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Business / Faculty /

Flor Esthela Morton Rodríguez

Departments
Administración
Archivo UDEM
Formación académica

Doctorado en Ciencias Administrativas

EGADE Business School, Instituto Tecnológico y de Estudios Superiores de Monterrey

2011-2015

Licenciatura en Mercadotecnia

Instituto Tecnológico y de Estudios Superiores de Monterrey

2006-2011

Trayectoria profesional y docente

Universidad de Monterrey

Profesora asociada

2017 a la fecha

Community Business

Consultora

2012-2015

Distinciones y premios

Beta Gamma Sigma Honor Society, Best in Business

Beta Gamma Sigma, The International Business Honor Society

2016

Mención honorífica de excelencia

Instituto Tecnológico y de Estudios Superiores de Monterrey

2011

Publicaciones

Morton, F. E., Zapata, L., Treviño, T. & Pineda, J. L. (2018). Exploring the Uses and Gratifications as Knowledge Transfer Mediums in Organizations, In. Melo, P. & Machado, C. (eds.) Management and Technological Challenges in the Digital Age. CRC Press, Taylor & Francis Group.

Morton, F. E., & Treviño, T. (2017). Online Service Recovery: Exploring the Effects of Justice Theory on Managerial Responses to Negative Online Reviews. Multidisciplinary Business Review, 10(6), 62-70.

Morton, F. E., Treviño, T., & Robles, C. (2016). Uses and Gratifications of Social Networking Sites: Towards the Construction of a Measuring Instrument. Marketing Challenges in a Turbulent Business Environment (pp. 331-342). Springer, Cham.

Morton, F. E., Treviño, T., & Robles, C. (2016). You love it, I love it too: A social network analysis approach to brand love. Ciencias Administrativas teoría y praxis, 2(12).

Morton, F. E. & Treviño, T. (2016). Online Shopping in Mexico: Exploring the promising and challenging panorama. In Essays on Mexican Business Culture (pp. 166-182). Jefferson, North Carolina: McFarland.

Morton, F. E., Zapata-Cantú, L., Treviño, T. & López Monterrubio, E. (2015). Digital technologies as media to transfer knowledge in IT firms. In Product Innovation through Knowledge Management and Social Media Strategies (pp. 204-217). IGI Global.

Morton, F. E., Treviño, T., & Sepúlveda, C. (2015). Let’s make them talk: An exploratory study on word of mouth and social media. Journal of Digital & Social Media, 3(1), 80-94.

Presencia en congresos

Morton, F. E., Treviño, T. & Quintanilla, C. (2018). Millennials’ Grilling Consumption Experience. An Exploratory Study in Mexico. [Congreso]. 60th Annual Conference of the Western Social Science Association. San Antonio, TX, USA.

Morton, F. E. (2017). Who’s worth it and who’s not? The moderating effect of type of cause in cause-related marketing campaigns. [Congreso]. XXI Congreso Internacional de investigación en ciencias administrativas (ACACIA). Puerto Vallarta, México.

Morton, F. E., Treviño, T. & Sepúlveda, C. (2014). Let’s make them talk: An exploratory study on word of mouth and social media. [Congreso]. Fourth Marketing Research Colloquium of the EGADE Business School. Monterrey, México.

Morton, F. E., Treviño, T. & Robles, C. (2014). Uses and gratifications of social networking sites: Towards the construction of a measuring instrument. [Congreso]. Academy of Marketing Science World Marketing Congress. Lima, Perú.

Morton, F. E., Treviño, T. & Robles, C. (2014). I love krispy kreme: Exploring the brand experience in Mexico. XVIII Congreso Internacional de investigación en ciencias administrativas (ACACIA). Tijuana, México.

Morton, F. E., Treviño, T. & Robles, C. (2013). You love it I love it too: A social network analysis approach to brand love. [Congreso]. Third Marketing Research Colloquium of the EGADE Business School. Monterrey, México.

Morton, F. E. (2013). Touching through your eyes: How do consumers obtain tactile information in an online context? [Congreso]. Coloquio Interinstitucional de Avances en Investigación Doctoral en Administración de la UANL y la EGADE Business School. Monterrey, México.