Dr. Doaa Herzallah, Fashion And Marketing, Best Researcher Award

Doctorate at Universitat Oberta Catalunya and University of Granada, Spain

Dr. Doaa Herzallah is a seasoned professional with a strong background in academia and research. She holds a PhD in Economics and International Business, with a focus on Digital Marketing and Market Research, from the University of Granada. Throughout her career, she has engaged in teaching various courses and seminars on marketing and research methodologies. Dr. Herzallah has also contributed significantly to academic literature, particularly in the areas of consumer behavior and digital commerce. Her expertise and dedication to her field are evident through her active involvement in research groups and academic associations.



PhD in Economics and International Business (Digital Marketing and Market Research)

  • University: University of Granada
  • Duration: 2019-2022
  • Thesis Title: Analysis and modeling of purchase behavior on social media
  • Grade: Sobresaliente con mención de Cum Laude / Highest Grade with Award/ Honorary degree

Masters in Marketing and Consumer Behavior

  • Universities: University of Granada and University of Jaén, Spain
  • Duration: 2020-2021
  • Master thesis: Selling on Instagram: Factors that determine the adoption of Instagram commerce

Masters in Economics and Business Management

  • University: University of Granada, Spain
  • Duration: 2017-2018
  • Master thesis: The use of social media and its impact on consumer behaviour: the context of the restaurant

B.A in International Business and Marketing

  • University: University of Derby, UK
  • Duration: 2013-2016

Bachelor in Business Administration and Management

Professional Experience
Dr. Doaa Herzallah has an extensive professional background spanning various facets of academia and research. She has imparted knowledge and expertise through teaching engagements such as seminars and courses on topics including Marketing Analytics, Advanced Marketing Management, and Scientific Research Methods & Statistical Tools. Additionally, she has contributed to academic literature through a book chapter exploring the trustworthiness of payment methods in e-commerce. Dr. Herzallah has actively participated in research endeavors, being a member of investigation groups focused on probabilistic models and digital business. Her academic memberships in organizations like ACEDE and AEMARK underscore her commitment to scholarly pursuits in fields such as Marketing and International Management. Furthermore, her roles as a research technician and assistant have provided her with practical experience in digital marketing and consumer behavior. Dr. Herzallah’s multifaceted contributions to academia showcase her expertise and dedication in the field of economics and business management.
Academic Experience:
  • Research Technician in Digital Marketing and Consumer Behavior at Universitat Oberta de Catalunya’s Department of Economics and Business since November 2022.
  • Research Assistant at the Department of Computer Science and Artificial Intelligence, University of Granada, from December 2021 to November 2022.
  • Former Program Representative of International Business and Finance at the University of Derby/Union of Students from 2015 to 2016.
Research Visit:
  • Undertook a 9-month research visit at the Department of Quantitive Methods for Economics and Business, University of Granada, in 2023.

Research Interest

Dr. Doaa Herzallah’s research interests primarily revolve around the intersection of digital marketing, consumer behavior, and market research. She is particularly interested in leveraging quantitative methods to analyze and model purchase behavior on social media platforms. Dr. Herzallah is passionate about exploring how individuals interact with digital marketing strategies and the factors that influence their decision-making process in online commerce. Additionally, she is interested in understanding the impact of social media usage on consumer behavior, especially within the context of the restaurant industry. Her research aims to uncover insights that can inform marketing strategies and enhance businesses’ understanding of their target audience in the digital landscape.


To buy or not to buy, that is the question: understanding the determinants of the urge to buy impulsively on Instagram Commerce

  • Authors: D. Herzallah, F. Munoz Leiva, F. Liebana-Cabanillas
  • Journal: Journal of Research in Interactive Marketing
  • Volume: 16
  • Issue: 4
  • Pages: 477-493
  • Year: 2022
  • Citation count: 41

Drivers of purchase intention in Instagram Commerce

  • Authors: D. Herzallah, F. Muñoz-Leiva, F. Liebana-Cabanillas
  • Journal: Spanish Journal of Marketing-ESIC
  • Volume: 26
  • Issue: 2
  • Pages: 168-188
  • Year: 2022
  • Citation count: 30

Selling on Instagram: Factors that determine the adoption of Instagram commerce

  • Authors: D. Herzallah, F. Munoz-Leiva, F. Liebana-Cabanillas
  • Journal: International Journal of Human–Computer Interaction
  • Volume: 38
  • Issue: 11
  • Pages: 1004-1022
  • Year: 2022
  • Citation count: 22

Guerrilla Marketing in the 21st Century: A Systematic Analysis of the Discipline Through a Literature Review, a Taxonomy, and Identification of the Most Relevant Variables

  • Authors: C. Zarco, D. Herzallah
  • Journal: Journal of Humanities and Social Science
  • Volume: 1
  • Year: 2023

Fashioning consumer choices: recommendation, motivation, and purchase intention toward Instagram commerce. A mediation analysis

  • Authors: D. Herzallah, F. Liébana-Cabanillas, F. Muñoz-Leiva
  • Journal: International Journal of Fashion Design, Technology and Education
  • Pages: 1-13
  • Year: 2024

Guerilla Marketing in The 21 Century (2000-2021): A Literature Review and Classification


Doaa Herzallah | Fashion And Marketing | Best Researcher Award

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