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Guest Assistant Professor at School of Communication and Media Studies (ESCS-IPL). Integrated Researcher at Laboratory of Applied Research in Communication and Media (LIACOM), with several articles published in scientific journals and participation in scientific conferences at a national and international level. PhD in Communication Sciences at ISCTE-Instituto Universitário de Lisboa. Academic interests in Strategic Communication, Brand Activism, Social Marketing, Communication for Social Change, Corporate Social Responsibility, Brand Activation, Brand Experience, among others. Professional experience as Science Communication Manager and Content and Community Manager. Personally, academically and professionally, I always seek to expand my knowledge and develop my skills in each project. I work in a dedicated, creative, flexible, curious and proactive way, whether in a team or individually, having strong critical thinking and analytical skills.
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Identification

Personal identification

Full name
Alexandra de Matos Miguel

Citation names

  • Miguel, Alexandra

Author identifiers

Ciência ID
F01F-4BC5-A19C
ORCID iD
0000-0002-3267-6772

Websites

Knowledge fields

  • Social Sciences - Media and Communications

Languages

Language Speaking Reading Writing Listening Peer-review
Portuguese (Mother tongue)
English Advanced (C1) Proficiency (C2) Proficiency (C2) Proficiency (C2) Proficiency (C2)
Italian Elementary (A2) Intermediate (B1) Elementary (A2) Intermediate (B1) Elementary (A2)
Education
Degree Classification
2020/10/15 - 2025/03/10
Concluded
 Communication Sciences (Doutoramento)
ISCTE-Instituto Universitário de Lisboa, Portugal
"The impact of brand activism on the pro-social and pro-environmental attitudes of employees and consumers" (THESIS/DISSERTATION)
 Approved unanimously and with distinction
2016/12 - 2018/09
Concluded
 Advertising and Marketing (Mestrado)
Instituto Politécnico de Lisboa Escola Superior de Comunicação Social, Portugal
"The contribution of in-store experience to brand loyalty and the mediating role of the brand-consumer relationship: The FNAC Portugal case." (THESIS/DISSERTATION)
 18
2013/09 - 2016/06
Concluded
 Communication Sciences (Licenciatura)
Major in Strategic Communication
Universidade Nova de Lisboa Faculdade de Ciências Sociais e Humanas, Portugal
 15
2015/09 - 2016/02
Concluded
 Communication Management (Licenciatura)
Major in Communication Management
The Hague University Of Applied Sciences, Netherlands
 15
2010/09 - 2013/06
Concluded
 Languages and Humanities Course (Ensino secundário)
Escola Secundária Sebastião da Gama, Portugal
 18
Affiliation

Science

Category
Host institution 		Employer
2024/11/01 - Current Science and Technology Management Instituto Politécnico de Lisboa Escola Superior de Comunicação Social, Portugal

Teaching in Higher Education

Category
Host institution 		Employer
2025/09/01 - Current Invited Assistant (Polytechnic Teacher) Instituto Politécnico de Lisboa Escola Superior de Comunicação Social, Portugal

Positions / Appointments

Category
Host institution 		Employer
2017/10 - 2020/10 Content and Community Manager Moreleads - Agência de Marketing Digital, Portugal
Projects

Contract

Designation Funders
2025 - Current UNESCO Chair Communication, Media and Information Literacy and Citizenship
UNESCO Chair
Researcher
Instituto Politécnico de Lisboa
Ongoing
2025 - 2025 +LONGE: Consumption and Ageism: Expectations, Cultural Meanings, and Stereotypes in Advertising for Senior Consumers
+LONGE
Researcher
Instituto Politécnico de Lisboa
Concluded
Outputs

Publications

Book chapter
  1. Miranda, S.. "The Sociopolitical Effects of Brand Activism: Perspectives, Contributions and Challenges of the Communicational Approach of Brands to Sociopolitical Causes". In Discursos, tecnologías y representaciones: estudios para comprender un mundo en transformación, 108-126. Dykinson, 2025.
    Published
  2. Miguel, Alexandra; Miranda, S.. "How to effectively communicate brand activism: The strategies commonly used by brands.". In Tendências de investigação em comunicação (coleción conocimiento contemporáneo). Dykinson, 2024.
    Published
  3. Miguel, Alexandra; Sandra Miranda. "The new social power of stakeholders: the current activist practices that are shaping corporate social conduct". In Acciones y realidades ante la manipulación social: Redes sociales, publicidad y marketing. Dykinson, 2023.
  4. Sandra Miranda; Miguel, Alexandra. "Linking corporate social responsibility, brand activism, and corporate reputation: the portuguese case". In Cases on developing effective research plans for communications and information science. IGI Global, 2022.
    Published • 10.4018/978-1-6684-4523-5
  5. Miguel, Alexandra. "Activism in the age of mediated communication: the impact of new media on the development of activist movements". In El poder de la comunicación: Actores, estrategias y alternativas. Dickson, 2022.
  6. Miguel, Alexandra. "How social networks promote brand activism and the importance of authenticity in achieving results". In Inclusión y activismo digital: Participación ciudadana y empoderamiento desde la diversidad. Dickson, 2021.
Journal article
  1. Miguel, Alexandra; Miranda, S.. "How to effectively communicate brand activism". Estudos em Comunicação 1 41 (2025): 80-100. https://doi.org/10.25768/1646-4974n41v1a05.
    Open access • Published • 0.25768/1646 - 4974n41v1a05
  2. Miranda, S.; Miguel, Alexandra. "The impact of political brand activism on corporate reputation: the case of Portuguese brand activism in a war context". Comunicação, Mídia e Consumo 22 64 (2025): https://doi.org/10.18568/cmc.v22i64.2953.
    Published • https://doi.org/10.18568/cmc.v22i64.2953
  3. Miguel, Alexandra; Miranda, Sandra. "Brands Driving Social Change: The Impact of Social Brand Activism on Consumers Pro-Social and Pro-Environmental Attitudes". International Journal of Strategic Communication (2025): 1-20. https://doi.org/10.1080/1553118x.2025.2504466.
    10.1080/1553118x.2025.2504466
  4. Alexandra de Matos Miguel; Sandra Miranda. "The Brand as an Example for Sustainability: The Impact of Brand Activism on Employee Pro-Environmental Attitudes". Sustainability (2024): https://www.mdpi.com/2071-1050/16/15/6270.
    10.3390/su16156270
  5. Alexandra Miguel; Sandra Miranda. "Brand Activism Effectiveness". Media & Jornalismo (2023): https://doi.org/10.14195/2183-5462_42_8.
    10.14195/2183-5462_42_8
  6. Alexandra Miguel; Sandra Miranda. "The role of digital platforms in promoting pro-sustainable behavior and conscious consumption by brands". Ecocycles (2023): https://doi.org/10.19040/ecocycles.v9i2.298.
    10.19040/ecocycles.v9i2.298
  7. Miguel, Alexandra. "Cardoso, G. (2023). A comunicação da comunicação. As pessoas são a mensagem. Mundos Sociais. ISBN 978-989-8536-82-2.". Comunicação Pública 18 35 (2023): https://doi.org/10.34629/cpublica.795.
    Published • 10.34629/cpublica.795
  8. Miguel, Alexandra; Sandra Miranda. "The role of social media in the proliferation and promotion of Brand Activism". Comunicação Pública 17 32 (2022): https://doi.org/10.34629/cpublica.327.
    Published • 10.34629/cpublica.327
Thesis / Dissertation
  1. "The impact of brand activism on the pro-social and pro-environmental attitudes of employees and consumers". PhD, 2025. https://www.iscte-iul.pt/tese/16895.
  2. "The contribution of in-store experience to brand loyalty and the mediating role of the brand-consumer relationship: The FNAC Portugal case.". Master, Instituto Politécnico de Lisboa Escola Superior de Comunicação Social, 2018. https://repositorio.ipl.pt/bitstream/10400.21/9535/1/Dissertacao%20de%20Mestrado%20em%20Publicidade%20e%20Marketing%20-%20Alexandra%20de%20Matos%20Miguel.pdf.
Activities

Oral presentation

Presentation title Event name
Host (Event location)
2026 Between stereotype and authenticity: advertising and aging in comparative perspective. XIV Congresso da Sopcom
(Covilhã, Portugal)
2026 Artificial Intelligence in the Service of Social Change: State of the Art, Ethical Dilemmas, and Impacts on Brand Activism Campaigns XIV Congresso da Sopcom
(Covilhã, Portugal)
2026 How strategic communication can contribute to social change processes III Congreso Internacional de Formación Permanente - Tendencias de Investigación en Comunicación (TICOM)
(Online, Spain)
2025 The sociopolitical effects of Corporate Activism. 2ª Jornadas de Ativismo Corporativo - Edição Ibérica
(Lisboa, Portugal)
2025 The sociopolitical effects of brand activism: perspectives, contributions and challenges of the communicational approach of brands to sociopolitical causes. IX Congreso Internacional Comunicacíon Y Pensamiento
(Online, Spain)
2025 ICTs and older Spaniards: challenges and adaptation from a qualitative approach. IX Congreso Internacional Comunicacíon Y Pensamiento
(Online, Spain)
2025 Rethinking the digital literacy of elderly Portuguese people: a qualitative approach. XV Seminário Ibérico de Psicogerentologia
(Online, Portugal)
2025 Digital Inclusion and Well-being: The Relationship of Older Adults with ICT and Social Media in Portugal. XIII Congresso Português de Sociologia
(São Miguel, Açores, Portugal)
2025 The use of Artificial Intelligence for Brand Activism: An analysis of the Dove Portugal campaign ‘Dove | Let's #KeepTheBeautyReal’. I Conferência Ibero-Americana de Publicidade
(Lisboa, Portugal)
2025 Consumer assessment of the use of Artificial Intelligence in corporate social strategies and their effects: an analysis of the Portuguese context. I LIACOM International Conference - "The (Un)Sustainability of the Media"
2025 Digital convergence or digital divide? A cross-cultural analysis of older adults' engagement with e-commerce. I LIACOM International Conference - "The (Un)Sustainability of the Media"
2024 How to effectively communicate brand activism: the strategies commonly used by brands. I Congreso Internacional Tendencias de Investigación en Comunicación
(Online, Spain)
2023 The new social power of stakeholders: the current activist practices that are shaping corporate social conduct. VIII Congreso Internacional Comunicación y Pensamiento
(Online, Spain)
2022 Activism in the age of mediated communication: the impact of new media on the development of activist movements. VII Congreso Internacional Comunicación y Pensamiento
(Online, Spain)
2021 How social networks promote brand activism and the importance of authenticity in achieving results. VI Congreso Comunicación y Pensamiento
(Online, Spain)

Supervision

Thesis Title
Role 		Degree Subject (Type)
Institution / Organization
2025 - 2025 When Disney Took a Stand: A Case-Based Study on the Impact of Brand Activism and Authenticity on Consumers' Purchase Intention in Portugal.
Co-supervisor
 Business Administration (Master)
ISCTE-Instituto Universitário de Lisboa, Portugal

Event organisation

Event name
Type of event (Role) 		Institution / Organization
2025 - 2025 Integration into the Organizing Committee of the I LIACOM International Conference - "The (Un)Sustainability of Media". (2025/11/20 - 2025/11/20)
Conference (Member of the Organising Committee)
 LIACOM - Laboratório de Investigação Aplicada em Comunicação e Média, Portugal
2025 - 2025 Organization and curation of the exhibition "#esta publicidade não é para velhos". (2025/11/05 - 2025/11/05)
Exhibition
 Instituto Politécnico de Lisboa Escola Superior de Comunicação Social, Portugal
2025 - 2025 Organization of the public presentation of the final results of the +Longe project: Consumption and Ageism: Expectations, Cultural Meanings, and Stereotypes in Advertising for Senior Consumers. (2025/11/05 - 2025/11/05) Instituto Politécnico de Lisboa Escola Superior de Comunicação Social, Portugal

Event participation

Activity description
Type of event 		Event name
Institution / Organization
2025/11/05 - 2025/11/05 Public presentation of the final results of the +Longe project: Consumption and Ageism: Expectations, Cultural Meanings, and Stereotypes in Advertising for Senior Consumers.
Instituto Politécnico de Lisboa Escola Superior de Comunicação Social, Portugal

Ad Hoc journal article review

Journal title (ISSN) Publisher
2026/01 - 2026/01 Discover Sustainability Springer Nature
2025/12 - 2025/12 Humanities and Social Sciences Communications Springer Nature
2025/11 - 2025/11 Discover Sustainability Springer Nature
2025/11 - 2025/11 Humanities and Social Sciences Communications Springer Nature