Almudena Barrientos-Báez earned her PhD in Education from the Universidad Camilo José Cela in 2019, with a thesis on the development of emotional intelligence in tourism studies at the University of La Laguna. She also holds a Master’s in Protocol, Event Production, Organisation and Design (Communication Area) from the Universidad Camilo José Cela, a Master’s in Management of Tourist Accommodation from the University of Girona, a Degree in Tourism from the University of La Laguna, and a Degree in Teaching from the University of Valencia. Her academic work is closely tied to research on neuromarketing, neurocommunication, gender perspectives in media, the use of social networks, and public relations in the digital era. She contributes to multiple research projects funded by the Spanish Ministry of Science, Innovation and Universities, the European Regional Development Fund, and international institutions. These include initiatives on public audiovisual services, televised electoral debates, micromachismos and online hate speech, tourism competitiveness, and customer loyalty programmes. Dr. Barrientos-Báez is an Associate Researcher on the “Converging Horizons” project (University of La Frontera, Chile) and a member of the Chair of Education in Emerging Technologies, Gamification and Artificial Intelligence at Pablo de Olavide University, Spain. She is part of the Concilium Research Group at the Complutense University of Madrid, where neuromarketing is a core area of study.