e-MARKETING, as a research group of the UV, develops activities in line with methodological innovation and thematic study in Marketing and New Technologies, trying to understand consumer behaviour in social media and mobile marketing and paying special attention to viral marketing. The group’s work addresses calls for research in these fields by choosing retailing, tourism and the education sector as priority application sectors. These topics make up its main lines of research.

The e-MARKETING experience and its consolidation as a team is endorsed by the participation of its members in more than 20 different R&D contracts of special relevance with Companies and/or Administrations in which trust seals in e-commerce, analysis of the implementation of ICT in retail trade, value creation through mobile applications, etc. have been proposed.

The quality of the group’s research and the importance of its results can be seen in its many contributions to conferences (more than 150). More than 100 research papers have been published in indexed journals, many of them in the JCR (i.e. Online Information Review, Journal of Services Management, Industrial Management and Data Systems, etc.) in ISI databases, in the SJR or in databases such as ABI INFORM, EMERALD Reviews, etc. The coordinator of the group, Dr. Ruiz, is accredited as professor by ANECA, has 2 six-year research periods, has supervised 6 doctoral theses in the core research lines of eMARKETING and is Associate Editor of the Electronic Commerce Research and Applications (ECRA) and member of the Editorial Board of the Journal of Product and Brand Management, Online Information Review and Electronic Commerce Research and Applications. She as been a member of the Board of Directors of the Spanish Marketing Association (AEMARK). She has been the main researcher of 6 research projects related to the group, one of them (not completed) of the Spanish National Plan (eWOM: neuroscientific and experimental analysis in services); she is also director of 5 educational innovation projects, one of the consisting of the creating of an international network of universities for the exchange of teaching experiences. Research areas:

• Information processing To study the determining variables in the processing of advertising information and the exchange of commercial information between individuals on social media and their impact on purchase, loyalty and recommendation.
• Mobile marketing. To analyse the perceived value drivers in mobile communications as well as the drivers of mobile commerce. To identify the motivation and brakes in viral marketing through mobile devices (smartphones and tablets).
• Complaint behaviour in social media. Research on the motivations for complaints, switching suppliers, anti-brand communities, boycotts and negative word-of-mouth communications in social networks Educational innovation and ICT.
• Study of new collaborative learning methodologies that incorporate new technologies (Ted lessons, gamification, etc.) and their impact on student satisfaction, perceived quality and relational variables. Viral marketing.
• Study of the background and consequences of viral marketing in digital channels with special emphasis on influencers. Influence of viral marketing on consumer perceptions, attitudes and purchasing behaviour. Analysis of the elements that generate a viral impact in communication campaigns.

University education