Iviane
Ramos de Luna

Iviane Ramos de Luna is a professor of Marketing in the Faculty of Economics and Business at the Universitat Oberta de Catalunya (UOC), where she teaches courses on the Bachelor's Degree in Marketing and Market Research, the Bachelor's Degree in Business Administration and Management, the Bachelor's Degree in Tourism and the Master's Degree in Digital Marketing. She is also a member of the academic council of this master's degree. Dr Ramos de Luna is a member of the UOC research group Digital Business Research (DigiBiz), which has been officially recognized as a consolidated research group by the Catalan government. She has also been a visiting researcher at the University of Potsdam in Germany and has taken part in various competitive research projects funded by local and international institutions. Her research focuses on the uptake of new technologies, consumer behaviour, e-commerce and digital marketing. The results of her research have been published in leading scientific journals (JCR and Scopus) and presented at a number of national and international conferences. She is also the author of several books and book chapters on e-commerce, mobile commerce and the sharing economy. Her current research centres on inclusive online learning experiences, consumer behaviour in the metaverse, the impact of financial education on shopping behaviour and the effects of mobile payment on consumer behaviour.