Paula Bela Rosa Luís Lopes

Paula Bela Rosa Luís Lopes is an Associate Professor at Lusófona University, focusing on Integrated Marketing Communication, Social Media, Outdoor Advertising, and Digital Marketing. She holds a PhD in Audiovisual Communication and Advertising from the University of Extremadura (2012) and is pursuing a second doctorate in Marketing, Big Data, and Data Mining at the University of Huelva. Her research involves projects like EPIC-WE and GAMEYES, and she is an integrated member of CICANT - Research Center for Applied Communication, Culture and New Technologies.

• PhD in Audiovisual Communication and Advertising (University of Extremadura, 2012)
• Second Doctorate in Progress: Marketing, Big Data, and Data Mining (University of Huelva)

Her research explores digital marketing strategies, sustainability in advertising, consumer behavior in social media, and innovative methodologies like Q-Sort and Delphi techniques. Recent publications analyze topics such as Gen Z's response to green advertising, metaverse applications in marketing, and sustainable fashion practices.

She has advised multiple master's theses and held leadership roles in academic programs, including directing the Master's in Marketing at ISG (2019-2022) and the Master's in Integrated Communication at INP (2016-2019). She previously coordinated the academic journal IBER and contributed to conferences like ECREA and SOPCOM.