Publicacións en colaboración con investigadores/as de 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

2019

  1. Identifying dynamics in strategic groups

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