Search results for "Advertising"

Testing Measurement Invariance of Hedonic and Eudaimonic Entertainment Experiences Across Media Formats

2016

ABSTRACTThe aim of this study is to investigate the measurement invariance of media users’ entertainment experiences as conceptualized by two-process models of entertainment (i.e., enjoyment and appreciation) across different media formats. With this purpose, the present research relates to the recent rise of entertainment research, embracing more and more media types and formats with which entertainment experiences may occur. At the same time, it addresses a methodological issue that has rarely been addressed in communication research. Focusing on one of the most often used measurement instruments in entertainment research, on three different media formats (political talk shows, comedies, …

Studying students ́satisfaction at music schools in the Valencian Region

2017

[EN] Satisfaction is a key construct but complex to be measured. Within the cultural context and from the discipline of marketing, satisfaction consists of assessing some experiences without considering consumers ́ expectations. From this approach, this paper deals with an empirical research aiming at analyzing satisfaction among students of music conservatoires and schools. The research, qualitative and quantitative in nature, allowed to know users ́ assessment of different variables: studies, teaching staff, information technologies, premises and administration procedures. To do so, a self-administered survey was conducted using a structured questionnaire. Univariate and multivariate anal…

Appetizer or main dish? Explaining the use of Facebook news posts as a substitute for other news sources

2019

An increasing number of, especially younger, users use Facebook as their primary source for news about political and societal issues. At the same time, research suggests that Facebook use contributes to societal knowledge gaps. Against this background, we investigate the antecedents of using Facebook as a substitute for other news sources. We argue that exposure to news posts on Facebook increases the feeling of being well-informed, regardless of actual knowledge acquisition. This might lead users, especially those with a low need for cognition (NfC), to use Facebook as a substitute for other news sources. We test these assumptions with an online survey (n=390) of German Internet users. Res…

The miracle advertising. The business of suffering humanity

2020

Demostrar, antes que nada, lo que parece una obviedad, que la historia de la prensa pasa por la publicidad. A continuación, se trata de discernir qué tipo de publicidad es la base de esta prensa. La reconstrucción de cómo se fue incorporando la publicidad a la prensa española permite demostrar el protagonismo del producto milagro. Y permite también demostrar cómo detrás del nuevo negocio de vender salud mediante anuncios fantásticos está la figura de un comunicador ambulante identificado como “charlatán”. Inventor de la publicidad moderna y de la salud concebida como negocio, más allá de las críticas y denuncias que pueda recibir de la medicina oficial, su aportación al negocio periodístico…

Presentación dossier: Prensa y publicidad. Cada día un milagro.

2020

El dossier se basa en las investigaciones del equipo integrado por profesores de distintas universidades, españolas y americanas, acerca del papel de los anuncios de productos milagro en la prensa de distintos países. Se cuantifica el fenómeno, se evalúa su impacto y se deduce su importancia para el periodismo, para la comunicación y para la sociedad en general. Todo ello para demostrar que estamos ante un tipo de comunicación que, utilizando las necesidades vitales de las personas, desarrolla un tipo de mensajes que hacen de la persuasión la clave de su éxito, por lo que acaban convirtiéndose en modelos a seguir para otras instancias comunicativas, especialmente en el ámbito de la política…

Language and Mind : towards a linguistic and critical study of spectacular language.

2021

He thesis focuses on a sample of written messages drawn from the daily environment. In the general framework of the relationship between language and power, the thesis consists in the analysis of written messages broadcast in daily life. The research is based on the collection of messages found on various media, including advertising displays. The thesis begins with the reception and use of the notions of newspeak and wooden tongue in their historical and contemporary context in order to show the topicality of linguistic and sociological questions about the relationship between language and power. The study of these two notions, through the linguistic and epistemological issues they involve…

International print advertising : Nokia 9000 Communicator

1998

Touch, threats, and transactions: Pandemic influences on consumer responses and the mediating role of touch likelihood when shopping for fruits and v…

2022

The COVID-19 pandemic has influenced consumer behavior in numerous ways. Most of the public health measures have centered around minimizing social contact and physical touch. In the present study, we investigate the impact of such touch restrictions, introduced during the pandemic, on consumers’ shopping responses and payment preferences in the context of a perishable food category amenable to tactile evaluation (fresh fruits and vegetables). The study used a single-factor between-subjects design (during vs. before the COVID-19 pandemic), with the data collected in a scenario-based online experiment from a sample of 729 participants. The results revealed significantly less favorable shoppin…

Food labels: Do consumers perceive what semiotics want to convey?

2011

In this research work, a multidisciplinary approach was applied to answer the question: do consumers perceive what semiotics want to convey? The idea behind was to determine if consumers' expectations and associations raised by simulated yogurt labels, designed with different sign combinations frequently applied in commercial products, were in agreement with results from a semiotic analysis, and to check for cultural differences, comparing results from two Spanish-speaking countries (Spain and Uruguay).A survey of the plain yogurt market was performed, followed by a semiotic analysis of the gathered labels performed by a team of semiotics experts. Only the non-verbal elements such as images…

Harnessing stakeholder input on Twitter: A case study of short breaks in Spanish tourist cities

2019

Abstract Knowledge of how destination marketing organisations (DMOs) use Twitter is still limited. This study aimed to assess how DMOs' Twitter activity affects hotel occupancy in short-break holidays. Key dimensions of Twitter that may affect hotel occupancy in tourist destinations were first identified. A longitudinal study using data for 10 Spanish DMOs was conducted to forecast hotel occupancy. Twitter application programming interfaces were used to gather data on tweets by DMOs and retweets and likes by users. Text mining was used to analyse the tweets by DMOs, differentiating between tweets related to events, attractions, socialisation, and marketing. Data were analysed using artifici…