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Lorena Blasco-Arcas ( is Assistant Professor of Marketing at ESCP Europe, Madrid Campus. She holds a BA (Hons) in Marketing Management, a MA in Arts Management and an MSc in Economy and Organizations Management. After three years working in the private sector as an Arts Manager, she started her academic career as an assistant professor in the School of Management and Public Management at University of Zaragoza. She has a wide teaching experience in marketing and management at both undergraduate and postgraduate levels. Her research interests are: consumer behavior in digital environments focusing on co-creation of value processes in online environments, e-commerce and service marketing, and arts management. She has participated in different research projects funded by the Spanish Government and other national funding bodies. In March 2014 she finished her doctoral thesis, which was focused on co-creation of value processes and engagement in interactive media.

International Business Environment


BLASCO-ARCAS, L., HERNANDEZ-ORTEGA, B. and J. JIMENEZ-MARTINEZ (2016), Engagement platforms: the role of emotions in fostering customer engagement and brand image in interactive media, JOURNAL OF SERVICE THEORY AND PRACTICE, 26 (5), 559-589.
BLASCO-ARCAS, L., HERNANDEZ-ORTEGA, B. and J. JIMENEZ-MARTINEZ (2014), The online purchase as a context for co-creating experiences: drivers of and consequences for customer behavior, INTERNET RESEARCH, 24 (3), 393 - 412.
BLASCO-ARCAS, L., HERNANDEZ-ORTEGA, B. and J. JIMENEZ-MARTINEZ (2014), Collaborating online: the roles of interactivity and personalization, SERVICE INDUSTRIES JOURNAL (THE), 34 (8), 677-698.
BLASCO-ARCAS, L., HERNANDEZ-ORTEGA, B. and J. JIMENEZ-MARTINEZ (2013), Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior, ELECTRONIC COMMERCE RESEARCH, 13 (4), 457–475.
BLASCO-ARCAS, L., BUIL, I., HERNANDEZ-ORTEGA, B. and J. SESE (2013), Using clickers in class. The role of interactivity, active collaborative learning and engagement in learning performance, COMPUTERS & EDUCATION, 62 (March), 102-110.
BLASCO-ARCAS, L., AZNAR-BARANDA, J. I., HERNANDEZ-ORTEGA, B. and J. RUIZ-MAS (2011), IPTV as a services distribution channel: The importance of interactivity and personalization in the purchasing of news?on?demand packages, INDUSTRIAL MANAGEMENT & DATA SYSTEMS, 111(9), 1381 - 1398, accepted.

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