Search results for "advertising"
showing 10 items of 680 documents
La blogosfera política española en las Elecciones Generales 2011. Una comparación entre blogs de candidatos, periodistas y ciudadanos
2015
En: Doxa Comunicación : revista interdisciplinar de estudios de comunicación y ciencias sociales. ISSN 1696-019X n. XXI, 2015, pp 78-112 El presente estudio propone un análisis de la blogosfera política española durante la campaña electoral previa a las Elecciones Generales del 20 de noviembre de 2011, con el fin de identificar los principales temas de discusión que centraron el debate en tres tipos de bitácoras: seis blogs de candidatos políticos de las principales formaciones políticas españolas, cuatro a cargo de periodistas destacados de la esfera pública central y cuatro de ciudadanos anónimos. Se plantea un análisis de contenido fundamentado en 57 categorías temáticas para establecer …
The Relationships Between Customer Brand Engagement in Social Media and Share of Wallet
2016
This chapter investigates the motivational drivers of customer brand engagement in social media and examines the nature of the relationships between these drivers and engagement, as well as the relationships between brand engagement and share-of-wallet. In addition, we tested the moderating effect of the frequency of social media visits on the relationship between engagement and share-of-wallet. The hypothesized relationships were analyzed using an online survey of 818 members of one Facebook brand community. The results suggested that community exerts the strongest positive effect on customer brand engagement and that customer brand engagement positively influences SOW. The findings also i…
La desinformación en las redes de mensajería instantánea. Estudio de las fake news en los canales relacionados con la ultraderecha española en Telegr…
2021
espanolOne of the most uncontrolled and wides-pread sources of misinformation are the instant messaging platforms, mainly due to the privacy of the communication spaces created in them. The dissemination of false news on these networks makes it difficult to detect them and thus complicates the task of fact-checking. Both WhatsApp and Tele-gram were used and integrated in the elec-toral campaign of the previous elections in the United States (Journell, 2017; Allcott & Gentzkow, 2017), in the United Kingdom on the occasion of the Brexit (Kucharski 2016), in Brazil (Novomisky, 2018), and recently in the autonomous elections of Andalusia (Spain) (Viejo, 2018). This research takes as a case stud…
"Unfounded bitchy nagging performed by fools" : discourse analysis of Varusteleka's advertising
2016
Varusteleka on suomalainen armeijaylijäämään ja ulkoiluvarusteisiin erikoistunut yritys, joka on tunnettu omalaatuisesta markkinointityylistään. Varustelekan mainonta on saanut sekä positiivista että negatiivista palautetta, ja myös viranomaiset ovat kommentoineet yrityksen toimintaa. Tämän tutkielman tarkoituksena oli analysoida diskurssianalyysin keinoin kolmea tapausta, joissa eri tahot ovat kyseenalaiset Varustelekan mainonnan eettisyyden ja hyvän tavan mukaisuuden. Tutkimuksessa selvitettiin alkuperäisten mainosten kyseenalaistettua sisältöä, sekä yrityksen ja sitä kritisoivien tahojen välistä julkista vuorovaikutusta. Analyysissä hyödynnettiin kriittisen diskurssianalyysin lähestymist…
Consumer attitude toward using smart shopping carts: a comparative analysis of Italian and Croatian consumer attitudes
2016
This paper aims to explore consumer attitudes toward using smart shopping cart, considering country of origin, gender, age, and intentions to use smart shopping carts while purchasing. Moreover, it investigates the influence of extracted factors on consumers' attitudes toward using smart shopping carts and the users' levels of digital competence. The data was collected through survey questionnaires using a purposive sample of 313 Croatian and Italian respondents. To this end, we applied statistical methodologies such as binary logistic regression, factor analysis, and analysis of variance. We found that, compared with Croatians, Italian respondents have a more positive attitude toward using…
Wykorzystanie modelu PESO do pomiaru poziomu ekspozycji i zaangażowania w prowadzonych w mediach społecznościowych działaniach promocyjnych pośrednik…
2019
The growing popularity of social media is accompanied by an increase in the importance of the quality and frequency of content published in the Internet. This entails constant analysis, among others, in the field of exposure and the involvement of Internet users in the media. Among the many available tools to carry out the above analysis, in this work the PESO model – Don Bartholomew was used. The aim of the paper is to implement the PESO model (measuring social media on many levels) on the real estate market and to analyze the level of exposure and social media involvement by real estate agents. The detailed objective is to analyze the information content of social media publications, vide…
Why do People Attend Sport Events at Mature Tourist Destinations? An Analysis of Visitors’ Motivation to Attend the Windsurf World Cup on Sylt
2016
Abstract Introduction. Sport events have become a popular tool for the marketing of tourist destinations. In this regard, it has to be kept in mind that the effects events can generate for destinations largely depend on the motivation of the attendees. Building on this insight, the aim of this paper is to compare the motivational structures of two types of visitors (primary purpose event visitors and casual visitors) to the German island of Sylt during a Windsurf World Cup. This event-destination combination was chosen because it represents the tendency for popular tourist resorts to use small-scale sport events in their marketing efforts. Material and methods. The research was conducted us…
Online environmental activism and Internet use in the Indonesian environmental movement
2013
Author's version of an article in the journal: Information Development. Also available from the publisher at: http://dx.doi.org/10.1177/0266666913485260 This article investigates the use of the Internet among Indonesian environmental non-governmental organizations (ENGOs) and how this use influences the mobilizing structure of the environmental movement. The discussion is informed by an explorative study of nineteen Indonesian ENGOs working in the domain of forest protection. The study reveals that the Internet empowers the environmental activism of these organizations by enhancing opportunities for political participation. A main finding in the article is that well-established organization…
2017
Centralization and decentralization are key concepts in debates that focus on the (anti)democratic character of digital societies. Centralization is understood as the control over communication and data flows, and decentralization as giving it (back) to users. Communication and media research focuses on centralization put forward by dominant digital media platforms, such as Facebook and Google, and governments. Decentralization is investigated regarding its potential in civil society, i.e., hacktivism, (encryption) technologies, and grass-root technology movements. As content-based media companies increasingly engage with technology, they move into the focus of critical media studies. Moreo…
From Mood to Meaning: The Changing Model of the User in Entertainment Research
2015
In recent years, entertainment theory has undergone a paradigmatic shift: The traditional conceptualization of entertainment as an exclusively pleasurable affective state has been significantly extended by recent two-factor models. These models have introduced a second dimension of entertainment that incorporates more complex nonhedonic experiences, such as the search for meaning or intrinsic need satisfaction. They have not only crucially altered the way communication scholars conceptualize the audience of media entertainment but also our discipline's view on the effects of entertaining media content. The present article discusses the implications of this changing model of the media user b…