Gema Bonales-Daimiel

Gema Bonales-Daimiel holds a Cum Laude PhD in Audiovisual Communication, Advertising and Public Relations from the Universidad Complutense de Madrid, a Master's Degree in Commercial Management from ESIC Business and Marketing School and a Master's Degree in Marketing Management from Universidad Rey Juan Carlos. Currently, Gema works as a Lecturer and Researcher in the Department of Applied Communication Sciences at the Universidad Complutense de Madrid. Previously, she worked in the private sector: advertising agencies, Media and strategic marketing while teaching as an associate professor at the Universidad Europea de Madrid, Universidad CEU San Pablo and Universidad Complutense de Madrid. Her main line of research is centered around the analysis of the impact of the new technologies in the corporate communication and the advertising. He studies how the social networks (Twitch, TikTok, Twitter, Facebook and Instagram), smartphones, voice assistants, IoT, chatbots and even the Metaverse and web3 are changing, evolving and improving the way brands, companies and institutions communicate and perform advertisement.

Publications

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Blanca Miguélez-Juan, Gema Bonales-Daimiel. © 2023. 441 pages.
In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced...