Inma Rodriguez-Ardura

Inma Rodriguez-Ardura
Universitat Oberta de Catalunya | UOC · Department of Economics and Business Science

PhD

About

157
Publications
103,489
Reads
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1,338
Citations
Introduction
Inma Rodríguez-Ardura is a Full Professor of Digital Marketing and the Director of the Digital Business Research Group at the Universitat Oberta de Catalunya. She has served as a Visiting Fellow at the University of Oxford, as a Visiting Professor at Babson College, Boston, and as a part-time Lecturer at the University of Miami. She is Section Editor-in-Chief for the Journal of Theoretical and Applied Electronic Commerce Research and Associate Editor of Behaviour & Information Technology.
Additional affiliations
January 2020 - March 2021
Universitat Oberta de Catalunya
Position
  • Professor (Full)
September 2016 - July 2018
University of Miami Herbert Business School
Position
  • Lecturer
September 2012 - July 2013
Universitat Oberta de Catalunya
Position
  • Researcher

Publications

Publications (157)
Article
Full-text available
Despite perceived playfulness being at the core of Facebookers’ experiences, research has yet to address this psychological phenomenon and its underlying drivers. Drawing theoretical insights from transportation theory, imagery literature, the arousal-as-information approach, and accounts of information processing and gender, this paper aims to fil...
Article
Full-text available
Purpose Mobile Facebook (m-Facebook) creates many business opportunities for brands and firms while increasingly drawing interest in scientific literature. However, research is scarce on the immersive experiences prompted by m-Facebook, and how these experiences facilitate users’ engagement, their positive attitude towards Facebook and their conti...
Book
Full-text available
El marketing digital evoluciona rápidamente al ritmo de los cambios de la tecnología, innovaciones disruptivas en los negocios y nuevas preferencias de los consumidores conectados. De ahí la importancia de comprender cómo diseñar estrategias de marketing digital efectivas y rentables con las que desplegar propuestas de valor que satisfagan las nece...
Article
Full-text available
Despite engagement being a criterion for the success of initiatives on Facebook, there is a lack of conclusive evidence about its connections with the psychological and motivational orientations that lead one to use Facebook. Built upon the uses and gratifications theory, we develop an integrative and context-specific model that links engagement wi...
Article
Full-text available
In electronic commerce research, questionnaire surveys are widely used to gather information. But these questionnaires usually include scales to measure both the predictor constructs and the criterion constructs, and the data is often collected from the same respondents at the same time: this can introduce the challenging issue of common method var...
Article
Full-text available
During the COVID-19 emergency, people must face the invisible threat of uncertain death and comply with social distancing and other related protective measures. But social networking sites (SNSs) like WeChat have emerged as alternative contexts where people can maintain self and obtain gratification, despite the disclosure of self to others often b...
Article
Full-text available
This paper investigates learners’ experiences in virtual education environments and the impact on their continued intention to e-learn. We study how presence and flow affect behavioral intention to continue e-learning, and analyze the role of TAM perceptions on core components of the virtual education environment. We develop an integrated conceptua...
Article
Full-text available
The successful move to a new generation of technologies that provide students with personalised e-learning environments is connected to their ability to facilitate flow experiences – through which e-learners feel fully engaged in the educational activities at hand. However, little is known about the heterogeneous influence of subjective and educati...
Article
Full-text available
RESUMEN Las plataformas digitales que facilitan el contacto directo entre proveedores y con-sumidores de servicios de alojamiento han transformado profundamente el mercado turístico. En estos mercados bilaterales, las estrategias de fijación de precios resultan cruciales para la crea-ción de valor a pesar de que, a diferencia de los mercados digita...
Article
Full-text available
Les plataformes digitals que faciliten el contacte directe entre proveïdors i consumidors de serveis d’allotjament han transformat profundament el mercat turístic. En aquests mercats bilaterals, les estratègies de fixació de preus esdevenen crucials per a la creació de valor malgrat que, a diferència dels mercats digitals convencionals, els preus e...
Article
Full-text available
Peer-to-peer, two-sided digital marketplaces are reshaping the way in which consumers exchange products and interact with brand value propositions, particularly in the travel and tourism industry. Within the dynamics of these marketplaces, pricing approaches are of the utmost importance; yet, in contrast to conventional digital marketplaces, prices...
Article
Full-text available
Wikipedia is an open educational resource whose frequency of use and importance in higher education are growing. However, empirical evidence about Wikipedia’s contribution to students’ academic performance is scant and many higher education actors express concern regarding its value. By applying a combined theoretical and empirical approach, we exa...
Article
About the case: Female entrepreneurs play a significant role in new business creation, yet women's entrepreneurship stories remain largely absent in professional communication research. Therefore, a need exists to “give voice” to female entrepreneurship stories, and this exploratory case examines the unique identities that three female entrepreneur...
Research Proposal
Special issue CFP from Sustainability (JCR impact factor 2.075) on Digital Markets and the Consumer This special issue welcomes a diversity of disciplinary approaches, sectorial views, and methodological frameworks that bring new knowledge about the transformative dynamics of consumers in digital markets and the new business opportunities availabl...
Chapter
Despite some quality concerns, the success of Wikipedia as a resource of information is influencing education. New technology-enhanced learning strategies are recently developed to include this open educational resource in courses’ design. Although research about the use of Wikipedia in higher education and its quality perception is scarce, there a...
Chapter
The rise of Facebook creates opportunities for consumers to entertain, present themselves and interact socially as well as for organizations and brands, who can utilize this social networking site (SNS) as a strategic tool in their integrated marketing communication. Despite engagement being considered a key success factor for content and services...
Book
Full-text available
Mobile devices have become an essential item in the daily lives of many people. As with any innovation, mobile services present both opportunities and challenges to current business models. The development of mobile communication coupled with evolving mobile services have completely changed the business landscape and have transformed consumer behav...
Chapter
Recent research on immersive experiences in online environments for higher education has attributed a fundamental role to two distinct yet connected psychological phenomena: the feelings of being virtually present in the education environment, often simply called presence, and peak episodes of flow. We conceptually delimitate these two psychologica...
Book
Full-text available
El marketing está experimentando transformaciones radicales, por las que las empresas se relacionan de un modo distinto con el mercado. Estos cambios proceden tanto de la tecnología digital, que facilita nuevas formas de conectar con los clientes, como de los propios consumidores, que demandan propuestas de valor superiores. Este libro presenta de...
Book
Full-text available
El marketing es clave para todas las empresas. De las decisiones de marketing que tomen dependerá que se relacionen de manera eficiente con los consumidores, desplieguen propuestas de valor que satisfagan las necesidades de los consumidores de un modo superior a la competencia, se responsabilicen de las consecuencias de sus actividades de negocio y...
Article
La metodología basada en modelos de ecuaciones estructurales, puede resultar de gran ayuda en las investigaciones. Como contrapartida, su aplicación conlleva un minucioso proceso que debe ser seguido rigurosamente, para poder validar la fiabilidad de las conclusiones arrojadas por los estudios. El presente artículo tiene como objetivo describir est...
Conference Paper
We develop and test a psychological model of Facebookers’ playfulness experiences. This model considers control, attention, mental imagery, transportation, and arousal, as well as the moderating effects of gender. Mental imagery refers to both imagery elaboration and imagery representations in people’s minds. We find that, in the context of Faceboo...
Article
Full-text available
The methodology based on models of structural equations can be of great help in investigations. In return, its application involves a thorough process that must be rigorously followed, in order to validate the reliability of the conclusions drawn by the studies. The objective of this article is to describe this process applied in a case related to...
Article
Full-text available
This paper seeks to explain why some individuals sink further into states of flow than others, and what effects flow has in the context of a virtual education environment. Our findings—gathered from both questionnaire and behavioural data—reveal that flow states are elicited by the e-learners’ senses of controlling the virtual education environment...
Chapter
We offer a structured vision of the main research contributions made on a wide set of issues compounding the online consumer behaviour area. We present a wide view of research topics, analyzed from the marketing perspective, from the early nineties till now. This approach may be useful, not only to better structure or reinforce the knowledge academ...
Article
Research problem: This study investigates entrepreneurship as a rhetorical practice and seeks to illustrate how narratives of individuals from different cultures create a discourse of entrepreneurship. We offer theoretical and methodological considerations for comparative international analyses in entrepreneurship research. Research questions: (1)...
Article
Digital technologies offer tremendous opportunities to develop flexible and personalised e-learning environments which are capable of delivering high-quality services. The success of these e-learning environments is linked to their ability to elicit subjective experiences of presence, through which e-learners feel individually ‘placed’ within a tru...
Article
User retention is a major goal for higher education institutions running their teaching and learning programmes online. This is the first investigation into how the senses of presence and flow, together with perceptions about two central elements of the virtual education environment (didactic resource quality and instructor attitude), facilitate th...
Article
Virtual presence and flow are usually presented as two core facets of the individual’s immersion in online education settings, yet their delimitation is still unclear. We seek to address this issue by theoretically explaining, and empirically showing, their different extents. From a sample of students of engineering and ICT programmes in a pure-onl...
Article
Full-text available
This paper empirically examines the impact of the interactivity elicited by e-learning environments for higher education. By considering the underlying processes of imagery, spatial presence, copresence and flow, we analyse how interactivity affects users’ responses towards the learning environment, including their actual continuance behaviour. We...
Article
Full-text available
The potential of the web and of e-commerce systems to provide hedonic, non-functional value to online consumption experiences is known, as is the importance that consumers give to hedonic benefits. However, in the absence of a thorough approach and complete proposal, the hedonic aspects of online consumption (including its particular facet of shopp...
Conference Paper
Full-text available
Wikipedia is core to the Open Educational Resources (OER) movement and is considered as the biggest OER in the world (Caswell et al., 2008). Wikipedia provides learning and research resources through a public online platform, and it is widely used to find information and to collaborate in knowledge creation. Although Wikipedia is frequently used b...
Article
Full-text available
For hybrid merchants, who sell goods simultaneously through digital media and conventional channels, creating a price proposition is a major and controversial decision. We model the interaction between hybrid merchants and their customers within the context of an experience goods market; and we study how merchants and customers both learn from this...
Conference Paper
The perceived quality of online didactic resources and the instructor’s attitude are conceived as pillars of e-learning environments (Edwards et al. 2011; Udo et al. 2011). However, research has not delivered evidence about the connections of these two important elements with the e-learners’ post-adoption decision, throughout which they reconsider...
Article
Full-text available
This research presents an integrative model about the use of those services that have been specifically designed to support entrepreneurial initiative. By contrast with conventional perspectives from the entrepreneurship field, mainly drawn from a resource-based view, we propose a two-fold approach to explain the utilization of services that are or...
Article
Full-text available
The emergence of social media has led many companies to adopt them as marketing channels. Yet these media are novel enough that many marketers are still unsure as to how to plan an effective social media marketing strategy, actually oriented towards engaging prospects. In this article, we discuss how to shape a social media strategy. To do so, we s...
Book
Full-text available
Marketing digital y comercio electrónico proporciona una visión completa, rigurosa y aplicada sobre el apasionante campo del marketing digital. Con un enfoque directivo, marcos teóricos adecuados y numerosos ejemplos (Amazon, eBay, Expedia, Facebook, Google, LinkedIn…) muestra cómo aprovechar las oportunidades que ofrecen internet y las redes socia...
Article
Full-text available
La emergencia de los medios sociales ha llevado a muchas empresas a adoptarlos como canales de marketing. Pero estos medios son lo suficientemente novedosos como para que muchos especialistas de marketing todavía se pregunten cómo planificar una estrategia de marketing de medios sociales efectiva, realmente orientada a implicar a los clientes poten...
Chapter
The concept of flow has become increasingly relevant in the field of online navigation and specifically in explaining consumer behaviour in electronic markets. Not only can it be used to characterize the user’s interactive relationship with virtual environments, but it can also have a positive and desirable impact on the individuals’ consumption ex...
Chapter
The importance of the Web is growing due to its capacity to provide information, goods and services, and thanks to its capacity to increase the value proposition for consumers. Using online platforms and strategies, companies may provide various benefits, utilitarian and hedonic, which consumers can seek out by means of online consumption processes...
Conference Paper
There is a lack of specific research with a clear consumer orientation regarding the flow state in an online learning environment. Despite the efforts made in recent years to analyze these experiences according to various aspects of a student’s conduct in a virtual learning environment (e.g. Shernoff et al. 2003; Pearce 2005; Choi et al. 2007; Shin...
Article
To date, the utilitarian benefits of online consumption have only been partially investigated. This study undertakes an exhaustive approach to fully delimit the dimensional structure related to the utilitarian motivations for online consumption. First, an in-depth literature review is carried out, in order to allow the proposal of an aprioristic ba...
Article
This paper aims to clarify and characterize the role of flow in student's behavioural processes in virtual learning environments. To this end, an integral model of flow in e-learning environments is proposed and tested. The empirical part of the research was based on both qualitative and quantitative techniques. The former consisted of seven in-dep...
Article
Substantial multidisciplinary research has established foundational support for the consumer behaviour phenomenon that underlies the experience of telepresence within online social networks and other digital media products that provide hedonistic value. A review of major perspectives in this field provides justification of the important role mental...
Conference Paper
This paper investigates users’ experiences in virtual education environments and the impact on their continued intention to e-learn. We study how presence and flow affect behavioral intention to continue e-learning, and analyze the role of users’ perceptions on core elements of the e-learning environment. Drawing from presence research, Flow Theory...
Conference Paper
By proposing a closer integration of the concept of imagery with presence, we aim to complement the insights provided by previous research into the nature and extent of feelings of presence. We suggest expanding current imagery theories to the new media consumption contexts, and, starting from there, adopt a novel conceptual framework of presence t...
Conference Paper
Price level decisions are critical for experience products retailers seeking to maximize the results of their operations online. We explore optimum price levels for those retailers who make use of both physical and virtual channels to market experience products. By means of a game theory model we capture successive purchase processes by consumers,...
Conference Paper
This paper offers an integrative view about the use of services specifically designed for providing support in creating new businesses and making them grow. In particular, it addresses entrepreneurs’ decisions by considering not only firms’ internal and external resources but also entrepreneurs’ behavior within decision-making processes. Several s...
Conference Paper
In an attempt to clarify the intriguing issue of optimum price levels for the e-commerce of experience products, we have undertaken a game-theory analysis. We modeled a multistage game. Within it, we reflected the interaction between online-enabled household-name retailers and their customers; and then we solved it by backward induction. The result...
Article
Full-text available
This exploratory research explores the emotional perspective of online distrust, where distrust is a fear. Fear is one of the negative emotions where the situational state is motive-inconsistent and uncertainty is present. A review of literature explores ...
Article
Full-text available
En este documento de trabajo se estudia la interacción con los consumidores por parte de los detallistas consolidados en los entornos convencionales, en el contexto de la comercialización electrónica de productos de experiencia. Los resultados obtenidos a través del desarrollo de un modelo dinámico de Teoría de Juegos permiten señalar que la mejor...
Chapter
A conceptual model to understand the consumer's adoption and use of certain website recommendation system is presented; the research problem is tackled from a psychological perspective. The authors base on, adapt and integrate classical theories of consumer behavior with particular theories developed in the framework of computer-mediated environmen...
Article
Full-text available
The social web environment cannot be explained without taking into account the use made by consumers of the web technologies in the field of e-commerce. Starting with a systematic background of the growing body of research on marketing and consumer behaviour on the web, this article presents a critical review of the main contributions on this theme...