Dr. Vitor Lima is an Assistant Professor of Marketing at ESCP Business School. He previously held a Postdoctoral Fellowship at Schulich School of Business/York University.

He frequently collaborates with media outlets, such as the BBC. His awards include the AMS Mary Kay Doctoral Dissertation Award, an AMS Review - Sheth Foundation Doctoral Competition for Conceptual Articles (ADCCA), and the ACR Best Working Paper Award, among others. His research interests encompass Consumer Culture Theory (CCT), AI, robots, biohacking, self-tracking, cyborgs, and transhumanism.

He holds a PhD in Business Administration (Marketing) from IAG/PUC-Rio and Schulich School of Business/York University (as a visiting PhD student). He also holds an MSc in Business Administration from FGV/EBAPE, an MBA in Marketing from FGV, a BA in Advertising with an extension in Branding from ESPM, and a Digital Marketing Strategy Executive Certificate from Harvard University.

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38 publications

Academic Articles

2025

LAASCH, O., V. , M. LIMA

Epistemologizing and vibing with Cozza and Gherardi

MANAGEMENT LEARNING

Chapters

2025

LIMA, V., M.

Enactivism and the Rebel Creativity of Consumer Biohackers

In: The Power of Consumer Creativity, Marie Taillard, Chloe Preece Palgrave Macmillan, 165–187

Conference Presentations

2025

LEE, H.-H. M., L. BLASCO-ARCAS, V. , M. LIMA

Exploring ill-being and disengagement practices in extended reality experiences

Maastricht University

Conference Presentations

2025

LIMA, V., M., Z. KAMAL, G. MICHEL

How Immersion in virtual gaming worlds connects children to brands

Consumer Culture Theory Conference

Edited Special Issues

2025

TAKHAR, J., A. SCHNEIDER-KAMP, V. , M. LIMA, R. W. BELK

Revolutions and Transformations in Health Technology Markets: New Marketing Directions

RAM - RECHERCHE ET APPLICATIONS EN MARKETING, 43 (3)

ESCP Impact Papers

2025

LIMA, V., M

A Sociosemiotics Mapping of Consumer-AI Agent Interactions in Consumption Journeys

ESCP Impact Papers, 2025-29-EN

Chapters

2024

LIMA, V., M.

Biohacking and Bioethical Considerations for Marketing Communications Campaigns

In: Public Relations and Strategic Communication in 2050: Trends Shaping the Future of the Profession, Alexander V. Laskin and Karen Freberg Routledge/Taylor & Francis

Chapters

2024

LIMA, V., M.

Researching Technological Posthuman Futures with Thought Experiments

In: Handbook of qualitative research methods in marketing, Russell Belk and Cele Otnes Edward Elgar

Conference Presentations

2024

BLASCO-ARCAS, L., V. , M. LIMA, H. -H. M. LEE

The role of extended realities in consumer well-being

University of Zaragoza

Conference Proceedings

2024

LIMA, V., M.

Arts-Based Research

Consumer Culture Theory Conference