Viviana Fernández Marcial is a Professor in the Department of Librarianship and Documentation at the Faculty of Humanities, University of A Coruña (UDC). She is an active member of the History, Archaeology, Documentation and Culture research group, with extensive experience in teaching and research within library and information science. Her research focuses on information services marketing, cultural marketing, library promotion, information literacy, and scientific communication . She has developed numerous studies on user behavior, digital resource management, and quality management in documentary organizations. Her work demonstrates a strong commitment to understanding how libraries and cultural institutions can effectively engage with users in the digital age. Her publication record shows consistent output in leading library and information science journals, with a particular emphasis on practical applications of marketing principles in library settings, user experience research, and the promotion of cultural heritage. Her recent work increasingly addresses digital transformation challenges facing libraries and archives. Viviana Fernández Marcial has directed numerous bachelor's and master's theses since 2013, mentoring students like Gabriela Ojeda Romano, Liliana Isabel Esteves Gomes, and Llarina González Solar. Her supervision work reflects her expertise in areas such as gamification for reading promotion, library marketing strategies, and cultural heritage valorization. She has participated in multiple research projects funded by organizations including the Ministry of Science and Innovation, the Galician Culture Council (Consello da Cultura Galega), and the Xunta de Galicia. Her most recent project runs from 2023 to 2027 under the Ministry of Science and Innovation.









