Carlos Flavián
Biographic Data
| ID | 2047055 |
|---|---|
| NAME | Carlos Flavián |
| GIVEN NAMES | Carlos |
| FAMILY NAME | Flavián |
| SIGNATURE | FLAVIÁN C |
| AFFILIATIONS | Universidad de Zaragoza |
| ORCID | 0000-0001-7118-9013 |
| VERIFIED | Yes |
| TOTAL WORKS | 17 |
| TOTAL CITATIONS | 36 |
| WORKS AS AUTHOR | 17 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2005 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 4 |
The impact of creativity in social AR filters on brand awareness, image, and behavioral intentions
Brands use Augmented Reality (AR) technologies in their marketing strategies. Among the AR applications, social AR filters enable brands to build new connections with customers on an intimate level, creating valuable experiences on social media and fostering consumers' storytelling. This research examines the effects of creativity of branded social AR filters, a key feature for the success of entertainment products, on users' responses toward bra…
Avatar creation in the metaverse
The metaverse has revolutionized the way event experiences are virtualized, as this cutting-edge technology is especially capable of fostering dynamic interactivity among avatars. However, few empirical studies have explored the creation of avatars for metaverse events. This research delves into the theme in a mixed-methods approach. The results of semi-structured interviews with participants in a conference held in the metaverse highlighted that…
Metaverse marketing
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐focused discourse on the key challenges and transf…
Opinion Paper
Transformative artificially intelligent tools, such as ChatGPT, designed to generate sophisticated text indistinguishable from that produced by a human, are applicable across a wide range of contexts. The technology presents opportunities as well as, often ethical and legal, challenges, and has the potential for both positive and negative impacts for organisations, society, and individuals. Offering multi-disciplinary insight into some of these, …
Using augmented reality to reduce cognitive dissonance and increase purchase intention
(AR) has been shown to improve consumers' shopping decisions and experiences. Based on a theoretical stimulus-organism-response model and cognitive load theory, this research examines the effects that AR has on cognitive variables related to cognitive load, hitherto scarcely considered. Specifically, this research examines the impact of perceived similarity among options, confusion caused by overchoice and prepurchase cognitive dissonance on purc…
Impacts of technological embodiment through virtual reality on potential guests’ emotions and engagement
Virtual reality technologies have increased the integration between devices and the human senses. Despite the increased interest in embodied technologies in tourism, there has been little research into the effectiveness of virtual reality, particularly in the hospitality sector. The aim of the present work is to analyze the impact of technological embodiment on potential guests’ emotional reactions and engagement in the context of a hotel-based v…
The role of flow consciousness in consumer regret
Purpose This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their feelings of consumer regret. Design/methodology/approach The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow…
Managing consumer experience and online flow
The impact of virtual, augmented and mixed reality technologies on the customer experience
The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, physical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologi…
Understanding Interactive Online Advertising
Interactive online media are an increasingly preferred format for users and advertisers, and skippable online video advertisements are common on social media networks such as YouTube. The specific features and influences of this interactive marketing tool demand further consideration. Focusing on effective tactics, this article investigates the influence of introducing high-arousal and low-arousal stimuli on skippable ad effectiveness (i.e., ad a…
Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions
Reading newspapers on the Internet
Purpose The purpose of this paper is to analyze key factors that could influence the choice of digital newspapers: usability of newspaper web sites, reputation, trust, privacy and familiarity. Design/methodology/approach A survey on the Internet was applied. The scales were validated and refined, after which the hypotheses were tested by way of a structural equation model. Findings The results support an intense effect of usability and familiarit…
Perceived e‐service quality (PeSQ)
Purpose The objectives of this article are to develop a multiple‐item scale for measuring e‐service quality and to study the influence of perceived quality on consumer satisfaction levels and the level of web site loyalty. Design/methodology/approach First, there is an explanation of the main attributes of the concepts examined, with special attention being paid to the multi‐dimensional nature of the variables and the relationships between them. …
The impact of participation in virtual brand communities on consumer trust and loyalty
Purpose The importance of virtual brand communities is growing day by day as a result of consumers increasingly using online tools to contact fellow consumers in order to get information on which to base their decisions. For this reason, this work aims to explore some of the effects of participation in a virtual brand community on consumer behaviour. Design/methodology/approach The paper proposes the positive effects of participation in a virtual…
The role played by perceived usability, satisfaction and consumer trust on website loyalty
The choice of digital newspapers
Purpose To analyze press reader behavior in the digital medium: identify the main goals that lead readers to read the press and analyze their influence on the choice of digital newspapers. Moreover, the research analyses the moderator effect of user experience. Design/methodology/approach First, qualitative studies were carried out which allow reader objectives to be identified and the hypotheses to be established. Subsequently a survey was appli…
The influence of corporate image on consumer trust
Purpose – To analyze the relationship between corporate image and consumer trust in the context of financial services distribution. Design/methodology/approach – This paper analyzes the causal relationship that exists between corporate image and consumer trust in the financial services distribution through traditional channels, as well as over the internet. This paper also analyzes the moderating effect of relationship duration on the influence o…
Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions
The influence of corporate image on consumer trust
Purpose – To analyze the relationship between corporate image and consumer trust in the context of financial services distribution. Design/methodology/approach – This paper analyzes the causal relationship that exists between corporate image and consumer trust in the financial services distribution through traditional channels, as well as over the internet. This paper also analyzes the moderating effect of relationship duration on the influence o…
The choice of digital newspapers
Purpose To analyze press reader behavior in the digital medium: identify the main goals that lead readers to read the press and analyze their influence on the choice of digital newspapers. Moreover, the research analyses the moderator effect of user experience. Design/methodology/approach First, qualitative studies were carried out which allow reader objectives to be identified and the hypotheses to be established. Subsequently a survey was appli…
Reading newspapers on the Internet
Purpose The purpose of this paper is to analyze key factors that could influence the choice of digital newspapers: usability of newspaper web sites, reputation, trust, privacy and familiarity. Design/methodology/approach A survey on the Internet was applied. The scales were validated and refined, after which the hypotheses were tested by way of a structural equation model. Findings The results support an intense effect of usability and familiarit…
The role of flow consciousness in consumer regret
Purpose This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their feelings of consumer regret. Design/methodology/approach The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow…
Managing consumer experience and online flow
The influence of corporate image on consumer trust
Purpose – To analyze the relationship between corporate image and consumer trust in the context of financial services distribution. Design/methodology/approach – This paper analyzes the causal relationship that exists between corporate image and consumer trust in the financial services distribution through traditional channels, as well as over the internet. This paper also analyzes the moderating effect of relationship duration on the influence o…
The role played by perceived usability, satisfaction and consumer trust on website loyalty
The choice of digital newspapers
Purpose To analyze press reader behavior in the digital medium: identify the main goals that lead readers to read the press and analyze their influence on the choice of digital newspapers. Moreover, the research analyses the moderator effect of user experience. Design/methodology/approach First, qualitative studies were carried out which allow reader objectives to be identified and the hypotheses to be established. Subsequently a survey was appli…
Perceived e‐service quality (PeSQ)
Purpose The objectives of this article are to develop a multiple‐item scale for measuring e‐service quality and to study the influence of perceived quality on consumer satisfaction levels and the level of web site loyalty. Design/methodology/approach First, there is an explanation of the main attributes of the concepts examined, with special attention being paid to the multi‐dimensional nature of the variables and the relationships between them. …
The impact of participation in virtual brand communities on consumer trust and loyalty
Purpose The importance of virtual brand communities is growing day by day as a result of consumers increasingly using online tools to contact fellow consumers in order to get information on which to base their decisions. For this reason, this work aims to explore some of the effects of participation in a virtual brand community on consumer behaviour. Design/methodology/approach The paper proposes the positive effects of participation in a virtual…
Reading newspapers on the Internet
Purpose The purpose of this paper is to analyze key factors that could influence the choice of digital newspapers: usability of newspaper web sites, reputation, trust, privacy and familiarity. Design/methodology/approach A survey on the Internet was applied. The scales were validated and refined, after which the hypotheses were tested by way of a structural equation model. Findings The results support an intense effect of usability and familiarit…
Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions
Understanding Interactive Online Advertising
Interactive online media are an increasingly preferred format for users and advertisers, and skippable online video advertisements are common on social media networks such as YouTube. The specific features and influences of this interactive marketing tool demand further consideration. Focusing on effective tactics, this article investigates the influence of introducing high-arousal and low-arousal stimuli on skippable ad effectiveness (i.e., ad a…
The impact of virtual, augmented and mixed reality technologies on the customer experience
The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, physical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologi…
Impacts of technological embodiment through virtual reality on potential guests’ emotions and engagement
Virtual reality technologies have increased the integration between devices and the human senses. Despite the increased interest in embodied technologies in tourism, there has been little research into the effectiveness of virtual reality, particularly in the hospitality sector. The aim of the present work is to analyze the impact of technological embodiment on potential guests’ emotional reactions and engagement in the context of a hotel-based v…
The role of flow consciousness in consumer regret
Purpose This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their feelings of consumer regret. Design/methodology/approach The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow…
Managing consumer experience and online flow
Metaverse marketing
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐focused discourse on the key challenges and transf…
Opinion Paper
Transformative artificially intelligent tools, such as ChatGPT, designed to generate sophisticated text indistinguishable from that produced by a human, are applicable across a wide range of contexts. The technology presents opportunities as well as, often ethical and legal, challenges, and has the potential for both positive and negative impacts for organisations, society, and individuals. Offering multi-disciplinary insight into some of these, …
Using augmented reality to reduce cognitive dissonance and increase purchase intention
(AR) has been shown to improve consumers' shopping decisions and experiences. Based on a theoretical stimulus-organism-response model and cognitive load theory, this research examines the effects that AR has on cognitive variables related to cognitive load, hitherto scarcely considered. Specifically, this research examines the impact of perceived similarity among options, confusion caused by overchoice and prepurchase cognitive dissonance on purc…
Avatar creation in the metaverse
The metaverse has revolutionized the way event experiences are virtualized, as this cutting-edge technology is especially capable of fostering dynamic interactivity among avatars. However, few empirical studies have explored the creation of avatars for metaverse events. This research delves into the theme in a mixed-methods approach. The results of semi-structured interviews with participants in a conference held in the metaverse highlighted that…
The impact of creativity in social AR filters on brand awareness, image, and behavioral intentions
Brands use Augmented Reality (AR) technologies in their marketing strategies. Among the AR applications, social AR filters enable brands to build new connections with customers on an intimate level, creating valuable experiences on social media and fostering consumers' storytelling. This research examines the effects of creativity of branded social AR filters, a key feature for the success of entertainment products, on users' responses toward bra…
Computer Science (13 works) · Advertising (10 works) · Business (10 works) · Digital Marketing and Social Media (10 works) · Psychology (9 works) · Technology Adoption and User Behaviour (8 works) · World Wide Web (8 works) · Human–computer interaction (6 works) · Virtual Reality Applications and Impacts (6 works) · Consumer Behavior in Brand Consumption and Identification (5 works)