Digital Business Research Group

Main investigator:
Rodríguez Ardura, Inma
Social sciences
Area of specialization:
Knowledge governance, Collaborative economy, Network society, Education and ICT
Affiliation center:
UNESCO codes:
531105, 531211, 531104, 120706, 1101, 5304, 5306, 5311
Collaborates with:
e-Learn Center
4 - Quality education
5 - Gender equality
8 - Decent work and economic growth
17 - Partnerships for the goals
  • Digital transformation
  • Work and labour relations
  • Consumer experience
  • ELearning
  • Platforms economy
  • Digital technologies
  • Human resources management
  • drop-out in education
  • new technology adoption
  • multivariate analysis
  • eCommerce
  • social e-commerce
  • consumer behaviour
  • economic development
  • business administration
  • human resources management
  • collaborative economy
  • platforms economy
  • entrepreneurship
  • digital marketing
  • digital transformation
  • Wikipedia
  • social networks

DigiBiz (Digital Business Research Group) is at the forefront of research about the transformational processes in digital business. The Group’s cutting-edge research has earned an international reputation that influences digital business practices and makes important contributions to theory.

DigiBiz brings together scholars, executives and entrepreneurs to jointly research key issues in digital business and their interplay with the online consumer. The Group is accredited as a 'Consolidated Research Group' by the Catalan government.

Digital marketing and consumer behaviour

Research in the area of digital marketing and consumer behaviour gravitates around two focal points: 1) the effective strategies in digital marketing and e-retailing; and 2) the connected consumers’ immersive experiences and their effects on marketing. This translates into studies on:

  • E-retailing strategies, value co-creation and brand performance in ecommerce.
  • Adoption and marketing of technological innovations for e-commerce.
  • The interplay of the connected consumer’s experiences – includes social presence feelings, flow episodes, and online mental imagery – with brand engagement and brand loyalty.

Digital transformation and people management

DigiBiz’s research in digital transformation and people management analyses how the digitalisation of organisations impacts people management (HR function, managerial activity) and workers as individuals. This translates into studies on:

  • The impact of digitalisation on workers’ well-being and health.
  • The reaction of people to automation.
  • The adoption of telework by firms.
  • The digitalisation of the people management function.
  • The role of people management in the digital transformation of organisations.
  • Online learning.

Financial capability and entrepreneurial behaviour

Digibiz’s research in financial capability and entrepreneurial behaviour studies the influence of financial training on people’s willingness to start a business, gender differences in financial literacy strategies and financial behaviour, and how the rhetorical and gender construction of entrepreneurial and digital transformation narratives are articulated. Accordingly, we study:

  • Financial literacy, gender diferences and financial behaviour.
  • Financial education and participation in financial markets.
  • Entrepreneurs’ decision processes and behaviour in innovative milieus.
  • Rhetorical construction of international entrepreneurial narratives.

Peer-to-peer, multilateral digital platforms

DigiBiz’s research on peer-to-peer, multilateral digital platforms examines how these platforms create value, what implications their activities have for the industry and the consumers, the potential externalities derived from them, and the need for legal frameworks on their performance.