Search results for "de mercado"
showing 10 items of 74 documents
Análisis del aumento de seguidores y de la presencia multiplataforma de la clase política en Facebook, Twitter e Instagram en campañas electorales (2…
2022
[EN] The participation of politicians in social media is increasingly necessary in order to gain visibility. However, the logic of content dissemination is very different from conventional media. In social media, building a broad and varied base of followers facilitates a greater impact of the message. This article analyses the influence of various individual factors of the candidates on two aspects of the process: variation in the number of followers and multiplatform presence. Both issues are assessed on Facebook, Twitter, and Instagram in the context of three general elections held in Spain during the 2010s. The results show that the age and gender of the candidates, their frequency of p…
El éxito de los procesos de fusión en el mercado de auditoría: el caso de PriceWaterhouseCoopers
2019
Este trabajo ofrece evidencia sobre el resultado de la fusión de Price Waterhouse y Coopers & Lybrand respecto a 2 de los objetivos que pretendían alcanzarse con la operación empresarial, como son el crecimiento de la nueva compa˜nía en términos de cifra de negocios y el aumento de la cuota de mercado. El estudio, aplicando metodología utilizada en trabajos anteriores, comprende el periodo 1997-2003, incluyendo 5 a˜nos posteriores a la fusión, que se llevó a cabo en 1998. Los resultados revelan que PriceWaterhouse y Coopers & Lybrand hubiesen alcanzado una cuota de mercado y una facturación inferior a la de sus competidores más directos en caso de no haberse fusionado, aunque las diferencia…
Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they ado…
2021
This study investigates individuals’ motivations to create sponsored video ads in response to corporate online advertising competitions, and the creative strategies they employ when so doing. The findings from two studies that combined qualitative (42 semi-structured interviews and netnography) and quantitative (content analysis of 1,102 ads) research methods showed that individuals are motivated to produce sponsored video advertising by six factors: learning, enjoyment, self-expression, remuneration, recognition and influencing others. In turn, these motivations can be categorised as intrinsic, extrinsic, rational and affective, leading to a typology of four advertising creators. It was fo…
Effects of message appeal and service type in CSR communication strategies
2015
Abstract Studies highlight the importance of corporate social responsibility (CSR) for companies' stakeholders. Consumers, however, are often unaware of such initiatives. Understanding how to effectively communicate socially responsible initiatives is an important challenge for both researchers and managers, who invest considerable resources in CSR initiatives. This study examines consumers' responses to two types of CSR initiatives (environment-related and employee-based) using two types of message appeals (emotional and rational) across two service types (hedonic and utilitarian). Responses provide data on consumers' awareness of CSR initiatives, attitudes toward the company, perceived co…
Influencia de los Travel Vloggers en la formación de la imagen de destino y en el comportamiento del turista
2019
El tema de investigación del estudio gira en torno a las nuevas fuentes de formación de la imagen de destinos turísticos que han aparecido como consecuencia de la naturaleza mediática actual. El entorno social media ha irrumpido como una fuente de información autónoma y orgánica, donde los influencers digitales han adquirido una gran importancia, con el apoyo de plataformas como Youtube que facilitan la creación de contenido y su difusión entre todo tipo de usuarios. En concreto, se analiza cómo la figura del denominado travel vlogger influye sobre la imagen de los destinos turísticos y qué factores condicionan dicha influencia. Para ello, se toman como referencia teorías de comportamiento …
Climate Aridity and the Geographical Shift of Olive Trees in a Mediterranean Northern Region
2021
Climate change leverages landscape transformations and exerts variable pressure on natural environments and rural systems. Earlier studies outlined how Mediterranean Europe has become a global hotspot of climate warming and land use change. The present work assumes the olive tree, a typical Mediterranean crop, as a candidate bioclimatic indicator, delineating the latent impact of climate aridity on traditional cropping systems at the northern range of the biogeographical distribution of the olive tree. Since the olive tree follows a well-defined latitude gradient with a progressive decline in both frequency and density moving toward the north, we considered Italy as an appropriate case to i…
Long-term organic farming on a citrus plantation results in soil organic carbon recovery
2019
[ES] Se ha demostrado que el manejo del suelo bajo agricultura ecológica puede aumentar el contenido de carbono orgánico en el suelo moderando el incremento de los gases de efecto invernadero, pero hasta la fecha las evaluaciones cuantitativas basadas en mediciones a largo plazo han sido escasas, especialmente bajo condiciones mediterráneas. En esta investigación se examinaron los cambios en el contenido de carbono orgánico como respuesta a la agricultura ecológica con cobertura vegetal en una plantación de cítricos en el área mediterránea, utilizando una base de datos de 21 años. El incremento de contenido de carbono orgánico en el suelo fue más evidente tras cinco años desde el cambio del…
High-to-low (Regional) fertility transitions in a peripheral european country: The contribution of exploratory time series analysis
2021
Diachronic variations in demographic rates have frequently reflected social transformations and a (more or less evident) impact of sequential economic downturns. By assessing changes over time in Total Fertility Rate (TFR) at the regional scale in Italy, our study investigates the long-term transition (1952–2019) characteristic of Mediterranean fertility, showing a continuous decline of births since the late 1970s and marked disparities between high- and low-fertility regions along the latitude gradient. Together with a rapid decline in the country TFR, the spatiotemporal evolution of regional fertility in Italy—illustrated through an exploratory time series statistical approach—outlines th…
Long-term impact of rainfed agricultural land abandonment on soil erosion in the Western Mediterranean basin
2018
[EN] Land abandonment is widespread in the Mediterranean mountains. The impact of agricultural abandonment results in a shift in ecosystem evolution due to changes in soil erosion, but little is known about long-term soil and water losses. This paper uses 11 years of measurements in two paired plots (abandoned vs control) with four subplots to determine how soil and water losses evolved after abandonment within an agricultural parcel. For two years (2004¿2005) both plots were under tillage, and after 2006 one plot was abandoned. The monitored plots measured runoff and sediment concentration after each rainfall event.