Hershey, Pennsylvania
New York, New YorkBeijing, China

Gema Bonales-Daimiel

Gema Bonales Daimiel holds a Cum Laude PhD with Extraordinary Doctorate Award (2020-21) in Audiovisual Communication, Advertising and Public Relations from the Complutense University of Madrid, a Master's Degree in Commercial Management from ESIC Business and Marketing School and a Master's Degree in Marketing Management from Rey Juan Carlos University. Currently, Gema works as a Lecturer and Researcher in the Department of Applied Communication Sciences at the Complutense University of Madrid. Previously, she worked in the private sector: advertising agencies, media and strategic marketing while teaching as an associate professor at the Europea University of Madrid, CEU San Pablo University and Complutense University of Madrid. Her main line of research is centered around the analysis of the impact of the new technologies in corporate communication and 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

Avatars and Digital Identity: Branding in the Metaverse
Avatars and Digital Identity: Branding in the Metaverse
Gema Bonales-Daimiel, Belén Moreno-Albarracín. © 2025. 28 pages.
Considering avatars as virtual identities in digital universes, and according to the scarcity of previous research on the impact generated by them, this study delves into...
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...