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Dr Rodrigo Perez-Vega

Lecturer in Marketing

Rodrigo Perez Vega Profile Pic Jun18 75iugl9ic


  • Digital Marketing, 
  • Social media, 
  • Online consumer behaviour, 
  • Artificial intelligence in Marketing, 
  • Sharing economy


Whiteknights Campus

Dr Rodrigo Perez-Vega is Lecturer in Digital 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 Q&A Summit, 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, entrepreneurship and digital marketing. He has worked for multinationals in FMCG industries and digital marketing agencies. He has also launched an online counselling platform called Instant Counselling. He has work experience in several South American countries, the UK, France, Spain and the Middle East.

Reference: Perez Vega, R. , Kaartemo, V., Lages, C. R. , Borghei Razavi, N. and Männistö, J. (2020) Reshaping the contexts of online customer engagement behavior via artificial intelligence: a conceptual framework. Journal of Business Research. ISSN 0148-2963 doi:
Reference: Waite, K. and Perez Vega, R. (2018) Essentials of digital marketing. Goodfellow Publishers, Woodeaton, pp244. ISBN 97819111396000
Reference: Perez-Vega, R. , Taheri, B., Farrington, T. and 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. pp. 339-347. ISSN 1879-3193 doi:
Reference: Gannon, M. J., Baxter, I. W. F., Collinson, E., Curran, R., Farrington, T., Glasgow, S., Godsman, E. M., Gori, K., Jack, G. R. A., Lochrie, S., Maxwell-Stuart, R., MacLaren, A. C., MacIntosh, R., O’Gorman, K., Ottaway, L., Perez Vega, R. , Taheri, B., Thompson, J. and Yalinay, O. (2017) Travelling for Umrah: destination attributes, destination image, and post-travel intentions. The Service Industries Journal, 37 (7-8). pp. 448-465. ISSN 1743-9507 doi:
Reference: Nadeem, S., Rodriguez, L. C. and Perez Vega, R. (2015) A scale of hindrance in mobile in-app advertising. In: The International Conference on Organization and Management (ICOM), 22-23 November 2015, Abu Dhabi.
Reference: Perez Vega, R. , Waite, K. and 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 (3). pp. 299-321. ISSN 1472-1384 doi:

Digital Marketing

The growth of the internet has created new opportunities for organisations to reach and build relationships with their customers. At the same time, many firms struggle with making a successful...

Module code: MM391

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