Marketing

Thesis Proposal Researchers Research Groups

Online immersive experiences and consumer engagement

Modelling the interplay of immersive experiences in online environments (feelings of being present in the online setting, peak episodes of flow, mental imagery) and consumer engagement.

Dr. Inma Rodríguez-Ardura

Dr. Antoni Meseguer

DigiBiz

Digital marketing and social e-commerce

Impact of brand content and online comments of social media users on online decision-making about brands.

Dr. Inma Rodríguez-Ardura

Dr. Antoni Meseguer

 

DigiBiz

Consumer journey and brand experience 

Analysis of the relationship between client and brand (their journey). Determining factors in strengthening this relationship (at each stage) and consequences and effects in terms of conversion, experience, satisfaction, loyalty and recommendation. 

 

Dr Ana Jiménez-Zarco

i2TIC

Marketing relations and brand admiration

Analysis (from the business side) of the management of client relations. Design and implementation of strategies for gaining clients and increasing their loyalty in the field of inbound marketing aimed at capture and conversion  of leads  and promoters (creation of intangible capital based on brand preference) 

Dr Ana Jiménez-Zarco

i2TIC

Engagement and Virtual Brand Communities (VBC)

Participation in online brand communities, with special attention to creating social capital.
 

Dr Lluís Garay

Dr Soledad Morales

Noutur

Consumer behaviour online

Consumption motivations and experiences in online environments.
Consumption motivations in sharing platforms. State of flux in sharing platforms.
 
Dr. Irene Esteban