Expertise
Darina Vorobeva is a postdoctoral researcher at the MTCI Research Center. She holds a PhD in Information Management, with a specialization in Data-Driven Marketing, from NOVA IMS in Lisbon. Her work sits at the intersection of marketing and emerging technologies, and she brings experience from both academic and corporate settings, having previously worked as a market analyst. Darina has taught master’s-level marketing courses and was a visiting researcher at ESCP Business School. Her research interests are broad and multidisciplinary, spanning consumer behavior, Artificial Intelligence (AI), and blockchain, with a particular focus on how these technologies reshape markets and service experiences. She has published in leading outlets, including the Journal of Service Research and Psychology & Marketing.