Carla Ruiz Mafe

Carla Ruiz Mafe (Ph.D. University of Valencia, Spain) is an Associate Professor in the Department of Marketing, Faculty of Economics, University of Valencia. She has been visiting scholar at University of North Carolina-Wilmington (USA) and Glasgow University (UK). Her primary research interests include e-commerce, mobile marketing, branded entertainment, interactive marketing, and consumer behavior. Her research has been published in more than 30 international refereed journals such as Internet Research, Online Information Review, Service Industries Journal, Journal of Consumer Marketing, and Industrial Management and Data Systems.

Publications

Engaging Consumers through Branded Entertainment and Convergent Media
Engaging Consumers through Branded Entertainment and Convergent Media
Jose Marti Parreno, Carla Ruiz Mafe, Lisa Scribner. © 2015. 353 pages.
Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing...