Santiago Forgas-Coll

Santiago Forgas-Coll , PhD in Marketing from University of Girona, is currently an Associate Professor in the Business Department at the University of Barcelona. His main research interest cover all aspects of digital marketing, Artificial Intelligence and Robotics, services marketing, sports management and tourism marketing, with a focus on consumer behavior. He has published articles in several international journals such as International Journal of Social Robotics, The Service Industries Journal, Journal of Business Research, Journal of Innovation and Knowledge, Service Business, Management Decision, Industrial Management & Data Systems, Online Information Review, Journal of Business and Industrial Marketing, Journal of Air Transport Management, Interaction Studies, Tourism Management, Journal of Travel Research, Journal of Vacation Marketing, Tourism Geographies, Journal of Travel and Tourism Marketing, International Journal of Tourism Research, Tourism Economics, Sport Management review or European Sport Management Quarterly among others.

Publications

Impact of Artificial Intelligence on Marketing Research: Challenges and Ethical Considerations
Impact of Artificial Intelligence on Marketing Research: Challenges and Ethical Considerations
Laura Sáez-Ortuño, Javier Sanchez-Garcia, Santiago Forgas-Coll, Rubén Huertas-García, Eloi Puertas-Prat. © 2023. 25 pages.
This chapter explores the use of artificial intelligence (AI) in market research and its potential impact on the field. Discuss how AI can be used for data collection, filtering...
Consumer Loyalty to an Airline: Online and Offline Antecedents
Consumer Loyalty to an Airline: Online and Offline Antecedents
Santiago Forgas-Coll, Ramon Palau-Saumell, Javier Sánchez-García. © 2013. 20 pages.
The purpose of this chapter is to analyze the loyalty of airline users in both online and offline environments, and the influence exercised by the virtual environment on overall...