{"title":"Impacto en las redes sociales de las grandes empresas españolas: reputación corporativa, integridad y comportamiento ético","authors":"A. M. Casado, José Ignacio Peláez, Á. Callejón","doi":"10.7263/adresic-009-06","DOIUrl":"https://doi.org/10.7263/adresic-009-06","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127756127","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Modelo de transferencia del valor y la experiencia para el turista deportivo.","authors":"C. Jericó, I. K. Boluda, Natalia Vila López","doi":"10.7263/adresic-013-04","DOIUrl":"https://doi.org/10.7263/adresic-013-04","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"420 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122862720","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
espanolObjetivo: El objetivo de esta investigacion es analizar la influencia de la marca y su representacion grafica sobre el producto en el consumo femenino de moda. El estudio aborda el valor de marca como ventaja competitiva. Diseno/metodologia/enfoque: Para ello se analiza la literatura previa y se desarrolla una investigacion estadistica de seguimiento. Se efectua un cuestionario estructurado en dos fases, con un intervalo de separacion de cuatro anos, a una muestra de 469 y 230 mujeres, respectivamente. Resultados: Mas del 85 % de las mujeres analizadas reconoce que la marca influye en su decision de compra, y un tercio muestra una amplia predisposicion a la firma. En menor medida, dicho interes se traslada al logo como elemento visible en las prendas y accesorios. Se confirma que la logomania es un fenomeno vigente en la actualidad y una estrategia eficiente para el mercado de la moda. Limitaciones/implicaciones: Estos resultados son de utilidad en la implementacion de estrategias de branding especificas en el sector de la moda. Originalidad/contribucion: Esta investigacion es pionera en analizar la predisposicion de la mujer a las marcas y a la presencia de los logos en las prendas y accesorios en su decision de compra. EnglishPurpose: The objective of this research is to analyze brand influence and its graphic representation on the product in female’s consumption of fashion. This study addresses brand equity as a competitive advantage. Design / Methodology / Approach: For this purpose, previous literature is analyzed and follow-up statistical research is carried out. A two-phase questionnaire, with a four-year interval, is administered to a sample of 469 and 230 women, respectively. Results: More than 85% of the women analyzed recognize that brands influence their purchasing decisions, and a third show a wide predisposition towards the brand. To a lesser extent, this interest is transferred to the logo as a visible element on the garments and accessories. It is confirmed that Logomania is a current phenomenon and an efficient strategy for the fashion market. Limitatios / Implications: These results are useful in the implementation of specific branding strategies in the fashion sector. Originality / Contribution: This research is a pioneer in analyzing women’s predisposition to brands and the presence of logos on garments and accessories in their purchasing decisions.
本研究的目的是分析品牌及其图形表现对女性时尚消费产品的影响。该研究将品牌价值视为一种竞争优势。设计/方法/方法:为此，我们分析了以前的文献，并进行了统计监测研究。本研究的目的是评估一项研究的结果，该研究的目的是评估一项研究的结果，该研究的目的是评估一项研究的结果，该研究的目的是评估一项研究的结果，该研究的目的是评估一项研究的结果，该研究的目的是评估一项研究的结果。结果:超过85%的受访女性承认品牌会影响她们的购买决定，三分之一的女性表现出强烈的签约倾向。在较小程度上，这种兴趣转移到标志作为一个可见的元素在服装和配件。它证实了logomania是当今时尚市场的一种现象，也是一种有效的策略。限制/影响:这些结果对时尚行业特定品牌策略的实施是有用的。创意/贡献:这项研究是分析女性在购买决定中对品牌和服装和配饰上的标志存在的倾向的先驱。目的:本研究的目的是分析品牌的影响及其在女性时尚消费中产品的图形表现。该研究指出，品牌资产是一种竞争优势。设计/方法/方法:为此目的，对以前的文献进行了分析，并进行了后续的统计研究。分别对469名妇女和230名妇女进行了为期四年的两阶段问卷调查。结果:85%以上的受访女性承认品牌影响她们的购买决定，第三位女性表现出广泛的品牌倾向。To a lesser涵盖面,this interest is向有关标志作为可见element on the garments and accessories。It is证实,Logomania is a current phenomenon and an时装市场有效的战略》。限制/影响:这些结果对时尚行业特定品牌战略的实施很有用。原创性/贡献:这项研究是分析女性对品牌的倾向以及她们在采购决策中服装和配饰上的商标存在的先驱。
{"title":"Influencia de la marca en el consumo femenino de moda","authors":"Elisa Mª González Penas","doi":"10.7263/ADRESIC-024-05","DOIUrl":"https://doi.org/10.7263/ADRESIC-024-05","url":null,"abstract":"espanolObjetivo: El objetivo de esta investigacion es analizar la influencia de la marca y su representacion grafica sobre el producto en el consumo femenino de moda. El estudio aborda el valor de marca como ventaja competitiva. Diseno/metodologia/enfoque: Para ello se analiza la literatura previa y se desarrolla una investigacion estadistica de seguimiento. Se efectua un cuestionario estructurado en dos fases, con un intervalo de separacion de cuatro anos, a una muestra de 469 y 230 mujeres, respectivamente. Resultados: Mas del 85 % de las mujeres analizadas reconoce que la marca influye en su decision de compra, y un tercio muestra una amplia predisposicion a la firma. En menor medida, dicho interes se traslada al logo como elemento visible en las prendas y accesorios. Se confirma que la logomania es un fenomeno vigente en la actualidad y una estrategia eficiente para el mercado de la moda. Limitaciones/implicaciones: Estos resultados son de utilidad en la implementacion de estrategias de branding especificas en el sector de la moda. Originalidad/contribucion: Esta investigacion es pionera en analizar la predisposicion de la mujer a las marcas y a la presencia de los logos en las prendas y accesorios en su decision de compra. EnglishPurpose: The objective of this research is to analyze brand influence and its graphic representation on the product in female’s consumption of fashion. This study addresses brand equity as a competitive advantage. Design / Methodology / Approach: For this purpose, previous literature is analyzed and follow-up statistical research is carried out. A two-phase questionnaire, with a four-year interval, is administered to a sample of 469 and 230 women, respectively. Results: More than 85% of the women analyzed recognize that brands influence their purchasing decisions, and a third show a wide predisposition towards the brand. To a lesser extent, this interest is transferred to the logo as a visible element on the garments and accessories. It is confirmed that Logomania is a current phenomenon and an efficient strategy for the fashion market. Limitatios / Implications: These results are useful in the implementation of specific branding strategies in the fashion sector. Originality / Contribution: This research is a pioneer in analyzing women’s predisposition to brands and the presence of logos on garments and accessories in their purchasing decisions.","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"438 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114583117","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Responsabilidad Social Corporativa Estudio sobre la identificación y clasificación de los stakeholders","authors":"E. Barrio, Ana Ma. Enrique","doi":"10.7263/adresic-017-02","DOIUrl":"https://doi.org/10.7263/adresic-017-02","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124937979","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
espanolEl presente articulo explora las principales estrategias surgidas en el seno de las sociedades de consumo y consumistas que mediante la comunicacion comercial, el marketing y la publicidad han configurado un tipo de ciudadano particular. El consumo traslado su eje de la satisfaccion de necesidades propias de las personas hacia un plano mucho mas social y cultural en el que la imitacion, el estatus y las nuevas formas de integracion en la estructura social estan intimamente relacionadas con los bienes y servicios que se consumen. La obsolescencia, la moda, el caos planificado y el hedonismo son algunas de las principales estrategias que se analizan en la presente investigacion.. EnglishThis article explores the main strategies that have come from the heart of consumer societies which, by means of commercial communication, marketing and publicity, have shaped a particular kind of citizen. Consumption shifted from satisfying people’s individual needs to a much more social and cultural level where imitation, status and new ways of integration in the social structure are closely related to consumer goods and services. Obsolescence, fashion, planned chaos and hedonism are some of the main strategies that are analyzed in this research..
本文探讨了消费主义和消费主义社会中出现的主要策略，这些策略通过商业传播、营销和广告塑造了一种特定类型的公民。消费将满足人们自身需求的轴心转移到一个更社会和文化层面，在这个层面上，模仿、地位和融入社会结构的新形式与所消费的商品和服务密切相关。过时、时尚、计划混乱和享乐主义是本研究分析的一些主要策略。本文探讨了源自消费者社会核心的主要策略，这些策略通过商业传播、营销和宣传，塑造了一种特殊的公民。消费从满足个人需求转变为更加社会和文化水平，在这种水平上，模仿、地位和融入社会结构的新方式与消费商品和服务密切相关。再保险公司,时装,计划chaos and hedonism are some of the main strategies that are analyzed in this research。
{"title":"Dreams and Needs Factory. Strategies of a consumer society","authors":"L. Martín","doi":"10.7263/ADRESIC-005-04","DOIUrl":"https://doi.org/10.7263/ADRESIC-005-04","url":null,"abstract":"espanolEl presente articulo explora las principales estrategias surgidas en el seno de las sociedades de consumo y consumistas que mediante la comunicacion comercial, el marketing y la publicidad han configurado un tipo de ciudadano particular. El consumo traslado su eje de la satisfaccion de necesidades propias de las personas hacia un plano mucho mas social y cultural en el que la imitacion, el estatus y las nuevas formas de integracion en la estructura social estan intimamente relacionadas con los bienes y servicios que se consumen. La obsolescencia, la moda, el caos planificado y el hedonismo son algunas de las principales estrategias que se analizan en la presente investigacion.. EnglishThis article explores the main strategies that have come from the heart of consumer societies which, by means of commercial communication, marketing and publicity, have shaped a particular kind of citizen. Consumption shifted from satisfying people’s individual needs to a much more social and cultural level where imitation, status and new ways of integration in the social structure are closely related to consumer goods and services. Obsolescence, fashion, planned chaos and hedonism are some of the main strategies that are analyzed in this research..","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"05 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129862547","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
J. D. M. Santana, Pedro Javier Reinares Lara, Eva Marina Reinares Lara
{"title":"La notoriedad de la marca como factor explicativo de la eficacia de las campañas publicitarias en televisión","authors":"J. D. M. Santana, Pedro Javier Reinares Lara, Eva Marina Reinares Lara","doi":"10.7263/ADRESIC-011-01","DOIUrl":"https://doi.org/10.7263/ADRESIC-011-01","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"168 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121465927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"La publicidad alimentaria en la campaña de Navidad","authors":"Paloma Piqueiras Conlledo, A. Vicente","doi":"10.7263/ADRESIC-011-05","DOIUrl":"https://doi.org/10.7263/ADRESIC-011-05","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125740448","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
espanolEl articulo de revision investiga la herramienta de comunicacion y marketing llamada visual merchandising (VM) mediante la cual el producto y la marca se exponen en la tienda. Los elementos del VM transmiten particularmente una identidad emocional en la industria de la moda. El exito internacional de companias espanolas como Zara, Pronovias y Mango se vincula a la comunicacion visual de la imagen de marca a traves del universo del retail. El VM necesita encontrar su sitio en la literatura academica espanola por primera vez ya que ha suscitado un interes reciente en el ambito profesional. El status quo cubre pubicaciones nacionales e internacionales desde las primeras manifestaciones encontradas en 1980 hasta 2017. El tipo de documentos revisados son bases de datos nacionales e internacionales, revistas academicas especializadas en consumo, gestion de marca y retail, asi como manuales de diseno, comunicacion, marketing y sociologia, catologos de librerias y universidades. Ademas, se ha considerado como una fuente importante de informacion las entrevistas con academicos, consultores y visual merchandisers en Espana. Los resultados muestran que el VM facilita a las companias espanolas obtener reconocimiento de marca y posicionamiento-de manera coherente y efectiva- y conduce a los consumidores a simplificar las decisiones de compra. Entre las conclusiones se puede senalar que el VM contribuye tambien a la creacion de emociones en el retail textil a traves de la personalidad de la tienda. Las marcas que apuestan por esta herramienta creativa y estrategica se encuentran entre las mejores marcas mundiales. Luego las implicaciones para los directivos incluyen mayor inversion e investigacion en esta tecnica esencial para las marcas de retail de moda en Espana. Con esta obra se ponen las bases del retail ya que el retail offline es el predictor mas fuerte de la compra online, un campo de investigacion futura sobre el conocimiento visual. EnglishThe review article examines the communication and marketing tool called visual merchandising (VM) by which the product and the brand are displayed through the store. The elements of VM transmit particularly an emotional identity in fashion retail. The international success of Spanish companies like Zara, Pronovias and Mango is linked to the visual communication of the brand image through the universe of retail. VM needs to find a place in academic Spanish literature for the first time as it has attracted recent interest from the professional approach. The status quo covers national and international publications from the first publications found in 1980 to 2017. The type of documents reviewed are national and international database, specialized journals in consumption, brand management and retail, as well as textbooks of design, communication, marketing and sociology, catalogues at libraries and universities. Besides, interviews with academics, consultants and visual merchandisers in Spain constituted a valu
这篇评论文章研究了一种叫做视觉营销(VM)的沟通和营销工具，通过它产品和品牌在商店中暴露自己。虚拟机的元素在时尚界尤其传达了一种情感认同。Zara、Pronovias和Mango等西班牙公司在国际上的成功与零售世界品牌形象的视觉传达有关。虚拟机需要第一次在西班牙学术文献中找到自己的位置，因为它最近在专业领域引起了人们的兴趣。从1980年第一次示威到2017年，现状涵盖了国内和国际出版物。修订的文件类型包括国内和国际数据库、消费者、品牌管理和零售专业学术期刊，以及设计、传播、营销和社会学手册、书店和大学目录。此外，对西班牙学者、顾问和视觉营销人员的采访被认为是一个重要的信息来源。本研究的目的是评估虚拟机对西班牙企业的影响，并评估虚拟机对西班牙企业的影响。在结论中，我们可以强调VM也有助于通过商店的个性在纺织品零售中创造情感。押注于这一创意和战略工具的品牌都是世界上最好的品牌。对经理的影响包括对西班牙时尚零售品牌这一关键技术的进一步投资和研究。这项工作为零售奠定了基础，因为线下零售是网上购物最强大的预测因素，这是未来视觉知识研究的一个领域。这篇评论文章探讨了被称为视觉营销(VM)的传播和营销工具，通过它产品和品牌在商店中展示。The elements of VM transmit尤其an emotional identity in时装retail。Zara、Pronovias和Mango等西班牙公司在国际上的成功与零售世界品牌形象的视觉传播有关。VM needs to find a place in academic西班牙文学for the first time as it has attracted近期利益from the professional approach。现状包括1980年至2017年首次出版的国家和国际出版物。所审查的文件类型有国家和国际数据库、消费、品牌管理和零售专业期刊、设计、传播、营销和社会学教科书、图书馆和大学目录。此外，对西班牙学者、顾问和视觉营销人员的采访也是宝贵的信息来源。结果表明，虚拟机帮助西班牙公司以有效和一致的方式获得品牌认知度和定位，并引导消费者简化购物决策。在结论中，VM也通过商店个性对纺织品零售情感的创造做出了贡献。Brands bet that for this creative and战略tool are best global Brands。随后的管理影响包括对西班牙纺织零售品牌这一重要工具的更多投资和研究。脱机Retail’s设立的数据库are with this work as behavior is the strongest先知of online shopping for visual literacy field,未来研究。
{"title":"The role of visual merchandising to position fashion retailers: a key place in Spanish Literature","authors":"C. Rodríguez","doi":"10.7263/ADRESIC-017-01","DOIUrl":"https://doi.org/10.7263/ADRESIC-017-01","url":null,"abstract":"espanolEl articulo de revision investiga la herramienta de comunicacion y marketing llamada visual merchandising (VM) mediante la cual el producto y la marca se exponen en la tienda. Los elementos del VM transmiten particularmente una identidad emocional en la industria de la moda. El exito internacional de companias espanolas como Zara, Pronovias y Mango se vincula a la comunicacion visual de la imagen de marca a traves del universo del retail. El VM necesita encontrar su sitio en la literatura academica espanola por primera vez ya que ha suscitado un interes reciente en el ambito profesional. El status quo cubre pubicaciones nacionales e internacionales desde las primeras manifestaciones encontradas en 1980 hasta 2017. El tipo de documentos revisados son bases de datos nacionales e internacionales, revistas academicas especializadas en consumo, gestion de marca y retail, asi como manuales de diseno, comunicacion, marketing y sociologia, catologos de librerias y universidades. Ademas, se ha considerado como una fuente importante de informacion las entrevistas con academicos, consultores y visual merchandisers en Espana. Los resultados muestran que el VM facilita a las companias espanolas obtener reconocimiento de marca y posicionamiento-de manera coherente y efectiva- y conduce a los consumidores a simplificar las decisiones de compra. Entre las conclusiones se puede senalar que el VM contribuye tambien a la creacion de emociones en el retail textil a traves de la personalidad de la tienda. Las marcas que apuestan por esta herramienta creativa y estrategica se encuentran entre las mejores marcas mundiales. Luego las implicaciones para los directivos incluyen mayor inversion e investigacion en esta tecnica esencial para las marcas de retail de moda en Espana. Con esta obra se ponen las bases del retail ya que el retail offline es el predictor mas fuerte de la compra online, un campo de investigacion futura sobre el conocimiento visual. EnglishThe review article examines the communication and marketing tool called visual merchandising (VM) by which the product and the brand are displayed through the store. The elements of VM transmit particularly an emotional identity in fashion retail. The international success of Spanish companies like Zara, Pronovias and Mango is linked to the visual communication of the brand image through the universe of retail. VM needs to find a place in academic Spanish literature for the first time as it has attracted recent interest from the professional approach. The status quo covers national and international publications from the first publications found in 1980 to 2017. The type of documents reviewed are national and international database, specialized journals in consumption, brand management and retail, as well as textbooks of design, communication, marketing and sociology, catalogues at libraries and universities. Besides, interviews with academics, consultants and visual merchandisers in Spain constituted a valu","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127392575","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
espanolAlcance de la revision: El presente documento realiza una revision de literatura sobre las principales aportaciones que se han generado acerca de la relacion existente entre la inteligencia artificial y las estrategias de marketing. Periodo de las publicaciones revisadas: Los estudios considerados abarcan desde el ano 2015 hasta el ano 2020. Origen y tipos de documentos revisados: La mayoria de la literatura se compone de articulos publicados en revistas indexadas internacionales sobre marketing y tecnologia. Aportacion de autor sobre las publicaciones analizadas: El autor manifiesta que, si bien existe una gran cantidad de literatura acerca de estrategias de marketing e inteligencia artificial como conceptos independientes, no hay tal cantidad acerca de los vinculos que combinan ambos conceptos. Es por ello por lo que se ha buscado reunir aportaciones de diversos autores internacionales para unificar conceptos y puntos de vista, logrando asi construir conclusiones de valor al respecto. Conclusiones sobre las lineas de investigacion estudiadas: El presente estudio concluye que en la actualidad la mayor parte de las organizaciones que buscan realizar labores de marketing sin incluir la inteligencia artificial, se encuentran destinadas a caer gradualmente en la obsolescencia. EnglishReach of the review: This document reviews the literature about the main contributions that have been made regarding the relationship between artificial intelligence and marketing strategies. Period of the publications reviewed: The studies mentioned stretch from 2015 to 2020. Origin and types of documents reviewed: Most of the literature consists of articles published in international indexed journals of marketing and technology. Author’s contribution on the publications analyzed: The author states that, although there is a large amount of literature about marketing strategies and artificial intelligence as independent concepts, there is no such amount about the links that combine both concepts. That is why the author has sought to bring together contributions from various international authors in order to unify concepts and points of view and thus build valuable conclusions in this regard. Conclusions on the lines of research studied: The present study concludes that nowadays most of the organizations seeking to carry out marketing tasks without including artificial intelligence, are destined to gradually fall into obsolescence.
{"title":"Efectos de la inteligencia artificial en las estrategias de marketing: Revisión de literatura","authors":"C. A. M. Sánchez","doi":"10.7263/ADRESIC-024-02","DOIUrl":"https://doi.org/10.7263/ADRESIC-024-02","url":null,"abstract":"espanolAlcance de la revision: El presente documento realiza una revision de literatura sobre las principales aportaciones que se han generado acerca de la relacion existente entre la inteligencia artificial y las estrategias de marketing. Periodo de las publicaciones revisadas: Los estudios considerados abarcan desde el ano 2015 hasta el ano 2020. Origen y tipos de documentos revisados: La mayoria de la literatura se compone de articulos publicados en revistas indexadas internacionales sobre marketing y tecnologia. Aportacion de autor sobre las publicaciones analizadas: El autor manifiesta que, si bien existe una gran cantidad de literatura acerca de estrategias de marketing e inteligencia artificial como conceptos independientes, no hay tal cantidad acerca de los vinculos que combinan ambos conceptos. Es por ello por lo que se ha buscado reunir aportaciones de diversos autores internacionales para unificar conceptos y puntos de vista, logrando asi construir conclusiones de valor al respecto. Conclusiones sobre las lineas de investigacion estudiadas: El presente estudio concluye que en la actualidad la mayor parte de las organizaciones que buscan realizar labores de marketing sin incluir la inteligencia artificial, se encuentran destinadas a caer gradualmente en la obsolescencia. EnglishReach of the review: This document reviews the literature about the main contributions that have been made regarding the relationship between artificial intelligence and marketing strategies. Period of the publications reviewed: The studies mentioned stretch from 2015 to 2020. Origin and types of documents reviewed: Most of the literature consists of articles published in international indexed journals of marketing and technology. Author’s contribution on the publications analyzed: The author states that, although there is a large amount of literature about marketing strategies and artificial intelligence as independent concepts, there is no such amount about the links that combine both concepts. That is why the author has sought to bring together contributions from various international authors in order to unify concepts and points of view and thus build valuable conclusions in this regard. Conclusions on the lines of research studied: The present study concludes that nowadays most of the organizations seeking to carry out marketing tasks without including artificial intelligence, are destined to gradually fall into obsolescence.","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"75 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127262501","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"MARCAS DE LA DISTRIBUCIÓN: DENOMINACIÓN Y DEFINICIÓN PARA UNA COMUNICACIÓN MÁS PRECISA","authors":"Yolanda Yustas, M. Requena","doi":"10.7263/adresic-002-05","DOIUrl":"https://doi.org/10.7263/adresic-002-05","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134431039","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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