Sergio Barta
Biographic Data
| ID | 3465481 |
|---|---|
| NAME | Sergio Barta |
| GIVEN NAMES | Sergio |
| FAMILY NAME | Barta |
| SIGNATURE | BARTA S |
| AFFILIATIONS | Universidad de Zaragoza |
| ORCID | 0000-0001-8353-3870 |
| VERIFIED | Yes |
| TOTAL WORKS | 7 |
| TOTAL CITATIONS | 3 |
| WORKS AS AUTHOR | 7 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2021 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
TikTok influencers and followers’ engagement
Do TikTok influencers need to be authentic to engage their followers? Taking a novel approach based on authentic leadership theory, this research investigates the distinctive features of TikTok influencers that drive followers’ engagement, that is, in achieving a greater number of watches, likes, shares and recommendations to other users. In particular, the article analyzes how TikTok influencers’ authentic leadership (uniqueness, sincerity, and …
Spatial future ahead! Augmented reality and anticipated life consequences
Purpose This study explores how initial exposure to immersive spatial computing experiences using AR headsets generates lasting inspiration and shapes consumers expected long-term life consequences (i.e., enhancement of reality, perceived substitutability and social impact). Design/methodology/approach The study uses a time-lagged research design based on 148 first-time users of spatial computing devices (AR headsets). Respondents were interviewe…
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…
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…
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 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 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…
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…
TikTok influencers and followers’ engagement
Do TikTok influencers need to be authentic to engage their followers? Taking a novel approach based on authentic leadership theory, this research investigates the distinctive features of TikTok influencers that drive followers’ engagement, that is, in achieving a greater number of watches, likes, shares and recommendations to other users. In particular, the article analyzes how TikTok influencers’ authentic leadership (uniqueness, sincerity, and …
Spatial future ahead! Augmented reality and anticipated life consequences
Purpose This study explores how initial exposure to immersive spatial computing experiences using AR headsets generates lasting inspiration and shapes consumers expected long-term life consequences (i.e., enhancement of reality, perceived substitutability and social impact). Design/methodology/approach The study uses a time-lagged research design based on 148 first-time users of spatial computing devices (AR headsets). Respondents were interviewe…
Computer Science (4 works) · Technology Adoption and User Behaviour (4 works) · Virtual Reality Applications and Impacts (4 works) · Consumer Retail Behavior Studies (3 works) · Psychology (3 works) · Advertising (2 works) · Augmented reality (2 works) · Business (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Flow Experience in Various Fields (2 works)