Cristian Buzeta
Assistant Professor
Academic Training
- Ph.D. in Applied Economics, University of Antwerp, Antwerp, Belgium.
- Master’s Degree in Marketing, University of Chile, Chile.
- Bachelor’s Degree in Business and Economics, University of Chile, Chile.
Research Areas
Digital marketing, communication and algorithmic persuasion, advertising, and audience research.
Contact
Publicaciones en Revistas con Comité Editorial
- 2026 / Editorial: Diversity and inclusion in advertising: a non-Western perspective / International Journal of Advertising / - No. 3
- 2026 / Time for Action: Implied Action Does It! / Psychology & Marketing
- 2026 / Meet the most diverse generational cohort in history: Gen Alpha is coming of age / Young Consumers
- 2024 / Social Media Characteristics and Consumers’ Online Brand-Related Activities (COBRAs): The Mediating Role of Time Spent and Emotional Connectedness / Journal of Interactive Advertising / - No. 2024
- 2024 / The role of well-being in consumer's responses to personalized advertising on social media / Psychology & Marketing / - No. 6
- 2024 / Brands as Social Metaphors: An Application Using Correspondence Analysis / Cuadernos.info / - No. 57
- 2024 / Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study / International Journal of Advertising / - No. 4
- 2024 / Perspectives: replication is more than meets the eye / International Journal of Advertising / - No. 3
- 2023 / 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 / JOURNAL OF MARKETING COMMUNICATIONS / - No. 8
- 2023 / An international perspective of the academic-practitioner divide in advertising: an exploratory study into its causes and solutions / International Journal of Advertising / - No. 1
- 2022 / Foreign company misconduct and how consumers' punitive intent is influenced by country stereotypes and the perceived similarity between the foreign country and the home country / International Business Review / - No. 5
- 2022 / Celebrity endorsement using different types of new media and advertising formats / Academia-Revista Latinoamericana de Administracion / - No. 3
- 2021 / Determinants of football TV audience: The straight and ancillary effects of the presence of the local team on the FIFA world cup / JOURNAL OF BUSINESS RESEARCH
- 2020 / Mejorar la franja electoral / Revista ANDA: Marcas y Marketing
- 2020 / Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs) / JOURNAL OF INTERACTIVE MARKETING
- 2018 / Worn but still effective: examining the audience data of the Chilean presidential electoral broadcasting (1999-2017) / Cuadernos.info
- 2017 / Brand personality of political parties in Chile: A view from the youngest citizens [Personalidad de marca de los partidos políticos en Chile: Una mirada desde los ciudadanos más jóvenes] / Cuadernos.info
- 2016 / Los sospechosos de siempre: El precio y la promoción como los componentes peor evaluados de la acción del marketing / Revista ANDA: Marcas y Marketing
- 2016 / Sidedness, commercial intent and expertise in blog advertising / JOURNAL OF BUSINESS RESEARCH / - No. 10
- 2013 / La Medición de las audiencias de televisión en la era digital / Cuadernos.info
- 2011 / Cómo se comportan las audiencias en los megaeventos deportivos: la copa mundial de Fútbol Sudáfrica 2010 / - No. 160
- 2011 / Looking for the audiences: The effect of using partial counterprogramming and a friendlier style of news presentation / INNOVAR-Revista de Ciencias Administrativas y Sociales / - No. 42
Capítulos de libros
Academic/Professional meeting Proceedings
- 2022 / A solution-oriented view on the academic-practitioner divide: A seven-country case study
- 2021 / Matching social media posts with motivations for social media use : a double-dose effect?
- 2021 / Sales promotion posts across different social media : a speech act analysis
- 2021 / Motivations behind the brand-related activities on different profile-based social media platforms across different digital native age cohorts
- 2020 / Celebrity endorsement on the internet across different channels and advertising formats
- 2019 / Social media use motivations, brand engagement and the moderation role of connectedness
- 2018 / Motivations to use different social media types and their impact on consumer-brand engagement
- 2017 / Political election broadcasting in an emerging democracy : are the citizens really watching it?
- 2017 / Explicit and subtle celebrity endorsement among offline and online media
- 2017 / Evaluación y optimización del modelo de franja televisiva electoral chilena desde la perspectiva del comportamiento de las audiencias
- 2013 / La Medición de las audiencias de televisión en la era digital / Cuadernos.info
Professional practice standards or Public Policy
Academic/Professional meeting Presentations
- 2017 / To Watch or not to Watch:Explaining the Determinants of Consumption of FIFA World Cup Matches on TV in Chile
- 2017 / Use of Celebrity Endorsement in Advertising: A Content Analysis of Chilean Graphic Media
- 2015 / Effectiveness of Advertising in Blogs: Impact of Message Sidedness, Communicator Expertise and Advertising Intent
- 2013 / Predicting the consumption of football matches on TV: Tha case of the FIFA world cup
Competitive Research Awards Received
- 2024 / Características de la persuasión algorítmica y su comprensión entre usuarios digitales en Chile / - No. 11240433
- 2022 / A cross-cultural examination of social media privacy concerns / - No. 798651404917391
- 2017 / Evaluación y optimización del modelo de franja televisiva electoral chilena desde la perspectiva del comportamiento de las audiencias / - No. PLU160023
Others