Estefania Ballester Chirica

Estefania Ballester Chirica is a researcher in the Department of Marketing and Market Research at the Faculty of Economics, University of Valencia, specializing in digital marketing dynamics and consumer-brand interactions within social media ecosystems.

Her academic credentials include:

• Doctorate (PhD) in Marketing from University of Valencia (2024) with thesis titled "Brand associations and customer brand engagement in social media analysing brand-, user- and influencer-generated content" supervised by Dr. Cleopatra Veloutsou, Dr. Natalia Rubio Benito, and Dr. Carla Ruiz Mafe.

Her research investigates how brand-, user-, and influencer-generated social media content shapes consumer perceptions and engagement behaviors, employing advanced content analysis methodologies to decode brand association formation. Key contributions focus on the interplay between digital content authenticity and consumer-brand relationship development in contemporary online environments.