Alcina Gaspar Ferreira

About

Alcina Gaspar Ferreira is an Associate Professor at POLITÉCNICO DE LEIRIA, located in Portugal. Her research areas focus on the impact of celebrity endorsement, storytelling in brand relationships, and the dynamics of social media marketing, particularly within the realm of influencer communication. She has recently published articles examining cross-cultural comparisons in brand equity, parasocial interactions, and the effectiveness of sustainable advertising.