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Dr Rodrigo Perez-Vega

Associate Professor of Marketing

Rodrigo Perez Vega Profile Pic Jun18 75iugl9ic

Specialisms

  • Digital Marketing, 
  • Social media, 
  • Online consumer behaviour, 
  • Artificial intelligence in Marketing, 
  • Sharing economy

Location

Whiteknights Campus

Dr Rodrigo Perez-Vega is an Associate Professor of Marketing at Henley Business School. His research interests are in digital marketing, online consumer behaviour, social media marketing, social CRM, AAL technologies and older consumers, the use of immersive technologies in healthcare and education, and applications of AI in marketing and consumer settings.

Rodrigo holds a PhD in Management, where he looked at the role of immediacy as a determinant of Facebook fan page engagement. He also holds a Master of Research, an MSc in Strategic Project Management and a BA (Hons) in Marketing.

Rodrigo has been invited to deliver workshops and conferences at the Q&A Summit, SME World Summit and the Social Media Summit. He actively engages with industry in the UK, UAE and Mexico for his research projects and he was awarded best literature review at the Doctoral Colloquium of the Academy of Marketing in 2014.

Rodrigo co-authored the book “Essentials of Digital Marketing”. The book provides an engaging introduction to digital marketing to help students and marketing professionals understand the impact of digital channels on marketing operations.

Rodrigo has been awarded research funding from the Digital Transformation Fund in collaboration with Reading Borough Council to run the Independent Living Care Technology Solutions project (£1.01M). His research has also been supported by the Academy of Marketing and the British Academy.

Rodrigo’s professional experience is in brand management, entrepreneurship and digital marketing. He has worked for multinationals in FMCG industries and digital marketing agencies. He has also launched an online counselling platform called Pro-EAP. He has work experience in several South American countries, the UK, France, Spain and the Middle East.

Reference: Miguel, C., Lutz, C., Perez Vega, R. and Majetić, F. (2024) ‘Alone on the road’: loneliness among digital nomads and the use of social media to foster personal relationships. Media, Culture & Society. ISSN 1460-3675 (In Press)
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Lutz, C., Majetić, F., Miguel, C., Perez-Vega, R. and Jones, B. (2024) The perceived impacts of short-term rental platforms: comparing the United States and United Kingdom. Technology in Society, 77. 102586. ISSN 1879-3274 doi: https://doi.org/10.1016/j.techsoc.2024.102586
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Miguel, C., Lutz, C., Majetić, F. and Perez-Vega, R. (2023) Working from paradise? An analysis of the representation of digital nomads’ values and lifestyle on Instagram. New Media and Society. ISSN 1461-7315 doi: https://doi.org/10.1177/14614448231205892
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Borghi, M. , Mariani, M. M. , Vega, R. P. and Wirtz, J. (2023) The impact of service robots on customer satisfaction online ratings: the moderating effects of rapport and contextual review factors. Psychology & Marketing, 40 (11). pp. 2355-2369. ISSN 1520-6793 doi: https://doi.org/10.1002/mar.21903
Henley faculty authors:
Dr Matteo Borghi - Professor Marcello Mariani - Dr Rodrigo Perez-Vega
Reference: Acikgoz, F., Perez Vega, R. , Okumus, F. and Sylos, N. (2023) Consumer engagement with AI-powered voice assistants: a behavioral reasoning perspective. Psychology & Marketing, 40 (11). pp. 2226-2243. ISSN 1520-6793 doi: https://doi.org/10.1002/mar.21873
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Lages, C. R. , Perez Vega, R. , Kadić-Maglajlić, S. and Borghei Razavi, N. (2023) A systematic review and bibliometric analysis of the dark side of customer behavior: an integrative customer incivility framework. Journal of Business Research, 161. 113779. ISSN 0148-2963 doi: https://doi.org/10.1016/j.jbusres.2023.113779
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Majetic, F. and Perez Vega, R. (2023) Willingness to receive and provide resources in Europe’s non-remunerated and remunerated collaborative consumption. Business and Society Review, 128 (1). pp. 51-69. ISSN 1467-8594 doi: https://doi.org/10.1111/basr.12299
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Miguel, C. and Perez Vega, R. (2022) A stakeholders’ analysis of Airbnb in London and Barcelona. In: Travlou, P. and Ciolfi, L. (eds.) Ethnographies of Collaborative Economies across Europe: Understanding Sharing and Caring. Ubiquity Press, London, pp. 229-246. ISBN 9781914481253 doi: https://doi.org/10.5334/bct
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Miguel, C., Lutz, C., Majetić, F., Perez Vega, R. and Sanchez Razo, M. (2023) It's not all shiny and glamorous: loneliness and fear of missing out among digital nomads. In: Proceedings of the 56th Hawaii International Conference on System Sciences, 3-6 Jan 2023, Hawaii, pp. 4628-4637.
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Perez Vega, R. , Kaartemo, V., Lages, C. R. , Borghei Razavi, N. and Männistö, J. (2021) Reshaping the contexts of online customer engagement behavior via artificial intelligence: a conceptual framework. Journal of Business Research, 129. pp. 902-910. ISSN 0148-2963 doi: https://doi.org/10.1016/j.jbusres.2020.11.002
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Waite, K. and Perez Vega, R. (2018) Essentials of digital marketing. Goodfellow Publishers, Woodeaton, pp244. ISBN 97819111396000
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Perez-Vega, R. , Taheri, B., Farrington, T. and O'Gorman, K. (2018) On being attractive, social and visually appealing in social media: the effects of anthropomorphic tourism brands on Facebook fan pages. Tourism Management, 66. pp. 339-347. ISSN 1879-3193 doi: https://doi.org/10.1016/j.tourman.2017.11.013
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Gannon, M. J., Baxter, I. W. F., Collinson, E., Curran, R., Farrington, T., Glasgow, S., Godsman, E. M., Gori, K., Jack, G. R. A., Lochrie, S., Maxwell-Stuart, R., MacLaren, A. C., MacIntosh, R., O’Gorman, K., Ottaway, L., Perez Vega, R. , Taheri, B., Thompson, J. and Yalinay, O. (2017) Travelling for Umrah: destination attributes, destination image, and post-travel intentions. The Service Industries Journal, 37 (7-8). pp. 448-465. ISSN 1743-9507 doi: https://doi.org/10.1080/02642069.2017.1333601
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Nadeem, S., Rodriguez, L. C. and Perez Vega, R. (2015) A scale of hindrance in mobile in-app advertising. In: The International Conference on Organization and Management (ICOM), 22-23 November 2015, Abu Dhabi.
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Perez Vega, R. , Waite, K. and O'Gorman, K. (2016) Social Impact Theory: an examination of how immediacy operates as an influence upon social media interaction in Facebook fan pages. The Marketing Review, 16 (3). pp. 299-321. ISSN 1472-1384 doi: https://doi.org/10.1362/146934716X14636478977791
Henley faculty authors:
Dr Rodrigo Perez-Vega

Advances in Digital Marketing

In today's fast-paced business world, having a solid understanding of digital marketing is crucial to achieving success. As more and more consumers turn to online channels to research and make...

Module code: MM322

Digital Marketing

This module aims to introduce students to digital marketing and the increasingly important role of technology in both marketing practice and society. By the end of the module students should...

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Digital Marketing

The growth of the internet has created new opportunities for organisations to reach and build relationships with their customers. At the same time, many firms struggle with making a successful...

Module code: MM391

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