Alba María Martínez Sala

Alba María Martínez Sala is a University Professor (equivalent to Associate Professor) at the University of Alicante, affiliated with the Department of Communication and Social Psychology. She is an active member of the university's research and teaching community, contributing to both academic and institutional development.

Education:

• PhD in Fine Arts (Art and Graphic Design) – Miguel Hernández University (with Extraordinary Doctorate Award 2015–2016)
• Degree in Information Sciences, Advertising and Public Relations – Universidad Complutense de Madrid

Research Interests:

Her research is centered on digital communication strategies, particularly in the areas of experiential and relational marketing. She explores the impact of Web 2.0 on both public and private sectors, with a growing focus on neurocommunication, AI in communication, and digital literacy across generational divides.

She is actively involved in the following research groups:

• Experiential Marketing, Events and Integrated Communication (MAE-CO)
• Ageing & Communication (AgeCOM)
• Strategic Communication Management (GCE, Private Technical University of Loja, Ecuador)

Research Trends:

Her recent publications (2023–2025) reflect a strong emphasis on neurocommunication, AI applications in media, and digital engagement strategies. These works span across tourism communication, public sector communication, and health-related digital campaigns, indicating a multidisciplinary and applied research approach.

Scientific Awards & Recognition:

• Extraordinary Doctorate Award – Miguel Hernández University (2015–2016)
• Honorary Professor – Catholic University of Miami (USA)

Institutional Roles & Outreach:

She serves on the Standing Committee of the Department of Communication and Social Psychology since 2019–2020. She is also part of the Generational Digital Gap Chair at the University of Alicante and a member of the University Institute of Latin American Social Studies (IUESAL).

Labs & Teams:

She collaborates with the AgeCOM and MAE-CO research groups, contributing to interdisciplinary projects on ageing, communication, and digital strategy. Her work also includes participation in international academic networks and public engagement initiatives, particularly those addressing digital inclusion and generational divides.