Felipe Thomaz

Associate Professor of Marketing

  • felipe.thomaz@sbs.ox.ac.uk

Saïd Business School
University of Oxford
Park End Street


Felipe's research focuses on empirically modelling marketing strategy issues.

Currently, this research is leading to the incorporation of social networks into the understanding of black markets (digital or otherwise) and strategies developed to stunt their growth and proliferation. His research additionally involves questions of social networks’ impact on brand and firm performance, the behaviour of consumers in digital marketplaces and interactive marketing channels, as well as the development of managerial metrics that rely on abundant and timely social media data. This research on social media, digital markets, and strategic firm and brand networks includes publications in the Journal of Marketing and Journal of Service Research.

Raised in Sao Paulo, Brazil, Felipe received his PhD in Marketing from the University of Pittsburgh. He also holds a master's degree in Marketing and Finance from the University of Pittsburgh, as well as a bachelor's degree in Animal Sciences from the University of Florida. Prior to joining Oxford, Felipe taught at the University of South Carolina.

Felipe’s teaching responsibilities have included Marketing Management, Brand Management, Social Media Marketing and Social Media Analytics in the Professional MBA and part-time MBA programs, as well as a number of executive courses taught throughout the United States and Brazil.

Read Felipe's CV


The digital and physical footprint of dark net markets(opens in new window)

  • Journal article
  • Journal of International Marketing
  • Felipe Thomaz
  • Felipe Thomaz,
  • C Salge,
  • E Karahanna,
  • J Hulland
  • Vanitha Swaminathan,
  • Christopher Groening,
  • Vikas Mittal,
  • Felipe Thomaz
See more publications


Felipe’s research on marketing strategy issues brings him into constant contact with a wide range of global companies.

These companies are interested in how to better leverage a variety of networks or networked marketing assets, or how to better construct digital and social media strategies.

On a policy side, Felipe collaborates with a number of government agencies and institutions, as well as NGOs, on the understanding and modelling of processes that underlie the creation, operation, and collapse of black markets; with a particular focus on those markets that operate in the digital realm.  


Felipe’s teaching aims to connect established theory, current groundbreaking research and the realities of marketing practice.

He teaches undergraduate, MBAs, doctoral, and executive courses on a range of topics, such as marketing management, brand management, social media marketing and social media analytics.