VR in marketing


MX decision-making REBRAND                                  






and Analytics

Tourism Marketing

Future teaching 


This line of research focuses on the impact of social media on tourism. This project contributes to the challenge "Economy and digital society" by addressing word of mouth communications both positive and negative and their antecedents and consequences in the tourists post-purchase behavior.

+ Info on the Iberoamerican Network of Tourism Research. 

This ITN Research Consortium funded by the EU, RHUMBO measures of subconscious brain processes through the use of mixed reality technologies (MRT) and advanced biometric signals processing as a new paradigm to improve the knowledge that implicit brain processes have in human decision-making. Two research projects are being developed on Consumer Brand Choice Behavior in virtual commerce (CBCB) and Information Processing on Advertising Stimuli (IPAS)

DIGIMK.COM is a research group of the University of Valencia on Digital Marketing. The key goal is to contribute to the theoretical body of marketing. The areas of interest are:

(i) Marketing communications: advertising, sponsorship, social media, customer journey, 

(ii) UGC: online reviews and social media. Data and text mining based on ANN and sentiment analysis.

(iii) Neuroscientific tools in marketing such as eye-tracking, face reader, EEG.

DIGIMK.COM participates in various R&D projects funded in public calls such as eWOM_Tur (PN 2015-2017 and GV 2015-2016), and EMOTUR (ULPG)

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mixed REality and BRAiN Decision project is chaired by Professor Alcañiz under the Prometeo funding. Aim: Decision making on VR and MX measured using neuroscientific tools

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The EU-funded Erasmus+/Strategic Partnerships project ‘Future-proof your classroom – teaching skills 2030’ aims to develop an innovative blended learning course.

The course comprises eight modules that cover topics like the future role of teachers (coach, moderator, guide), enhancing communication in online and on-site classes, creating digital tools for teaching, designing holistic learning experiences, combining technology and emotion in class, organizing the course content within blended-learning systems and using social media

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Firms and Public Administrations:

Avidesa, Dirección General de Medios de Comunicación-GV, Radio Televisión Valenciana, Druni.,Hasbro, Saez Merino, Vinos D.O. Utiel Requena, Alicer, AItex, IVIE, Asociación Española de Comercio Electrónico, Confederación Valenciana de Comercio, Dirección General de Comercio, Intermarche, Marks & Spencer, Visualis, Agencia Valenciana del Turisme, Air Nostrum, Desarrollo e Innovación Turística-DIT, Turismo Galicia.,Bancaja, CAM Obra Social, Cámara de Comercio de Valencia, Caja Rural de Valencia, Conselleria de Educación, Federación de Cooperativas de Crédito.

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