Lorena Blasco-Arcas

Lorena Blasco-Arcas
ESCP Business School · Department of Marketing

PhD

About

15
Publications
4,668
Reads
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652
Citations
Introduction
Dr. Lorena Blasco-Arcas (lblasco@escp.eu) is Associate Professor of Marketing at ESCP Business School. After working in the private sector as an Arts Manager, she started her academic career at University of Zaragoza (Spain). Her research interests focus on consumer behavior in digital environments, looking at co-creation of value processes, customer/actor engagement, branding in social media, and ethics & tech.
Additional affiliations
September 2015 - present
ESCP Business School
Position
  • Assistant Professor of Marketing
October 2014 - August 2015
University of Zaragoza
Position
  • Assistant Professor of Management
October 2012 - October 2014
University of Zaragoza
Position
  • PhD Research Fellow, Cátedra Telefónica

Publications

Publications (15)
Article
Purpose The purpose of this article is to offer new insights into crisis communication in service ecosystems. The authors present a framework to conceptually categorize service crises and then analyze key aspects of crisis communication among different stakeholders in a service ecosystem. Design/methodology/approach Building on crisis communicatio...
Article
Increased access to various kinds of consumer data has opened up new avenues of value creation for companies, but it also poses new challenges. The proliferation of digital data sources alongside new technologies for tracking consumers in physical spaces has added complexity to consumer data management, thus reshaping marketing activities. Despite...
Article
Full-text available
Social media constitutes a pervasive communication media that has had a prominent role during global crises. While crisis communication research suggests that individuals use social media differently during a crisis, little is known about what forms of engagement behavior may emerge and what drivers may lead to different forms of social media users...
Article
Research on engagement has shifted to a systemic, rather than a dyadic, view that considers the engagement of multiple actors in complex business settings. Existing literature suggests that actor engagement in business settings is dependent on, and inextricably linked with, service ecosystems, platforms, and the value co-creation process. However,...
Article
Purpose The purpose of this paper is to explore the role of emotions in developing customer engagement and brand image during virtual service interactions. The authors explore the concept of engagement platforms (EPs) and how their extrinsic characteristics or cues (i.e. C2C interactions–and personalization-related cues) originate both non-transact...
Article
This article introduces the special section on leveraging user behavior and data science technologies for management. It reviews 12 articles and discusses their contribution towards establishing a new dynamic paradigm of leveraging user behavior and data science technologies for management. User data has become a promising and relevant area to expl...
Conference Paper
In today’s markets, the rise of social media channels has led to a dramatic influencing role for customers. Not satisfied with the passive role of being a receiver of firms’ offerings; customers proactively engage in engagement behaviors that influence other social actors embedded within networks. Recently, the digital world has been witnessing con...
Conference Paper
Full-text available
In today’s markets, the rise of social media channels has led to a dramatic influencing role for customers. Not satisfied with the passive role of being a receiver of firms’ offerings; customers proactively engage in engagement behaviors that influence other social actors embedded within networks. Recently, the digital world has been witnessing con...
Chapter
The development of social media on the Internet poses a challenge for luxury brands, as managers need to walk a fine line to keep the balance between ubiquity and exclusivity in social media (Hennigs et al. 2012). Luxury brands are increasingly using social media to raise brand awareness and build relationships with their customer base and try to e...
Article
Collaborating with customers is considered a new source of competitive advantage so customer participation and involvement are emerging as key strategic factors. This research studies how interactivity and personalization influence both customers’ participation during the online purchase of information services and their intentions to continue part...
Article
Full-text available
Purpose - We elaborate on the concept of engagement platforms and the theories of co-creation of value to analyze the purchase as a context for customers to co-create their own experiences. Specifically, we propose that including online cues related to C2C interactions and coproduction in the engagement platform determines customer co-creation expe...
Article
As more and more educational institutions are integrating new technologies (e.g. audience response systems) into their learning systems to support the learning process, it is becoming increasingly necessary to have a thorough understanding of the underlying mechanisms of these advanced technologies and their consequences on student learning perform...
Article
Full-text available
The aim of this research is twofold. Firstly, it analyzes how the two main features of Internet Protocol Television (IPTV), interactivity and personalization, influence both customers’ perceived performance and involvement with a web-based information service. Secondly, it studies whether personalization and interactivity improve customer purchase...
Article
Este trabajo presenta los resultados de una experiencia basada en la utilización de los sistemas de mandos de respuesta. El objetivo del estudio es mostrar la valoración global que los estudiantes realizan del empleo de estos sistemas, así como evidenciar las mejoras que, de acuerdo a sus percepciones, proporciona su uso en el proceso de aprendizaj...
Article
Purpose – The purpose of this paper is to analyze the adoption of IP Television (IPTV) as a distribution channel. The authors test the effects of its features, such as personalization and interactivity, on users' perceived control and satisfaction with their purchase experience. The authors also analyze the purchase process of news‐on‐demand packag...

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