Francisco Villarroel

Education

PhD Marketing, Maastricht University, 2017
MSc Marketing, Manchester University, 2011
BBA, University of Chile, 2006

Academic Appointments

Assistant Professor of Marketing, UMass Amherst, 2016-Present

Research Interests

• Text Mining/Analytics
• Services Marketing
• Content Marketing
• Frontline Employees
• Social Media
• Linguistics
• Online Reviews

Teaching Interests

• Digital Marketing
• Marketing Analytics
• Text Mining
• Branding
• Services Marketing
• Marketing Research

Professional Background

Professional Experience

Nation Brand Manager, 2007-2010, Chilean Trade Commission Middle Office Trainee, 2006, JPMorgan Chase

Recent Honors & Awards

• Finalist for the best paper award, Journal of Service Research, 2014
• Finalist for the Best Service Article Award, SERVSIG, 2014
• Scholarship Award, Arizona State University Center for Services Leadership Liam Glynn, 2015
• Journal of Service Marketing – the paper “Customer engagement in a Big Data world”, was selected out of the 65 articles published, 2017
• Scholarship Award - Arizona State University Center for Services Leadership, 2015

Selected Publications

Villarroel Ordenes, Francisco and Shunyuan Zhang (2019), “From Words to Pixels: Text and Visual Mining Methods for Service Research”, Journal of Service Management. Forthcoming.

Farace, Stefania, Anne Roggeveen, Francisco Villarroel Ordenes, Ko De Ruyter, Martin Wetzels, and Dhruv Grewal (2019), "Patterns in Motion: How Visual Patterns in Ads Affect Product Evaluations," Journal of Advertising, Forthcoming, pp. 1-15. https://doi.org/10.1080/00913367.2019.1652120

Villarroel Ordenes Francisco, Dhruv Grewal, Stephan Ludwig, Ko De Ruyter, Dominik Mahr, Martin Wetzels (2019), "Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages," Journal of Consumer Research, 45(5), pp. 988-1012

Villarroel Ordenes, Francisco, Stephan Ludwig, Ko De Ruyter, Dhruv Grewal, and Martin Wetzels (2017), "Unveiling what is written in the stars: Analyzing explicit, implicit, and discourse patterns of sentiment in social media." Journal of Consumer Research, 43(6), 875-94.

Villarroel Ordenes, Francisco, Theodoulidis, B., Burton, J., Gruber, T. and Zaki, M., (2014), Analyzing Customer Experience Feedback Using Text Mining: A Linguistics-Based Approach, Journal of Service Research, 17(3), 278-295.