Publications in collaboration with researchers from Pontífica Universidad Javeriana (7)

2024

  1. Segmenting social media users based on ongoing brand activities to track consumer behavior change

    AI Impacts in Digital Consumer Behavior (IGI Global), pp. 192-216

  2. Twitter killed the media star: a historical evolution of marketing communication used by Spanish universities

    Journal of Historical Research in Marketing, Vol. 16, Núm. 1, pp. 48-70

2023

  1. Modelling the group dynamics in the wine industry

    International Journal of Wine Business Research, Vol. 35, Núm. 1, pp. 25-44

  2. New Insights on the Allocation of Innovation Subsidies: A Machine Learning Approach

    Journal of the Knowledge Economy

2022

  1. Customer perceived integrated marketing communications: A segmentation of the soda market

    Journal of Marketing Communications, Vol. 28, Núm. 4, pp. 448-464

2021

  1. A machine learning approach to segmentation of tourists based on perceived destination sustainability and trustworthiness

    Journal of Destination Marketing and Management, Vol. 19

2019

  1. Identifying dynamics in strategic groups

    Journal of Modelling in Management, Vol. 14, Núm. 2, pp. 408-429