The social psychological explanations for the effects of social media marketing and traditional media on voting intentions
· Lead article
Marcos Severo
Researcher Marketing Performance, Analytics & AI
About Me
Hi, I'm Marcos Severo. I am a Professor and Marketing Researcher at the Federal University of Goiás, serving on the faculty of the Graduate Program in Management (PPGADM/UFG). My research examines how marketing efforts influence market performance measures in diverse settings. I specialize in using Applied Econometrics, experimental, and quasi-experimental methodologies to tackle complex research questions.
Education
- Post-doc. (USP, Statistics, 2022)
- Post-doc. (USP, Econometrics, 2021)
- Ph.D. (UnB, BBA, 2016)
Interests
- Artificial Intelligence
- Business Marketing Analytics
- Marketing models and Marketing performance
Visiting Positions
- Indian Institute of Technology Jammu (2025)
- San Diego State University (2024)
- Indian Institute of Technology Gandhinagar (2022, 2020)
- Indian Institute of Technology Delhi (2019)
- Coventry University (2018)
Appointments
- Associate Professor. Universidade Federal de Goiás
- Vice-Coordinator. CADEN Research Center/UFG
- Associate Editor. Journal of Business-to-Business Marketing
- Thesis Award Commission. CAPES
- Research Track Leader. ANPAD
Sobre Mim 
Marcos Severo é Professor e Pesquisador da área de Marketing da Universidade Federal de Goiás (UFG) desde 2011, onde é vinculado ao Programa de Mestrado e Doutorado em Administração (PPGADM/UFG). Sua principal preocupação como pesquisador e consultor é identificar e revelar a influência das atividades de marketing no desempenho do negócio. Para descobrir como as ações de marketing promovem efeitos nos indicadores de sucesso de pequenas e médias empresas utiliza, usualmente, de pesquisa aplicada a grandes bases de dados empresariais.
Na sua atuação acadêmico-profissional já foi Professor Visitante em uma dezena de universidades internacionais. É o responsável pela assinatura e coordenação de Acordos de Cooperação Internacional entre a UFG e duas universidades indianas, IITGN e IIT Jammu, e também coordena Projetos de Pesquisa e Desenvolvimento Tecnológico em Inteligência Artificial, Ciência de Dados e Marketing Analytics financiados por empresas e órgãos de estado que totalizam mais de 10 milhões de reais.
Profile
Marcos Severo is a Full Professor of Marketing Research at the Federal University of Goiás (Brazil). He holds a PhD in Business Administration, which included a doctoral fellowship at Massey University (NZ), and completed two Post-Doctoral fellowships at the University of São Paulo (USP) in Statistics and Business Analytics/Data Science. He was also a Research Scholar at San Diego State University.
His research focuses on explaining marketing performance across three levels: firm-level (sales and market share), social media (engagement), and individual behavior (loyalty, spending, and sales per transaction). Methodologically, he specializes in econometric modeling and applied statistics, as well as experimental and quasi-experimental methods grounded in behavioral psychology. His work typically involves large datasets from emerging economies, such as Brazil, utilizing longitudinal and panel data.
Dr. Severo has extensive international experience as a Visiting Scholar at Coventry University (2018), IIT Delhi (2019), IIT Gandhinagar (2020, 2022), San Diego State University (2024), and IIT Jammu (2025). His work has been recognized with prestigious awards, including a Highly Commended paper at the Emerald Literati Network Awards (2017) and the Sheth Foundation Award for best marketing research (2019), published in the Journal of the Academy of Marketing Science (JAMS). In 2024, he was named the Brazilian Youth Marketing Researcher by the ANPAD Marketing Division.
Publications
Filters
Sales funnel structures in B2B digital platforms: Dynamic effects of online sentiment and sales strategies on marketing performance
The paradox of being profitable and moral: The role moral authority plays in corporate sociopolitical activism
Ingredient branding in industrial B2B2C chains: How corporate brands and sales value propositions drive co-branded equity
From static to conversational: The role of landing pages and chatbots in B2B lead generation
Customer relational benefit: A second-order meta-analysis and an alternative framework
Popularity and transaction prices as drivers of price dispersion on two-sided digital platforms
ThinkBox: One-way road: The impact of Artificial Intelligence on the development of knowledge in management
The relationship between gender policies and the creation of businesses by women
Grasping marketing and consumer behavior in the digital environment: Brazilian scholars insights
Forms of capital, innovation capability and innovation in nascent ventures
Global relationship between economic growth and CO2 emissions across time: a multilevel approach
How cashback strategies yield financial benefits for retailers: The mediating role of consumers' program loyalty
Optimising digital marketing and social media strategy: from push to pull to performance
Amplifying retailers' sales with a hub's owned and earned social media: The moderating role of marketplace organic search
Deviances from planned purchases: consumer learning history and behavior setting implications for consumer spending
Sales-based brand equity as a performance driver in "The Country of soccer"
How marketing balances the battle between premium and regular products? Brand sales dynamics in an emerging market
In pursuit of an effective B2B digital marketing strategy in an emerging market
· Sheth Foundation / JAMS Award – Finalist
Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics
· Emerald Literati Network Awards – Highly Commended Finalist
'Engage and attract me, then I'll share you': an analysis of the impact of post category on viral marketing in a social networking site
Experiential learning as teaching strategy for entrepreneurship: assessment of a Brazilian experience
Supervisions
MSc
-
2025
Bruno Machado Carvalho Universidade Federal de Goiás
-
2023
Danilo Eustáquio Luiz de Araújo Universidade Federal de Goiás
-
2021
Bukunmi Adewumi Indian Institute of Technology Gandhinagar
-
2021
Daiane Martins Teixeira
· Co-supervisor
Universidade Federal de Goiás -
2021
Lorrayne Correia Sousa Universidade Federal de Goiás
-
2021
Angelo Cruz do Nascimento Varella Universidade Federal de Goiás
-
2020
Giovanna de Souza Sodré Universidade Federal de Goiás
-
2018
Milena Alves Costa Universidade Federal de Goiás
-
2018
Udinelli Alves da Silva Santos Universidade Federal de Goiás
PhD
-
2025
Leandro Divino Miranda de Oliveira Universidade Federal de Goiás
-
2024
Ananias Costa Oliveira Universidade Federal de Goiás
-
2022
Marcos Schebeleski
· Co-supervisor
Universidade Estadual de Maringá
Talks
-
2026
Merging data with decision making: Marketing Analytics, Data Analysis and AI Academic QM Think Fest – Aligarh Muslim University (Online)
-
2025
Marketing Analytics: Unlocking business performance through data-driven insights Indian Institute of Technology Jammu
-
2025
How AI leverages lead generation with instant messaging apps: Chatbots versus landing pages in the B2B customer journey University of California – Riverside (Online Academic/Research Seminar)
-
2025
Classical and non-simultaneous pathways in the online sales funnel: Strength and duration of the effects of cross- and up-selling Workshop in Management Science, Pucón, Chile
-
2024
How AI leverages lead generation with instant messaging apps: Chatbots versus landing pages in the B2B customer journey University of Zaragoza Brown Bag Seminars (Online)
-
2024
Artificial Intelligence chatbots or static landing pages? Generating leads through the B2B customer journey California State University, Sacramento
-
2022
Emergent issues in human-robot interactions. Artificial Intelligence and Applications in Emerging Economies Indian Institute of Technology Gandhinagar (IITGN)
-
2022
Candidate sentiment, traditional, owned and earned social media: the role of fan following in influencing voting intentions Indian Institute of Technology Gandhinagar (IITGN)
-
2021
Candidate sentiment, traditional, owned and earned social media: the role of fan following in influencing voting intentions AMA Summer Conference, US (Online)
-
2021
The moderating role of marketplace organic search on earned social media and user-generated content: a multilevel multichannel retailing assessment AMA Summer Conference, US (Online)
-
2019
In pursuit of an effective B2B digital marketing strategy in an emerging market Universität Hamburg
-
2018
Reflections on directions of social media research and business performance Coventry University, UK (Seminar to postgraduate students)
-
2018
Sales and social media in small retailing Advances in Theory and Practice of Digital Marketing, Swansea, UK
-
2015
Marketing in emerging economies: The battle between branded and unbranded products School of Communication, Journalism and Marketing, Massey University, Auckland, New Zealand
Media
2025
Entrevista concedida à TV UFG (Sempre UFG): Conheça a trajetória de Marcos Severo
2024
A Revolução dos Dados no Marketing - Deep Growth Podcast #86
2020
Entrevista concedida à TV Record Goiás: Projeto 'Adoce'
Suco de uva nas audiências de conciliação em Goiás
2019
Entrevista concedida à TV Record Goiás: Série Influenciadores
2019
Entrevista concedida à TV UFG (Viver Ciência): Redes Sociais
Projects
· Do Like ao Lucro podcast (UFG #PJ413-2025)
Episódio 01: Consumidores agem diferente do que pensam
Episódio 02: Inteligência Artificial e vendas
Episódio 03: O futuro da Pesquisa e Ensino do Marketing com a IA
Episódio 04: Marketing no Agronegócio
Episódio 05: Marketing no TikTok
Episódio 06: Marketing e métricas
Episódio 07: O 'mindset' do consumidor
Episódio 08: As diferentes medidas de desempenho em marketing
Episódio 09: O ecoverso de comunicação das marcas
Episódio 10: O impacto da Inteligência Artificial no desempenho do negócio
Episódio 11: Como gestores de diferentes áreas aceitam e adotam a Inteligência Artificial?
PODCAST: Do Like ao Lucro
Ouça no Spotify ↗
· Pesquisa de Marketing de 5° (UFG #PJ318-2024)
Episódio 01: Como a mesma base de dados pode retornar resultados divergentes?
Episódio 02: Como medir o desempenho em Marketing?
Episódio 03: Como demonstrar o valor do Marketing para o negócio?
Episódio 04: Como a forma de apresentação dos dados influencia o comportamento?
Episódio 05: Comportamento esperado das vendas e da participação de mercado
Episódio 06: Associação entre participação de mercado e o desempenho do negócio
Episódio 07: Efeitos do preço nas vendas, participação e escolha
Episódio 08: Os efeitos de curto e longo prazo da Propaganda nas Vendas
Episódio 09: Impactos da Inteligência Artificial nas vendas e na conversão
Awards
-
2024
Winner of the Best Paper Award at the 1st Industrial Marketing Management (IMM) South America Summit Article "How AI leverages lead generation with instant messaging apps: Chatbots versus landing pages in the B2B customer journey"
-
2024
Brazilian Young Marketing Research Award Conceded by ANPAD (the official Business Researchers and Educators organization in Brazil)
-
2024
Recognition and Appreciation as an International Scholar San Diego State University
-
2024
Finalist of the Best Paper Award at the 10th Brazilian Marketing Conference (ANPAD) Article "Strength and duration of the effects of cross and up-selling strategies on the sales funnel"
-
2023
CNPq Productivity Researcher – Level 2 Brazilian National Council for Scientific and Technological Development
-
2021
Outstanding Graduate (Ph.D., 2012–2016) Indicated by PPGA/UnB to CAPES (Brazilian Federal Agency for Support and Evaluation of Graduate Education)
-
2021
Outstanding Graduate (Master's, 2006–2008) Indicated by PPGAdm/UFV (Federal University of Viçosa) to CAPES
-
2021
Outstanding Instructor – Marketing Analytics Course Indian Institute of Technology Gandhinagar (IITGN)
-
2021
Public Policy Implementation – State of Goiás Research results adopted by the Goiás Court of Justice to improve conciliation indicators
-
2021
Recognition of Merit – one of the fifteen prominent graduates of the last 15 years (2005–2020) Federal University of Viçosa (PPGAdm/UFV)
-
2020
Finalist of the JAMS/Sheth Foundation Award for Best Marketing Paper Journal of the Academy of Marketing Science. Article "In pursuit of an effective B2B digital marketing strategy"
-
2018
Winner of the Best Marketing Paper published in Brazilian journals 8th Brazilian Marketing Conference (ANPAD). Article "Who leads your opinion? Opinion leaders' influence on virtual engagement"
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2017
Finalist of Emerald Publishing Awards for Excellence – Outstanding Paper Article "Does social media matter for post typology?", Online Information Review, 40(4)
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2017
Winner of the Best Paper with Implication for Retail Award 10th Latin American Retail Conference (CLAV 2017)
-
2014
Finalist of the Best Paper Award at the 6th Brazilian Marketing Conference (ANPAD)
-
2013
Winner of the Best Theme Paper Award (Consumer Behavior) 16th SEMEAD Conference, University of São Paulo (USP)
-
2013
Winner of the Best Area Paper Award (Marketing) 16th SEMEAD Conference, University of São Paulo (USP)
-
2013
Recognition of Merit for two Best Paper Awards at SEMEAD Federal University of Goiás (UFG)