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Sergio Barta

Researcher

Universidad de Zaragoza

Spain

Research Interests

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Professors in Spain

Articles (15)

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2026

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2026

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2025

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2025

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2024

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2024

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2023

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2023

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2023

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2023

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2023

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2023

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2023

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2023

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2023

Collaborators (10)

Carlos Flavián

Professor of Marketing

Universidad de Zaragoza

SPAIN

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Grace Ahn

Professor

University of Georgia

UNITED STATES

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Dimitrios Buhalis

Professor and Director eTourismLab

Bournemouth University

UNITED KINGDOM

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Carlos Orús

Full Professor

Universidad de Zaragoza

SPAIN

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Nina Krey

Associate Professor, Department Chair

University of Mississippi

UNITED STATES

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Daniel Belanche Gracia

Researcher (Academic)

Universidad de Zaragoza

SPAIN

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Philipp A. Rauschnabel

GERMANY

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Cleopatra Veloutsou

Lecturer/Senior Lecturer/Professor

University of Glasgow

UNITED KINGDOM

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Laurie Hughes

Associate Professor

Edith Cowan University

AUSTRALIA

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Amalesh Sharma

Associate Professor

Texas A&M University

UNITED STATES

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Sergio Barta

Research Interests

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Articles (15)

TikTok influencers and followers’ engagement: the role of authentic leadership, immersion and inspiration

Spatial future ahead! Augmented reality and anticipated life consequences

Augmented reality experiences: Consumer‐centered augmented reality framework and research agenda

Enhancing student memorisation through teacher webcam usage and the interplay of social presence

Avatar creation in the metaverse: A focus on event expectations

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

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse

How Augmented Reality Increases Engagement Through Its Impact on Risk and the Decision Process

Using augmented reality to reduce cognitive dissonance and increase purchase intention

Consequences of consumer regret with online shopping

The double side of flow in regret and product returns: Maximizers versus satisficers

How implementing the UN sustainable development goals affects customers’ perceptions and loyalty

Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience

Customer engagement in evolving technological environments

Collaborators (10)

Carlos Flavián

Grace Ahn

Dimitrios Buhalis

Carlos Orús

Nina Krey

Daniel Belanche Gracia

Philipp A. Rauschnabel

Cleopatra Veloutsou

Laurie Hughes

Amalesh Sharma

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