José Duarte Santos received his PhD in Management from the University of Vigo, Spain. He is also Master of Marketing and has a Bachelor degree in Business Sciences. Additionally, he obtained the title Specialist in Marketing and Advertising in accordance with Portuguese Decree-Law No. 206/August 31, 2009. Between 1987 and 2002, he has played various roles in sales, marketing, and management of companies in the information technologies sector. From 2003, he has performed functions of management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the field of management and marketing. He is currently a professor at the Instituto Superior Politécnico Gaya (ISPGaya) and at the Instituto Superior de Contabilidade e Administração do Porto (ISCAP).

He is also research at the Centre for Organisational and Social Studies of Polytechnic of Porto (CEOS.PP). His current research areas include, social media marketing, social customer relationship management and social selling.