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Dr. Carmen Lopez Lamelas joined the Department of Digital and Data Marketing at Southampton Business School in 2019. Her research focuses on International Marketing and Digital Marketing, exploring areas such as country image, innovation-export entry link, and sustainability-export entry link. In Digital Marketing, she investigates topics including virtual influencers, artificial intelligence engagement, and transparency in intelligent autonomous systems. Her work has been published in esteemed journals like the Journal of World Business, Annals of Tourism Research, and the Journal of Business Research, among others. She is affiliated with several marketing research groups, including the Centre for Behavioural Experimental Action Research (C-BEAR). In addition to her research, she also engages in teaching and has external roles that contribute to her field.