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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)
 Aprovada por unanimidade e distinção
2016/12 - 2018/09
Concluded
 Advertising and Marketing (Mestrado)
Instituto Politécnico de Lisboa Escola Superior de Comunicação Social, Portugal
"O contributo da Experiência em Loja para a Fidelidade à Marca e o papel mediador da Relação Marca-Consumidor: O caso FNAC Portugal" (THESIS/DISSERTATION)
 18
2013/09 - 2016/06
Concluded
 Communication Sciences (Licenciatura)
Major in Comunicação Estratégica
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 Cátedra UNESCO Comunicação, Literacia Mediática e Cidadania
Cátedra UNESCO
Researcher
Instituto Politécnico de Lisboa
Ongoing
2025 - 2025 +LONGE: Consumo e Idadismo: Expectativas, Significados Culturais e Estereótipos na Publicidade para Consumidores Seniores
+LONGE
Researcher
Instituto Politécnico de Lisboa
Concluded
Outputs

Publications

Book chapter
  1. 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
  2. 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.
  3. 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
  4. 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.
  5. 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. 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
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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. Miguel, Alexandra. "O contributo da Experiência em Loja para a Fidelidade à Marca e o papel mediador da Relação Marca-Consumidor: O caso FNAC Portugal". 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)
2025 Os efeitos sociopolíticos do Ativismo Corporativo. 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 Las TIC y los mayores españoles: retos y adaptación desde un enfoque cualitativo. IX Congreso Internacional Comunicacíon Y Pensamiento
(Online, Spain)
2025 Repensando a literacia digital dos seniores portugueses: uma abordagem qualitativa XV Seminário Ibérico de Psicogerentologia
(Online, Portugal)
2025 Inclusão Digital e Bem-Estar: A Relação dos Seniores com as TIC e os Social Media em Portugal. XIII Congresso Português de Sociologia
(São Miguel, Açores, Portugal)
2025 A utilização da Inteligência Artificial para fins de Ativismo de Marca: Uma análise da campanha ‘Dove | Vamos #Manter a Beleza Real’ da Dove Portugal. I Conferência Ibero-Americana de Publicidade
(Lisboa, Portugal)
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 - Current Integração na Comissão Organizadora da I Conferência Internacional do LIACOM - "A (In)Sustentabilidade dos Média". (2025/11/20)
Conference (Member of the Organising Committee)
 LIACOM - Laboratório de Investigação Aplicada em Comunicação e Média, Portugal