Iviane de Luna Ramos
Associate Professor of Marketing
Iviane de Luna Ramos has particular research interests in the adoption of emerging technologies, e-commerce, and consumer experience in immersive environments.
Profile
Dr. Iviane Ramos de Luna is a marketing professor at the UOC, where she teaches digital marketing in the bachelor’s degrees in Marketing and Market Research, Business Administration and Management, and Tourism, as well as in the Master’s Degree in Digital Marketing, where she also serves on the academic board.
She holds a PhD in Economic and Business Sciences with international distinction from the University of Granada, where she also completed a Master’s in Marketing and Consumer Behavior. Previously, she earned a Bachelor’s degree in Business Administration from CESED-Higher Education and Development Center. She has carried out research stays as a visiting scholar at the University of Potsdam, the University of Granada, and the Federal University of Campina Grande.
Dr de Luna’s research focuses on the adoption of emerging technologies, consumer behavior, e-commerce, digital marketing, inclusive e-learning experiences, and financial behavior in response to new technologies. Her work has been published in books and in high-impact scientific journals indexed in JCR and Scopus, such as Technological Forecasting & Social Change, Journal of Marketing Analytics, and International Journal of Human-Computer Interaction. She has also served as an external reviewer for more than 14 international journals in her areas of expertise and is Associate Editor of Total Quality Management & Business Excellence (Q2 JCR).
She has participated in R&D competitive research projects funded by the European Unition (Erasmus+ Programme), the Alhambra and Generalife Trust, and the Barcelona City Council. Her research has been presented at international conferences such as AEMARK, EMAC, International Scientific Conference, and Convibra. The R&D projects she has been involved in are led by consolidated, inter-university teams, and her research work is collaborative and interdisciplinary. She is an active member of the Digital Business Research Group (DigiBiz), recognised as a consolidated research group by the Government of Catalonia (2021-SGR-424), and collaborates with national and international researchers, including members of the Marketing & Social Change research group (Spain) and the Laboratory of Analysis and Studies on Consumer Behavior (L@EC/CNPq-Brazil).
She was awarded a predoctoral scholarship by the Brazilian government (2013–2017), and her academic career has been recognized by the Spanish National Agency for Quality Assessment and Accreditation (ANECA), which granted her accreditation as a tenured lecturer and a research merit award (2014–2019). She also holds accreditation as a lecturer from the Catalan University Quality Assurance Agency (AQU)..
Areas of interest for doctoral supervision
Digital marketing and consumer behaviour, with a particular focus on the adoption of emerging technologies, e-commerce, AI applied to consumer behavior, the metaverse, and immersive experiences.