Barbosa, Isabel Cristina Pereira
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Barbosa
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Isabel Cristina Pereira
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Isabel Barbosa
Biografia
Docente do Departamento de Economia e Gestão.
Isabel Barbosa é uma investigadora dedicada que possui um Mestrado em Gestão pela Universidade Lusíada do Norte - Porto, onde se focou no complexo fenómeno do burnout, examinando os seus motivadores subjacentes, impactos e estratégias de prevenção. Durante o seu período como Investigadora no Centro de Investigação em Organizações, Mercados e Gestão Industrial (COMEGI), contribuiu significativamente para o discurso académico na área de recursos humanos, explorando tópicos como satisfação no trabalho, envolvimento dos funcionários e burnout. Isabel também atua como tutora na Aliança Arqus, um programa de tutoria de idiomas que promove a proficiência linguística e o intercâmbio cultural entre os estudantes. Anteriormente, lecionou aulas de Recursos Humanos na Escola de Economia e Gestão (EEG) da Universidade do Minho, onde nutriu a próxima geração de académicos e profissionais. No entanto, já não está associada à Universidade do Minho; a sua experiência lá permanece uma parte valiosa da sua jornada académica. Atualmente, Isabel está a realizar um doutoramento, enriquecendo ainda mais as suas atividades académicas. Para além dos seus estudos doutorais, assumiu recentemente um novo papel como Professora Assistente Convidada na Universidade Portucalense Infante D. Henrique, no Departamento de Ciências Económicas e Empresariais. Nesta posição, leciona disciplinas de Gestão de Pessoas e Organização de Empresas (Licenciatura em Gestão) e Liderança e Gestão de Pessoas (Licenciatura em Marketing). Através dos seus diversos papéis na investigação e educação, Isabel permanece motivada e profundamente interessada na sua área, procurando continuamente contribuir para a compreensão e o avanço da gestão e dos recursos humanos.
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D21A-059E-7DD9Projetos de investigação
Unidades organizacionais
REMIT – Research on Economics, Management and Information Technologies
Centro de investigação que que tem como objetivo principal produzir e disseminar conhecimento teórico e aplicado que possibilite uma maior compreensão das dinâmicas e tendências económicas, empresariais, territoriais e tecnológicas do mundo contemporâneo e dos seus efeitos socioeconómicos. O REMIT adota uma perspetiva multidisciplinar que integra vários domínios científicos: Economia e Gestão; Ciências e Tecnologia; Turismo, Património e Cultura.
Founded in 2017, REMIT – Research on Economics, Management and Information Technologies is a research unit of Portucalense University. Based on a multidisciplinary and interdisciplinary perspective it aims at responding to social challenges through a holistic approach involving a wide range of scientific fields such as Economics, Management, Science, Technology, Tourism, Heritage and Culture.
Grounded on the production of advanced scientific knowledge, REMIT has a special focus on its application to the resolution of real issues and challenges, having as strategic orientations:
- the understanding of local, national and international environment;
- the development of activities oriented to professional practice, namely in the business world.
13 resultados
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Publicação Acesso Restrito Bridging Skipped Generations: Intergenerational Marketing as a Catalyst for Aging Consumer Relationships2026-03-03 - Barbosa, Isabel Cristina Pereira; Real, ElizabethThis study examines how intergenerational marketing can strengthen connections between skipped generations, particularly young adults, and older consumers. Using qualitative interviews with cohorts of young adults, middle-aged adults, and older adults, it explores perceptions of marketing narratives aimed at aging consumers. Findings highlight both opportunities and challenges in leveraging marketing to foster respect, understanding, and shared identity across age groups. By framing marketing as a relational practice rather than a transactional tool, the study contributes to intergenerational theory. It offers practical guidance for brands and policymakers seeking to promote solidarity across generations. It underscores the importance of recognizing diverse perspectives within and between generational groups, positioning older consumers not simply as market segments but as active participants in intergenerational relationships. These insights inform the design of inclusive marketing strategies that reinforce connection and belonging across familial and societal contexts.Publicação Acesso Restrito From 9-to-5 to 5-to-9: Navigating stability, passion, and Burnout in the Era of Hustle Culture and the Gig Economy2026-07-26 - Barbosa, Isabel Cristina Pereira; Real, Elizabeth; Gaspar, Pedro MiguelThe proliferation of multi-hyphenate careers - where individuals combine traditional employment with freelancing and entrepreneurial ventures - has been amplified by digital narratives and virtual influencers celebrating side hustles and passion projects. [...]Publicação Acesso Restrito The invisible burden: A qualitative study on the sandwich-generation’s work–life collision and corporate accountability2026-04-10 - Barbosa, Isabel Cristina Pereira; Real, ElizabethThis qualitative study examines the under‑researched intersection between workplace policies and the sandwich generation’s work‑life collision and associated mental health/productivity challenges among those simultaneously caring for children and aging parents. Using in‑depth interviews and organizational case study analysis, the study explores how current corporate well‑being initiatives often fail to address structural caregiving burdens. The study conceptualizes these experiences as a form of work‑life collision, highlighting how caregiver strain is shaped by organizational accountability systems (e.g., flexibility, leave, and disclosure practices). Thematic analysis reveals three critical gaps: (i) the mismatch between performative wellness programs and structural caregiving needs, (ii) corporate blind spots in recognizing non‑visible caregiver stressors, and (iii) uneven corporate accountability mechanisms that leave sandwich‑generation workers at heightened risk. Findings demonstrate that organizations that prioritize genuine flexibility (e.g., caregiver ERGs, subsidized eldercare) experience significantly lower turnover among mid‑career professionals. The study contributes to the HR policy and corporate accountability literatures by proposing a framework for caregiver‑inclusive workplace design and challenging the “ideal worker” paradigm that dominates corporate culture.Publicação Acesso Aberto Beyond the digital divide: Exploring older adults’ experiences of digital inclusion and socialisation2026-04-06 - Barbosa, Isabel Cristina Pereira; Real, ElizabethThis study examines how older adults engage with digital technologies, with a particular focus on social media and online communities, and how these experiences reflect and shape their Digital Maturity. Moving beyond deficit-based views of ageing and technology, it explores how older adults perceive and navigate their digital engagement, the strategies they use to overcome challenges and leverage opportunities, and how cognitive, emotional, and social dimensions intersect in their digital lives. Drawing on in-depth narrative interviews with 17 participants aged 55–75, the study analyses personal accounts of digital meaning-making, barriers and enablers, and online socialisation through the Digital Maturity framework. The findings reveal the heterogeneous nature of older adults’ digital trajectories, highlighting individual agency, emotional resilience, and the role of digital platforms in sustaining social connectivity in later life. By articulating how Digital Maturity manifests in everyday digital practices, the study contributes to debates in social gerontology and digital inclusion, and offers person-centred insights for policymakers, practitioners, and technology designers seeking to foster equitable, age-inclusive digital environments. These results also point towards future research on technology adoption and digital well-being across the life course, calling for more nuanced, context-sensitive approaches to understanding digital engagement among diverse older populations.Publicação Acesso Restrito Digital well-being and social media usage among Generation Z: A Transformative advertising research perspective2026-01-14 - Barbosa, Isabel Cristina Pereira; Real, ElizabethThis study explores the impact of social media advertising on the digital well-being of Generation Z through a qualitative lens, grounded in the Transformative Advertising Research (TAR) framework. Drawing on in-depth interviews with 30 Gen Z social media users, the research investigates how advertising practices shape their mental health, life satisfaction, and digital consumption habits. However, existing research predominantly employs quantitative methods and treats advertising as monolithic, overlooking how Generation Z actively interprets, negotiates, and copes with diverse advertising practices in their daily digital lives. Thematic analysis reveals a nuanced spectrum of experiences: while some participants report increased awareness and empowerment through positive advertising content, others describe heightened anxiety, distraction, and negative self-comparison triggered by intrusive or manipulative ads. Participants also articulate various coping strategies, from avoidance to proactive digital literacy efforts. The study highlights the challenges and opportunities for fostering digital well-being through responsible advertising by situating these findings within the TAR framework and related theories. The results offer actionable insights for advertisers, platforms, and policymakers aiming to promote healthier digital environments for young users.Publicação Acesso Restrito Exploring generational perspectives on mental health-related work absences: A qualitative interview study in the contemporary workplace2026-02-12 - Barbosa, Isabel Cristina Pereira; Real, ElizabethWorkplace mental health-related absences have risen sharply, with recent data showing Millennials as the most affected generation in 2024. This qualitative study explores how employees from four generations—Baby Boomers, Generation X, Millennials, and Generation Z—perceive, experience, and respond to mental health challenges at work. Semi-structured interviews were conducted with 24 participants from diverse sectors and roles. Thematic analysis revealed distinct generational differences in stigma, expectations, communication, and preferences for organizational support. Millennials and Gen Z reported greater openness and demand for mental health resources, while older generations highlighted stigma and reluctance to disclose issues. Intergenerational misunderstandings and cultural gaps were common, but examples of cross-generational learning and innovative support practices emerged. Findings suggest that tailored, inclusive strategies and improved intergenerational dialogue are essential to reduce mental health-related absences and foster healthier workplaces. Organizations should prioritize generationally sensitive policies, visible leadership engagement, and flexible support mechanisms to effectively address the diverse mental health needs of a multigenerational workforce.Publicação Acesso Restrito Hybrid Work, Hybrid Identities: Identity Regulation among Gig Workers in Sub-Saharan Africa2025-12-07 - Barbosa, Isabel Cristina Pereira; Real, ElizabethThe expansion of the gig economy in sub-Saharan Africa is transforming local labour markets and how workers construct their identities. Despite the growing prevalence of digital labour platforms, little is known about how they regulate workers’ identities in non-Western contexts or how local cultural and societal factors mediate these processes. This article addresses these gaps by investigating identity regulation among gig workers in Nigeria, Kenya, and South Africa. Employing a qualitative, multisite case study design, we draw on semi-structured interviews, digital ethnography, and document analysis to explore three core questions: How do gig platforms in sub-Saharan Africa regulate the identities of their workers? What local cultural and societal factors influence these processes? How do gig workers respond and negotiate identity regulation? Findings reveal that platforms shape worker identities through branding, algorithmic management, and customer feedback. However, these efforts are refracted through powerful local norms, family expectations, and informal worker networks. Gig workers employ strategies from adaptation and compliance to resistance and hybridization to navigate tensions between platform-imposed and locally valued identities. This study extends identity regulation frameworks to digital, non-Western contexts, highlighting hybrid work identities. Results offer insights for platform designers, worker organizations, and policymakers seeking more inclusive, context-sensitive digital labour.Publicação Acesso Aberto Virtual influencers in the metaverse: Transformative advertising applications for social change and well-being2025-09-17 - Barbosa, Isabel Cristina Pereira; Real, ElizabethThis study explores the transformative potential of virtual influencers within metaverse environments as agents of social change and well-being in advertising. Employing a qualitative, multi-method approach – including case study analysis, semi-structured interviews, focus groups, and institutional analysis – this research examines how virtual influencers innovate advertising practices and advance inclusivity, sustainability, and mental health advocacy. Findings reveal that virtual influencers enable hyper-personalised, cross-platform, and gamified campaigns that foster engagement and representation among diverse audiences. However, challenges related to transparency, algorithmic bias, authenticity, and accessibility persist. The study underscores the need for ethical guidelines and continued methodological rigour to ensure that virtual influencers in the metaverse fulfil their promise as tools for transformative advertising and societal well-being.Publicação Acesso Aberto Beyond image: Evaluating the perceived effectiveness of workplace mental health programs in the insurance sector2025-01-18 - Barbosa, Isabel Cristina Pereira; Real, ElizabethBackground Mental health programs in the workplace have gained increasing attention as organizations strive to support employee well-being. However, the effectiveness and reception of these initiatives from the employee perspective still need to be studied. Methods A qualitative study used 30 semi-structured interviews with individuals from large insurance companies in Portugal. It focused on their perceptions of workplace mental health programs, stress, and time management training. The participants ranged in age from 25 to 55 years (average 38), with a slightly more significant proportion of women, reflecting the gender distribution in the Portuguese insurance sector. The sample had an average of 10 years of industry experience, from entry-level to middle-management roles. Thematic analysis with an audit trail and thick description was used to analyse data. Results The findings revealed a significant disconnect between the intended benefits of these programs and employee experiences. Many viewed the initiatives as primarily beneficial for the company’s image rather than employee well-being. A common concern was that workload remained unchanged after training, leading employees to prioritize work over program participation. Additional key findings included generational differences in program perception, with younger employees expressing more frustration over the lack of follow-through. Most participants reported that initiatives failed to address the root causes of stress. More than half of the interviewees felt a lingering stigma around discussing mental health at work, whereas a majority mentioned increased stress due to rapid industry digitalization. Notably, many participants perceived a significant gap between upper management’s promotion of mental health initiatives and their understanding of daily employee challenges. Conclusions These findings highlight a critical gap between implementing workplace mental health programs and their perceived value among employees. Organizations need to reevaluate their mental health initiatives to ensure that they provide tangible benefits and address underlying workplace stressors. Future research should explore strategies to better align mental health programs with the insurance sector’s employee needs and work realities.Publicação Acesso Restrito Relationship of organizational engagement with dimensions of work commitment: A sample of the North of Portugal2026-07-18 - Gaspar, Pedro Miguel; Barbosa, Isabel Cristina Pereira; Real, ElizabethThis exploratory study investigates the relationship between organizational engagement and the dimensions of work commitment - affective, normative, and calculative - among employees in the North of Portugal. [...]