Search results for " marketing"
showing 10 items of 1527 documents
E-Marketing. Analisi dei cambiamenti dai modelli di business al mix operativo
2009
Se il XX secolo ha visto la radio e la televisione come principali strumenti della comunicazione, il XXI secolo sembra rivolgersi a Internet. Le tecnologie digitali consentono più alti livelli di interazione con l'utente grazie a nuove modalità di comunicazione. Le possibilità offerte dai nuovi media hanno determinato mutamenti nel contesto socio-economico che coinvolgono le strategie dell'impresa, istituto centrico dell'operare economico, inserito con vaste funzioni nel contesto sociale. La diffusione capillare di Internet e delle tecnologie digitali ha trasformato non solo le strategie di business ma anche il sistema di relazioni tra imprese e consumatori. Il marketing, nella sua funzione…
Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach
2021
[EN] This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. …
Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising
2017
[EN] The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year were investigated. Our findings suggest a significant correlation between neuroscience metrics and self-reported of ad effectiveness and the direct number of views on the YouTube channel. In add…
Virtual Reality in Marketing: A Framework, Review, and Research Agenda
2019
[EN] Marketing scholars and practitioners are showing increasing interest in Extended Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as very promising technological tools for producing satisfactory consumer experiences that mirror those experienced in physical stores. However, most of the studies published to date lack a certain measure of methodological rigor in their characterization of XR technologies and in the assessment techniques used to characterize the consumer experience, which limits the generalization of the results. We argue that it is necessary to define a rigorous methodological framework for the use of XRs in ma…
The refugee entrepreneurship process from/in emerging economies
2021
The paper examines several refugee experiences in Mexico and presents their reasons for leaving their home countries. A gap in research is identifying the entrepreneurial process experienced by refugee entrepreneurs. We use the case study of 10 Latin American refugees in Mexico to propose a conceptual framework that describes the entrepreneurial process of refugee entrepreneurs. We have found that this process begins with the abandonment of the country of origin, followed by the traumatic experiences that caused flight and the difficulties they face in the pilgrimage to the host country. These events help shape the entrepreneurial intention of the refugees.
Board Gender Diversity: Challenges and Implications for Corporations in the East African Community
2019
East African Community’s (EAC) corporations are required to follow a regional treaty of mainstreaming gender equality. This article discusses challenges encountered by corporate boards of the EAC’s...
Tourism Development in Riga: Resident Attitudes Toward Tourism
2017
This study analyses tourism development in Riga, the capital of Latvia. Riga is a tourist destination that was relatively unknown during the Soviet regime and is now becoming a popular international destination. The study reveals key tourism development trends as well as those features of the city that have highlighted the impact of the global economic crisis and the recovery since the country regained its independence. The goal of this research was to analyse the attitudes of local residents towards tourism including their perception of the impact of tourism in terms of how it has developed. In addition to drawing conclusions from collected data, this study has compared current results to …
Immigrants in Society
2019
This article deals with the problems which are arising in the process of adaptation of immigrants to educational spaces in Ukraine and Latvia upon their arrival in the country of settlement. Among these problems are the differences in educational systems of the output and input countries, difficulties in mastering languages of a learning process in the countries, overcoming misunderstanding in intercultural communication within and outside of schools, unpreparedness of teachers and trainers to face and to solve challenges that are generating by immigrants and the host societies. The discussion is based on the preliminary results obtained during the implementation of the joint Ukrainian-Latv…
ICT-driven disruptive innovation nurtures un-captured GDP : Harnessing women's potential as untapped resources
2017
The harnessing of untapped resources has become essential for inclusive growth in digital economies particularly as developed economies continue to age demographically. The harnessing of women's potential is an urgent subject in this context, and successive initiatives have been flourishing in many countries. However, given the institutional complexity of the issue, as well as considerable variety across nations, uniformed non-systematic approaches are hardly satisfactory in achieving a timely solution. Against this back drop, this paper analyzed a new information communication technology (ICT)-driven disruptive innovation that may nurture un-captured GDP by harnessing untapped resources su…
Efectos de la crisis económica sobre el emprendimiento en empresas de economía social en España: un análisis espacial
2017
En los últimos años, la desfavorable evolución de la coyuntura económica ha provocado intensos cambios estructurales y espaciales en la creación de empresas que cuestionan la validez de algunos supuestos básicos sobre dinámica emprendedora y desarrollo territorial. Por ello, el objetivo de este trabajo es analizar la existencia de patrones espaciales de creación de empresas de economía social en España y estudiar su evolución temporal durante dos etapas de intensos cambios: una de crecimiento (2002-2007) y otra de profunda crisis generalizada (2008-2013). A partir de la definición de un índice de agrupación de empresas de economía social aplicamos técnicas estadísticas basadas en econometrí…