Digital Business Research Group

Doa’a Herzallah

Investigadora de Marketing Digital

Doa’a Herzallah is a researcher in digital marketing specialised in social commerce, consumer behaviour in social media, neuromarketing, adoption of new technologies, and guerrilla marketing.

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Doa’a Herzallah is a Research Technician in Digital Marketing and Consumer Behaviour at the Universitat Oberta de Catalunya (UOC), and a member of the UOC’s Digital Business Research Group or DigiBiz. Her research interests lie in the area of digital marketing, where she carries out studies on social commerce, consumer behaviour in social media, neuromarketing, adoption of new technologies, and guerrilla marketing. 

She has been a researcher at the Department of Marketing and at the Department of Computer Science and Artificial Intelligence within the University of Granada. She has collaborated with IBM, PwC, Streambox, and other European and Asian companies. She holds a Doctoral Degree in Marketing from the University of Granada, a Master’s Degree in Economics and Business Management and a Master’s Degree in Marketing and Consumer Behaviour, both from the University of Granada, and a Bachelor’s Degree in International Business from Derby University.

Dr. Herzallah has participated in several scientific research projects funded by the Regional Government of Andalusia, the City Council of Granada, and the European Regional Development Fund (ERDF) of the European Union. She has presented her research at many international conferences and scientific meetings (ACEDE, AEMARK, AJICEDE, International Marketing Trends, Spanish-Portuguese Conference on Scientific Management, etc.). Her research has been published in a number of high-impact scientific journals, such as International Journal of Human-Computer Interaction, Journal of Research in Interactive Marketing, Nova Ciencia, and Spanish Journal of Marketing-ESIC.

Her academic and research activity has been awarded a Nuvix Consulting Award for the Best Research Article in Digital Marketing (2021), and the Best Paper in Digital Marketing Award at the Iberoamerican Conference of Young Researchers in Economics and Business Management (2021).

Areas of interest for doctoral thesis supervision

Digital marketing and consumer behaviour: Instagram commerce, customer experience and engagement on social media, neuromarketing, immersive experiences, adoption of new technologies.

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