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dr. C. Herrando Soria (Carolina)

About Me

Carolina Herrando is researcher at the University of Twente, NIKOS Department for Entrepreneurship, Strategy & Innovation Management. She holds her PhD at the University of Zaragoza (Spain). She has been visiting researcher in Hosei University (Japan) as a HIF Research Fellow, in the Marketing Center Münster (Germany) and in the BMS LAB at the University of Twente (The Netherlands). Herrando’s research interests are in the fields of online consumer behavior and electronic commerce with particular focus on social commerce and on optimal users' experiences. 

Expertise

Business & Economics
Promotional Strategy
Retailing
Social Commerce
Engineering & Materials Science
Industry
Marketing
Websites
Social Sciences
Commerce
Marketing

Publications

Recent
Schrotenboer, D. , Constantinides, E. , Herrando, C. , & de Vries, S. A. (2022). The Effects of Omni-Channel Retailing on Promotional Strategy. Journal of theoretical and applied electronic commerce research, 17(2), 360-374. https://doi.org/10.3390/jtaer17020019
Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M. J. , & Constantinides, E. (2022). Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study. Journal of Retailing and Consumer Services, 67, [102973]. https://doi.org/10.1016/j.jretconser.2022.102973
Jenneboer, L. , Herrando, C. , & Constantinides, E. (2022). The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review. Journal of theoretical and applied electronic commerce research, 17(1), 212-229. https://doi.org/10.3390/jtaer17010011
Schrotenboer, D. W. , Constantinides, E. , de Vries, S. A. , & Herrando, C. (2021). The Effects of Omni-Channel Retailing on Promotional Strategy. Paper presented at 20th Internatonal Marketing Trends Conference, Venice, Italy.
Yu, X. , Constantinides, E. , Herrando, C. , & de Vries, S. A. (2021). The impact of artificial intelligence application on customer engagement. Paper presented at 20th International Marketing Trends Conference 2021, Venice, Italy.
Pérez-López, R., Gurrea-Sarasa, R. , Herrando, C., Martín-De Hoyos, M. J., Bordonaba-Juste, V., & Utrillas-Acerete, A. (2020). The generation of student engagement as a cognition-affect-behaviour process in a Twitter learning experience. Australasian journal of educational technology, 36(3), 132-146. https://doi.org/10.14742/ajet.5751

Google Scholar Link

Contact Details

Visiting Address

University of Twente
Drienerlolaan 5
7522 NB Enschede
The Netherlands

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Mailing Address

University of Twente
P.O. Box 217
7500 AE Enschede
The Netherlands