Dates
25th of March 2026 | 05:00 p.m. | P14
26th of March 2026 | 11:00 a.m. | P06
Invited Speaker: Sandra Castro-González, Faculty of Business Administration, Universidade de Santiago de Compostela, Spain
Sandra Castro-González is a senior lecturer at the Faculty of Business Administration and Management, part of the University of Santiago de Compostela in Spain. She completed her doctoral thesis at the same faculty, in the field of Economics and Business. She has been teaching at the University of Santiago de Compostela since 2015, delivering courses in Business Management, Digital Marketing and International Marketing, amongst others, at both undergraduate and postgraduate levels. Sandra is the author and co-author of numerous articles published in both international and national academic journals, covering consumer behaviour in both offline and online contexts.
Presentation Summary: This session offers an academic introduction to how the digital marketing ecosystem works and its relationship with consumer behaviour. It will cover the key elements at play in digital environments (brands, platforms, content, data and technology) and analyse how consumers discover, evaluate and choose products and services online. The session will also cover topics such as the customer journey, online trust, personalisation, the influence of content and the role of the digital experience in the purchasing decision. In addition, there will be a brief discussion of current issues such as privacy, data usage and the impact of platforms on consumer behaviour.
FREE PARTICIPATION WITH MANDATORY REGISTRATION
