Francisco J. Martínez-López

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The main problem currently faced by market-oriented firms is not the availability of information (data), but the possession of appropriate levels of knowledge to take the right decisions. This is common background for firms. In this regard, marketing professionals and scholars highlight the necessity for knowing and explaining consumers’ behaviour patterns(More)
Article history: Received 2 March 2007 Received in revised form 26 December 2007 Accepted 12 February 2008 Available online 14 April 2008 In its introduction this paper discusses why marketing professionals do not make satisfactory use of the marketing models posed by academics in their studies. The main body of this research is characterised by the(More)
This paper aims to clarify and characterize the role of flow in student’s behavioural processes in virtual learning environments. To this end, an integral model of flow in e-learning environments is proposed and tested. The empirical part of the research was based on both qualitative and quantitative techniques. The former consisted of seven in-depth(More)
The paper introduces a novel problem based on causal modeling in marketing where knowledge discovery is able to provide useful results (as shown in a real-world application). The problem features (with uncertain data and available expert knowledge) and the proposed multiobjective optimization approach makes genetic fuzzy systems to be a good framework to(More)
Substantial multidisciplinary research has established foundational support for the consumer behaviour phenomenon that underlies the experience of telepresence within online social networks and other digital media products that provide hedonistic value. A review of major perspectives in this field provides justification of the important role mental imagery(More)
Purpose – First, to theoretically justify and empirically test the sequence of effects based on the standard learning hierarchy to explain consumers’ online buying-related responses. Second, to analyse the moderating role that consumers’ internet expertise can play on the formation of both their affective and buying-related responses towards this medium.(More)
This paper shows part of a larger interdisciplinary research focused on developing artificial intelligence-based analytical tools to aid the marketing managers’ decisions on consumer markets. In particular, here it is presented and tested a knowledge discovery methodology based on genetic-fuzzy systems – a Soft Computing (SC) method that jointly makes use(More)
a r t i c l e i n f o Intelligent systems have particular potentialities and strengths to support decisional situations faced by companies , especially those of a strategic nature, where good strategic intelligence is necessary. In this paper, we carry out an historical literature review of artificial intelligence-based systems applied to marketing,(More)