Suzanne Amaro has a PhD in Marketing and Strategy, an MSc degree in Management and a five-year bachelor’s degree in Economics. She started her professional activity as a consultant at a Business and Innovation Centre. She has been an associate professor at the Management Department of the Polytechnic Institute of Viseu since 1999 and is now head of the Marketing BSc Degree. Her current research interests include: travellers’ online purchase behaviour, the use of social media for travel purposes and social media marketing. She also is very interested in the use of partial least squares structural equation modelling as a research technique.