Alexandra Dominique Theben

Alexandra Dominique Theben is an Assistant Professor at the Universitat Pompeu Fabra (UPF) in the Department of Management, Law, Society & Humanities, and serves as Director of the Master of Marketing at the UPF Barcelona School of Management. Her research focuses on sociotechnical implications of digitalization, AI adoption in organizations, and consumer behavior influenced by digital technologies. She holds a PhD in Information and Knowledge Society from the Open University of Catalonia (UOC), where her doctoral work examined online marketing's impact on children’s behavior.

Professionally, she has contributed to over 15 European Union policy studies as a consultant, addressing topics like digital platform transparency, health communication, and youth civic engagement. Her academic career includes roles at the UOC and Open Evidence, alongside teaching leadership in programs such as the International MBA and Sustainability Management. Her interdisciplinary work bridges management, law, and humanities to address contemporary challenges in digital societies.

Research interests span digital policy frameworks, behavioral interventions in health contexts, and the societal impacts of emerging technologies. Recent work examines the FIRE movement’s influence on consumption patterns and the role of micro-influencers in sustainable travel decisions. Her studies often employ experimental methods, combining qualitative and quantitative analyses to explore digital transformation’s human dimensions.

• Education:
• Doctorate in Information and Knowledge Society (Open University of Catalonia)
• Master in Social and Legal Sciences (Law, Politics, and Public Management)
• Professional Roles:
• Director, Master of Marketing (UPF Barcelona School of Management)
• Faculty Member, Management & Law Department
• Consultant to European institutions (e.g., European Parliament, European Commission)
• Key Research Themes:
• AI ethics and workforce adaptation
• Online marketing’s societal impacts
• Behavioral health interventions

Her collaboration with institutions like the European Commission has produced influential reports on advertising transparency, travel booking practices, and tobacco product perception. These studies emphasize evidence-based policymaking to address digital era challenges.