Sivera Bello, Sílvia

The R&D activities of researcher Sílvia Sivera focus on the study of communicative (and especially advertising-related) uses of ICT by organisations (advertisers and advertising agencies). Her main research interests are the study of the nature and dimensions of viral marketing and advertising, as well as its involvement in social networks. She also specialises in advertising creativity and innovation, from the viewpoint of new alternative forms of persuasive communications.