Sebastian Molinillo

Professor of Marketing (Catedrático de Marketing)

University of Malaga

Spain

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About

Professor Sebastian Molinillo is a recognized expert in Marketing at Universidad de Málaga, Spain. His research encompasses various facets of consumer behavior, particularly in the context of esports, cultural consumption, and technology adoption. Recent publications highlight his work on social identification among esports viewers, the economic barriers in cultural markets, and the impacts of emotional attachment to brands. His contributions also extend to examining the influence of artificial intelligence in customer acquisition and exploring the determinants of mobile payment adoption.

Articles (18)

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2025

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2021

Collaborators (8)

FRANCISCO LIEBANA-CABANILLAS

Universidad de Granada

SPAIN

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Elena Carvajal-Trujillo

Associate Professor

Universidad de Huelva

SPAIN

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Yuksel Ekinci

Academic, Professor, Professor of Marketing and Sales

University of Portsmouth

UNITED KINGDOM

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Rafael Anaya-Sánchez

University of Malaga

SPAIN

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Iviane Ramos de Luna

Assistant Professor

Open University of Catalonia

SPAIN

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FRANCISCO REJÓN-GUARDIA

Associate professor

University of Malaga

SPAIN

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Arnold Japutra

University of Western Australia

AUSTRALIA

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Francisco J Montoro-Rios

Universidad de Granada

SPAIN

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Sebastian Molinillo

Research Interests

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About

Articles (18)

Effect of Social Identification on Esports Viewers Behaviours

The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification

Unveiling economic barriers to cultural consumption in Chile: insights from SHAP analysis and predictive modeling

Deciphering the Mind of the CEO: Is Artificial Intelligence a Valuable Investment in Customer Acquisition?

Understanding users’ willingness to travel on autonomous buses: The moderating effect of experience

Understanding destination brand experience through data mining and machine learning

Effects of the spectator's emotional attachment to esports players on the sponsoring brand

Impact of perceived value on intention to use voice assistants: The moderating effects of personal innovativeness and experience

Consumer Behaviour and Mobile Payments in the Point of Sale: Exploring the Determinants of Intention to Adopt It

Extension and Validation of A Novel Destination Brand Equity Model

Exploring the antecedents of customers’ willingness to use service robots in restaurants

Brand personality

The customer retail app experience: Implications for customer loyalty

Unraveling the mechanism to develop health consciousness from organic food: a cross-comparison of Brazilian and Spanish millennials

Building brand credibility: The role of involvement, identification, reputation and attachment

Do stereotypes matter for brand attachment?

Determinants and risks of intentions to use mobile applications in museums: an application of fsQCA

Exploring the Determinants of Intention to Use P2P Mobile Payment in Spain

Collaborators (8)

FRANCISCO LIEBANA-CABANILLAS

Elena Carvajal-Trujillo

Yuksel Ekinci

Rafael Anaya-Sánchez

Iviane Ramos de Luna

FRANCISCO REJÓN-GUARDIA

Arnold Japutra

Francisco J Montoro-Rios

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