Rodrigo Belo is Professor of Information Systems at Nova School of Business and Economics, Universidade Nova de Lisboa.

Rodrigo's research focuses on how digital technologies mediate interactions among economic agents. His research interests include how digitization and AI technologies are changing how individuals interact and influence each other (e.g., in media consumption, online dating, and technology-mediated learning), and on the implications for firms, their industries, and society at large. His work has been published in top journals in the field such as Management Science, Marketing Science, and MIS Quarterly. Rodrigo has led and collaborated in multiple projects with established firms and startups in the online and telecommunications sectors. His engagements include the design and deployment of large-scale real world randomized experiments to assess the effectiveness of marketing campaigns and to optimize online user engagement.

Prior to joining Nova, Rodrigo was Associate Professor in Information Systems at the Department of Technology and Operations Management, Rotterdam School of Management, Erasmus University, and earlier a Postdoctoral Researcher at the Heinz College, Carnegie Mellon University, USA.

Rodrigo holds a PhD in Technological Change and Entrepreneurship from Carnegie Mellon University, an MSc in Engineering and Public Policy from Carnegie Mellon University, and a BSc in Computer Science and Engineering from Instituto Superior Técnico, University of Lisbon. Before joining the academia Rodrigo worked as a software engineer and analyst in the transportation and government sectors. 

2012 – Carnegie Mellon University – PhD. Technology Management andEntrepreneurship

2011 – Carnegie Mellon Universitty – MSc. Engineering and Public Policy

2002 – Instituto Superior Técnico, Universidade deLisboa – BSc. Computer Science and Engineering (5-year degree)

Digital Transformation and IA - Social Media and Digital Platforms - Technology and Education

• Cao, Zike, Belo, Rodrigo (2024). Effects of explicit sponsorship disclosure on user engagement in social media influencer marketing. MIS Quarterly: Management Information Systems, 48 (1), 375-392.
• Frick, Thomas, Belo, Rodrigo, Telang, Rahul (2023). Incentive misalignments in programmatic advertising: Evidence from a randomized field experiment. Management Science, 69 (3), 1665 - 1686.
• Ghiassi, Yashar, Belo, Rodrigo, Reza, Mohammed, Bunn, Derek (2023). Optimal electricity imbalance pricing for the emerging penetration of renewable and low-cost generators. Manufacturing and Service Operations Management, 25 (5), 1966-1983.
• Belo, Rodrigo, Ferreira, Pedro (2022). Free riding in products with positive network externalities: Empirical evidence from a large mobile network. MIS Quarterly: Management Information Systems, 46 (1), 401-430.
• Belo, Rodrigo, Li, Ting (2022). Social referral programs for freemium platforms. Management Science, 68 (12), 8933-8962.
• Li, Ting, Belo, Rodrigo (2022). To make a profit, dating apps must leverage data differently. Harvard business review.
• Zhang, Xiaochen, Ferreira, Pedro A., De Matos, Miguel Godinho, Belo, Rodrigo (2021). Welfare properties of profit maximizing recommender systems: Theory and results from a randomized experiment. MIS Quarterly: Management Information Systems, 45 (1), 1-28.
• Belo, Rodrigo, Ferreira, Pedro A., De Matos, Miguel Godinho, Reis, Filipa (2019). The impact of time shifting on TV consumption and ad viewership. Management Science, 65 (7), 3216-3234.
• de Matos, Miguel Godinho, Ferreira, Pedro, Belo, Rodrigo (2018). Target the ego or target the group: Evidence from a randomized experiment in proactive churn management. Marketing Science, 37 (5), 793-811.
• Belo, Rodrigo, Ferreira, Pedro, Telang, Rahul (2016). Spillovers from wiring schools with broadband: The critical role of children. Management Science, 62 (12), 3450-3471.
• Belo, Rodrigo, Ferreira, Pedro, Telang, Rahul (2014). Broadband in school: Impact on student performance. Management Science, 60 (2), 265-282.