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

Dr Inma Rodrguez-Ardura is Professor of Digital 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 Interuniversity Doctoral Programme in Business at the UOC. She is also the director of the UOC’s Digital Business Research Group or DigiBiz, which is officially accredited as a Consolidated Research Group.

At the UOC, Dr Rodrguez-Ardura has coordinated the Marketing Area of the 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 the Information and Knowledge Society. Her work designing and developing courses in marketing has led her to coordinate and author over thirty-six didactic materials.

Dr Rodrguez-Ardura has completed visiting scholarships at the University of Oxford, as Visiting Fellow of the Oxford Internet Institute; at Babson College, Boston, as Visiting Professor; and at the UOC’s Internet Interdisciplinary Institute, as Resident Researcher. Furthermore, she has served as a faculty member at the University of Barcelona and as a part-time lecturer at the University of Miami Herbert Business School, and has taught master’s courses and seminars at a number of other universities.

Dr Rodrguez-Ardura’s research interests lie in the areas of digital marketing channels and e-retailing, the connected consumer (immersive) experiences, and marketing for e-learning. She has carried out twenty-six research projects funded by Spanish, European, and international institutions; and has presented her research at over seventy-five 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), qualitative methods for digital marketing (Journal of Theoretical and Applied Electronic Commerce Research), and consumer behaviour on digital markets (Sustainability); and has organised some international scientific meetings. She is currently Co-Editor of the Journal of Theoretical and Applied Electronic Commerce Research and Associate Editor of Behaviour & Information Technology, and seats on the editorial board of Sustainability.

Dr Rodrguez-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, Frontiers in Psychology, IEEE Transactions on Professional Communication, Information and Management, Information Society, Information Technology & People, Interactive Learning Environments, International Journal of Engineering Education, Internet Research, Profesional de la Informacin, the South African Journal of Business Management, Sustainability, and Telematics and Informatics.

She has authored the books Marketing digital y comercio electrnico (Pirmide), y comercio electrnico en la sociedad de la informacin (Pirmide & Esic), and El marketing y el xito en la empresa (Pirmide); and has edited Principios y estrategias de marketing (Editorial UOC), and Estrategias y tcnicas de comunicacin: una visin integrada en el marketing (Editorial UOC). Moreover, she has co-edited Impact of mobile services on business development and e-commerce (IGI Global), and co-authored scores of research books and textbooks.

Additionally, Dr. Rodrguez-Ardura’s activity has been awarded an official accreditation as Full Professor, four merits in teaching and one merit in research – all by the Catalan University Quality Assurance Agency, in Spain. 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; the Complutense University of Madrid’s Grant for Scholars at Spanish Universities for Harvard – CEPSA and ICO Foundations Chairs at RCC-Harvard University; and the Jos Castillejo Fellowship from the Spanish Ministry of Education.


Publications in Scopus

Publications in Google Scholar

Publications in ResearchGate

Publications in Mendeley


Digital Business Research Group

Selected journal articles:

  • Inma Rodrguez-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 Rodrguez-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 Rodrguez-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 Rodrguez-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 Rodrguez-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 Rodrguez-Ardura, Josep Llads-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. Martnez-Lpez, Rubn Huertas-Garca, Antoni Meseguer-Artola, Inma Rodrguez-Ardura (2014). Modelling students’ flow experiences in an online learning environment. Computers and Education, 71(1), 111-123. [ISI JCR]
  • Francisco J. Martnez-Lpez, Cintia Pla-Garcia, Juan C. Gzquez-Abad, Inma Rodrguez-Ardura (2014). Utilitarian motivations in online consumption: dimensional structure and scales. Electronic Commerce Research and Applications, 13(3), 188-204. [ISI JCR]
  • Inma Rodrguez-Ardura, Francisco J. Martnez-Lpez (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. Martnez-Lpez, Inma Rodrguez-Ardura, Juan C. Gzquez-Abad, Manuel J. Snchez-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 Rodrguez-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 Rodrguez-Ardura (2020). Marketing digital y comercio electrnico (2 nd ed.). Madrid: Pirmide.
  • Francisco Libana-Cabanillas, Zoran Kalinić, Iviane Ramos de Luna, Inma Rodrguez-Ardura (Eds.) (2019). Impact of mobile services on business development and e-commerce. Hershey (PA): IGI Global.
  • Inma Rodrguez-Ardura, Gisela Ammetller (2018). Principios y estrategias de marketing (Vol. 1, 3 rd ed.). Barcelona: Ediuoc.
  • Inma Rodrguez-Ardura, Guillermo Maraver-Tarifa, Ana I. Jimnez-Zarco, M. Jess Martnez-Argelles, Gisela Ammetller (2018). Principios y estrategias de marketing (Vol. 2, 3 rd ed.). Barcelona: Ediuoc.
  • Inma Rodrguez-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 Rodrguez-Ardura (2010). y comercio electrnico en la sociedad de la informacin (3 rd ed.). Madrid: Pirmide & ESIC.
  • Inma Rodrguez-Ardura (Coord.) (2007). Estrategias y tcnicas de comunicacin: una visin integrada en el marketing. Barcelona: Ediuoc.

Selected funded research projects:

  • 2020-2024. Digital communications drives brand choice: experimental and neuroscientific analysis in services (DigiBrandChoice) (PID2019-111195RB-I00). National Programme of R&D&i Oriented to the Society Challenges. Spanish Ministry of Science, Innovation and Universities.
  • 2012-2020. Digital Business Research Group (2014-SGR-571; 2017-SGR-368). Research groups map of the Catalan Government. Catalan Regional Government.
  • 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.
  • 2013-2015. Creative industry network of entrepreneurs (CINet) (013-1-PT1-LEO05-15504). Leonardo da Vinci Programme. EU.
  • 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 crateurs 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.
  • 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:

  • Inma Rodrguez-Ardura, Antoni Meseguer-Artola (2018). An examination of Facebookers’ playfulness: mediating and moderating influences. XXX International Marketing Conference AEMARK 2018. Barcelona, 5-7 September.
  • Inma Rodrguez-Ardura, Antoni Meseguer-Artola (2018). The interaction effects of gender and academic performance on flow formation in online education environments. 47th EMAC Annual Conference, European Marketing Academy (EMAC). Glasgow, 29 May-1 June.
  • Fernando Doral-Fbregas, Inma Rodrguez-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 Rodrguez-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 Rodrguez-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.