Priscila Krolow

Priscila Krolow is a researcher at the Research Centre for Communication and Culture (CECC) at Universidade Católica Portuguesa (UCP), Lisbon, where she also teaches Communication and Mobile Devices in the undergraduate program and Photography and Video in the postgraduate program. Her academic work is deeply rooted in digital communication, advertising, and the evolving role of technology in marketing.

Education:

• Bachelor in Social Communication (Advertising), Catholic University of Pelotas (UCPel)
• Specialization in Marketing Management, Catholic University of Pelotas (UCPel)
• Master’s in Digital Communication, Universidade Católica Portuguesa (UCP - Braga)
• PhD student in Communication Sciences, Universidade Católica Portuguesa (UCP - Lisbon)

Her research interests include social network communication, WOM/eWOM, artificial intelligence in communication, strategic communication, and visual content marketing. She combines academic rigor with practical industry experience as co-founder and CEO of Tr3s Comunicação, an advertising agency.

Her recent publications reflect a strong focus on digital culture, influencer behavior, AI adoption in communication, and consumer engagement through platforms like Instagram and BeReal. The research spans case studies in Portugal and Brazil, often using qualitative methods such as participant observation and content analysis. Themes of digital survival during crises, visual attractiveness, and AI ethics emerge consistently.

Scientific Engagement:

• Active researcher in the multidisciplinary project 'Communication and Artificial Intelligence' (2023–2025)
• Oral presentation: 'Youth on BeReal: Emergent Uses and Sought Gratifications' (2023)
• Publications in peer-reviewed journals and edited volumes with open access

Priscila advises on digital communication strategies and bridges academia with industry practice. Her work is supported through research projects and collaborations across institutions. She is actively contributing to the evolving understanding of digital communication in the AI era.

Laboratories and Research Groups:

She is affiliated with the Research Centre for Communication and Culture (CECC), a leading research unit in communication studies in Portugal, fostering interdisciplinary work in media, technology, and society.