Marta Arce Urriza

Marta Arce Urriza is a Post University Professor at the Public University of Navarra, specializing in Business Management within the Department of Business Management at the Institute for Advanced Research in Business and Economics (INARBE). Her research focuses on consumer behavior in online and offline channels, multichannel retail strategies, and the impact of emerging technologies like AI on marketing and consumer adoption. She has contributed to doctoral programs in Economics, Business, and Law at her university and collaborates with institutions like the Autonomous University of Barcelona.

Education: Earned a Doctorate in Business Administration and Management from the Public University of Navarra in 2009. Participated in research stays at the University of Chicago and University of Groningen.

Research Interests:

• Consumer adoption of new technologies (e.g., AI chatbots, 3D printing)
• Online review dynamics and their influence on consumer decisions
• Privacy concerns in virtual assistant interactions
• Strategic comparisons between private labels and national brands in multichannel environments

Recent Article Trends: Focus on generative AI’s role in retail, privacy implications of voice assistants, and leveraging text mining for brand analysis. Articles span journals like Journal of Retailing and Consumer Services and Technology in Society.

Grants & Collaborations: Lead or co-PI in projects such as 'Generative AI Solutions for Intelligent Storytelling' (2025–2027) and 'Interaction with Virtual Assistants' (2022–2025), funded by Navarra Government and the Spanish Ministry of Science. Active in editorial roles for journals like Journal of Interactive Marketing.

Labs/Teams: Involved in interdisciplinary research teams focusing on AI ethics, consumer behavior analytics, and multichannel strategy. Supervised doctoral student Miriam Alzate Barricarte’s thesis on electronic word-of-mouth implications.