Search results for "Advertising"
showing 10 items of 680 documents
Efectos de las consultas boca a boca en redes sociales en la compra de cosméticos en Ecuador.
2022
Las redes sociales han reestructurado el paradigma de la comunicación en el marketing. Investigaciones recientes demuestran que la conducta de consultar reseñas está adquiriendo un rol fundamental en la decisión de compra de los consumidores. En este contexto, el presente estudio desarrolló un marco de investigación para determinar la cadena de relación entre influencia social, credibilidad percibida del boca a boca, adopción del boca a boca e intención de compra aplicada a la industria cosmética del Ecuador. A través de una muestra de 406 consumidores y la aplicación del método de análisis de ecuaciones estructurales, los resultados evidencian el vínculo existente entre las variables plant…
Metamorfosis de la prensa de referencia en el contexto digital: clickbait y estrategias de tabloide en Elpais.com
2016
En un contexto marcado por la incertidumbre tecnológica y la búsqueda de un modelo de negocio viable, los medios digitales han sucumbido a diversas estrategias para captar audiencia, reflejada en los clicks que genera cada titular. Este artículo centra la atención en un medio de referencia como El País para analizar qué opciones ha incorporado para atraer visitas a la web. A partir de una metodología cuantitativa y cualitativa, se estudian los contenidos de cuatro secciones que ha sumado Elpais.com en los últimos dos años (SModa, Icon, BuenaVida y Verne), que han logrado generar –en especial la última– un tráfico importante. Las conclusiones del análisis muestran una apuesta por la tabloidi…
PREMISES OF GASTRONOMIC TOURISM
2013
Since the competition among tourism destinations has risen, local culture has developed into a competitive advantage and a priceless resource of new products and services to attract and captivate tourists. Gastronomy plays a vital role in the process of attracting tourists because food has an important part in the tourist experience, plus gastronomy developed over the year's styles and tastes and become a critical source of establishing patterns in postmodern civilization.
Cooperation and competition strategies in advertising
2009
Study on the Reputation of the (MASS) Media in Romania
2021
Abstract Part of a bigger research project conducted by Media Reputation Lab (Media REP Lab) on the reputation of media in Europe, the study explores the reputation of media among informed population in Romania. A sample of 100 cases was involved in the online survey taking place in December 2019. The results provide a description of the country’s media reputation (media in general: radio, print, digital and television). For each one of these media, the valuation obtained by each of the reputational attributes (credibility, rigor, impartiality, willingness to rectify) by the informed population would be indicated. Moreover, insights on the knowledge and use, as well as on the reputation (ov…
Co-creation of value in advertising : an interpretive study from the consumers ́ perspective
2010
L'audience et l'influence d'une revue mesurée à travers Internet : une application à Finance Contrôle Stratégie
2009
This article aims to show the interest of statistics available on the Internet concerning consultations of abstracts, downloads and citations of articles to assess the attractiveness and influence of a scientific review. This interest is illustrated by the case of the review Finance Contrôle Stratégie on the basis of the statistics provided by Repec and Publish or Perish. Beyond the findings that confirm the good performance of FCS and the usefulness of these statistics for the management of a scientific review, the article also provides insights into the life cycle of an article and the choice of the language of publication.
The Hyperreal Gambler : On the Visual Construction of Men in Online Poker Ads
2017
Online poker, like gambling in general, is predominantly a male activity. Thus, poker ads most often depict men as their protagonists. According to Jean Baudrillard, advertising can be seen as a ‘plebiscite whereby mass consumer society wages a perpetual campaign of self- endorsement.’ Ads often use stereotypical imagery for establishing a shared experience of identification with the consumer, and since their role is to sell rather than to portray the realities of life, they often have an exaggerated and monolithic – or, hyperreal – way of representing gender. This article offers an analysis of the ways in which men are portrayed in the ads of Poker Magazine Finland in the volume of 2009 (a…
Looking for determinants of willingness-to-pay for Sibelius Hall, Lahti
2017
The aim of this paper is to determine the factors affecting the willingness-to-pay for a local concert hall, namely Sibelius Hall in Lahti. Our study argues that a high income, the use of cultural services and a positive attitude towards culture were connected to a high willingness-to-pay for Sibelius Hall. Our study revealed that “I do not know” answers can be partly explained by the character of cultural preferences being an acquired taste. As a consequence, the users and respondents exhibiting a positive attitude towards culture may choose the “I do not know” option instead of making a zero bid. peerReviewed
Utebarnehager – et sted for demokratisk praksis?
2013
The questions in the title is posed to discuss how an outdoor kindergarten space is contextualized and understood by those who are staying there. Nature is often seen as an especially open space, free from strong guidelines and structures. Being part of an educational practice gives the place new structures. The activities the children participate in and the employees expressed attitudes and practices are part of different discourses, which give certain limits or possibilities for what is going on at the Hut, and thus influence a democratic practice. Especially children’s play activities represent an opposition to the adult’s framing of the place. Democracy presupposes some frames, but if t…