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 Curriculum Vitae
Faculty of Economics and Business
Inma Rodríguez Ardura
 Associate Professor of Marketing
 Director of the Digital Business Research Group
Av. Tibidabo, 39-43
08035 Barcelona (Spain)
irodrigueza r r o b

Dr Inma Rodríguez-Ardura is an Associated Professor of Marketing at the UOC. She teaches digital marketing and e-commerce courses within the UOC’s Faculty of Economics and Business, and is a professor of the UOC’s Doctoral Programme in Information and Knowledge Society. She is also the Director of the UOC’s Digital Business Research Group or DigiBiz, which is officially accredited as a Consolidated Research Group. In addition to this, Dr. Rodríguez-Ardura is a part-time faculty member at the University of Miami School of Business.

At the UOC, Dr Rodríguez-Ardura has coordinated the Marketing Area of the Faculty of Economics and Business (1996-2008); and created and been Director of the Master's Programme in Marketing Management (2003-2009), and the Bachelor's Degree Programme in Marketing and Market Research (2002-2006). Moreover, she has served as Director of the University Master's Programme, and the Doctoral Programme in the Information and Knowledge Society (2008-2009). Her work designing and developing courses in marketing has led her to coordinate and author over thirty didactic materials.

Dr Rodríguez-Ardura has completed visiting scholarships at the RCC-University of Harvard (2000); at the University of Oxford, as Visiting Fellow of the Oxford Internet Institute (2010-2011); at Babson College, Boston, as Visiting Professor (2012); and at the UOC’s Internet Interdisciplinary Institute, as Resident Researcher (2012-2013). Furthermore, she has served as a faculty member at the University of Barcelona (1995-2002), and has taught master’s courses and seminars at a number of universities.

Dr Rodríguez-Ardura’s research interests lie in the areas of entrepreneurial digital marketing, online consumer experiences, and marketing for e-learning. She has carried out 25 research projects funded by Spanish, European, and international institutions; and has presented her research at over sixty scientific meetings and conferences. She has served as a co-editor for special issues on social e-commerce (International Journal of Electronic Marketing and Retailing), and qualitative methods for digital marketing (Journal of Theoretical and Applied Electronic Commerce Research); and has organised some international scientific meetings. She currently seats on the editorial board of the Journal of Theoretical and Applied Electronic Commerce Research and serves on the editorial review boards of other eight journals.

Dr Rodríguez-Ardura’s research has appeared in numerous impact journals including Behaviour & Information Technology, British Journal of Educational Technology, Computers & Education, Computers in Human Behavior, Electronic Commerce Research and Applications, IEEE Transactions on Professional Communication, Information and Management, Information Society, Interactive Learning Environments, International Journal of Engineering Education, Internet Research, and the South African Journal of Business Management.

She has authored the books Marketing digital y comercio electrónico (Pirámide), y comercio electrónico en la sociedad de la información (Pirámide/Esic), and El marketing y el éxito en la empresa (Pirámide); and has edited Principios y estrategias de marketing, and Estrategias y técnicas de comunicación: una visión integrada en el marketing (Ediuoc). Moreover, she has co-authored scores of research books and textbooks.

Additionally, Dr. Rodríguez-Ardura’s activity has been awarded official accreditations as Associate Professor and as Private University Professor, three merits in teaching and one merit in research by the Catalan University Quality Assurance Agency (AQU). She has received a number of awards and grants including the best paper award by the International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour (2016); the Complutense University of Madrid’s Grant for Scholars at Spanish Universities for Harvard – CEPSA and ICO Foundations Chairs at RCC-Harvard University (2000); and the José Castillejo Fellowship (2010-2011).


Publicaciones en Scopus

Publicaciones a Google Académico

Publicaciones en ResearchGate

Publicaciones en Mendeley


Digital Business Research Group

Selected journal articles:

  • Inma Rodríguez-Ardura, Antoni Meseguer-Artola (2016). E-learning continuance: the impact of interactivity and the mediating role of imagery, presence and flow. Information & Management, 53 (4), 504-516. [ISI JCR]
  • Inma Rodríguez-Ardura, Antoni Meseguer-Artola (2016). Flow in e-learning: what drives it and why it matters. British Journal of Educational Technology. DOI: 10.1111/bjet.12480. [ISI JCR]
  • Inma Rodríguez-Ardura, Antoni Meseguer-Artola (2016). Presence in personalised e-learning – The impact of cognitive and emotional factors and the moderating role of gender. Behaviour & Information Technology, 35 (11), 1008-1018. [ISI JCR]
  • Inma Rodríguez-Ardura, Antoni Meseguer-Artola (2016). What leads people to keep on e-learning? An empirical analysis of users’ experiences and their effects on continuance intention. Interactive Learning Environments, 24 (6), 1030-1053. [ISI JCR]
  • Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Gisela Ammetller (2016). How do the experiences of virtual presence and flow differ? Evidence from Engineering and ICT online education. International Journal of Engineering Education, 32(4), 1579-1585. [ISI JCR]
  • Sean Williams, Gisela Ammetller, Inma Rodríguez-Ardura, Xiaoli Li (2016). Building a rhetorical perspective on international entrepreneurship: comparing stories from the United States, Spain and China. IEEE Transactions on Professional Communication, 59 (4), 379-397. [ISI JCR]
  • Antoni Meseguer-Artola, Inma Rodríguez-Ardura (2015). Learning from customer interaction: how merchants create price-level propositions for experience goods in hybrid market environments. Computers in Human Behavior, 51, 952-959. [ISI JCR]
  • Gisela Ammetller, Inma Rodríguez-Ardura, Josep Lladós-Masllorens (2014). Entrepreneurial decisions: insights into the use of support services for new business creation. South African Journal of Business Management, 45(4), 11-20. [ISI JCR]
  • Irene Esteban-Millat, Francisco J. Martínez-López, Rubén Huertas-García, Antoni Meseguer-Artola, Inma Rodríguez-Ardura (2014). Modelling students’ flow experiences in an online learning environment. Computers and Education, 71(1), 111-123. [ISI JCR]
  • Francisco J. Martínez-López, Cintia Pla-Garcia, Juan C. Gázquez-Abad, Inma Rodríguez-Ardura (2014). Utilitarian motivations in online consumption: dimensional structure and scales. Electronic Commerce Research and Applications, 13(3), 188-204. [ISI JCR]
  • Inma Rodríguez-Ardura, Francisco J. Martínez-López (2014). Another look at ‘being there’ experiences in digital media: exploring connections of telepresence with mental imagery. Computers in Human Behavior, 30 (1), 508-518. [ISI JCR]
  • Francisco J. Martínez-López, Inma Rodríguez-Ardura, Juan C. Gázquez-Abad, Manuel J. Sánchez-Franco, Claudia C. Cabal (2010). Psychological elements explaining the consumer’s adoption and use of a website recommendation system: a theoretical framework proposal. Internet Research, 20(3), 316-341. [ISI JCR]
  • Inma Rodríguez-Ardura, Antoni Meseguer (2010). Toward a longitudinal model of e-commerce: environmental, technological and organizational drivers of B2C adoption. Information Society, 26(3), 209-227. [ISI JCR]

Selected books and chapters:

  • Inma Rodríguez-Ardura (2014). Marketing digital y comercio electrónico. Madrid: Pirámide.
  • Inma Rodríguez-Ardura, Antoni Meseguer, Jordi Vilaseca (2012). Drivers of online-selling diffusion: a look at organizational and environmental factors through time. Sanjah Mohapatra (Ed.), E-commerce strategy: text and cases, 243-259. New York: Springer.
  • Inma Rodríguez-Ardura (2010). y comercio electrónico en la sociedad de la información(3 rd ed.). Madrid: Pirámide/ESIC.
  • Inma Rodríguez-Ardura (Coord.) (2008). Principios y estrategias de marketing. Barcelona: Ediuoc.
  • Inma Rodríguez-Ardura (Coord.) (2007). Estrategias y técnicas de comunicación: una visión integrada en el marketing. Barcelona: Ediuoc.

Selected funded research projects:

  • 2015-2017. Word of mouth and e-commerce on web 2.0. Challenges and opportunities for the tourism industry (ECO2014-53837-R). National Programme of R D i Oriented to the Society Challenges. Spanish Ministry of Economy and Competitiveness.
  • 2014-2016. Observatory of the new economy (2014-SGR-571). Research groups map of the Catalan Government. Catalan Regional Government, Agaur. Principal researcher.
  • 2013-2015. Creative industry network of entrepreneurs (CINet) (013-1-PT1-LEO05-15504). Leonardo da Vinci Programme. European Union (EU). Principal researcher.
  • 2013. Rhetorical construction of global entrepreneurship in international entrepreneurial narratives. C.R. Anderson Research Foundation. Association for Business Communication.
  • 2011-2013. Satisfaction in services (Service Encounter): an analysis of the relationship between contact centres employees’ satisfaction and their clients (eco2010-17638). National Programme of Fundamental Research Projects. Spanish Ministry of Innovation and Science.
  • 2008-2011. SME network: a new technological model for SME networks based on the ICT application of the network SME concept (TSI-020501-2008-0156). (TSI-020501-2008-0156) National Plan for Scientific Research, Development and Innovation. Spanish Ministry of Industry, Tourism and Commerce.
  • 2006-2007. Formation virtuelle des jeunes créateurs d’entreprises innovantes (eNOV) (R0/05/B/F/PP-175012). Leonardo da Vinci Programme. EU.
  • 2005-2007. Business e-LAB (AD 654). EQUAL Initiative. European Social Fund.
  • 2005-2007. Productivity and competitiveness in Catalonia (PPCC) (RC491). Catalan Regional Government.
  • 2004-2006. Public policy, innovative environment, micro-business and local development: analysis of the Barcelona Activa model as an innovative environment for business creation. Barcelona City Council.
  • 2002-2004. Regional indicators of e-government and e-business in information society technologies (Regional-IST) (IST-2001-33199). Information Society Technologies Programme. EU.
  • 2002-2003. Project Internet Catalonia (PIC) – Businesses. Catalan Regional Government.
  • 2000-2001. E-commerce in Lleida: analysis, prospects and economic challenges (D313-06-2000). Lleida Province Council. Principal researcher.
  • 1997-1998. Interegional teleregions (IA-1010-UR-SUN2). European Telematics Application Programme. EU.
  • 1996-1997. Student virtual mobility (SVM) (25267-CP-1-96-ES-ODL). Socrates Programme. EU.

Selected conference papers:

  • Fernando Doral-Fábregas, Inma Rodríguez-Ardura, Antoni Meseguer-Artola (2016). Some keys to improve hedonic social networks users’ loyalty – How to earn loyalty from Facebook users: an empirical study. ICIEMC 2016 – International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour. Lisbon, 20-21 May. Best Paper Award.
  • Antoni Meseguer-Artola, Gisela Ammetller, Inma Rodríguez-Ardura, Eva Rimbau-Gilabert (2016). Learning effectiveness and perceived value of Wikipedia as a primary course resource. OER16: Open Culture, Association for Learning Technology. Edinburgh, 19-21 April.
  • Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Gisela Ammetller (2015). The impact of didactic resources’ quality, and instructor’s attitude: e-learning continuance explained by flow and presence experiences. 18 th Academy of Marketing Science (AMS) – World Marketing Congress. Bari, 14-18 July.
  • Gisela Ammetller, Inma Rodríguez-Ardura, Antoni Meseguer-Artola (2015). Explaining continuance intention in online education: a composite view. 44 th European Marketing Academy (EMAC) Annual Conference. Leuven, 26-29 May.
  • Inma Rodríguez-Ardura, Antoni Meseguer-Artola (2013). The role of presence, flow and education components in the continuing intention to e-learn. 2013 International Conference on Education and Educational Technologies, Europment. Rhodes Island, 16-19 July.