Carlos Flavián is Professor of Marketing at University of Zaragoza (SPAIN), leads the METODO Research Lab and is Spain’s most impactful marketing author.

His research explores human-technology interactions (including Internet, AI, AR/VR/XR), studying both particularities of technology (usability) and perceptions, behavioral intentions and actual behaviors of consumers (adoption, recommendation, eWOM, satisfaction, loyalty…) on contexts such as tourism, retailing, etc.

He holds editorial roles in several academic journals (including Strategy Editor of Service Industries Journal and Spanish Journal of Marketing-ESIC, Europe Regional Editor of International Journal of Contemporary Hospitality Management) and has guest edited several special issues in prestigious journals (International Journal of Contemporary Hospitality Management; Service Business; Service Industries Journal; Journal of Service Management; Journal of Service Theory and Practice; Psychology & Marketing).