Dr Rodrigo Perez-Vega

Lecturer in Marketing

Dr Rodrigo Perez-Vega

Dr Rodrigo Perez-Vega

Marketing & Reputation
Digital Marketing
Whiteknights Campus
+44 (0) 118 378 8381
View publications


Rodrigo is a Lecturer in Marketing at Henley Business School. His research interests are in digital marketing, online consumer behaviour, social media marketing, social CRM, and applications of AI to marketing.

Rodrigo holds a PhD in Management, where he looked at the role of immediacy as a determinant of Facebook fan page engagement. He also holds a Master of Research, an MSc. in Strategic Project Management and a BA (Hons) in Marketing. Rodrigo has been invited to deliver workshops and conferences at the SME World Summit and the Social Media Summit. He actively engages with industry in the UK, UAE and Mexico for his research projects and he was awarded best literature review at the Doctoral Colloquium of the Academy of Marketing in 2014.

Rodrigo co-authored the book “Essentials of Digital Marketing”. The book provides an engaging introduction to digital marketing to help students and marketing professionals understand the impact of digital channels on marketing operations.

Rodrigo’s professional experience is in brand management and digital marketing. He has worked for multinationals in FMCG industries and digital marketing agencies. He has work experience in several South American countries, the UK, France, Spain and the Middle East.


Perez-Vega, R., Taheri, B., Farrington, T. & O’Gorman, K. (2018). On being attractive, social and visually appealing in social media: The effects of anthropomorphic tourism brands on Facebook fan pages. Tourism Management, 66, 339-347.

Perez-Vega, R., Waite, K. & O’Gorman, K. (2016) Social Impact Theory: an examination of how immediacy operates as an influence upon social media interaction in Facebook Fan pages. The Marketing Review, 16, 4.


Waite, K. and Perez-Vega, R. (2018). Essentials of Digital Marketing. Woodeaton: Goodfellow Publishers

Book Chapters

Waite, K. & Perez-Vega, R. (2017) Digital media and marketing interactivity. In: G. Bell & B. Taheri (eds) Marketing Communications. Woodeaton: Godfellow Publishers.

Farrington, T. & Perez-Vega, R. (2017) The Internet. In: A. MacLaren, T. Farrington & K. O’Gorman (eds) Marketing Perspectives. Woodeaton: Goodfellow Publishers, pp 53-74.

Gori, K., Perez-Vega, R. & O’Gorman, K. (2015) From archives to the Internet. In: K. O’Gorman & R. Macintosh (eds) Research Methods for Business and Management. Woodeaton: Goodfellow Publishers, pp 96-117.

Practitioners' publications

Leland, I. & Perez-Vega, R. (2017) Tips on developing a mobile app for your business. Intelligent SME, February: 46–49.

Perez-Vega, R. (2017) Blue Monday, fact, fiction or purely marketing opportunity. Henley News: 16 January.

Portilla, M. & Perez-Vega, R. (2016) Uncovering online brand communities. Intelligent SME, December: 40–43.

Krejca, L. & Perez-Vega, R. (2016) Performance Marketing: Is Your Agency Ticking the Right Boxes? Intelligent SME, October: 30–31.

Perez-Vega, R. (2016) Social Influence Marketing Boosts Your Business. Intelligent SME, August: 36–37.

Perez-Vega, R. & Hopkinson, P. (2016) Building customer relationships one tweet at a time. Intelligent SME, April: 42–43.