Paula Lopes

Paula Lopes


Paula Bela Rosa Luís Lopes. PhD in Audiovisual Communication and Advertising from the University of Extremadura, Spain, in 2012. She is an Associate Professor at the Lusófona University (Lisbon). Currently, she is a Team Member of the European Projects EPIC-WE and GAMEYES. Integrated Member of CICANT - Research Center for Applied Communication, Culture and New Technologies. Publication Areas: Integrated Marketing Communication; Social media; Outdoor Advertising; Digital marketing. Advisor of more than two collections of master's theses. Previously, she taught at several public and private higher education institutions, was Director of the Master's in Marketing (2019-2022) at ISG (Instituto Superior de Gestão), Director of the Master's in Integrated Communication (2016-2019) at Instituto Superior Profissões de Novas (INP) and Director of the Degree in Public Relations and Advertising at INP (2016-2019). Executive coordinator of IBER: International Business and Economics Review: International Journal of Management and Communication (2012-2017). Developing a second doctorate at the University of Huelva Spain, in the Economics, Business, Finance and Computing doctoral program in the line of research in Marketing, Big Data and Data Mining.


  • Licenciatura
    Communication Sciences with two specializations: Public Relations (1996). Advertising (1997)
  • Master
  • DEA
    Audiovisual Communication and Advertising
  • Doutoramento
  • Mestrado
    Business management
  • Doutoramento
    ECONOMÍA, EMPRESA, FINANZAS Y COMPUTACIÓN (second doctorate in progress)



Journal article

  • 2024, Sustainability in Fashion and The Upcycling Movement, Fashion Sustainability (Springer)
  • 2023-07-17, Q-Sort: A Blended Methodology Applied to a Personality Inventory, Electronic Journal of Business Research Methods
  • 2023-05-05, The Moderating Role of Social Media Advertising in Customers' Purchase Intention, European Conference on Social Media
  • 2022-05-23, Q-sort Methodology - the systematic study of participant viewpoints in Social Research, European Conference on Research Methodology for Business and Management Studies
  • 2021-07-28, Luxury brand consumption and counterfeiting: A case study of the Portuguese market, Innovative Marketing
  • 2021-05-10, Factors affecting impulse buying behaviour of consumers, Frontiers in Psychology (Q1)
  • 2021-03-24, Rigour in the Management Case Study Method: A Study on Master's Dissertations, Electronic Journal of Business Research Methods (Q3)
  • 2021, Rigour in the Management Case Study Method: A Study on Master’s Dissertations, Electronic Journal of Business Research Methods
  • 2020, Research in Business Sciences: A Study of Master's Dissertation Methodologies in Management based in Case Studies, ECRM20
  • 2020, Portuguese gastronomy as a driving factor for Tourism - The gastronomic festivals of the Penacova Region, Brazilian Journal of Business
  • 2015, La representación adulta de la imagen del menor en publicidad, ICONO 14
  • 2014-12-15, The creativity of the outdoor advertising in the mobile sector: A Case Study in Spain and Portugal, Anàlisi
  • 2014, EVENTS ROLE IN MARKETING AND COMMUNICATION MANAGEMENT , International Business and Economics Review
  • 2012, The Internet and the communication of outdoor advertising market. Web analyse of outdoor advertising companies in Portugal, IBER
  • 2011, The Perspectives of Diversity Managemenmt in Slovaqui, Císla vydaná v roce 2011
  • 2011, Outdoor Advertising in Portugal - New Defitinion of Outdoor Advertising Media, IBER - International Businessand Economics Review, Nº 2, ISSN 1647-1989.


  • 2018, Uma definição de Publicidade Exterior e Perspetivas Futuras do Setor , Lopes, Paula
  • 2018, Marcas de Luxo em Portugal - Perfumes e Cosméticos, Lopes, Paula; Rosário, Filipe (0219-2949-AB99. Corresponding author: Rosário, Filipe (0219-2949-AB99

Book chapter

  • 2023, Metaverse in Marketing, Challenges and Opportunities
  • 2023, Influencer Marketing in the Digital Ecosystem
  • 2023, How the Metaverse Can Leverage the Business World

Conference paper

  • WEB 2.0 INSTITUTIONAL COMMUNICATION FROM PORTUGUESE UNIVERSITIES, 8th Annual International Technology Education and Development Conference
  • The influence of the event to brand building and brand communication, ECREA
  • The Study of the website performance of tour operators - The iberian Peninsula Case Study, ECREA
  • Perfumes vendidos na Internet – Moda ou fenómeno?, VII Congresso da SOPCOM
  • La utilización de la imagen del menor en la Publicidad dirigida a adultos, Congreso Internacional de Comunicación Infantil
  • La relación del consumidor com los media: nuevas tendências de publicidad, 6th Conference of the International Media Management Academic Association
  • GLOBAL UNIVERSITY ENVIRONMENT – Which Marketing Strategies? , 8th Annual International Technology Education and Development Conference
  • As Campanhas de Publicidade Exterior e a sua memorização, III Congresso da Sopcom Comunicação global, cultura e tecnologia
  • Análise da Imagem das empresas do sector da publicidade exterior, 7 Sopcom
  • 2024-01-24, A Criatividade na Digitalização dos Eventos Musicais - Do palco para um cenário digital, XIII SOPCOM 2024
  • 2023-09-15, Social Media Advertising Influences Customers' Purchase Intention in Generation Z, Global Conference on Business and Social Sciences Proceeding
  • 2022-06-28, Social Networks Clothes Shopping and the Influence of Brand Image and Perceived Benefits on Purchase Intention
  • 2022, Social Networks Clothes Shopping and the Influence of Brand Image and Perceived Benefits on Purchase Intention
  • 2021, Q-sort Methodology: The Systematic Study of Participant Viewpoints in Social Research
  • 2020, The delphi technique in outdoor advertising
  • 2020, Research in business sciences: A study of master's dissertation methodologies in management based on case studies
  • 2017-11-16, Higher Education In Portugal: University Versus Polytechnic: What Differences In Management (Business Administration) Academic Degrees


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