Paulo Mora-Avila

Dr. Paulo Mora-Avila is a Senior Lecturer in PR and Corporate Reputation at the University of Worcester's Department of Marketing and Enterprise. With a PhD in Marketing, Social Media, and Consumer Behaviour from the University of Birmingham and an MBA from Royal Holloway University of London, he bridges academic and practical expertise in marketing. His teaching spans roles at Birkbeck University of London, Hult Business School, and Birmingham University. Research focuses on consumer behavior, branding strategies, digital marketing dynamics, and cross-cultural marketing challenges. Professional affiliations include the Chartered Institute of Marketing and Chartered Institute of Public Relations.

Research interests emphasize social media's impact on consumer decision-making, corporate reputation management, and generational differences in marketing engagement. His work integrates practical industry insights with academic rigor, contributing to both theoretical frameworks and real-world marketing strategies.