Profile (CV) of the research teaching staff

Journal articles

• Flavián, Carlos; Ibáñez-Sánchez, Sergio; Orús, Carlos; Barta, Sergio. The dark side of the metaverse: The role of gamification in event virtualization. INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT. 2024. DOI: 10.1016/j.ijinfomgt.2023.102726
  
  
• Barta, Sergio; Ibáñez-Sánchez, Sergio; Orús, Carlos; Flavián, Carlos. Avatar creation in the metaverse: A focus on event expectations. COMPUTERS IN HUMAN BEHAVIOR. 2024. DOI: 10.1016/j.chb.2024.108192
  
  
• Barta, Sergio; Gurrea, Raquel; Flavián, Carlos. Augmented reality experiences: Consumer-centered augmented reality framework and research agenda. PSYCHOLOGY & MARKETING. 2024. DOI: 10.1002/mar.22143
  
  
• Barta, Sergio; Gurrea, Raquel; Flavián, Carlos. Consequences of consumer regret with online shopping. JOURNAL OF RETAILING AND CONSUMER SERVICES. 2023. DOI: 10.1016/j.jretconser.2023.103332
  
  
• Barta, S.; Belanche, D.; Flavián, M.; Terré, M. C. How implementing the UN sustainable development goals affects customers’ perceptions and loyalty. JOURNAL OF ENVIRONMENTAL MANAGEMENT. 2023. DOI: 10.1016/j.jenvman.2023.117325
  
  
• Barta, S.; Gurrea, R.; Flavián, C. How augmented reality increases engagement through its impact on risk and the decision process. CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING. 2023. DOI: 10.1089/cyber.2022.0087
  
  
• Barta, S.; Gurrea, R.; Flavián, C. Using augmented reality to reduce cognitive dissonance and increase purchase intention. COMPUTERS IN HUMAN BEHAVIOR. 2023. DOI: 10.1016/j.chb.2022.107564
  
  
• Dwivedi, Yogesh K.; Hughes, Laurie; Wang, Yichuan; Alalwan, Ali A.; Ahn, Sun J. (grace); Balakrishnan, Janarthanan; Barta, Sergio; Belk, Russell; Buhalis, Dimitrios; Dutot, Vincent; Felix, Reto; Filieri, Raffaele; Flavián, Carlos; Gustafsson, Anders; Hinsch, Chris; Hollensen, Svend; Jain, Varsha; Kim, Jooyoung; Krishen, Anjala S.; Lartey, Jared O.; Pandey, Neeraj; Ribeiro-Navarrete, Samuel; Raman, Ramakrishnan; Rauschnabel, Philipp A.; Sharma, Amalesh; Sigala, Marianna; Veloutsou, Cleopatra; Wirtz, Jochen. Metaverse marketing: How the metaverse will shape the future of consumer research and practice. PSYCHOLOGY & MARKETING. 2023. DOI: 10.1002/mar.21767
  
  
• Barta, Sergio; Belanche, Daniel; Fernández, Ana; Flavián, Marta. Influencer marketing on TikTok: the effectiveness of humor and followers’ hedonic experience. JOURNAL OF RETAILING AND CONSUMER SERVICES. 2023. DOI: 10.1016/j.jretconser.2022.103149
  
  
• Barta, Sergio; Gurrea, Raquel; Flavián, Carlos. Telepresence in live-stream shopping: an experimental study comparing Instagram and the metaverse. ELECTRONIC MARKETS. 2023. DOI: 10.1007/s12525-023-00643-6
  
  
• Barta, Sergio; Gurrea, Raquel; Flavián, Carlos. The double side of flow in regret and product returns: maximizers versus satisficers. INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT. 2023. DOI: 10.1016/j.ijinfomgt.2023.102648
  
  
• Barta Arroyos, Sergio; Gurrea Sarasa, Raquel; Flavián Blanco, Carlos. The role of flow consciousness in consumer regret. INTERNET RESEARCH. 2022. DOI: 10.1108/INTR-08-2020-0482
  
  
• Barta, S.; Flavian, C.; Gurrea, R. Managing consumer experience and online flow: Differences in handheld devices vs PCs. TECHNOLOGY IN SOCIETY. 2021. DOI: 10.1016/j.techsoc.2020.101525
  
  

Scientific chapters

• Customer engagement in evolving technological environments. Flavián, C.; Barta, S. HANDBOOK OF CUSTOMER ENGAGEMENT IN TOURISM MARKETING. 2023
  
  
• Integrating the Environmental, Social, and Economic SDGs into an Educational Organization. Barta, S; Belanche, D; Flavián, M; Cruz-Terré, M. SOCIAL MARKETING AND SUSTAINABLE DEVELOPMENT GOALS (SDGS). 2023
  
  
• A View of Augmented Reality in the Beauty Industry from an Exploratory Perspective: Generations X and Z. Barta, S; Gurrea, R; Flavián, C. MARKETING AND SMART TECHNOLOGIES. SMART INNOVATION, SYSTEMS AND TECHNOLOGIES. 2022
  
  
• Augmented Reality. Flavián, C; Barta, S. ENCYCLOPEDIA OF TOURISM MANAGEMENT AND MARKETING. 2022
  
  
• Social Media Influencers Typology. Flavián, C; Barta, S. ENCYCLOPEDIA OF TOURISM MANAGEMENT AND MARKETING. 2022
  
  
• Influencer Marketing: How Social Presence Affects Followers’ Intentions. Barta Arroyos, Sergio; Flavián Lázaro, Marta; Gurrea Sarasa, Raquel. MARKETING AND SMART TECHNOLOGIES. 2021
  
  

Projects

• JIUZ2023-CSJ-03: El papel de la inteligencia artificial generativa en la mejora ética y responsable de la experiencia del cliente. 16/05/24 - 15/05/25
  
  
• XI Workshop de Jóvenes Investigadores en Economía y Empresa. 14/03/24 - 13/03/25
  
  
• S20_23R: METODO. 01/01/23 - 31/12/25
  
  
• EL IMPACTO DE LA REALIDAD VIRTUAL. REALIDAD AUMENTADA, Y LA INTELIGENCIA ARTIFICIAL EN LA GENERACIÓN DE EXPERIENCIAS TURISTICAS SUPERIORES, SEGURAS Y SOSTENIBLES. 18/09/21 - 30/04/24
  
  
• S20_20R: METODO (Marketing Estratégico Y Teorías De Organización Y Dirección De Empresas). 01/01/20 - 31/12/22
  
  
• LMP65_18: RETOS Y OPORTUNIDADES DE LAS PLATAFORMAS DIGITALES Y TECNOLOGÍAS INMERSIVAS EN LA PROMOCIÓN Y DESARROLLO DE EXPERIENCIAS INTEGRALES DE TURISMO EN ARAGÓN. 01/10/18 - 30/11/20
  
  

Supervision of undergraduate dissertations

• La Realidad Aumentada y su impacto en el procesamiento de la información. Universidad de Zaragoza. Sobresaliente. 24/06/24
  
  
• El valor añadido de la tecnología háptica en experiencias de Realidad Virtual . Universidad de Zaragoza. Sobresaliente. 17/06/24
  
  
• La evolución de las tecnologías inmersivas y sus potenciales efectos en el comportamiento del consumidor. Universidad de Zaragoza. Sobresaliente. 15/06/23
  
  
• La Realidad Aumentada y la integración de la Inteligencia Artificial en el comportamiento de compra: un estudio cualitativo. Universidad de Zaragoza. Sobresaliente. 14/06/23
  
  
• La Realidad Aumentada y sus efectos en el riesgo percibido . Universidad de Zaragoza. Sobresaliente. 15/07/22
  
  
• El papel de la Realidad Aumentada en la compra online: un análisis desde la teoría de la autodeterminación. Universidad de Zaragoza. Sobresaliente. 29/06/22
  
  
• El papel del estado de flujo sobre la experiencia de compra online: un análisis de la consciencia de flujo. Universidad de Zaragoza. Notable. 30/06/21
  
  
• El Papel de la Realidad Aumentada en la Compra Online: Un Análisis Exploratorio. Universidad de Zaragoza. Sobresaliente. 30/06/21
  
  

Supervision of master's theses

• Percepciones hacia el contenido en Instagram: El rol del perfil y la etiqueta IA. Universidad de Zaragoza. Sobresaliente. 20/09/24
  
  
• Impacto de los dispositivos hápticos en las experiencias con Realidad Virtual. Un estudio comparativo entre generaciones. Universidad de Zaragoza. Notable. 20/09/24
  
  

UNIZAR teaching of the last six courses

• Public services: quality and marketing. Degree in Public Management and Administration. During academic year 2024-25
  
  
• Nutrition: communication and marketing. Degree in Human Nutrition and Dietetics. During academic year 2024-25
  
  
• Nutrition: communication and marketing. Joint Programme Human Nutrition and Dietetics - Sciencies of Physical Activity and Sports. During academic year 2024-25
  
  
• Marketing management I. Degree in Business Administration and Management. During academic year 2024-25
  
  
• Food design for people with special needs. Degree in Human Nutrition and Dietetics. During academic year 2024-25
  
  
• Food design for people with special needs. Joint Programme Human Nutrition and Dietetics - Sciencies of Physical Activity and Sports. During academic year 2024-25
  
  
• Agri-food marketing. Master in Agricultural Engineering. During academic year 2024-25
  
  
• Internships. Degree in Business Administration and Management. During academic year 2024-25
  
  
• Master's dissertation. Master's in Tourism Management and Planning. During academic year 2024-25
  
  
• Advanced information management techniques. Master's in Tourism Management and Planning. During academic year 2024-25
  
  
• Undergraduate dissertation. Degree in Business Administration and Management. From the 2023-24 course to the 2024-25 course
  
  
• Commercial distribution management. Degree in Marketing and Market Research. During academic year 2023-24
  
  
• Product and brand management. Degree in Marketing and Market Research. During academic year 2023-24
  
  
• Marketing management II. Degree in Business Administration and Management. During academic year 2023-24
  
  
• Business management II. Joint Law - Business Administration and Management Programme. During academic year 2023-24
  
  
• Business and project management. Degree in Physics. During academic year 2023-24
  
  
• . Joint Program in Physics and Mathematics. During academic year 2023-24
  
  
• Management, business initiative and marketing. Degree in Optics and Optometry. During academic year 2023-24
  
  
• Undergraduate dissertation. Degree in Marketing and Market Research. During academic year 2023-24
  
  
• Master's dissertation. Master's in Management, Strategy and Marketing. During academic year 2023-24
  
  
• Product and brand management. Degree in Marketing and Market Research. During academic year 2021-22
  
  
• Marketing planning. Degree in Marketing and Market Research. During academic year 2021-22
  
  
• Commercial communication management. Degree in Marketing and Market Research. From the 2019-20 course to the 2021-22 course
  
  
• Strategic marketing. Degree in Marketing and Market Research. During academic year 2019-20
  
  
• Marketing planning. Degree in Marketing and Market Research. During academic year 2019-20