A5050278529- Media and Digital Communication
- Advertising and Communication Studies
- Digital Marketing and Social Media
- Communication and COVID-19 Impact
- Consumer Behavior in Brand Consumption and Identification
- Journalism and Media Studies
- Consumer Retail Behavior Studies
- Media, Gender, and Advertising
- Education and Digital Technologies
- Marketing and Advertising Strategies
- Radio, Podcasts, and Digital Media
- Technology Adoption and User Behaviour
- Media, Journalism, and Communication History
- Cultural Industries and Urban Development
- Social Media and Politics
- Corporate Identity and Reputation
- Customer Service Quality and Loyalty
- Organizational Management and Innovation
- E-Learning and Knowledge Management
- Impact of Technology on Adolescents
- Eating Disorders and Behaviors
- Business Strategies and Innovation
- Educational and Organizational Development
- Business Strategy and Innovation
- Digital literacy in education
Vall d'Hebron Hospital Universitari
2023-2024
Vall d'Hebron Institute of Oncology
2023-2024
Glasgow Caledonian University
2014-2022
Universidade de Santo Amaro
2017-2022
Universidade Metodista de São Paulo
2022
Universidad Católica San Antonio de Murcia
2017-2020
Universidad de Murcia
2020
Universidade da Madeira
2017-2020
Universidad de Cádiz
2018
Universidad de Sevilla
2018
This research intends to discover what the current strategies in digital marketing that are being carried out by brands luxury fashion sector are. It is intended identify most relevant aspects interaction of with their audiences a and mobile environment, for which qualitative techniques have been used, through content analysis in-depth interviews. We found that, among others, principle "storytelling" one key marketing, this video strategies, social media, events exhibitions open public, seek...
Purpose The purpose of this paper is to investigate fashion blogs’ influence on Spanish Millennials’ buying behaviour. Design/methodology/approach This research quantitative in nature, utilising a mono method consisting structured self-administered questionnaires. Data were exported IBM SPSS Statistics, where different types analyses combined – such as frequencies, means, hypothesis testing analyses, principal components analysis or K-means cluster. Findings show that the most important...
Purpose – This paper aims to understand the contribution made by Facebook as a marketing tool for companies, and through empirical observation (interviews questionnaires) theoretical analysis (studies academic literature on subject), analyse reactions of individuals in social media (particularly Facebook) its confluence with organizations. The overall aim is subdivided into three objectives covering more precisely two poles communication (the consumers businesses), within context Facebook:...
This study examines existing literature on the use of online platforms in influencing social consumer behaviour, engagement, and purchase intentions, particularly context non-profit sectors like second-hand fashion shops. In this regard, academic perspectives topic are explored. The aim is none other than to highlight gaps current understanding, as well denounce need for more in-depth studies. To end, methodology used was bibliographical technique. results point fact that behaviour sector...
En este artículo se analizó comparativamente la capacidad dialógica de las marcas moda lujo frente a denominadas low-cost en red social Twitter. Para ello, recurrió metodología cuantitativa y realizó un análisis contenido 1135 tuits publicados por H&M, Zara, Ralph Lauren Hugo Boss. Se observó que no existe consenso entre organizaciones para dirigirse sus públicos, si bien son hacen mayor esfuerzo mantener diálogo, firmas reciben más interacciones.
Introducción: Momentos convulsos y de cambio definen el contexto político catalán. El tema la independencia monopoliza cobertura mediática España Centro Investigaciones Sociológicas (CIS) constata un aumento sin precedentes preocupación ciudadana (2017). Metodología: Se analiza hibridación entre agendas (política, pública) a partir una muestra específica 526 tweets candidatos independentistas constitucionalistas, 107 portadas prensa 4 informes del CIS, con objeto conocer equivalencia temas...
Today, social media are the new way of public and political communication in digital marketing. Companies or organizations no longer exclusive owners relation consumers with their products/services; instead, survival depends effective utilization media. New web technologies have made it easy for anyone to create distribute own content. A tweet can be viewed by virtually millions people free, advertisers don’t pay publishers huge sums money embed messages. More on than ever before, every...
Today, thanks to the consolidation of Internet, users have access many sources information on health issues. On social networks, there are profiles professionals who share content that generates credibility when published by specialists knowledgeable in sector. These include pharmaceutical disseminate and create based scientific knowledge. Pharmaceutical influencers Instagram an informative role health, nutrition cosmetic dermatology This research aims learn about communication management...
This research provided new helpful insights for cosmetics marketers about their consumer preferences regarding visual elements of hairstyle, skin care, and makeup products. A quantitative approach was adopted using the survey design used a questionnaire tool to achieve objectives. Data were collected analyzed from 130 female respondents. Previous studies academic journals, articles, books also as secondary resources. The findings showed that behaviour was, in fact, affected by package...
In a more transparent and dynamic world, in which consumers trust other for advice recommendations on products services, the continuity of organizations appears to be associated with socialization, sharing interests interaction audience. This is incorporation digital technologies business, specifically use social media.
 Consequently, it timely interesting explore phenomenon virtual although little-studied field what needed an innovative theoretical approach based upon theories...
The continuity and the success of organizations appear increasingly associated with incorporation social media. depends structural procedural changes that organization has to make. Today, media are new digital marketing tools help in processes communication. Companies need understand they no longer exclusive owners relation consumers their products/services; instead, survival effective utilization Creative innovative solutions not necessarily too expensive internet ends up being one best...
El objetivo este estudio es conocer los patrones de uso medios digitales, las plataformas más usadas y entender controles parentales que se ejercen sobre niños entre 7 10 años preadolescentes 11 12 años, grupos serán influenciados a medio plazo por nuevas tendencias. Los resultados muestran digitales están presentes en la vida cotidiana niños, consumen regularmente sus contenidos preferidos. Estos pueden ser gran alcance si posible reconocer utilizar su poder como usuarios esta cultura...
Brand management from a cultural approach.Case study of
Las redes sociales, y en concreto Facebook, son frecuentemente utilizadas tanto por la población como todo tipo de organizaciones. En concreto, las empresas suelen emplear comunicación digital para crear vínculos emocionales con el usuario. este sentido, especialmente llamativa resulta industria moda, ya que se trata un sector usan frecuencia sociales. Así, propósito conocer características realiza desde ámbito empresarial, trabajo basa examinar uso Facebook parte marcas moda. Dadas grandes...
<p class="0abstract"><strong>—</strong> In these days of online commerce, we need to know the real behavior consumers in physical stores: points sale must anticipate purchasing decisions order be able offer best buying experience as well tailor marketing variables specific needs each consumer. This is where retail intelligence emerges, especially textile industry, a potential technology that makes use extremely large data sets (“big data”) engage customers better increase...
The evolution of social networks in general, and Instagram particular, has led to the emergence proliferation digital influencers, a figure that taken over from fashion bloggers managed capture attention communication professionals sector due their potential generate engagement with public. objective present research is determine profile micro casuistics, protocols action they use when managing accounts. For this, qualitative was carried out through semistructured interview sample selected...
Apps are of great interest and curiosity for the users mobile phones, being already highly unloaded used smartphones. The fashion applications represent only a fraction global (almost 0,2 %), nevertheless they starting to deserve special attention from designers researchers in this area. Brands want know about new trends market be able continue surprising impressing their public. In study, we seek identify most relevant aspects that help improve image Spanish prêt-à-porter brands such as...
Western political debate, like other areas, has entered the digital world. Political actors have had to adapt new communication strategies linked technology in general and social networks particular. A debate opened that provoked changes traditional system of with its different audiences. Thus, configuration negotiation dominance democratic systems is technological change. This research aims provide a descriptive interpretation role networks, specifically Facebook, by Popular Party win...