Inma Rodríguez-Ardura is a tenured Associate Professor of Marketing at the Universitat Oberta de
Catalunya (UOC), where she is in charge of the teaching activity in digital marketing for the
Faculty of Economics and Business. She is also a professor of the Doctoral Programme in Information
and Knowledge Society and Director of the Digital Business Research Group (DigiBiz). DigiBiz is at
the forefront of research about the transformational processes in digital business and is
accredited by the Catalan Government in Spain as a Consolidated Research Group.
She has coordinated the Marketing Area of the UOC's Faculty of Economics and Business; and
created and been Director of the Master's Programme in Marketing Management, and the Bachelor's
Degree Programme in Marketing and Market Research. Moreover, she has served as Director of the
University Master's Programme, and the Doctoral Programme in Information and Knowledge Society.
She has undertaken academic activities at the RCC-Harvard University and at the University of
California, Berkeley. In addition, she has served as a faculty member at the University of
Barcelona, Resident Researcher at the UOCs Internet Interdisciplinary Institute, Visiting
Fellow at the University of Oxford and Visiting Professor at Babson College, Boston; and has taught
masters courses and seminars at a number of universities.
Dr Rodríguez-Arduras research interests are in the areas of digital marketing and
online consumer behaviour. She carries out competitive research projects funded by Spanish,
European and international institutions. Currently, she investigates entrepreneurial behaviour in
digital marketing, states of flow in virtual environments and consumer experiences in social
Dr Rodríguez-Arduras research has appeared in numerous journals including
Computers & Education,
Computers in Human Behavior,
Electronic Commerce Research and Applications,
Information and Management,
Interactive Learning Environments,
Internet Research, and the
South African Journal of Business Management. In addition, she has presented her research
at many international conferences. She has also coedited several special issues, and presently
serves on the editorial board of the
Journal of Theoretical and Applied Electronic Commerce Research.
She has authored the books
Marketing digital y comercio electrónico (Piramide),
Marketing.com (Esic), and
El marketing y el éxito en la empresa (Piramide); and has co-authored scores of research
books and textbooks.