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Dr Rodrigo Perez-Vega

Associate Professor of Marketing

Rodrigo test

Specialisms

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

Location

Whiteknights Campus

Dr Rodrigo Perez-Vega is an Associate Professor of Marketing at Henley Business School and the Co-Founder and Director of the Consumer Futures Lab. His research focuses on the "social shaping of technology for good," with particular expertise in human-robot relations, AI adoption, and assistive-living technologies (AAL) for vulnerable users, such as older adults.

Rodrigo’s work is characterised by high-impact, cross-disciplinary collaboration with computer scientists, AI engineers, and healthcare practitioners. He has secured over £1.4 million in competitive external funding, including a £1.01M grant from the Digital Transformation Fund for the Independent Living Care Technology Solutions project in partnership with the NHS and local authorities. His research also receives support from the British Academy and the Academy of Marketing.

Rodrigo’s work appears in leading journals such as Psychology & Marketing, Technological Forecasting & Social Change, Information, Communication and Society, New Media and Society, Tourism Management and the Journal of Business Research. He serves on the editorial boards of the International Journal of Consumer Studies and The Service Industries Journal. Beyond academia, he has provided strategic consultancy for organisations like the AHDB and local councils, bridging the gap between theory and industry practice.

Rodrigo holds a PhD in Management focusing on social media engagement, alongside an MRes, an MSc in Strategic Project Management (Distinction), and a 1st Class BSc in Marketing. He is the co-author of the textbook Essentials of Digital Marketing and currently serves as the Doctoral Programme Director for his department, where he leads research innovation in AI, social robotics, and sustainable digital consumption.

Reference: Miguel, C., Lutz, C., Majetić, F. and Perez-Vega, R. (2025) Working from paradise? An analysis of the representation of digital nomads’ values and lifestyle on Instagram. New Media and Society, 27 (4). pp. 2230-2252. ISSN 1461-7315 doi: 10.1177/14614448231205892
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Miguel, C., Lutz, C., Perez Vega, R. and Majetić, F. (2025) ‘Alone on the road’: loneliness among digital nomads and the use of social media to foster personal relationships. Media, Culture & Society, 47 (3). pp. 546-566. ISSN 1460-3675 doi: 10.1177/01634437241290087
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Oliveira, F. , Belitski, M. and Perez-Vega, R. (2025) Sales digitization and sales process optimisation for firm performance: evidence from European firms. Technological Forecasting and Social Change, 217. 124172. ISSN 0040-1625 doi: 10.1016/j.techfore.2025.124172
Henley faculty authors:
Dr Fabio Goncalves de Oliveira - Professor Maksim Belitski - Dr Rodrigo Perez-Vega
Reference: Miguel, C., Lutz, C., Xiao, Y., Majetić, F. and Perez Vega, R. (2025) Relational work in motion: navigating romantic relationships as digital nomads. Information, Communication & Society. ISSN 1468-4462 doi: 10.1080/1369118X.2025.2500484
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Lutz, C., Miguel, C., Mujirishvili, T., Perez Vega, R. and Fedosov, A. (2025) Social and societal issues in AAL. In: Salah, A. A., Colonna, L. and Florez-Revuelta, F. (eds.) Privacy-Aware Monitoring for Assisted Living Ethical, Legal, and Technological Aspects of Audio- and Video-Based AAL Solutions. Intelligent Systems Reference Library. Springer, Switzerland. ISBN 9783031841576 doi: 10.1007/978-3-031-84158-3_13
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Perez-Vega, R. , Garnelo-Gomez, I. , Baxter, K., Histon, W., Mazzoli, I. and Sanchez-Razo, M. A. (2025) Setting the sustainability agenda: the impact of luxury brands' SDG‐related tweets on consumer engagement. International Journal of Consumer Studies, 49 (4). e70098. ISSN 1470-6431 doi: 10.1111/ijcs.70098
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Filova, N., Miguel, C. and Perez Vega, R. (2025) Virtual vs human: comparing persuasive factors in influencer marketing campaigns. In: Vandenberg, K. M. and Tinger, M. (eds.) Rethinking Advertising. Palgrave Macmillan, Cham, pp. 153-171. ISBN 9783031865350 doi: 10.1007/978-3-031-86536-7_9
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Lutz, C., Majetić, F., Miguel, C., Perez-Vega, R. and Jones, B. (2024) The perceived impacts of short-term rental platforms: comparing the United States and United Kingdom. Technology in Society, 77. 102586. ISSN 1879-3274 doi: 10.1016/j.techsoc.2024.102586
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Majetic, F. and Perez Vega, R. (2023) Willingness to receive and provide resources in Europe’s non-remunerated and remunerated collaborative consumption. Business and Society Review, 128 (1). pp. 51-69. ISSN 1467-8594 doi: 10.1111/basr.12299
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Miguel, C., Lutz, C., Majetić, F., Perez Vega, R. and Sanchez Razo, M. (2023) It's not all shiny and glamorous: loneliness and fear of missing out among digital nomads. In: Proceedings of the 56th Hawaii International Conference on System Sciences, 3-6 Jan 2023, Hawaii, pp. 4628-4637.
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Lages, C. R. , Perez Vega, R. , Kadić-Maglajlić, S. and Borghei Razavi, N. (2023) A systematic review and bibliometric analysis of the dark side of customer behavior: an integrative customer incivility framework. Journal of Business Research, 161. 113779. ISSN 0148-2963 doi: 10.1016/j.jbusres.2023.113779
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Acikgoz, F., Perez Vega, R. , Okumus, F. and Sylos, N. (2023) Consumer engagement with AI-powered voice assistants: a behavioral reasoning perspective. Psychology & Marketing, 40 (11). pp. 2226-2243. ISSN 1520-6793 doi: 10.1002/mar.21873
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Borghi, M. , Mariani, M. M. , Vega, R. P. and Wirtz, J. (2023) The impact of service robots on customer satisfaction online ratings: the moderating effects of rapport and contextual review factors. Psychology & Marketing, 40 (11). pp. 2355-2369. ISSN 1520-6793 doi: 10.1002/mar.21903
Henley faculty authors:
Dr Matteo Borghi - Professor Marcello Mariani - Dr Rodrigo Perez-Vega
Reference: Miguel, C. and Perez Vega, R. (2022) A stakeholders’ analysis of Airbnb in London and Barcelona. In: Travlou, P. and Ciolfi, L. (eds.) Ethnographies of Collaborative Economies across Europe: Understanding Sharing and Caring. Ubiquity Press, London, pp. 229-246. ISBN 9781914481253 doi: 10.5334/bct
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Perez Vega, R. , Kaartemo, V., Lages, C. R. , Borghei Razavi, N. and Männistö, J. (2021) Reshaping the contexts of online customer engagement behavior via artificial intelligence: a conceptual framework. Journal of Business Research, 129. pp. 902-910. ISSN 0148-2963 doi: 10.1016/j.jbusres.2020.11.002
Henley faculty authors:
Dr Rodrigo Perez-Vega
Reference: Waite, K. and Perez Vega, R. (2018) Essentials of digital marketing. Goodfellow Publishers, Woodeaton, pp244. ISBN 97819111396000
Henley faculty authors:
Dr Rodrigo Perez-Vega
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: 10.1016/j.tourman.2017.11.013
Henley faculty authors:
Dr Rodrigo Perez-Vega
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: 10.1080/02642069.2017.1333601
Henley faculty authors:
Dr Rodrigo Perez-Vega
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: 10.1362/146934716X14636478977791
Henley faculty authors:
Dr Rodrigo Perez-Vega
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.
Henley faculty authors:
Dr Rodrigo Perez-Vega

Advances in Digital Marketing

In today's fast-paced business world, having a solid understanding of digital marketing is crucial to achieving success. As more and more consumers turn to online channels to research and make...

Module code: MM322

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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