DOAA AM HERZALLAH

Verified @correo.ugr.es

University of Granada

EDUCATION

• PhD in Digital Marketing and Market Research. University of Granada/Spain, (2019-2022).
• Masters in Marketing and Consumer Behavior. University of Granada and Jaén /Spain, (2020-
2021).
Master thesis: Selling on Instagram: Factors that determine the adoption of Instagram
commerce.
• Masters in Economics and Business Management. University of Granada/Spain, (2017-2018).
Internship at Penalva Alimentacion, S.A (Helados de Nordwik/ Granada, Spain)- 300 hoursJan2018 till April 2018.
Master thesis: The use of social media and its impact on consumer behaviour: the context of
the restaurant.
• B.A in International Business and Marketing. University of Derby/UK, (2013-2016).
• Bachelor in Business Administration and Management. University of ESIC/EIG/ Spain, (2012-
2015).
• High School, International Baccalaureate, Friends School (American School),
Ramallah/Palestine, (2008-2011).
• Almustaqbal School (Britch School), Ramallah/ Palestine, (1998-2007).

RESEARCH INTERESTS

Digital Marketing, E-Commerce, Social Commerce, Instagram Commerce, Consumer behaviour, Social Media Consumer behaviour, and Mobile Commerce etc.,
360

Scholar Citations

7

Scholar h-index

6

Scholar i10-index

RECENT SCHOLAR PUBLICATIONS

  • Past, present, and future of social commerce: a bibliometric analysis
    D Herzallah, F Liébana-Cabanillas, F Muñoz-Leiva, C Zarco
    Quality & Quantity 59 (4), 3079-3111 , 2025
    2025
    Citations: 27
  • Surprise me with the visual representation of the brand in social commerce! An eye-tracking study based on user characteristics
    F Muñoz-Leiva, D Herzallah, IR Sánchez-Borrego, F Liébana-Cabanillas
    European journal of management and business economics 34 (3), 384-403 , 2025
    2025
    Citations: 4
  • The Influence of Electronic Word-of-Mouth in Business Research: Identifying Main Topics and Actors
    D Herzallah
    Journal of Business 16 (1), 177-213 , 2025
    2025
  • Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection
    I Rodríguez-Ardura, A Meseguer-Artola, D Herzallah, Q Fu
    Journal of Research in Interactive Marketing 19 (1), 35-58 , 2025
    2025
    Citations: 23
  • Fashioning consumer choices: recommendation, motivation, and purchase intention toward Instagram commerce. A mediation analysis
    D Herzallah, F Liébana-Cabanillas, F Muñoz-Leiva
    International Journal of Fashion Design, Technology and Education 17 (3 … , 2024
    2024
    Citations: 9
  • Guerilla Marketing in The 21 Century (2000-2021): A Literature Review and Classification.
    D Zarco, Carmen & Herzallah
    34ª Conferencia Internacional de Marketing AEMARK 2023 , 2023
    2023
  • APRENDIZAJE BASADO EN JUEGOS APLICADO A LA ENSENANZA UNIVERSITARIA: JUEGO SOBRE INVERSIÓN
    GA Morant, DAM Herzallah, Z Bargouti
    Innovación en la formación docente y en el desarrollo de competencias en el … , 2023
    2023
  • Social commerce: cómo las redes sociales están transformando el comercio electrónico
    I Herzallah, D., IR De Luna
    https://blogs.uoc.edu/economia-empresa/es/social-commerce-como-las-redes … , 2023
    2023
  • Guerrilla Marketing in the 21st Century: A Systematic Analysis of the Discipline Through a Literature Review, a Taxonomy, and Identification of the Most Relevant Variables
    C Zarco, D Herzallah
    Journal of Humanities and Social Science , 2023
    2023
    Citations: 28
  • Do recommendations let users be motivated to buy through Instagram Commerce.
    LC Herzallah,D.
    22nd International Marketing Trends Conference. , 2023
    2023
  • 22nd International Marketing Trends Conference. Using an eye tracking approach to explore gender, age, experience differences in visual representation of the brand in Instagram …
    ISB Herzallah,D., Liébana-Cabanillas,F. Leiva, F. M.
    22nd International Marketing Trends Conference , 2023
    2023
  • ADOPTING VIRTUAL VOICE ASSISTANTS: THE ROLE OF HEDONIC MOTIVATION, PRICE VALUE, AND PRIVACY RISK
    DH Francisco Liébana-Cabanillas,Elena Higueras-Castillo,Rocio Alonso Palomo ...
    XXXII Jornadas Hispano-Lusas de Gestión Científica. , 2023
    2023
  • Does Instagram's commerce recommendations allow for user motivation to purchase?
    H Liébana-Cabanillas
    XXXII Jornadas Hispano-Lusas de Gestión Científica. , 2023
    2023
  • Amaze me with the brand's visual representation in social commerce! An investigation on eye tracking based on user characteristics and user experience with brand types in …
    ISB Herzallah,D., Liébana-Cabanillas,F. Leiva, F. M.
    XXXII Jornadas Hispano-Lusas de Gestión Científica. , 2023
    2023
  • To buy or not to buy, that is the question: understanding the determinants of the urge to buy impulsively on Instagram Commerce
    D Herzallah, F Munoz Leiva, F Liebana-Cabanillas
    Journal of Research in Interactive Marketing 16 (4), 477-493 , 2022
    2022
    Citations: 104
  • Drivers of purchase intention in Instagram Commerce
    D Herzallah, F Muñoz-Leiva, F Liebana-Cabanillas
    Spanish Journal of Marketing-ESIC 26 (2), 168-188 , 2022
    2022
    Citations: 115
  • Selling on Instagram: Factors that determine the adoption of Instagram commerce
    D Herzallah, F Munoz-Leiva, F Liebana-Cabanillas
    International Journal of Human–Computer Interaction 38 (11), 1004-1022 , 2022
    2022
    Citations: 50
  • 13 años de investigaciones sobre comercio social: un análisis bibliométrico
    DAM Herzallah, FL Cabanillas
    El papel de la innovación y la economía social como instrumentos para la … , 2022
    2022
  • Estudio de los patrones visuales del usuario a las marcas de moda en Instagram commerce
    DAM Herzallah, FL Cabanillas, FM Leiva, IRS Borrego
    El papel de la innovación y la economía social como instrumentos para la … , 2022
    2022
  • Herzallah, D. & Liebana-Cabanillas, F. (2022). Instagram Commerce: nuevo canal de venta del futuro. Novaciencia. Disponible en https://novaciencia.es/instagram-commerce-nuevo …
    2022

MOST CITED SCHOLAR PUBLICATIONS

  • Drivers of purchase intention in Instagram Commerce
    D Herzallah, F Muñoz-Leiva, F Liebana-Cabanillas
    Spanish Journal of Marketing-ESIC 26 (2), 168-188 , 2022
    2022
    Citations: 115
  • To buy or not to buy, that is the question: understanding the determinants of the urge to buy impulsively on Instagram Commerce
    D Herzallah, F Munoz Leiva, F Liebana-Cabanillas
    Journal of Research in Interactive Marketing 16 (4), 477-493 , 2022
    2022
    Citations: 104
  • Selling on Instagram: Factors that determine the adoption of Instagram commerce
    D Herzallah, F Munoz-Leiva, F Liebana-Cabanillas
    International Journal of Human–Computer Interaction 38 (11), 1004-1022 , 2022
    2022
    Citations: 50
  • Guerrilla Marketing in the 21st Century: A Systematic Analysis of the Discipline Through a Literature Review, a Taxonomy, and Identification of the Most Relevant Variables
    C Zarco, D Herzallah
    Journal of Humanities and Social Science , 2023
    2023
    Citations: 28
  • Past, present, and future of social commerce: a bibliometric analysis
    D Herzallah, F Liébana-Cabanillas, F Muñoz-Leiva, C Zarco
    Quality & Quantity 59 (4), 3079-3111 , 2025
    2025
    Citations: 27
  • Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection
    I Rodríguez-Ardura, A Meseguer-Artola, D Herzallah, Q Fu
    Journal of Research in Interactive Marketing 19 (1), 35-58 , 2025
    2025
    Citations: 23
  • Fashioning consumer choices: recommendation, motivation, and purchase intention toward Instagram commerce. A mediation analysis
    D Herzallah, F Liébana-Cabanillas, F Muñoz-Leiva
    International Journal of Fashion Design, Technology and Education 17 (3 … , 2024
    2024
    Citations: 9
  • Surprise me with the visual representation of the brand in social commerce! An eye-tracking study based on user characteristics
    F Muñoz-Leiva, D Herzallah, IR Sánchez-Borrego, F Liébana-Cabanillas
    European journal of management and business economics 34 (3), 384-403 , 2025
    2025
    Citations: 4
  • The Influence of Electronic Word-of-Mouth in Business Research: Identifying Main Topics and Actors
    D Herzallah
    Journal of Business 16 (1), 177-213 , 2025
    2025
  • Guerilla Marketing in The 21 Century (2000-2021): A Literature Review and Classification.
    D Zarco, Carmen & Herzallah
    34ª Conferencia Internacional de Marketing AEMARK 2023 , 2023
    2023
  • APRENDIZAJE BASADO EN JUEGOS APLICADO A LA ENSENANZA UNIVERSITARIA: JUEGO SOBRE INVERSIÓN
    GA Morant, DAM Herzallah, Z Bargouti
    Innovación en la formación docente y en el desarrollo de competencias en el … , 2023
    2023
  • Social commerce: cómo las redes sociales están transformando el comercio electrónico
    I Herzallah, D., IR De Luna
    https://blogs.uoc.edu/economia-empresa/es/social-commerce-como-las-redes … , 2023
    2023
  • Do recommendations let users be motivated to buy through Instagram Commerce.
    LC Herzallah,D.
    22nd International Marketing Trends Conference. , 2023
    2023
  • 22nd International Marketing Trends Conference. Using an eye tracking approach to explore gender, age, experience differences in visual representation of the brand in Instagram …
    ISB Herzallah,D., Liébana-Cabanillas,F. Leiva, F. M.
    22nd International Marketing Trends Conference , 2023
    2023
  • ADOPTING VIRTUAL VOICE ASSISTANTS: THE ROLE OF HEDONIC MOTIVATION, PRICE VALUE, AND PRIVACY RISK
    DH Francisco Liébana-Cabanillas,Elena Higueras-Castillo,Rocio Alonso Palomo ...
    XXXII Jornadas Hispano-Lusas de Gestión Científica. , 2023
    2023
  • Does Instagram's commerce recommendations allow for user motivation to purchase?
    H Liébana-Cabanillas
    XXXII Jornadas Hispano-Lusas de Gestión Científica. , 2023
    2023
  • Amaze me with the brand's visual representation in social commerce! An investigation on eye tracking based on user characteristics and user experience with brand types in …
    ISB Herzallah,D., Liébana-Cabanillas,F. Leiva, F. M.
    XXXII Jornadas Hispano-Lusas de Gestión Científica. , 2023
    2023
  • 13 años de investigaciones sobre comercio social: un análisis bibliométrico
    DAM Herzallah, FL Cabanillas
    El papel de la innovación y la economía social como instrumentos para la … , 2022
    2022
  • Estudio de los patrones visuales del usuario a las marcas de moda en Instagram commerce
    DAM Herzallah, FL Cabanillas, FM Leiva, IRS Borrego
    El papel de la innovación y la economía social como instrumentos para la … , 2022
    2022
  • Herzallah, D. & Liebana-Cabanillas, F. (2022). Instagram Commerce: nuevo canal de venta del futuro. Novaciencia. Disponible en https://novaciencia.es/instagram-commerce-nuevo …
    2022