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Carlos Orús

Full Professor

Universidad de Zaragoza

Spain

Research Interests

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Professors in Spain Professors in Marketing Marketing professors in Spain

About

Dr. Carlos Orús is an Associate Professor at Universidad de Zaragoza, Spain. His research focuses on immersive technologies, particularly the application of virtual reality and augmented reality in enhancing customer experiences and redefining the tourism landscape. His recent publications explore topics such as gamification in the metaverse, the influence of personality on learning outcomes, and the dynamics of augmented reality in social media contexts.

Articles (12)

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2025

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2024

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2024

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2024

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2024

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2023

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2022

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2021

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2021

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2021

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2021

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2020

Collaborators (4)

Carlos Flavián

Professor of Marketing

Universidad de Zaragoza

SPAIN

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Sergio Barta

Researcher

Universidad de Zaragoza

SPAIN

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Julio Antonio Jiménez Martínez

Professor

Universidad de Zaragoza

SPAIN

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Sergio Ibáñez-Sánchez

Associate Professor of Marketing

Universidad de Zaragoza

SPAIN

View details

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Carlos Orús

Research Interests

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Articles (12)

Analysis of sustainability and authenticity as key elements for rural tourism

Avatar creation in the metaverse: A focus on event expectations

The dark side of the metaverse: The role of gamification in event virtualization

Applying virtual reality and augmented reality to the tourism experience: a comparative literature review

How immersive technologies are redefining the customer journey. Guest editorial

The influence of personality on learning outcomes and attitudes: The case of discussants in the classroom

Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory

Impacts of technological embodiment through virtual reality on potential guests’ emotions and engagement

Enhancing the customer experience with virtual and augmented reality: The impact of content and device type

The influence of scent on virtual reality experiences: The role of aroma-content congruence

Mobile word of mouth (m-WOM): analysing its negative impact on webrooming in omnichannel retailing

Mobile word of mouth (m-WOM): analysing its negative impact on webrooming in omnichannel retailing

Collaborators (4)

Carlos Flavián

Sergio Barta

Julio Antonio Jiménez Martínez

Sergio Ibáñez-Sánchez

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