About

I am an Assistant Professor of Marketing at the School of Business and Economics, Universidad de los Andes, Chile. My main research lines relate to social media marketing and brand communication. I investigate individuals' motivations to use social media and their impact on consumers' brand-related activities across different types of platforms. I am also interested in cross-cultural differences and multi-country commonalities that shape the effectiveness of social media marketing, including algorithmic persuasion, digital advertising formats, and the role of user well-being in shaping responses to personalized communication.

I hold a PhD in Applied Economics (Digital Marketing Communications) from the University of Antwerp, Belgium (supervised by Profs. Nathalie Dens and Patrick De Pelsmacker).

My work has been published in journals including the Journal of Interactive Marketing, Journal of Business Research, International Journal of Advertising, and Psychology & Marketing. I am Associate Editor of the Review of Marketing Science and serve on the Editorial Review Boards of the International Journal of Advertising, Journal of Advertising Research, Journal of Interactive Advertising, and Journal of Current Issues and Research in Advertising. I am also a member of AIM Chile.

Research Interests

  • Digital Marketing
  • Advertising & Persuasion
  • Algorithmic Communication
  • Social Media
  • Audience Research
  • Privacy & Well-being

Education

  • PhD · Applied Economics
    University of Antwerp, Belgium · 2021
  • MSc · Marketing
    Universidad de Chile · 2011
  • BComm · Business Administration
    Universidad de Chile · 2009

Selected Publications

Full list on Google Scholar →
2026

Diversity and inclusion in advertising: a non-Western perspective

Eisend, M., Rosengren, S., Mueller-Bryson, S., & Buzeta, C.

International Journal of Advertising, 45(3), 581–584.

Scholar
2026

Time for action: implied action does it!

Roose, G., Geuens, M., & Buzeta, C.

Psychology & Marketing, 1–19.

Scholar
2024

Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study

Buzeta, C., De Keyzer, F., Dens, N., & De Pelsmacker, P.

International Journal of Advertising, 43(4), 637–671.

Scholar
2024

The role of well-being in consumer's responses to personalized advertising on social media

De Keyzer, F., Buzeta, C., & Lopes, A. I.

Psychology and Marketing, 41(6), 1206–1222.

Scholar
2024

Perspectives: Replication is more than meets the eye

Bergkvist, L., De Keyzer, F., & Buzeta, C.

International Journal of Advertising, 43(3), 580–599.

Scholar
2024

Social Media Characteristics and Consumers' Online Brand-Related Activities (COBRAs): the mediating role of time spent and emotional connectedness

Buzeta, C., De Pelsmacker, P., & Dens, N.

Journal of Interactive Advertising, 24(4), 401–423.

Scholar
2024

This embodied conversational agent looks very human and as old as I feel! The effect of perceived agent anthropomorphism and consumer-agent age difference on brand attitude

David-Ignatieff, A., Buzeta, C., De Pelsmacker, P., & Ben Dahmane Mouelhi, N.

Journal of Marketing Communications, 30(8), 881–909.

Scholar
2023

An international perspective of the academic-practitioner divide: an exploratory study into its causes and solutions in advertising

Ang, L., Buzeta, C., Hirose, M., van Loggerenberg, M. J. C., van Noort, G., Uribe, R., & Voorveld, H. A. M.

International Journal of Advertising, 42(1), 181–200.

Scholar
2021

Determinants of Football TV Audience: The straight and ancillary effects of the local team on the FIFA World Cup

Uribe, R., Buzeta, C., Manzur, E., & Álvarez, I.

Journal of Business Research, 127, 454–463.

Scholar
2020

Motivations to use different social media types and their impact on consumers' online brand-related activities (COBRAs)

Buzeta, C., De Pelsmacker, P., & Dens, N.

Journal of Interactive Marketing, 52, 79–98.

Scholar

Active Projects

ANID · Fondecyt Iniciación 2024

Characteristics of algorithmic persuasion and its understanding among digital users in Chile

This project examines how algorithmic systems shape persuasive communication in digital environments, and how Chilean users perceive and understand these mechanisms. Principal investigator. Funded ca. USD 100,500.

Funded · 2024–2027 Principal Investigator

Meta Research · 2022

A cross-cultural examination of social media privacy concerns

Funded through Meta's People's Expectations and Experiences with Digital Privacy RFP. Examines how users across cultures form, understand, and act on privacy concerns in social media contexts. Funded ca. USD 95,400.

Funded Principal Investigator With F. De Keyzer · J. Pfiffelmann · R. López Moreno

International Collaboration

Generation Alpha: Profiling the next consumer cohort

Research on Generation Alpha, the most diverse generational cohort in history, and their implications for marketing, advertising, and consumer behavior.

In progress With J. Van den Bergh · P. De Pelsmacker

Tools & Resources

Open tools and resources I've created for researchers.

Tool

MetaAprobación

Tracks market research and public opinion reports measuring presidential approval in Chile, bringing together polls from multiple pollsters over time.

Visit tool →

Teaching

Undergraduate & Graduate 2026 – present · Universidad de los Andes

Integrated Marketing Communications · Digital Marketing

School of Business and Economics, Universidad de los Andes (Chile).

Graduate 2024–2026 · Universidad de Chile

Digital Marketing

Master of Marketing program, Facultad de Economía y Negocios.

Undergraduate 2022–2023 · Universidad de los Andes

Advertising II · Strategic Marketing · Integrated Marketing Communications

School of Communication, Universidad de los Andes (Chile).

Graduate & Undergraduate 2013–2017 · Universidad de Chile

Marketing Research · Introduction to Marketing · Statistical Methods

Faculty of Economics and Business, Universidad de Chile.

Undergraduate 2018–2022 · University of Antwerp

Marketing · Marketing Management

Faculty of Business and Economics. Courses delivered in English, including the Semester in Antwerp program (James Madison University).

Curriculum Vitae

Download my full CV for a complete record of my academic background, publications, grants, and teaching history.

Download CV (PDF)