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 Business School.
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
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
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,
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),
Marketing.com 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
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, 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
IEEE Transactions on Professional Communication, 59 (4), 379-397. [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 andEducation, 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
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).
Marketing.com 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.
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
Catalan Regional Government, Agaur. 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.
SpanishMinistry 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.
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.
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
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
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.
th Academy of Marketing Science (AMS) – World Marketing Congress. Bari,
Gisela Ammetller, Inma Rodríguez-Ardura, Antoni Meseguer-Artola (2015). Explaining continuance
intention in online education: a composite view.
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.