{"id":2409,"date":"2019-06-18T11:38:01","date_gmt":"2019-06-18T09:38:01","guid":{"rendered":"http:\/\/generes.unizar.es\/?page_id=2409"},"modified":"2026-01-25T17:32:54","modified_gmt":"2026-01-25T16:32:54","slug":"herrando-soria","status":"publish","type":"page","link":"https:\/\/generes.unizar.es\/es\/members\/herrando-soria\/","title":{"rendered":"Carolina Herrando Soria"},"content":{"rendered":"<div class=\"pdfprnt-buttons pdfprnt-buttons-page pdfprnt-top-right\"><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2409?print=pdf\" class=\"pdfprnt-button pdfprnt-button-pdf\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/generes.unizar.es\/wp-content\/plugins\/pdf-print\/images\/pdf.png\" alt=\"image_pdf\" title=\"Descargar PDF\" \/><\/a><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2409?print=print\" class=\"pdfprnt-button pdfprnt-button-print\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/generes.unizar.es\/wp-content\/plugins\/pdf-print\/images\/print.png\" alt=\"image_print\" title=\"Imprimir contenido\" \/><\/a><\/div><p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_5_6 5_6 fusion-five-sixth fusion-column-first\" style=\"--awb-bg-size:cover;width:83.333333333333%;width:calc(83.333333333333% - ( ( 4% ) * 0.83333333333333 ) );margin-right: 4%;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-tabs fusion-tabs-2 classic nav-is-justified horizontal-tabs icon-position-left mobile-mode-accordion\" style=\"--awb-title-border-radius-top-left:0px;--awb-title-border-radius-top-right:0px;--awb-title-border-radius-bottom-right:0px;--awb-title-border-radius-bottom-left:0px;--awb-alignment:start;--awb-inactive-color:#faf9f8;--awb-background-color:#ffffff;--awb-border-color:#ede8e8;--awb-active-border-color:#f09a3e;\"><div class=\"nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li class=\"active\" role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-9a881912cf211110b2e\" aria-selected=\"true\" id=\"fusion-tab-contacto\" href=\"#tab-9a881912cf211110b2e\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-a82e6b9f88156a90cd6\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-investigaci\u00d3n\" href=\"#tab-a82e6b9f88156a90cd6\"><h4 class=\"fusion-tab-heading\">INVESTIGACI\u00d3N<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-23fcf51018b3ba2a5da\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-docencia\" href=\"#tab-23fcf51018b3ba2a5da\"><h4 class=\"fusion-tab-heading\">DOCENCIA<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-content\"><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li class=\"active\" role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-9a881912cf211110b2e\" aria-selected=\"true\" id=\"mobile-fusion-tab-contacto\" href=\"#tab-9a881912cf211110b2e\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix in active\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-contacto\" id=\"tab-9a881912cf211110b2e\">\n<p class=\"tabcv\">CONTACTO<\/p>\n<p><img decoding=\"async\" class=\"wp-image-3110 size-full alignleft\" src=\"http:\/\/generes.unizar.es\/wp-content\/uploads\/2020\/11\/carolina_herrando.jpg\" alt=\"\" width=\"170\" height=\"214\" \/><strong>Carolina Herrando es Doctora por la Universidad de Zaragoza y Profesora Titular en la Facultad de Econom\u00eda y Empresa de la Universidad de Zaragoza.<\/strong><\/p>\n<p>Sus intereses de investigaci\u00f3n se centran en los campos de la experiencia del cliente, las emociones y la inteligencia artificial, combinando m\u00e9todos cualitativos y cuantitativos tradicionales con t\u00e9cnicas de neurociencia. Sus trabajos han sido publicados en revistas como Journal of Business Research, Journal of Retailing and Consumer Services, International Journal of Information Management, International Journal of Consumer Studies o Internet Research, entre otras. Adem\u00e1s, ha sido investigadora visitante en la Universidad de Hosei (Jap\u00f3n), en el Marketing Center M\u00fcnster (Alemania), en la Universidad de Twente (Holanda) donde tambi\u00e9n trabajo durante dos a\u00f1os tras finalizar su doctorado, y en DHBW Stuttgart (Alemania).<\/p>\n<p><strong>Direcci\u00f3n:<\/strong> Facultad de Econom\u00eda y Empresa. Campus Para\u00edso. Gran V\u00eda, 2. CP: 50.005, Zaragoza<br \/>\n<strong>Tel\u00e9fono:<\/strong> 976 761 000<br \/>\n<strong>E-mail:<\/strong> cherrando@unizar.es<\/div><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-a82e6b9f88156a90cd6\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-investigaci\u00d3n\" href=\"#tab-a82e6b9f88156a90cd6\"><h4 class=\"fusion-tab-heading\">INVESTIGACI\u00d3N<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-investigaci\u00d3n\" id=\"tab-a82e6b9f88156a90cd6\">\n<p class=\"tabcv\">INVESTIGACI\u00d3N<\/p>\n<p><strong>Publicaciones m\u00e1s relevantes:<\/strong><\/p>\n<p>Farjas, C., Herrando, C., &amp; Melero-Polo, I. (2026). Customer experience and chatbots disruption: current landscape and research needs.\u00a0<i>The Service Industries Journal<\/i>, 46(1-2), 92-125.\u00a0<a href=\"https:\/\/doi.org\/10.1080\/02642069.2025.2575165\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/doi.org\/10.1080\/02642069.2025.2575165<\/a><\/p>\n<p>Fehrenbach, D., Herrando, C. y \u00d6sterle, B. (2025). Aplicaciones de la inteligencia artificial en el embudo de ventas B2B. <em><strong>Journal of Business-to-Business Marketing<\/strong><\/em> , 1-24.<\/p>\n<p>Fraj-Andr\u00e9s, E., Herrando, C., Lucia-Palacios, L. y P\u00e9rez-L\u00f3pez, R. (2025). Cuando la falta de preocupaci\u00f3n por el desperdicio de alimentos frena la intenci\u00f3n de los j\u00f3venes de reducirlo: el papel del empujoncito como soluci\u00f3n. <strong><em>Revista de Marketing Social<\/em><\/strong>.<\/p>\n<p>\u00d6sterle, B., Herrando, C., K\u00f6psel, A., &amp; Kuhn, M. (2024). \u201cBusiness-to-Business-to-Brain?\u201d Reviewing Neuroscience Research in B2B-Marketing Using TCCM Analysis. <strong><em>Journal of Business-to-Business Marketing<\/em><\/strong>, 31(4), 421-445.<\/p>\n<p>Fehrenbach, D., Herrando, C., &amp; Mart\u00edn-De Hoyos, M. J. (2024). Co-Creation with AI in B2B Markets: A Systematic Literature Review. <strong><em>Sustainability<\/em><\/strong>, 16(18), 8009.<\/p>\n<p>Alvino, L., Herrando, C., &amp; Constantinides, E. (2024). Discovering the art of advertising using neuromarketing: a literature review on physiological and neurophysiological measures of ads.\u00a0<em><strong>International Journal of Internet Marketing and Advertising<\/strong>,<\/em>\u00a021(3-4), 297-330.<\/p>\n<p>Fandos-Herrera, C., Herrando, C., Jim\u00e9nez Mart\u00ednez, J., &amp; Pina, J. M. (2023). Discuss to learn: a student-focused learning strategy. <em><strong>Education + Training<\/strong>,<\/em> 65(5), 697-710.<\/p>\n<p>Calahorra-Candao, G., Herrando, C., Mart\u00edn-De Hoyos, M.J. (2023). <strong><em>Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing<\/em><\/strong>. In: The Palgrave Handbook of Interactive Marketing.<\/p>\n<p>Fraj-Andr\u00e9s, E., Herrando, C., Lucia-Palacios, L., &amp; P\u00e9rez-L\u00f3pez, R. (2023). Informative Initiatives as a Useful Tool to Raise Awareness of Food Waste. An Application to Higher Education.<strong><em> International Journal of Sustainability in Higher Education<\/em><\/strong>, 24(4), 840-854.<\/p>\n<p>Herrando, C., Jim\u00e9nez-Mart\u00ednez, J., Mart\u00edn-De Hoyos, Asakawa, K., Yana, K. (2023). Emotional responses in online social interactions: the mediating role of flow. <strong><em>Asia Pacific Journal of Marketing and Logistics<\/em><\/strong>, 35(7), 1599-1617.<\/p>\n<p>Fraj, E., Herrando, C., Lucia, L., P\u00e9rez-L\u00f3pez, R. (2023). Intention versus behaviour: Integration of theories to help curb food waste among young Spanish consumers, <strong><em>British Food Journal<\/em><\/strong>, 125(2), 570-586.<\/p>\n<p>Fraj-Andr\u00e9s, E., Herrando, C., Lucia-Palacios, L., &amp; P\u00e9rez-L\u00f3pez, R. (2022). Students apprehension and affective inertia in a Twitter-based activity: Evidence form students of an economics degree.\u00a0<strong><em>The International Journal of Management Education<\/em><\/strong>,\u00a020(3), 100683.<\/p>\n<p>Schrotenboer, D., Constantinides, E., Herrando, C., de Vries, S. (2022). The Effects of Omni-Channel Retailing on Promotional Strategy. <em><strong>Journal of Theoretical and Applied Electronic Commerce Research<\/strong>,<\/em> 17, 360-374.<\/p>\n<p>Herrando, C., Jim\u00e9nez-Mart\u00ednez, J., Mart\u00edn-De Hoyos, M. J., &amp; Constantinides, E. (2022). Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study.\u00a0<strong><em>Journal of Retailing and Consumer Services<\/em><\/strong>,\u00a067, 102973.<\/p>\n<p>Herrando, C., Mart\u00edn-De Hoyos, M.J. (2022). Influencer endorsement posts and their effects on advertising attitudes and purchase intentions. <em><strong>International Journal of Consumer Studies<\/strong>, <\/em>46(6), pp. 2288-2299<\/p>\n<p>Jenneboer, L., Herrando, C., Constantinides, E. (2022). The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review. <em><strong>Journal of Theoretical and Applied Electronic Commerce Research<\/strong>,<\/em> 17, 212-229.<\/p>\n<p>Herrando, C., Jim\u00e9nez-Mart\u00ednez, J., Mart\u00edn-De Hoyos, M.J. (2021). The Mediated Effect of Social Presence on Social Commerce WOM Behavior.\u00a0<strong><em>Information<\/em><\/strong>, 12(12), 498.<\/p>\n<p>Hemker, S., Herrando, C., Constantinides (2021). The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing. <em><strong>Sustainability<\/strong>,<\/em> 13, 11208.<\/p>\n<p>Dubbelink, S.I., Herrando, C., Constantinides (2021). Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic. <em><strong>Sustainability<\/strong>,<\/em> 13.<\/p>\n<p>Fehrenbach, D., Herrando, C. (2021). The effect of customer-perceived value when paying for a product with personal data: A real-life experimental study. <em><strong>Journal of Business Research<\/strong>,<\/em> 137, 222-232.<\/p>\n<p>Herrando, C., Constantinides, E. (2021). Emotional contagion: A brief overview and future directions. <em><strong>Frontiers in Psychology<\/strong>,<\/em> 712606.<\/p>\n<p>P\u00e9rez-L\u00f3pez, R., Gurrea-Sarasa, R., Herrando, C., Mart\u00edn-De Hoyos, M. J., Bordonaba-Juste, V., &amp; Utrillas-Acerete, A. (2020). \u00abThe generation of student engagement as a cognition-affect-behaviour process in a Twitter learning experience\u00bb, <strong>Australasian Journal of Educational Technology<\/strong>, 36 (3), 132-146.<\/p>\n<p>Herrando, C., Jim\u00e9nez-Mart\u00ednez, J., Mart\u00edn-De Hoyos, M.J. (2019). \u201c<a href=\"https:\/\/www.emeraldinsight.com\/doi\/full\/10.1108\/IntR-03-2017-0135\" target=\"_blank\" rel=\"noopener noreferrer\">Tell me your age and I tell you what you trust: the moderating effect of generations<\/a>\u201c,\u00a0<em><strong>Internet Research<\/strong><\/em>,\u00a0<a href=\"https:\/\/doi.org\/10.1108\/IntR-03-2017-0135\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/doi.org\/10.1108\/IntR-03-2017-0135<\/a><\/p>\n<p>Wang, Y., Herrando, C. (2019). \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0268401217310083\" target=\"_blank\" rel=\"noopener noreferrer\">Does privacy assurance on social commerce sites matter to millennials?<\/a>\u201c,\u00a0<em><strong>International Journal of Information Management<\/strong><\/em>, Vol. 44, 164-177.<\/p>\n<p>Herrando, C., Jim\u00e9nez-Mart\u00ednez, J., Mart\u00edn-De Hoyos, M.J. (2018). \u201c<a href=\"https:\/\/www.emeraldinsight.com\/doi\/full\/10.1108\/SJME-03-2018-006\">Surfing or flowing? How to retain e-Customers on the Internet<\/a>,\u00a0<em><strong>Spanish Journal of Marketing \u2013 ESIC,<\/strong><\/em>\u00a0Vol. 22(1), 2-21.<\/p>\n<p>Herrando, C., Jim\u00e9nez-Mart\u00ednez, J., Mart\u00edn-De Hoyos, M.J. (2018). \u201c<a href=\"https:\/\/www.inderscienceonline.com\/doi\/abs\/10.1504\/IJEMR.2018.094987\">The state of flow in social commerce: The importance of flow consciousness<\/a>,\u00a0<em><strong>International Journal of Electronic Marketing and Retailing,<\/strong><\/em>\u00a09(4), 320-343.<\/p>\n<p>Herrando, C., Jim\u00e9nez-Mart\u00ednez, J., Mart\u00edn-De Hoyos, M.J. (2018). \u201c<a title=\"From sPassion to sWOM: The role of flow\" href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/OIR-09-2016-0243\" target=\"_blank\" rel=\"noopener noreferrer\">From sPassion to sWOM: The role of flow<\/a>\u201c,\u00a0<em><strong>Online Information Review<\/strong><\/em>, 42(2), 191-204.<\/p>\n<p>Herrando, C., Jim\u00e9nez-Mart\u00ednez, J., Mart\u00edn-De Hoyos, M.J. (2017). \u201c<a href=\"http:\/\/link.springer.com\/article\/10.1007\/s10660-016-9251-6?wt_mc=Internal.Event.1.SEM.ArticleAuthorOnlineFirst\">Passion at first sight: How to engage users in social commerce contexts<\/a>\u201d,\u00a0<em><strong>Electronic Commerce Research,\u00a0<\/strong><\/em>Vol. 17(4), 701-720.<\/p>\n<p><strong>Cap\u00edtulos de libro:<\/strong><\/p>\n<p>Herrando, C., Jim\u00e9nez-Mart\u00ednez, J., Mart\u00edn-De Hoyos, M.J., Asakawa, K., Yana, K. (2017). \u201c<a href=\"https:\/\/dialnet.unirioja.es\/servlet\/articulo?codigo=6321677\">The role of active and passive s-WOM: Does participation affect e-Loyalty?<\/a>\u201d,\u00a0<em><strong>en Trespalacios, J.A., V\u00e1zquez, R., Estrada, E., G\u00f3nzalez, C.,<a href=\"http:\/\/www.catedrafundacionarecesdcuniovi.es\/publicacion-publicacion-del-libro-marketing-insights--la-respuesta-del-comercio-a-las-tendencias-de-comportamiento-social-del-consumidor-es.html\">\u00a0Marketing Insights: La respuesta del comercio a las tendencias de comportamiento social del consumidor<\/a><\/strong><\/em>, pp. 17-31. KRK Ediciones: Oviedo, Espa\u00f1a.<\/div><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-23fcf51018b3ba2a5da\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-docencia\" href=\"#tab-23fcf51018b3ba2a5da\"><h4 class=\"fusion-tab-heading\">DOCENCIA<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-docencia\" id=\"tab-23fcf51018b3ba2a5da\">\n<p class=\"tabcv\">DOCENCIA<\/p>\n<p><strong>Curso Acad\u00e9mico 2024\/25:<\/strong><\/p>\n<ul>\n<li>Direcci\u00f3n Comercial II, 4\u00ba curso, Grado en Administraci\u00f3n y Direcci\u00f3n de Empresas y Grado de Derecho y Administraci\u00f3n y Direcci\u00f3n de Empresas.<\/li>\n<li>Direcci\u00f3n Comercial I, 3er curso, Grado en Administraci\u00f3n y Direcci\u00f3n de Empresas.<\/li>\n<li>Introduction to Marketing Research, 2\u00ba curso, Grado en Administraci\u00f3n y Direcci\u00f3n de Empresas en ingl\u00e9s.<\/li>\n<li>Gesti\u00f3n de Relaciones y Valor del Cliente, dentro del M\u00e1ster Universitario en Direcci\u00f3n, Estrategia y Marketing<\/li>\n<\/ul>\n<p>Supervisora de TFG y TFM en la l\u00ednea de investigaci\u00f3n sobre Asistentes Virtuales y Emociones durante el Proceso de Compra.<\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_6 1_6 fusion-one-sixth fusion-column-last\" style=\"--awb-bg-size:cover;width:16.666666666667%;width:calc(16.666666666667% - ( ( 4% ) * 0.16666666666667 ) );\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-has-icon fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-align-block\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" style=\"--button_accent_color:#ffffff;--button_accent_hover_color:#ffffff;--button_border_hover_color:#ffffff;--button_gradient_top_color:#01485f;--button_gradient_bottom_color:#01485f;--button_gradient_top_color_hover:#f09a3e;--button_gradient_bottom_color_hover:#f09a3e;width:calc(100%);\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"?print=print\"><span class=\"fusion-button-icon-divider button-icon-divider-left\"><i class=\"fa-download fas awb-button__icon awb-button__icon--default\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-button-text awb-button__text awb-button__text--default fusion-button-text-left\">Imprimir Curriculum<\/span><\/a><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":0,"parent":2096,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":{"footnotes":""},"class_list":["post-2409","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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