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Personal profile

Personal profile

I am a Senior Lecturer in Digital Marketing at Royal Holloway University of London with over 25 years of academic experience which I have balanced with industrial practice gained from consultancy work in IT projects for private and public sectors. From 1994 to 2004, I was a lecturer at the Tecnologico de Monterrey in Mexico City, where I held several positions leading IT executive training and during the last five years acting as Programme Director. From 2004 to 2009, I conducted Business and IT Alignment research at Brunel University, where I collaborated with the Centre for Information Systems Research (CISR) team. In 2009 I joined Regent's University London, leading various modules and contributing to the MSc Digital Marketing and Analytics curriculum development in 2013. I joined the University of Kent in 2018 teaching Emerging IT trends for Digital Marketing, Principles of Digital Marketing, Project Management and Programme Director of the MSc Digital Marketing and Analytics.


My research interest areas are in innovation and adoption of emerging technologies for the digital economy with particular interest on data privacy concerns, the use of data to understand consumer behaviour and how to improve data-driven decision making. I have published several articles in international peer-reviewed journals and conferences as well as acting as a reviewer since 2006. Currently, I am a member of the SAS UK & Ireland Academic Advisory Board, Co-Chair of the Digital Marketing and Analytics SIG at the Academy of Marketing and member of the International Editorial Review Board (IERB) of International Journal of Information Management (IJIM).

Personal profile

Refereed Journals

Gutierrez, A., Khanyapuss, P., Desai, B., Alwi, S., O’Leary, S., Chaiyasoonthorn, W. and Chaveesuk, S. (2023) Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel. Journal of Retailing and Consumer Services. Available at: https://doi.org/10.1016/j.jretconser.2023.103272

Manning, L., Brewer, S., Craigon, P., Frey, J., Gutierrez, A., Jacobs, N., Kanza, s., Munday, S., Pearson, S. and Sacks, J. (2023) Reflexive governance architectures: Considering the ethical implications of autonomous technology adoption in food supply chains. Trends in Food Science & Technology. Available at: https://doi.org/10.1016/j.tifs.2023.01.015

Craigon, P., Sacks, J., Brewer, S., Frey, J., Gutierrez, A., Jacobs, N., Kanza, s., Manning, L., Munday, S., Wintour, A. and Pearson, S. (2023) Ethics by Design: Responsible Research & Innovation for AI in the Food Sector. Journal of Responsible Technology, Volume 13. Available at: https://doi.org/10.1016/j.jrt.2022.100051

Manning, L., Brewer, S., Craigon, P., Frey, J., Gutierrez, A., Jacobs, N., Kanza, s., Munday, S., Pearson, S. and Sacks, J. (2022) Artificial Intelligence and ethics within the food sector: developing a common language for technology adoption across the supply chain. Trends in Food Science & Technology, Volume 125, Pages 33-42, ISSN 0924-2244, Available at: https://doi.org/10.1016/j.tifs.2022.04.025.

Jacobs, N., Brewer, S., Craigon, P., Frey, J., Gutierrez, A., Kanza, s., Manning, L., Munday, S., Pearson, S. and Sacks, J. (2021) Considering the ethical implications of digital collaboration in the Food Sector. Patterns, ISSN: 2666-3899, Vol: 2, Issue: 11, Page: 100335. Available at: https://doi.org/10.1016/j.patter.2021.100335

Vazquez, D., Wu, X., Nguyen, B., Kent, A., Gutierrez, A. and Chen, T. (2020) Investigating narrative involvement, parasocial interactions, and impulse buying behaviours within a second screen social commerce context. International Journal of Information Management, vol. 53. Available at: https://doi.org/10.1016/j.ijinfomgt.2020.102135

Gutierrez, A., O’Leary, S., Nripendra, P.R., Dwivedi, Y.K. and Calle, T. (2019) Using privacy calculus theory to explore for entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor. Computers in Human Behavior, vol. 95. pp. 295-306. Available at:  https://doi.org/10.1016/j.chb.2018.09.015.

Gutierrez, A., Slimani-Rolls, A. and Rowell, C. (2018) Assessment as a learning process: the use of Exploratory Practice to empower students as self-regulated learners via peer review. Available at: https://doi.org/10.12957/soletras.2018.34447.

Gutierrez, A., Boukrami, E. and Lumsden, R. (2015) Technological, Organisational and Environmental factors influencing managers’ decision to adopt cloud computing in the UK. Journal of Enterprise Information Management, 28(6), pp. 788-807.Available at: https://doi.org/10.1108/JEIM-01-2015-0001.

Gutierrez, A. (2011) Research-Teaching-Practice linkages: A challenge for Business Schools, Border Crossing, 1(1), pp. 25-48. Available at: https://doi.org/10.33182/bc.v1i1.520.

Gutierrez, A., Orozco, J. and Serrano, A. 2009. Factors affecting IT and business alignment: a comparative study in SMEs and large organizations. Journal of Enterprise Information Management, 22(2), pp. 197-211. Available at: https://doi.org/10.1108/17410390910932830.

Gutierrez, A. and Serrano, A. 2008. Assessing Strategic, Tactical and Operational Alignment Factors for SMEs: Alignment across the Organisation's Value Chain. International Journal of Value Change Management, 2(1), pp.33-56. Available at: https://dx.doi.org/10.1504/IJVCM.2008.016117.

Editorial collaborations

Special issue Editor: Kizgin, H., Gutierrez, A., Rana, N. P. Vazquez, D. and Desai, B. (2020) Advances in Theory and Practice of Digital and Social media Marketing. International Journal of Information Management [Special issue in progress]

Book Editor: Rana, N. P., Slade, E. L., Sahu, G. P., Kizgin, H., Dey, B., Gutierrez, A. and Dwivedi, Y.K. (2020). Digital and Social Media Marketing, Springer. URL: https://www.springer.com/gp/book/9783030243739#aboutBook [Edited Book]

 Book Chapter contribution: Gutierrez, A., Orozco, J. Serrano A. and Serrano A. (2007). Technology Management: Concepts and Applications. The Icfai University Press (First Edition). ISBN: 81-314-1232-0.


Refereed Conferences

Gutierrez, A., Desai, B., Peña, V. and Barraza, R. 2019. Privacy and Data Analytics in the growing digital sphere. Twenty-fifth Americas Conference on Information Systems, Cancun, Mexico 15-17 August 2019

Dwivedi, Y.K., Rana, N. P. Kizgin, H. and Gutierrez, A. 2019. Research Workshop on Advances in Theory and Practice of Digital Marketing. 52th Academy of Marketing Conference: When you tire of marketing you tire of life. London, UK 2-4 July 2019.

Wang, J. and Gutierrez, A. 2018. An In-Store Mobile App for Customer Engagement: Discovering Hedonic and Utilitarian Motivations in UK Grocery Retail. European and Mediterranean Conference on Information Systems (EMCIS). Limassol, Cyprus 4-5 October 2018. Best overall paper award.

Saint, J. and Gutierrez, A. 2017. Adoption of learning Analytics in the UK: identification of key factors using the TOE framework. International Conference on Information Systems Education and Research. Seoul, Korea 9-10 December 2017.

Gutierrez, A. and Calle, T. 2017. Acceptance of mobile location-based advertisement: a privacy calculus model, 50th Academy of Marketing Conference: Freedom Through Marketing: Looking Back, Going Forward. Hull, UK 3-6 July 2017. Best Paper in Track e-Marketing.


IT skills

SAS Base, SAS Enterprise Guide, SAS JMP, SPSS, STATA, Nvivo, SQL, Google Analytics, Brandwatch, Canva, Padlet Microsoft Office, Microsoft Project, Moodle, Blackboard, Visual Paradigm.

Royal Holloway University of London is an Academic Partner of Visual Paradigm, and is granted the use of Visual Paradigm's online UML tool and BPMN editor for educational use.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 2 - Zero Hunger
  • SDG 3 - Good Health and Well-being
  • SDG 4 - Quality Education
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production