Journal articles
- Costa-Feito, Aroa; Saavedra, Alvaro; Barta, Sergio. Enhancing student memorisation through teacher webcam usage and the interplay of social presence. INTERNATIONAL JOURNAL OF EDUCATIONAL TECHNOLOGY IN HIGHER EDUCATION. 2025. DOI: 10.1186/s41239-025-00554-w
- Barta, Sergio; Gurrea, Raquel; Flavián, Carlos. Augmented reality experiences: Consumer-centered augmented reality framework and research agenda. PSYCHOLOGY & MARKETING. 2025. DOI: 10.1002/mar.22143
- 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, 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, 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, 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.; 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 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
- Barta, S; Belanche, D; Flavián, M; Cruz-Terré, M. Integrating the Environmental, Social, and Economic SDGs into an Educational Organization. SOCIAL MARKETING AND SUSTAINABLE DEVELOPMENT GOALS (SDGS). 2023
- Belanche, Daniel; Barta, Sergio; Flavián, Marta; Ibáñez-Sánchez, Sergio; Pérez-Rueda, Alfredo. El aprendizaje activo a través de Instagram y los Objetivos de Desarrollo Sostenible. BUENAS PRÁCTICAS EN LA DOCENCIA UNIVERSITARIA CON APOYO DE TIC. EXPERIENCIAS EN 2022. 2023
- Flavián, C.; Barta, S. Customer engagement in evolving technological environments. HANDBOOK OF CUSTOMER ENGAGEMENT IN TOURISM MARKETING. 2023
- Barta, S; Gurrea, R; Flavián, C. A View of Augmented Reality in the Beauty Industry from an Exploratory Perspective: Generations X and Z. MARKETING AND SMART TECHNOLOGIES. SMART INNOVATION, SYSTEMS AND TECHNOLOGIES. 2022
- Flavián, C; Barta, S. Augmented Reality. ENCYCLOPEDIA OF TOURISM MANAGEMENT AND MARKETING. 2022
- Flavián, C; Barta, S. Social Media Influencers Typology. ENCYCLOPEDIA OF TOURISM MANAGEMENT AND MARKETING. 2022
- Barta Arroyos, Sergio; Flavián Lázaro, Marta; Gurrea Sarasa, Raquel. Influencer Marketing: How Social Presence Affects Followers’ Intentions. MARKETING AND SMART TECHNOLOGIES. 2021. DOI: 10.1007/978-981-33-4183-8
UNIZAR teaching of the last six courses
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