On 25 September, BRU-Iscte researchers Sandra Loureiro and Álvaro Dias, together with PhD candidates Ali Aleidan and Duygu Yildiz, took part in the 19th Annual EuroMed Academy Conference, held in Paphos, Cyprus, presenting three papers.

Sandra Loureiro and Ali Aleidan presented Revisiting Brand Authenticity: Research Landscape Analysis, co-authored with Filipa Rosado-Pinto.

Álvaro Dias delivered Purpose-Driven Entrepreneurship in Rural Tourism: Community Embeddedness and Innovation in Low-Density Territories, co-authored by Ana Martins and Mafalda Patuleia.

Duygu Yildiz presented Entering the Flow: How Influencer Embeddedness Shapes Advertising Effectiveness in the Metaverse, co-authored with Sandra Loureiro and João Guerreiro.

Widely regarded as one of the most influential events in its field, the Euromed Academy Annual Conference is recognised for the depth of its programme and offers a supportive setting in which senior academics, mid-career and early-career faculty, doctoral candidates and business practitioners can connect, receive mentoring and engage in research-focused discussion.