Researcher

Cristian Buzeta Riquelme

Research Expertise:My main research lines relate to social media marketing and brand communication in social media. I investigate individuals’ motivations to use social media and their impact on consumers’ brand-related activities across different types of social media platforms. Also, my current interests include the study of cross-cultural differences and multi-country commonalities impacting the effectiveness of social media marketing activities.

Keywords:DIGITAL MEDIA, MARKETING, INFLUENCER MARKETING, SOCIAL MEDIA, MARKETING MANAGEMENT, MARKETING RESEARCH, Economics and applied economics

Disciplines:Marketing, Advertising, Consumer behaviour, Market research, Marketing communications, Communication management, Media and communication theory, Digital media, Media audience research

Research techniques:PLS-based structural equation modeling (PLS-SEM) Univariate, Biviariate and Multivariate data analysis Experimental research Correlational research Qualitative research

Users of research expertise:For-profit organizations Non-profit organizations Public sector