Welcome...

dr. E. Constantinides (Efthymios)

Assistant Professor Digital Marketing

About Me

I am 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. My current research and teaching focus on topics as how does technology shape the customer behavior and the marketing practice, what is the role of social media as marketing tools and how businesses can innovate and succeed in the new digital, global and technology-enabled marketplace. I am interested also in the impact of new technologies like the AI / Cognitive Computing, Internet of Things, Big Data and Consumer Neuroscience (or Neuromarketing) on the future marketing practice. 

Expertise

Social Media
World Wide Web
Industry
Social Media
Marketing
Social Networking Sites
Web 2.0
Retailers

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
Constantinides, E., Lorenzo Romero, C., & Del Chiappa, G. (2018). Innovating with customers online: A comparative study of European customers’ motives to co-create. 17th International Marketing Trends Conference 2018, Paris, France.
Constantinides, E., Kahlert , M., & de Vries, S. A. (2017). The relevance of technological autonomy in the acceptance of IoT services in retail. Paper presented at 2nd International Conference on Internet of Things, Data and Cloud Computing, ICC 2017, Cambridge, United Kingdom.
Constantinides, E., Dinkelbach, H., & de Vries, S. A. (2017). Influence of social Media use on individuals’ stress and efficiency. Poster session presented at European Marketing Academy Conference, EMAC 2017, Groningen, Netherlands.
Alvino, L., Constantinides, E., & Franco, M. (2017). Towards a better understanding of consumer behavior: Marginal Utility as a parameter in Neuromarketing research. 27-27. Abstract from 5th International Conference on Management, Colombo, Sri Lanka.
Constantinides, E., Karantinou, K., Alexiou, M., & Vlachaki, A. (2016). The efficacy of the Internet and Social Media as Medical Marketing Tools. Paper presented at 45th EMAC Annual Conference 2016, Oslo, Norway.
Constantinides, E., & Holleschovsky, N. I. (2016). Impact of online product reviews on purchasing decisions. In T. A. Majchrzak, P. Traverso, V. Monfort, & K-H. Krempels (Eds.), Proceedings of the 12th International Conference on Web Information Systems and Technologies (pp. 271-278). Rome: SCITEPRESS. DOI: 10.5220/0005861002710278
Constantinides, E., Schepers, L., & de Vries, S. A. (2015). B2C social media value gap-model: a study of the Dutch online retailing. International journal of electronic marketing and retailing, 6(3), 179-193. DOI: 10.1504/IJEMR.2015.070802
Horn, I. S., Taros, T., Dirkes, S., Hüer, L., Rose, M., Tietmeyer, R., & Constantinides, E. (2015). Business reputation and social media: A primer on threats and responses. Journal of direct, data and digital marketing practice, 16(3), 193-208. DOI: 10.1057/dddmp.2015.1
Constantinides, E., Brünink, L. A., & Lorenzo Romero, C. (2015). Customer motives and benefits for participating in online co-creation activities. International journal of internet marketing and advertising, 9(1), 21-48. DOI: 10.1504/IJIMA.2015.068346
Lorenzo Romero, C., Alarcon-del-Amo, M-C., & Constantinides, E. (2014). Determinants of use of social media tools in retailing sector. Journal of theoretical and applied electronic commerce research, 9(1), 44-55. DOI: 10.4067/S0718-18762014000100005
Constantinides, E., Yousif, A., & de Vries, S. A. (2014). Understanding electronic social customer relationship management: foundations and current major themes. International journal of electronic customer relationship management, 8(4), 180-199. DOI: 10.1504/IJECRM.2014.067509
Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia : social and behavioral sciences, 148, 40-57. DOI: 10.1016/j.sbspro.2014.07.016
Del Chiappa, G., Lorenzo Romero, C., & Constantinides, E. (2014). Disintermediation and User-generated Content: A Latent Segmentation Analysis. Procedia : social and behavioral sciences, 148, 524-532. DOI: 10.1016/j.sbspro.2014.07.075
Lorenzo Romero, C., Constantinides, E., & Brünink, L. A. (2014). Co-creation: Customer Integration in Social Media Based Product and Service Development. Procedia : social and behavioral sciences, 148, 383-396. DOI: 10.1016/j.sbspro.2014.07.057
Constantinides, E., & Schrader, J. (2014). Price discrimination in online airline tickets: the role of customer profiling. Paper presented at 13th International Marketing Trends Conference 2014, Venice, Italy.
Lorenzo-Romero, C., Constantinides, E., & Chiappa, G. (2014). Online Co-innovation: Users Latent Profile in two European Countries. Paper presented at Networking and Electronic Commerce Research Conference (NAEC 2014) , Trieste, Italy.
Constantinides, E., Wittenberg, K., & Lorenzo Romero, C. (2014). Co-Innovation: motivators and inhibitors for customers to participate in online co-creation processes. Paper presented at 13th International Marketing Trends Conference 2014, Venice, Italy.
Vollenbroek, W., Jagersberg, K., de Vries, S. A., & Constantinides, E. (2014). Learning Education: An ‘Educational Big Data’ approach for monitoring, steering and assessment of the process of continuous improvement of education. -. Paper presented at 2014 European Conference in the Applications of Enabling Technologies, ECAET 2014, Glasgow, United Kingdom.
Constantinides, E., & Diercks, R. H. J. (2014). Airline price discrimination: a practice of yield management or customer profiling?. Paper presented at 43rd EMAC Annual Conference 2014, Valencia, Spain.
Lorenzo Romero, C., Del Chiappa, G., & Constantinides, E. (2014). Analyzing the User-Generated Content on Disintermediation Effect: A Latent Segmentation Study of Bookers and Lookers. In F. F-H. Nah (Ed.), HCI in Business: First International Conference, HCIB 2014, Held as Part of HCI International 2014, Heraklion, Crete, Greece, June 22-27, 2014. Proceedings (pp. 754-764). (Lecture notes in computer science; No. 8527). Springer. DOI: 10.1007/978-3-319-07293-7_73

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

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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