Charles AlvesdeCastro

I am Dr. Charles A. Castro, a dedicated academic and professional in marketing and business management. I hold a Doctoral degree in Communication Sciences from Fernando Pessoa University in Porto, Portugal. I am currently working at Atlantic Technological University as a Lecturer in Modern and Digital Marketing & Modern Business.

My educational journey includes a Master of Science in Marketing from the University of Bari Aldo Moro in Italy (2020), a Master of Science in Human Resources Management from the University of Limerick in Ireland (2015), and a Bachelor of Science in Business Administration and Managerial Processes from Newton Paiva University in Brazil (2013). Throughout my studies, I was honoured with several prestigious scholarships, such as the Irish Research Council Government of Ireland Postgraduate Scholarship (2021) and the ITB Funding Programme for Graduate Research (2020), among others.

I have gained substantial experience in management roles across Brazil, Italy, and Ireland, which has enriched my academic and professional perspectives.

I am passionate about advancing knowledge in these fields and aim to contribute meaningfully to both the academic community and the business industry. My diverse expertise and international experience enable me to bring valuable insights and practical applications to my work.

My research interests lie in Marketing, Social Media Marketing, Digital Marketing, AI Applied to Marketing, & Digital Transformation within Organisations. 

My teaching methods are designed to engage students actively. By employing a blend of lectures, hands-on workshops, and collaborative projects, I encourage critical thinking and problem-solving. This approach not only enhances learning outcomes but also fosters an environment of innovation and creativity.

• Fellow of Advance HE (FHEA)

• Associate Member of the Chartered Institute of Personnel and Development (CIPD)

• Member of the Marketing Institute Ireland (MII)

• Member of the Italian Marketing Society (SIM)

• Member of the National Association of Postgraduation and Research in Administration, Brazil (ANPAD)

• Founder and Chair of Brazilian Academics in Ireland (BAI)

Awarded the Government of Ireland Postgraduate Scholarship by the Irish Research Council (2021), and the ITB Funding Programme for Graduate Research (2020) and ICD Business School funding (2022-24). Secured international scholarships from the Italian Ministry of Foreign Affairs and Poggiolevante Collegio Universitario di Merito in Italy. Recognised globally through participation in the UNESCO-supported Lucerne Summer University (Switzerland) and participated in conferences in Ireland, Italy, Spain, and Portugal. Published extensively in peer-reviewed journals and actively engaged in international research networks on marketing, digital transformation, and social media influencers.

• Alves de Castro, C.A. and Sousa, J.P. (2025) ‘Exploring Generation Z’s Susceptibility to Social Media Influencers: The Role of Personality Traits and Influencer-Generated Constructs’, Observatorio (OBS)*, 19(2), pp. 12–38. doi: https://doi.org/10.6084/m9.figshare.29452034.
• Alves de Castro, C.A. (2025) ‘Engaging Social Media Influencers to Foster Academic Integrity in Irish Higher Education: A Reflective Analysis and Strategic Action Plan’, Irish Journal of Education, 49(3), pp. 1–23. doi: https://doi.org/10.6084/m9.figshare.29366390. Available at: https://www.erc.ie/.
• Alves de Castro, C. and Sousa, J., 2025. Employing Mixed Methods and Creative Techniques for Enhanced Questionnaire Analysis. London: Sage Publications, Inc. Available at: https://doi.org/10.4135/9781036209919.
• Alves de Castro, C. (2024) 'Beyond the Screen: Unravelling the Impact of Social Media Time on Influencer Marketing Effectiveness'. In: E-Book Memories. Porto: Faculty of Humanities and Social Sciences, Fernando Pessoa University. Available at: https://doi.org/10.6084/m9.figshare.26310697.
• Alves de Castro, C. (2023) 'Thematic analysis in social media influencers: who are they following and why?', Frontiers in Communication, 8, pp. 1217684. Available at: https://doi.org/10.3389/fcomm.2023.1217684.
• Alves de Castro, C. (2023) 'Designing and Validating a Method to Measure Young People’s Susceptibility to Social Media Influencers: The SUSIS Questionnaire', Studies in Media and Communication, 11(6), pp. 398-411. Available at: https://doi.org/10.11114/smc.v11i6.6165.
• Alves de Castro, C. (2023) 'A Discussion about the Impact of ChatGPT in Education: Benefits and Concerns'. Journal of Business Theory and Practice, 11(2), pp.28-34. Available at: https://doi.org/10.22158/jbtp.v11n2p28.
• Castro, C.A. (2023) 'An Investigation into the Relationship Between Life Satisfaction and Personality Traits: The Case of Ireland', Journal of Psychology and Health in Debate, Vol. 9 No. 2, 2023. Available at: https://doi.org/10.22289/2446-922X.V9N2A2.
• Alves de Castro, C., Carthy, A. and O’Reilly, I. (2022) 'An Ethical Discussion About the Responsibility for Protection of Minors in the Digital Environment: A state-of-the-art review', Advances in Social Sciences Research Journal, 9(5), pp. 343–370. Available at: https://doi.org/10.14738/assrj.95.12433.
• Alves de Castro, C., O’Reilly, I. and Carthy, A. (2022) 'The Evolution of the Internet and Social Media: A Literature Review', International Journal of e-Education, e-Business, e-Management and e-Learning, 12(1), pp. 30–41. Available at: https://doi.org/10.17706/ijeeee.2022.12.1.30-41.
• Alves de Castro, C., O’Reilly, I. and Carthy, A. (2022) 'The Role of Influencers in Adolescents’ Consumer Decision-Making Process: A Sustainability Approach', Critical Letters in Economics & Finance, 1(1), pp. 31–46. Available at: https://doi.org/10.21427/azb6-zn63.
• Alves de Castro, C., O’Reilly, I. and Carthy, A. (2021) 'Social Media Influencers (SMIs) in Context: A Literature Review', Journal of Marketing Management, 9(2), pp. 59–71. Available at: http://jmm-net.com/vol-9-no-2-december-2021-abstract-9-jmm.
• Castro, C.A. (2020) 'A Proposal Digital Marketing Strategy for MarcheluzzoSrl: Training and Evaluating a Prediction Model for the Number of Adv. Impressions', Journal of Marketing Management (JMM), 8(1), pp. 55-72. Available at: http://jmm-net.com/journals/jmm/Vol_8_No_1_June_2020/7.pdf.
• Castro, C.A. (2020) 'An Empirical Research Framework on Digital Marketing Consultancy: The Case of Marcheluzzo Srl', Revista de Ciências Gerenciais, 24(39). Available at: https://doi.org/10.6084/m9.figshare.13034378.v1.
• Castro, C.A. (2020) 'A Substantial Marketing Strategy: The Case of Chiara Ferragni Collection in Brazil', Revista Dissertar, 1(35), pp. 47-62. Available at: https://doi.org/10.6084/m9.figshare.14153288.v1.
• Castro, C.A. (2020) 'Managing Short-Term Absenteeism within the Workplace', Journal Dissertar, 1(34), pp. 109-119. Available at: http://revistadissertar.adesa.com.br/index.php/revistadissertar/article/view/290/493.
• Castro, C.A. (2020) 'Analysing the effectiveness of the provisions at European level for guaranteeing equal pay amongst genders', Revista de Ciências Jurídicas, 21(1), pp. 17-20. Available at: https://doi.org/10.17921/2448-2129.2020v21n1p17-20.
• Castro, C.A. (2020) 'The Impact of the Global Financial Crisis on Human Resources in Multinational Companies in Ireland', International Journal of Trend in Scientific Research and Development (ijtsrd), 4(2), pp. 864-867. Available at: ijtsrd.com/papers/ijtsrd30145.pdf.
• Castro, C.A. (2020) 'Ireland as an Economic Core of Europe', Journal In-Cena, University Estácio Bahia, Vol. X No. X Salvador. Bahia.2020. Available at: https://doi.org/10.6084/m9.figshare.12696383.v1.
• Castro, C.A. (2020) 'How to Protect the Rights of Employees: a discussion about health and safety legislation in Ireland', Multidisciplinary Journal Pey Këyo, Vol. 6 No. 3, September 2020. Available at: https://doi.org/10.6084/M9.FIGSHARE.12981698.V1.
• Castro, C.A. (2020) 'Entrepreneurial consultancy at the NGO Beta: more than a consulting project, a humanitarian', Journal Humanidades (Montes Claros), Vol. 9 No. 1, January/June 2020. Available at: https://doi.org/10.6084/m9.figshare.13322267.v1.
• Castro, C.A. (2019) 'Contextual Influences on Human Resources Development: Considerations and evaluations on the various external and internal factors that shape and influence HRD in organisations', Journal Estação Científica, Special Edition: Internationalisation, 2019. Available at: https://doi.org/10.6084/m9.figshare.12213002.v1.
• Castro, C.A. and Pena, F.G. (2019) 'The Impact of the Global Financial Crisis on Human Resource Management in Multinational Companies in Ireland', Journal Percurso Acadêmico, Vol. 9 No. 17, 2019. Available at: https://doi.org/10.5752/P.2236-0603.2019v9n17p40-50.
• Castro, C.A. (2019) 'Entrepreneurial Management in the Company Beta: Entrepreneurship, Competitiveness, and Goals Achievement', Journal Estação Científica, Vol. 21, 2019. Available at: https://doi.org/10.6084/m9.figshare.12213029.v1.
• Castro, C.A. (2018) 'Investigating the Impact of Internationally Acquired Qualifications on Labour Market Performance: The Case of Brazil', IOSR Journal of Research & Method in Education (IOSR-JRME), 8(3), pp. 79-89. Available at: https://10.6084/m9.figshare.12213254.v1.
• Castro, C.A. (2015) 'Recruitment and Selection: A Process for Building the Hotel Beta's Team', Journal Global Manager, Vol. 15, 2015. Available at: https://doi.org/10.6084/m9.figshare.12213155.v1.

External Examiner
Munster Technological University
Appointed from 2024 to 2027, I am responsible for independently reviewing and assuring academic standards, assessment integrity, and fairness of grading across the following programmes: MA Global Business Practice, MSc International Business, Bachelor of Business in International Business with Language, and BSc (Hons) Global Business & Pilot.