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About Us

Jose Marti Parreno

Jose Marti-Parreño (PhD, Polytechnic University of Valencia, Spain) is Associate Professor in the Department of Business, Faculty of Social Sciences, Universidad Europea de Valencia. His main research areas include consumer behavior, marketing communications (hybrid messages such as product placement, branded entertainment, and advergaming), digital marketing, mobile marketing, and social networking sites. His research has been published in refereed journals such as Industrial Management & Data Systems, Online Information Review, International Journal of Mobile Communications, and Journal of Brand Management. He has authored and co-authored seven books on marketing including Engagement Marketing (Financial Times/Prentice Hall, 2008). He serves as a reviewer in several international journals including Journal of Product & Brand Management and Industrial Management & Data Systems. He has been awarded in research (marketing) by the INBAM (International Network of Business and Management Journals). His teaching abroad experience includes teaching seminars in the USA, United Kingdom, Finland, Germany, and The Netherlands.

Publications

Branded Entertainment: Past, Present, and Future

Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore...

Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their...

Engaging Consumers through Branded Entertainment and Convergent Media

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing...

Branded Entertainment: Past, Present, and Future

Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore...

User-Generated-Content: Concept, Typology, and Marketing Outcomes

User-generated-content, also called user-generated-media, user-created-content, and consumer-generated-content, refers to all types of content, like pictures, videos, or posts...

Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their...

The Role of Individual-Media Relationship and Consumer Personal Factors on Spanish Teenagers' Mobile Social Networking Sites Usage

Social Networking Sites (SNS) are gaining momentum as powerful tools of marketing communications. Mobile phones are becoming one of the most popular devices for accessing Social...

Web 2.0 Goes Mobile: Motivations and Barriers of Mobile Social Networks Use in Spain

Mobile social networking sites have become one of the fastest growing Web 2.0 services worldwide both in developing and developed countries and have a major interest for the...