Myriam Martínez-Fiestas

Myriam Martínez-Fiestas is a Ph.D. in Business Sciences (Marketing) at the University of Granada. She is an assistant research professor of Marketing Area, ESAN, Graduate School of Business (Peru). Her main research interests are in the fields of Psychophysiology, Emotions, Neuromarketing, Social Marketing and Consumer Behavior. She has published her research work in several journals such as, Journal of Advertising Research, Service Industries Journal or The International Journal of Management Science and Information Technology, among others. Additionally, she has developed research projects with diverse companies and public administrations.

Publications

Analysis of a Mobile Payment Scenario: Key Issues and Perspectives
Analysis of a Mobile Payment Scenario: Key Issues and Perspectives
Iviane Ramos de Luna, Francisco Montoro-Ríos, Myriam Martínez-Fiestas, Luis-Alberto Casado-Aranda. © 2021. 26 pages.
The objective of this chapter is to evaluate the scenario in which mobile payments are currently inserted to offer those interested in developing research in this area a broader...
What Pulls Consumers in and What Pushes Consumers Out
What Pulls Consumers in and What Pushes Consumers Out
Christina Saksanian, Myriam Martínez-Fiestas, Juan S. Timana. © 2020. 21 pages.
The recent proliferation of collaborative models of consumption has called attention of organizations, governments, and the academy to understand the impact of these new forms of...
Analysis of a Mobile Payment Scenario: Key Issues and Perspectives
Analysis of a Mobile Payment Scenario: Key Issues and Perspectives
Iviane Ramos de Luna, Francisco Montoro-Ríos, Myriam Martínez-Fiestas, Luis-Alberto Casado-Aranda. © 2020. 26 pages.
The objective of this chapter is to evaluate the scenario in which mobile payments are currently inserted to offer those interested in developing research in this area a broader...
Electronic Payment Systems for Competitive Advantage in E-Commerce
Electronic Payment Systems for Competitive Advantage in E-Commerce
Francisco Liébana-Cabanillas, Francisco Muñoz-Leiva, Juan Sánchez-Fernández, Myriam Martínez-Fiestas. © 2014. 393 pages.
Recent innovations in the field of information technology and communications are radically changing the way international organizations conduct business. In this competitive...
Drop-Out Risk Measurement of E-Banking Customers
Drop-Out Risk Measurement of E-Banking Customers
Juan Lara-Rubio, Myriam Martínez-Fiestas, Antonio M. Cortés-Romero. © 2014. 20 pages.
During the last decade, the national financial markets have shown a great transformation that has failed to reduce the high rate of existing banking in spite of the current...
Educational Applications of Clickers in University Teaching
Educational Applications of Clickers in University Teaching
Francisco J. Liébana-Cabanillas, Myriam Martínez-Fiestas, Francisco Rejón-Guardia. © 2013. 20 pages.
The purpose of this chapter is to contextualize the situation of the use of remote response devices or clickers in education and identify the benefits that tools such as Q-Click...
The Simulator as a University Business School Support Tool: Implementation of Simbrand
The Simulator as a University Business School Support Tool: Implementation of Simbrand
Francisco J. Liébana-Cabanillas, Myriam Martínez-Fiestas, María Isabel Viedma-del-Jesús. © 2013. 19 pages.
The purpose of this chapter is to discuss the use of business management simulators in university teaching, specifically the use of marketing simulators, identifying the main...