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dr. E. Constantinides (Efthymios)

Associate Professor of Digital Marketing

About Me

Dr. Efthymios Constantinides is an Associate Professor of Digital Marketing at the University of Twente and Visiting Professor at the Athens University of Economics and Business (AUEB). After a corporate career of ten years working for companies like Ericsson and KLM, he worked for ten years as Senior Lecturer at the Agricultural College Larenstein and since 2001 works at the University of Twente. He is intensely interested in Marketing in digital environments as a research topic but also as a central component in the educational programs of the future marketers. His current research and teaching are focusing on how technology is transforming organizations, customer behavior, and marketing practice. Relevant issues along these topics are the role of social media as marketing tools and how businesses can innovate and succeed in the new digital, global, and technology-enabled marketplace. He is involved in research focused on the potential and opportunities of technologies like Artificial Intelligence, Internet of Things, Big Data and Consumer Neuroscience (or Neuromarketing) for the marketing practice. 

Δρ. Ευθύμιος Κωνσταντινίδης

Expertise

Business & Economics
Co-Creation
Marketing
Social Media
Web 2.0
World Wide Web
Engineering & Materials Science
Marketing
Social Sciences
Marketing
Social Media

Research

I am intensely interested in Marketing in digital environments and in educating the future marketers. My current research and teaching focus on topics like: How technology shapes customer behavior and marketing practice, what is the role of social media as marketing tools and how marketers can better innovate in the new digital and multidimensional marketplace. I am also increasingly interested in the impact of the Cognitive Computing, Internet of Things, Big Data and Consumer Neuroscience (or Neuromarketing) on the future marketing practice. 
My objective: to contribute to research knowledge not only interesting for academia but also relevant for the field.

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
Nohutlu, Z. D. , Englis, B. G. , Groen, A. J. , & Constantinides, E. (2021). Customers’ co-creation experience in online communities: Antecedents and Outcomes. Paper presented at 20th International Marketing Trends Conference 2021, Venice, Italy.
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.
Nohutlu, Z. D. , Englis, B. G. , Groen, A. J. , & Constantinides, E. (2019). Employee innovation: Motives and De-motives to co-create in online communities. Paper presented at 27th Annual High Technology Small Firms Conference, HTSF 2019, Enschede, Netherlands.
Gkaintatzis, A. , Van Der Lubbe, R., Karantinou, K. , & Constantinides, E. (2019). Consumers' cognitive, emotional and behavioral responses towards background music: An EEG study. In A. Bozzon, F. J. D. Mayo, & J. Filipe (Eds.), WEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies (pp. 314-318). SCITEPRESS. https://doi.org/10.5220/0008346603140318
Evertzen, W. H. N. , Effing, R. , & Constantinides, E. (2019). The Internet of Things as Smart City Enabler: The Cases of Palo Alto, Nice and Stockholm. In I. O. Pappas, P. Mikalef, Y. K. Dwivedi, L. Jaccheri, J. Krogstie, & M. Mäntymäki (Eds.), Digital Transformation for a Sustainable Society in the 21st Century: 18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2019, Proceedings (pp. 293-304). (Lecture Notes in Computer Science; Vol. 11701), (Lecture Notes in Artificial Intelligence), (Lecture Notes in Bioinformatics). Springer. https://doi.org/10.1007/978-3-030-29374-1_24
Herrando, C., Jiménez, J. M. , Constantinides, E. , van 't Klooster, J-W. , & Slijkhuis, P. J. H. (2019). Emotional contagion in social commerce: A neuromarketing experiment. Paper presented at XXXI Congreso de Marketing, AEMARK 2019, Cáceres, Spain.
Kuiper, E. , Constantinides, E. , & de Vries, S. A. (2019). Two-Stage Clustering Approaches for Customer Profiling: A Practical Framework. Paper presented at 27th Annual High Technology Small Firms Conference, HTSF 2019, Enschede, Netherlands.
Gkaintatzis, A., Karantinou, K. , van der Lubbe, R. , & Constantinides, E. (2019). The effect of music on consumer behavior: A neuromarketing approach. Paper presented at 27th Annual High Technology Small Firms Conference, HTSF 2019, Enschede, Netherlands.
Kuiper, E. , Constantinides, E. , de Vries, S. A. , Marinescu-Muster, R. F., & Metzner, F. (2019). A Framework of Unsupervised Machine Learning Algorithms for User Profiling. Paper presented at 48th Annual European Marketing Academy (EMAC) Conference, Hamburg, Hamburg, Germany.
Herrando, C., Jimenez, J., Martín, M. J. , Constantinides, E. , van 't Klooster, J. W. , & Slijkhuis, P. J. H. (Accepted/In press). Effects of online consumer reviews' valence on users' experience: A neuromarketing experiment. Paper presented at 15th Annual NeuroPsychoEconomics Conference 2019, Rome, Italy.
Schurink, E. , Constantinides, E. , & de Vries, S. A. (2019). Trends in mobile customer journeys: Are you ready for mobile customer decision-making?. Paper presented at 18th International Marketing Trends Conference 2019, Venice, Italy.
Wind, A. , Constantinides, E. , & de Vries, S. (2019). Marketing a transparent Artificial Intelligence (AI): A preliminary study on message design. Paper presented at 18th International Marketing Trends Conference 2019, Venice, Italy.

UT Research Information System

Google Scholar Link

Education

Elective Digital Marketing for Networked Business (DMNB)  Code 201700068  

International Business Administration.  Module Coordinator and lecturer

Elective Advanced Topics in Digital Marketing (TDM): Code 201700080

Master Specialization Track Strategic Marketing and Business Information (SMBI)

Course coordinator and lecturer

Affiliated Study Programmes

Bachelor

Courses Academic Year  2021/2022

Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.
 

Courses Academic Year  2020/2021

Projects

European Institute of Innovation and Technology (Brussels, Belgium)

 -          EIT Digital Professional. Development of professional course on Digital Marketing

-          EIT Digital. Business development

Contact Details

Visiting Address

University of Twente
Faculty of Behavioural, Management and Social Sciences
Ravelijn (building no. 10), room 2117
Hallenweg 17
7522NH  Enschede
The Netherlands

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Mailing Address

University of Twente
Faculty of Behavioural, Management and Social Sciences
Ravelijn  2117
P.O. Box 217
7500 AE Enschede
The Netherlands

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