Lucia Porcu

Lucia Porcu is post-doctoral research fellow and lecturer of Marketing at the University of Granada (Spain). She has previous experiences as visiting scholar at Brock University (CANADA), Northwestern University (USA) and University of Bologna (ITALY). Her research interests are Integrated Corporate Communication (ICC), cross-cultural marketing and Digital Humanities. She has participated to several international conferences (EMAC, ICORIA, CMC, among others) and has published in prestigious journals, such as International Journal of Advertising, Computers in Human Behavior and Communication & Society.

Publications

A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research
A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research
Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu. © 2017. 30 pages.
This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the...
Analyzing the Cultural Diversity of Consumers in the Global Marketplace
Analyzing the Cultural Diversity of Consumers in the Global Marketplace
Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu. © 2015. 403 pages.
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional...
A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research
A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research
Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu. © 2015. 29 pages.
This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the...
The Moderating Role of Language on Perceived Risk and Information-Processing Online
The Moderating Role of Language on Perceived Risk and Information-Processing Online
Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu. © 2015. 26 pages.
The present study analyzes whether the cultural values associated with a given language affect perceived risk online and information-processing by website users. We propose an...