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Publicados – Published
- Muralidharana, S.; Rejón-Guardia, F. and Xuec F. (in press 2015). “Understanding Millennials’ Green Buying Behavior: A Structural Equation Modeling Approach”. Journal of International Consumer Marketing 
Abstract – The consumer socialization framework cites the importance of family, peers, and mass media in the consumption learning process, but their impact on Millennials in the realm of green consumerism has yet to be explored. The purpose of this study was (a) to propose an integrative theoretical model for determining the relative importance of socialization factors on Millennials’ green buying behavior and (b) to study the impact of culture in selecting socialization agents as sources of green product information. Using Amazon M-Turk, an online survey was administered to a sample of younger Millennials from India (n = 253) and the United States (n = 253) aged 18 – 24 years. Structural equation modeling provided general support for the model. The results showed that interpersonal sources were more important in elevating environmental concerns and promoting green buying behavior than mass media. In India, family impacted environmental concern while peers influenced green buying behavior. For the US, both interpersonal sources impacted green attitudes and behavior. Environmental concern was found to play a mediating role in the socialization process and differences between and within genders in each country were found. Theoretical and marketing implications are discussed.
- Martinez-Lopez, F.J., Esteban-Millaat, I., Argila, A.M y Rejón-Guardia, F. (2014). Consumers? psychological outcomes linked to the use of an online store?s recommendation system. Internet Research. 
- Rejón-Guardia, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2013). The acceptance of microblogging in the learning process – The μbam Model. Journal of Technology and Science Education, 3(1) [Descarga – Donwload]
Abstract – Microblogging social networks (μBSNs) provide the opportunity to communicate worldwide while using a small number of characters; this is an apparent limitation that forces users to share only essential information when linking to the world with which they interact. These platforms can serve to motivate students by narrowing the physical and psychological distances separating teachers and students, thus increasing their confidence and engagement in the learning process. The main thrust of this paper is the notion that μBSNs open a window to informal knowledge, self-directed learning and the creation of knowledge-based networks for use in aclassroom setting. To examine this issue in greater depth, an experiment was carried out using a μBSN before, during and after face-to-face class sessions. In this study we used the Technology Acceptance Model (TAM), incorporating some of the constructs commonly found in the scientific literature. These constructs refer to the effect of subjective norms and social images on the use of web-based social networks. The analysis gave rise to a robust and parsimonious model of social network usage behavior that confirmed the proposed research hypotheses. The findings demonstrated that the extended TAM model is suitable for explaining the acceptance of web-based teaching tools as well as the validity of microblogging networks in combination with traditional classes.
- Liébana-Cabanillas, F. J., Muñoz-Leiva, F., & Rejón-Guardia, F. (2013). The determinants of satisfaction with e-banking.Industrial Management & Data Systems, 113(5), 8–8 
Abstract – The aim of this paper is to contribute to the field of satisfaction research from the perspective of electronic banking users; a topic of great interest to the business strategies of financial institutions. In this context, the authors analyse the main determinants of user experience with a specific institution’s products. A comprehensive review of the scientific literature has justified the development of a behavioural model that explains satisfaction using a set of constructs or endogenous variables. Data was collected from a self-administered web survey in the authenticated section of the electronic banking service of a prestigious financial institution.The analysis tests the relationship between the proposed variables (accessibility, trust, ease of use and usefulness) and satisfaction with electronic banking. The study was limited to the data of a single financial institution. Caution should therefore be exercised in generalising the results. The research results provide a number of valuable conclusions for financial institutions. This paper is a pioneer study of satisfaction with electronic banking, especially of the relationships between satisfaction and its main determinants.
- Liebana-Cabanillas, F., Martínez-Fiestas, M., Rejón-Guardia, F., & Muñoz-Leiva, F. (2012). Gender as a moderating element of customer satisfaction with electronic banking? An empirical study. The International Journal of Management Science and Information Technology (IJMSIT), 5(5), 1–33 [Descarga – Donwload] [Open access] 
Abstract – The importance of Electronic Banking as an alternative channel for marketing products and services, along with the associated cost savings, has brought about significant changes in the financial sector in recent years. Electronic Banking has become a differentiator among financial institutions, which has led to an attempt to increase customer satisfaction level by fulfilling their expectations. Accordingly, the goal of this paper is to identify the factors that influence the satisfaction level of Electronic Banking users in Spain, following a proposed behavioural model, in addition to determining the influence of the gender variable on our analysis, as a moderator in such relationships. The usefulness of this type of research for financial institutions lies in the support they provide in defining customer profiles. When compared to other similar online satisfaction survey studies, this paper is a pioneer in using empirical analysis to study the effects of gender on customer satisfaction in online banking.
- Rejón-Guardia, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2011). Motivational Factors that influence the Acceptance of Microblogging Social Networks: The µBAM Model (FEG Working Paper Series No. 06/11). Faculty of Economics and Business (University of Granada). Retrieved from http://ideas.repec.org/p/gra/fegper/06-11.html [Descarga – Donwload] [Impacto] [Open access] 
- Liébana-Cabanillas, F.; Martínez-Fiestas, M. y Rejón Guardia, F. (2011). La orientación al mercado en el sector de servicios dentales. Revista odontológica granadina, 12(3), 22-23. ISSN: 1576-4966 [Descarga – Donwload] [Open access] 
Resumen – El presente documento no intenta adoctrinar en ninguna materia, sólo pretende una pequeña reflexión a todos los lectores sobre algo que en nuestros días cuenta con mucha importancia, el Marketing y la Orientación al Mercado de los negocios.
- Boletín empresarial: Francisco Rejón-Guardia, Sánchez-Fernández, J., & Muñoz-Leiva, F. (2013). Cómo mejorar la eficacia publicitaria en redes sociales: evasión o victoria. Boletín – Empresas. XXV Congreso Anual AEMARK (Barcelona) Septiembre 2013. [Descarga – Download]
En revisión – Under review
- Rejón-Guardia, F.; Muralidharan, S., and Edwards, S (working paper 2014). Effectiveness of New Advertising Formats on Social Networks: An Analysis of Facebook.
- Francisco Rejón-Guardia, Sánchez-Fernández, J., & Muñoz-Leiva, F. (working paper 2014). A Generalization of Advertising Avoidance Model on Social Network.
- Rejón- Guardia, F. and Yoon, H.J. (working paper). Why use mobile coupons – barriers, motivation and intention to use – empirical approach.
- Rejón-Guardia, F. (working paper). Influence of Facebook advertising on Brand Recall, recognition and attention.