Hershey, Pennsylvania
New York, New YorkBeijing, China

Alexandre Duarte

Alexandre DuarteAlexandre Duarte has a PhD in Communication Sciences from University of Minho, a Master degree in Communication & Image and a Bachelor in Marketing & Advertising by IADE, Alexandre is an Assistant Professor in Universidade NOVA de Lisboa, invited Professor in Universidade Católica Portuguesa and researcher of the R&D Unit ICNOVA. Throughout his career, Alexandre had the opportunity to work for several multinational advertising agencies such as TBWA, Saatchi & Saatchi, Ogilvy, W/Portugal, W/Brazil, Lowe&Partners, or BrandiaCentral as a Senior Creative Copywriter. Author of many seminars on communication, regularly participates in different conferences and lectures in both business and academic contexts. Between 2012 and 2014, was the Tutor of the EUROBEST Young Marketers Academy and in the beginning of 2014, was appointed CEO of RESTART, an Institute of Creativity, Arts and New Technologies. In 2018 was invited to teach in the UNIVERSIDADE CATÓLICA PORTUGUESA, where now Coordinates the Post-Graduation Courses in Advertising&Creativity and Service Design and, in 2019 was re-elected member of the Directors Board of EDCOM.

Publications

The Impact of Instagram on Consumer Behavior of Football Supporters: The Case of Sport Lisboa e Benfica
The Impact of Instagram on Consumer Behavior of Football Supporters: The Case of Sport Lisboa e Benfica
Alexandre Duarte, Marta Araújo. © 2025. 26 pages.
Brands need to be where their consumers are. Social networks, by providing the possibility of interaction in real time, have become excellent communication and relationship tools...
Digital Populism and the Use of Neo-Propaganda and Fake News
Digital Populism and the Use of Neo-Propaganda and Fake News
Andreia Teles Vieira, Ana Filipa Joaquim, Alexandre Duarte. © 2025. 458 pages.
As populism grows across global democracies, the integration of new technologies has significantly amplified the use of propaganda techniques and the spread of fake news. Tools...
The Impact and Consequences of Artificial Intelligence in Copywriting
The Impact and Consequences of Artificial Intelligence in Copywriting
Veronica Provasi, Alexandre Duarte. © 2025. 32 pages.
The implications of artificial intelligence (AI) on content creation, especially the impact on copywriting remain little explored in Academia. This article aims to determine the...
I (Brand) Love You: Why Consumers Fall in Love With Brands and How They Express Their Love
I (Brand) Love You: Why Consumers Fall in Love With Brands and How They Express Their Love
Alexandre Duarte, Patrícia Dias. © 2025. 20 pages.
The aftermath of COVID-19, the widespread adoption of AI-based technological innovations, and new social challenges have reflected changes in consumer behavior, prompting us to...
Gen Z's Code: Cracking the Authenticity Formula in Influencer-Driven Social Media Advertising
Gen Z's Code: Cracking the Authenticity Formula in Influencer-Driven Social Media Advertising
Ana Venes, Alexandre Duarte. © 2025. 16 pages.
This chapter explores Gen Z's authenticity code regarding influencer-driven social media advertising. In a context where social media is cluttered with sponsored content, Gen...
Neo-Propaganda as a Political Strategy in Digital Populism
Neo-Propaganda as a Political Strategy in Digital Populism
Alexandre Duarte, Ana Filipa Vieira Lopes Joaquim, Andreia Teles Vieira. © 2025. 18 pages.
Propaganda has historical roots in the Middle Ages, originally used to spread religious doctrine. In the 20th century, it gained political significance, especially during...
“They're Eating the Dogs”: Fake News in the 2024 U.S. Presidential Election
“They're Eating the Dogs”: Fake News in the 2024 U.S. Presidential Election
Gonçalo Ferreira Jorge, Alexandre Duarte. © 2025. 24 pages.
In 2024, Donald J. Trump made his third consecutive bid for the presidency, which he won. This chapter investigates the role of misinformation in the 2024 U.S. presidential...
The Impact of Real-Time Marketing in the Engagement of the Brand “Control” on Instagram
The Impact of Real-Time Marketing in the Engagement of the Brand “Control” on Instagram
Alexandre Duarte, Rita Paulo. © 2024. 21 pages.
In this high-speed world, actuality and agility are decisive factors for the success of any company. With consumers being constantly attracted to multiple points of interest, the...
Perspectives on Workplace Communication and Well-Being in Hybrid Work Environments
Perspectives on Workplace Communication and Well-Being in Hybrid Work Environments
Alexandre Duarte, Patrícia Dias, Teresa Ruão, José Gabriel Andrade. © 2023. 276 pages.
The world has been facing the effects of the COVID-19 pandemic for over two years now. Daily life changed dramatically, and social distancing and remote working have become the...
Digital Wellbeing in the Workplace Environment: Definition, Dimensions, Strategies, and Best Practices
Digital Wellbeing in the Workplace Environment: Definition, Dimensions, Strategies, and Best Practices
Alexandre Duarte, Patrícia Dias. © 2023. 15 pages.
Wellbeing is a multidimensional concept that can be seen as balance between the psychological, social, and physical resources that an individual owns and his psychological...
How Customer Rating on Digital Restaurant Guides Influence Consumer Satisfaction: The Zomato Platform Experience
How Customer Rating on Digital Restaurant Guides Influence Consumer Satisfaction: The Zomato Platform Experience
Alexandre Duarte, Joana Fernandes, Claudia Pernencar. © 2023. 33 pages.
Nowadays, anybody is a potential food critic, only requiring a smartphone to write an opinion and evaluate a restaurant through a digital app. As people trust other people's...
Brand Activertising: From Profit-Purpose to Social Positioning
Brand Activertising: From Profit-Purpose to Social Positioning
Alexandre Duarte, Simão Chambel. © 2023. 18 pages.
In an era of highly polarized public opinion, organizations all over the world are now facing a great dilemma, as brand activism and CSR strategies have a stronger influence on...
Empathic Brands: Proposing a Model for Its Measure and Evaluation
Empathic Brands: Proposing a Model for Its Measure and Evaluation
Alexandre Duarte, Mafalda Sotto Mayor Gregório. © 2022. 18 pages.
In a world where brands are becoming ever more ubiquitous, competition is increasing, and consumers are, every day, more demanding, creating and maintaining powerful, emotional...
Perceived Learning Effectiveness and Student Satisfaction: Lessons Learned From an Online Multinational Intensive Program
Perceived Learning Effectiveness and Student Satisfaction: Lessons Learned From an Online Multinational Intensive Program
Alexandre Duarte, Kirstie Riedl. © 2022. 19 pages.
In 2020, the COVID-19 pandemic turned the world upside down and forced a redesign of the work models of most organizations, including educational institutions that urgently...