researcher specialising in modern marketing topics.
With experience in business administration, social media research and digital marketing, Dr. Castro is committed to advancing knowledge through innovative research and collaboration.
This website serves as a platform to showcase his publications, research projects,
and contributions to the academic community.
Research Interests
Exploring the Dynamics of Social Media Marketing and Influencer Impact
Leading Research in Social Media and Digital Marketing.
As an academic and researcher, Dr. Charles Alves de Castro delves into the intricate world of social media marketing and its profound impact on modern consumer behaviour. My research focuses on the dynamics between social media influencers (SMIs) and their followers, particularly within the Generation Z cohort in Ireland. This demographic, known for its active engagement on platforms like Instagram, YouTube, and TikTok, offers a unique perspective on digital interactions.
The core of my work investigates how influencers shape attitudes and behaviours through parasocial relationships, trust, and relatability. These elements are pivotal in crafting marketing communication strategies that resonate with audiences, driving brand awareness and consumer engagement. By understanding these dynamics, my research aims to guide marketers in selecting influencers who can effectively represent their brands and connect authentically with their audiences.
Recent Publications
Exploring Innovations in Social Media and Digital Marketing
Journal Article
Designing and Validating a Method to Measure Young People’s Susceptibility to Social Media Influencers: The SUSIS Questionnaire
Recent Work Experiences
Key Professional Roles and Contributions
2024-Current
Leading and innovating in digital marketing strategies and educational methodologies at Atlantic Technological University. Focused on developing future-ready graduates with robust skills in digital platforms and marketing analytics.
2022-2024
Overseeing quality assurance processes and teaching at International College Dublin (ICD) Business School, ensuring high standards in both administrative and educational outcomes. Implementing innovative approaches to course development and student assessment.
2020-2024
Conducting a groundbreaking doctoral study at Fernando Pessoa University on the impact of social media influencers on Generation Z while teaching various marketing and business modules at ICD Business School. Emphasis on integrating cutting-edge research into teaching to enhance student engagement and learning outcomes.
2017-2018
At Comercial 3 Irmãos, Brazil, spearheaded digital marketing initiatives that significantly boosted sales, revamped the brand’s identity, and integrated e-commerce solutions. Enhanced organisational culture and streamlined operational processes, significantly improving efficiency and alignment with strategic goals.
2015-2017
Managed procurement and data analysis for a leading Latin American ceramic tile manufacturer (Emília Cordeiro Group), implementing sustainable business practices and enhancing customer satisfaction.
Engagement and Impact: Participation in Events
From Conferences to Workshops
Scholarships
Achievements in Education and Research
Professional Affiliations and Memberships
Collaborating for Excellence
Get In Touch
Please feel free to reach out to discuss potential collaborations, supervision, academic inquiries, or even just to exchange ideas about our shared interests.