About Me
Dr. Efthymios Constantinides is Guest Researcher at the University of Twente, Professor of Digital Marketing at the Thapar Institute of Engineering and Technology (India), Professor of Digital Marketing at the Erasmus University of Rotterdam and and a 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 worked at the University of Twente as professor.
He is intensely interested in Marketing in digital environments as a research topic and as a central component in the educational programs of future marketers. His 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 marketing practice's potential and opportunities of technologies like Artificial Intelligence, the Internet of Things, Big Data, and Consumer Neuroscience (or Neuromarketing).
Δρ. Ευθύμιος Κωνσταντινίδης
Expertise
Business & Economics
# Co-Creation
# Marketing
# Social Media
# Web 2.0
# World Wide Web
Engineering & Materials Science
# Marketing
Social Sciences
# Customer
# Social Media
Organisations
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.
My objective: to contribute to research knowledge not only interesting for academia but also relevant for the field.
Publications
Recent
Nohutlu, Z. D.
, Englis, B. G.
, Groen, A.
, & Constantinides, E. (2023).
Innovating With the Customer: Co-Creation Motives in Online Communities.
International journal of electronic commerce,
27(4), 523-557.
https://doi.org/10.1080/10864415.2023.2255111
Berriche, A., Benavent, C.
, & Constantinides, E. (2022).
Who are voice users? The contributions of decision-making conflict theory.
Journal of consumer marketing,
39(7), 800-813.
https://doi.org/10.1108/JCM-04-2021-4584
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, Article 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
Alvino, L.
, Constantinides, E.
, & van der Lubbe, R. H. J. (2021).
Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity.
Frontiers in psychology,
12, Article 688713.
https://doi.org/10.3389/fpsyg.2021.688713,
https://doi.org/10.3389/fpsyg.2021
Hemker, S.
, Herrando, C.
, & Constantinides, E. (2021).
The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing.
Sustainability (Switzerland),
13(20), Article 11208.
https://doi.org/10.3390/su132011208
Dubbelink, S. I.
, Soria, C. H.
, & Constantinides, E. (2021).
Social media marketing as a branding strategy in extraordinary times: Lessons from the covid‐19 pandemic.
Sustainability (Switzerland),
13(18), Article 10310.
https://doi.org/10.3390/su131810310
Herrando, C.
, & Constantinides, E. (2021).
Emotional Contagion: A Brief Overview and Future Directions.
Frontiers in psychology,
12, Article 712606.
https://doi.org/10.3389/fpsyg.2021.712606
Nohutlu, Z. D.
, Englis, B. G.
, Groen, A. J.
, & Constantinides, E. (2021).
Customer cocreation experience in online communities: antecedents and outcomes.
European journal of innovation management, 630-659.
https://doi.org/10.1108/EJIM-08-2020-0313
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).
Extrinsic and intrinsic employee motives for co-creation in online communities. Paper presented at 20th International CINet Conference 2019, Odense, Denmark.
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
Alvino, L.
, van der Lubbe, R.
, Joosten, R. A. M.
, & Constantinides, E. (2019).
Which wine do you prefer? An analysis on consumer behaviour and brain activity during a wine tasting experience.
Asia Pacific Journal of Marketing and Logistics,
32(5), 1149-1170.
https://doi.org/10.1108/APJML-04-2019-0240
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 (Vol. 11701, 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
Lorenzo-Romero, C.
, & Constantinides, E. (2019).
On-line Crowdsourcing: Motives of Customers to Participate in Online Collaborative Innovation Processes.
Sustainability (Switzerland),
11(12), Article 3479.
https://doi.org/10.3390/su11123479
Herrando, C., Martín Jiménez, J.
, 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., Jiménez-Martínez, J., Martín-De Hoyos, M. J.
, Constantinides, E.
, van 't Klooster, J.-W.
, & Slijkhuis, P. (2019).
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.
UT Research Information System
Google Scholar Link
Education
Affiliated Study Programmes
Bachelor
Courses Academic Year 2023/2024
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 2022/2023
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
Drienerlolaan 5
7522 NB Enschede
The Netherlands
Mailing Address
University of Twente
P.O. Box 217
7500 AE Enschede
The Netherlands