BLANCA
GARCIA GOMEZ

Blanca García Gómez is Associate Professor of Marketing at the University of Valladolid (Spain), where she has developed her academic career since 1994. Her research focuses on relationship marketing, customer loyalty programmes, consumer behaviour, and digital marketing, with particular emphasis on social media, online environments, and emerging technologies. She has participated in numerous competitive and publicly funded research projects at regional and national levels, as well as in private research contracts and knowledge transfer initiatives. She is Principal Investigator and founder of the Knowledge and Innovation Chair Caja Rural de Soria, leading research, training, and collaboration activities between academia and industry. Her research has been published in international peer-reviewed journals such as Journal of Consumer Marketing, Journal of Retailing and Consumer Services, and Tourism Recreation Research, among others. She has also authored and edited several books and book chapters in the fields of marketing, consumer behaviour, and interdisciplinary studies. In addition to her research activity, she has extensive experience in teaching innovation, particularly in the integration of digital tools and social media into higher education. She has participated in multiple teaching innovation projects and supervised undergraduate and postgraduate research. She has held several academic leadership positions at the University of Valladolid, including Dean of the Faculty of Business and Labour Sciences in Soria. Her work also includes strong engagement in knowledge transfer and collaboration with institutions and organisations, contributing to regional development and financial education initiatives.