A woman with shoulder-length brown hair wearing a black blazer, standing with her arms crossed in a room with large windows and greenery outside.

My research sits at the intersection of artificial intelligence, consumer behavior, and digital platforms. I examine how AI and emerging technologies reshape the way consumers make decisions, how organizations engage with their customers, and how digital ecosystems create new forms of value — and new risks.

Current work focuses on three interconnected areas: AI adoption and human-AI interaction in organizational contexts; virtual influencers and the psychological mechanisms that drive consumer response to non-human agents; and customer engagement across B2B and B2C digital platforms.

My work has been published in leading international journals including the Journal of Service Research, Journal of Business Research, and Journal of Service Management, and is developed in collaboration with academic and industry partners through the TRACIS Research Center at ESCP Business School.

Publications

  • Li, Y., Lee, H. H. M., & Blasco-Arcas, L. (2025). Computer vision in branding: A conceptual framework and future research agenda. Journal of Business Research, 193, 115329.

  • Azer, J., Blasco-Arcas, L., & Alexander, M. (2024). Visual modality of engagement: conceptualization, typology of forms, and outcomes. Journal of Service Research, 27(2), 231-249.

  • Blasco-Arcas, L., Kastanakis, M. N., Alcañiz, M., & Reyes-Menendez, A. (2023). Leveraging user behavior and data science technologies for management: An overview. Journal of Business Research, 154, 113325.

  • Blasco-Arcas, L., Falkheimer, J., & Heide, M. (2022). Crisis communication in service ecosystems: perspectives and future challenges. Journal of Service Management, 33(4-5), 601-613.

  • Blasco-Arcas, L., Lee, H. H. M., Kastanakis, M. N., Alcañiz, M., & Reyes-Menendez, A. (2022). The role of consumer data in marketing: A research agenda. Journal of Business Research, 146, 436-452.

  • Blasco-Arcas, L. (2022). Employer branding y redes sociales: la última frontera para la atracción y captación de talento en la empresa. Capital humano: revista para la integración y desarrollo de los recursos humanos, (374), 22.

  • Azer, J., Blasco-Arcas, L., & Harrigan, P. (2021). # COVID-19: forms and drivers of social media users’ engagement behavior toward a global crisis. Journal of business research, 135, 99-111.

  • Blasco-Arcas, L., Alexander, M., Sörhammar, D., Jonas, J. M., Raithel, S., & Chen, T. (2020). Organizing actor engagement: a platform perspective. Journal of business research, 118, 74-85.

  • Blasco-Arcas, L., Hernandez-Ortega, B. I., & Jimenez-Martinez, J. (2016). Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media. Journal of Service Theory and Practice, 26(5), 559-589.

  • Blasco-Arcas, L., Hernandez-Ortega, B., & Jimenez-Martinez, J. (2014). The online purchase as a context for co-creating experiences. Drivers of and consequences for customer behavior. Internet Research, 24(3), 393-412.

  • Blasco-Arcas, L., Hernandez-Ortega, B. I., & Jimenez-Martinez, J. (2014). Collaborating online: the roles of interactivity and personalization. The Service Industries Journal, 34(8), 677-698.

  • Blasco-Arcas, L., Hernandez-Ortega, B., & Jimenez-Martinez, J. (2013). Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior. Electronic Commerce Research, 13(4), 457-475.

  • Blasco-Arcas, L., Buil, I., Hernández-Ortega, B., & Sese, F. J. (2013). Using clickers in class. The role of interactivity, active collaborative learning and engagement in learning performance. Computers & Education, 62, 102-110.

  • Blasco‐Arcas, L., Aznar‐Baranda, J. I., Hernández‐Ortega, B., & Ruiz‐Mas, J. (2011). IPTV as a services distribution channel: The importance of interactivity and personalization in the purchasing of news‐on‐demand packages. Industrial Management & Data Systems, 111(9), 1381-1398.