Rodrigo Perez Vega (@rpvega) is a Lecturer in Marketing at Henley Business School. His research interests are in digital marketing, social media, and online consumer behaviour. Rodrigo received an MRes in Management (2011) by investigating the incidence of positive and negative incidence of electronic word-of-mouth on Twitter, he also has an MSc in Strategic Project Management (2010) and a BA Hons in Marketing (2006). Rodrigo’s PhD looked at how the immediacy of a Facebook Fan page affects the level of customer engagement with that page. Before his PhD, Rodrigo had marketing experience in several digital marketing and brand management roles within FMCG and service industries. He recently co-authored the book “Essentials of Digital Marketing” now available on Amazon.