Dr. Ádám Guld is a habilitated associate professor and Deputy Head of the Department of Communication and Media Studies at the Institute of Social and Media Studies, Faculty of Humanities, University of Pécs.

His main research area is contemporary media culture, with a particular focus on generational media use and communication, as well as the nature of fame. In addition to his academic work, he has gained significant industry experience as a researcher and consultant in various segments of the communication and media market.

Over the past few years, he has published four monographs, the most recent of which was released in June 2025 under the title "Transformations of Digital Fame: Influencers, Persuaders, Opinion Leaders.