Search results for "advertising"
showing 10 items of 680 documents
ONLINE RECOMMENDATION SYSTEMS’ USAGE BY COMPANIES IN BALTIC COUNTRIES
2017
Global retailers are using sophisticated online recommendation systems (ORS) which enhance customers' loyalty towards the specific site. Online markets in Baltic countries are growing fast, but Baltic e-commerce sites are not using a wide enough range of eWOM tools. The aim of this paper is – to evaluate how eWOM through ORS is perceived and used by digital marketing specialists and e-commerce players in the Baltics. Research methods used were: literature analysis on ORS’s influence on consumer purchase decisions, and an expert survey and monitoring study. The research results revealed major barriers for advanced ORS usage in the Baltics, as they discovered a gap between experts' opinion an…
Scientific power in the Spanish press during the Pandemic : a portrait of new leaders while explaining its risk
2021
This work is based on the mediatisation of society theory, which establishes more attached importance and the presence of the mass media as mediators in various social processes, as well as on Production Studies, that analyse creative skills to draw an audience, to apply these theories to the media representation of the COVID-19 pandemic. The objective is to analyse how the generalist media have represented male/female scientists, who have become social benchmarks during the first COVID-19 wave in Spain. Our initial hypothesis considers that the purpose of the mediatisation of scientific discourse was to contribute answers to, and to keep society calm, in an uncertainty context. By content …
Stolen innocence? Observance of the EU Directive on presumption of innocence by Spanish crime reporting
2021
This paper examines the compliance of Spanish crime reporting with the principles of the 2016 EU Directive on presumption of innocence, which aims at preventing the publication of information that might bias the public and the jurors against the suspect. A content analysis applied to a sample of 200 crime news stories published by eleven of the most popular print and online news platforms in 2018 reveals that the Spanish press coverage of crime is centered around the pre-trial and sentence stages, with little attention to the oral trial. The full name and the face portrait of the suspect appear in roughly one-third of the stories, but this overwhelmingly happens in news stories reporting on…
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…
How can the management of fitness centres be improved through corporate image and brand image?
2022
The aim of this research is to test the role of corporate image in predicting credibility, trust, and brand recognition. In addition, it is intended to verify whether these variables can explain the atti- tudes and future intentions of fitness centre users to better understand their behaviour. Through an online survey, the opin- ions of 325 fitness centre users were collected regarding the pre- viously mentioned variables. A structural equation model was made by means of EQS 6.4 to confirm, first, the reliability of the scales used and subsequently test the different relationships between variables. The results show the importance of corporate image as a starting point to explain future int…
The background music-content congruence of TV advertisements: A neurophysiological study
2021
Abstract Music affects viewers’ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects’ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyze the electroencephalography signals and eye-tracking behaviors of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive wor…
TERRORISM AND INTERNATIONAL TOURISM: NEW EVIDENCE
2008
This paper analyses the impact of terrorist activity on international tourist flows. To this end, we have estimated a cross‐sectional gravity equation for tourism from the G‐7 countries to a sample of 134 destinations over the period 2001–2003. Within this framework, we evaluate the deviation from ‘normal’ tourist flows due to terrorist activity, which is considered as negative advertising for the affected country. The analysis suggests that both domestic victims and international attacks are relevant factors when foreign tourists make their choice. This result is robust under alternative specifications. Moreover, the impact of terrorism is more severe in developing countries. The author is…
Image is everything! Professional football players’ visibility and wages: evidence from the Italian Serie A
2021
Sport is one of the most popular forms of entertainment and its worldwide spread has turned athletes into icons who have economic impact and international visibility as global brands. In our paper we would like to show how marketing strategies in the sports industry, amplified by social networks, have put the athlete at the centre of media attention In the world of football, football players have come to play a key role, since their image is the face of their clubs, and this can affect the number of digital fans, that is, fans who are not bound to a club by constant passion but who can change team depending on the athletes that have been lined up. This could explain why the teams playing in…
Does a red shirt improve sporting performance? Evidence from Spanish football
2011
Recent research has linked red shirts to sporting success. In this article, we analyse the relationship between the colour red and sporting performance in the Spanish Professional Football League. Our foremost conclusion is that once the effect of the different endowments of resources and the ability of managers have been discounted, teams with red shirts do not show greater performance than teams wearing shirts of other colours.
In UteroRamadan Exposure and Children's Academic Performance
2014
A large literature has linked the in utero environment to health in adulthood. We consider how prenatal nutrition may shape human capital acquisition in childhood, utilising the month-long Ramadan fast as a natural experiment. In student register data for Pakistani and Bangladeshi families in England, we examine whether Ramadan's overlap with pregnancy affects subsequent academic outcomes at age 7. We find that test scores are 0.05-0.08 standard deviations lower for students exposed to Ramadan in early pregnancy. Our results suggest that brief prenatal investments may be more cost effective than traditional educational interventions in improving academic performance.