Pub Date : 1900-01-01DOI: 10.12795/IROCAMM.2019.v02.i01.06
Isabel Iniesta-Alemán
espanolLa reputacion es el verdadero territorio en el que hoy compiten todas las organizaciones. Sin embargo, muchas agencias de publicidad no muestran los perfiles profesionales de sus directivos en la comunicacion de su empresa. En nuestra investigacion nos planteamos que esto ocurre, quiza, porque es una informacion que no aprecian los anunciantes al seleccionar a su proveedor de servicios de publicidad y comunicacion. Otro supuesto que analizamos es que muchas agencias no tienen, en su equipo directivo personas cuya formacion o historial profesional no seria suficiente como para competir abiertamente con otros directivos de agencia. Como metodologia utilizamos la triangulacion metodologica. En las conclusiones de nuestra investigacion, observamos que existe una cierta opacidad en cuanto a los meritos profesionales de quienes ofrecen sus servicios como agencia, ya que no ofrecen datos sobre su formacion academica o trayectoria profesional. En nuestro estudio, deducimos sin embargo que para los anunciantes es muy importante el hecho de conocer la profesionalidad de quienes van a ser contratados en el area de comunicacion corporativa. Quienes utilizan las redes sociales con mayor profesionalidad estan consiguiendo una mayor cuota de mercado. EnglishReputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of their company. In our research, we consider that this may occur because advertisers do not appreciate this information when choosing their advertising and communication service partner. Another assumption that we analyze is that many agencies do not have, in their management team, people whose training or professional background would be enough to openly compete with other agency managers. We used methodological triangulation to evaluate these two hypotheses. In the conclusions of our investigation, we observed that there is a certain opacity in terms of the professional merits of those agency managers when offering their services, since they do not share data on their academic training or professional career. We nevertheless deduce that it is very important for advertisers to know the professionalism of those who are going to be hired in the area of corporate communication. Those who use social networks more professionally are getting a greater market share.
{"title":"The personal and professional brand in the economy of reputation.","authors":"Isabel Iniesta-Alemán","doi":"10.12795/IROCAMM.2019.v02.i01.06","DOIUrl":"https://doi.org/10.12795/IROCAMM.2019.v02.i01.06","url":null,"abstract":"espanolLa reputacion es el verdadero territorio en el que hoy compiten todas las organizaciones. Sin embargo, muchas agencias de publicidad no muestran los perfiles profesionales de sus directivos en la comunicacion de su empresa. En nuestra investigacion nos planteamos que esto ocurre, quiza, porque es una informacion que no aprecian los anunciantes al seleccionar a su proveedor de servicios de publicidad y comunicacion. Otro supuesto que analizamos es que muchas agencias no tienen, en su equipo directivo personas cuya formacion o historial profesional no seria suficiente como para competir abiertamente con otros directivos de agencia. Como metodologia utilizamos la triangulacion metodologica. En las conclusiones de nuestra investigacion, observamos que existe una cierta opacidad en cuanto a los meritos profesionales de quienes ofrecen sus servicios como agencia, ya que no ofrecen datos sobre su formacion academica o trayectoria profesional. En nuestro estudio, deducimos sin embargo que para los anunciantes es muy importante el hecho de conocer la profesionalidad de quienes van a ser contratados en el area de comunicacion corporativa. Quienes utilizan las redes sociales con mayor profesionalidad estan consiguiendo una mayor cuota de mercado. EnglishReputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of their company. In our research, we consider that this may occur because advertisers do not appreciate this information when choosing their advertising and communication service partner. Another assumption that we analyze is that many agencies do not have, in their management team, people whose training or professional background would be enough to openly compete with other agency managers. We used methodological triangulation to evaluate these two hypotheses. In the conclusions of our investigation, we observed that there is a certain opacity in terms of the professional merits of those agency managers when offering their services, since they do not share data on their academic training or professional career. We nevertheless deduce that it is very important for advertisers to know the professionalism of those who are going to be hired in the area of corporate communication. Those who use social networks more professionally are getting a greater market share.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"16 29 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":"114283266","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}
The red chronicle is a genre that is used to name the reports, which, for the most part, present attacks on the life of a human being. The printed media, popularly called “Amarillistas” or “Sensationalists”, have encouraged the growth of this section by the form, background, images and headlines that tell a story. From there, that a group of consumers of this genre has been born and grows - mainly in written media -, specifically the case of the Ecuadorian newspaper Extra- that has a profile according to their sexes, ideologies, ages, tastes, levels of study, occupations and civil status. That target remains faithful and almost loyal to the news that arrives in the newspapers, which are distributed even from dawn so that consumers have that product in their hands and read it. After that, there is a process of internalization and comments on the events between family members or groups. But not only the public or the consumer searches for Extra newspaper, so do the advertisers to show their advertising. This has been modified because the public also evolves. This article is raised and developed in the literature review of other research and is developed under the deductive method, because the object of the general is investigated to the particular, then the synthetic method is applied to qualitatively explain the subject raised.
{"title":"The reader of red chronicle between tastes and images. Daily Extra case.","authors":"Claudia Liliana Pezo, Edmundo Guillermo Córdova Duran, Laura Medina Andrade, Jenny Medina","doi":"10.12795/irocamm.2019.v02.i02.05","DOIUrl":"https://doi.org/10.12795/irocamm.2019.v02.i02.05","url":null,"abstract":"The red chronicle is a genre that is used to name the reports, which, for the most part, present attacks on the life of a human being. The printed media, popularly called “Amarillistas” or “Sensationalists”, have encouraged the growth of this section by the form, background, images and headlines that tell a story. From there, that a group of consumers of this genre has been born and grows - mainly in written media -, specifically the case of the Ecuadorian newspaper Extra- that has a profile according to their sexes, ideologies, ages, tastes, levels of study, occupations and civil status. That target remains faithful and almost loyal to the news that arrives in the newspapers, which are distributed even from dawn so that consumers have that product in their hands and read it. After that, there is a process of internalization and comments on the events between family members or groups. But not only the public or the consumer searches for Extra newspaper, so do the advertisers to show their advertising. This has been modified because the public also evolves. This article is raised and developed in the literature review of other research and is developed under the deductive method, because the object of the general is investigated to the particular, then the synthetic method is applied to qualitatively explain the subject raised.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"30 2 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":"116721048","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}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2022.v05.i02.04
Shifa Hustima Sahara, Nila Armelia Windasari
Start-ups are currently in the spotlight in all countries, especially in developed countries, where they are seen as a critical driver of economic growth and a source of long-term jobs. In addition, consumers are increasingly interested in using digital touchpoints to fulfil their daily needs. Marketers of biotechnology start-ups realize that in this competitive era of commercial initiatives, it is difficult to find the point of engagement between consumer and brand to be more pleasant and smooth. This study aims to understand the effectiveness of digital touchpoints in influencing consumer brand engagement at biotechnology start-up. The methodology used factor analysis and regression analysis from an online survey. The respondents were selected by giving questionnaires to consumers who had bought one or more products from biotechnology start-up. The main finding showed digital touchpoints affected consumer brand engagement at biotechnology start-up (0.000, p < 0.01). However, the results with moderator variable of hedonic value (0.4235) and utilitarian value (0.5147)does not moderated digital touchpoints effectiveness on consumer brand engagement (p > 0.05). This study provide a new perspective on measurement items of digital touchpoints effectiveness and provides information for marketers to pay attention to important aspects for increase the engagement of several digital touchpoints.
{"title":"Digital Touchpoints Effectiveness and its Impact on Consumer Brand Engagement in Biotechnology Start-Up","authors":"Shifa Hustima Sahara, Nila Armelia Windasari","doi":"10.12795/irocamm.2022.v05.i02.04","DOIUrl":"https://doi.org/10.12795/irocamm.2022.v05.i02.04","url":null,"abstract":"Start-ups are currently in the spotlight in all countries, especially in developed countries, where they are seen as a critical driver of economic growth and a source of long-term jobs. In addition, consumers are increasingly interested in using digital touchpoints to fulfil their daily needs. Marketers of biotechnology start-ups realize that in this competitive era of commercial initiatives, it is difficult to find the point of engagement between consumer and brand to be more pleasant and smooth. This study aims to understand the effectiveness of digital touchpoints in influencing consumer brand engagement at biotechnology start-up. The methodology used factor analysis and regression analysis from an online survey. The respondents were selected by giving questionnaires to consumers who had bought one or more products from biotechnology start-up. The main finding showed digital touchpoints affected consumer brand engagement at biotechnology start-up (0.000, p < 0.01). However, the results with moderator variable of hedonic value (0.4235) and utilitarian value (0.5147)does not moderated digital touchpoints effectiveness on consumer brand engagement (p > 0.05). This study provide a new perspective on measurement items of digital touchpoints effectiveness and provides information for marketers to pay attention to important aspects for increase the engagement of several digital touchpoints.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"57 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":"125894838","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}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2023.v06.i02.05
Usman Moyosore Tijani, Mustapha Tosin Balogun, Olubusola Temiloluwa Oyekunle
Companies with a strong brand are less vulnerable to competitors’ marketing methods, resulting in higher profit margins, both economically and socially. In addition, there is the issue of long-term customer loyalty and trust. Brands, in this sense, are intangible assets that play a key role in assessing customer needs and wants and offering them something better than the competition. Based on this premise, the objective of this study is to examine the relationship between service brand equity and brand strength. The methodology used was based on descriptive surveys, studying a group of individuals in a natural context, using primary sources. This was carried out in Lagos State, Nigeria. The results point to evidence of superior profits for companies with strong brands compared to their competitors, as their brands are widely known and respected. If consumers are attracted to a company’s brand and associate themselves favourably with it, these customers can become the company’s most lucrative clientele.
{"title":"Efectos del valor de la marca de servicios en un marca de comida rápida en Nigeria.","authors":"Usman Moyosore Tijani, Mustapha Tosin Balogun, Olubusola Temiloluwa Oyekunle","doi":"10.12795/irocamm.2023.v06.i02.05","DOIUrl":"https://doi.org/10.12795/irocamm.2023.v06.i02.05","url":null,"abstract":"Companies with a strong brand are less vulnerable to competitors’ marketing methods, resulting in higher profit margins, both economically and socially. In addition, there is the issue of long-term customer loyalty and trust. Brands, in this sense, are intangible assets that play a key role in assessing customer needs and wants and offering them something better than the competition. Based on this premise, the objective of this study is to examine the relationship between service brand equity and brand strength. The methodology used was based on descriptive surveys, studying a group of individuals in a natural context, using primary sources. This was carried out in Lagos State, Nigeria. The results point to evidence of superior profits for companies with strong brands compared to their competitors, as their brands are widely known and respected. If consumers are attracted to a company’s brand and associate themselves favourably with it, these customers can become the company’s most lucrative clientele.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","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":"117311326","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}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2021.v05.i01.06
C. Carmen
El sector textil ha sido uno de los sectores más afectados por la pandemia generada por el coronavirus desde finales de 2019. A los problemas de actividad causados por las fuertes restricciones sanitarias, se le ha sumado la dificultad añadida para presentar las colecciones a los diferentes stakeholders a través de las tradicionales pasarelas. El objetivo general de la presente investigación es conocer cómo las pasarelas de moda se han adaptado a la denominada Nueva Normalidad tras la aparición del coronavirus. Para conocer cómo han afrontado las empresas este nuevo desafío, se acude al análisis de contenido. Asimismo, también se ha aplicado un cuestionario para identificar las percepciones de los públicos implicados. De los resultados se aduce que este inconveniente, lejos de ser una limitación, ha supuesto una reinvención dentro del ámbito de la comunicación de la moda a nivel internacional.
{"title":"Fashion shows, year zero:: change and perception after Covid-19.","authors":"C. Carmen","doi":"10.12795/irocamm.2021.v05.i01.06","DOIUrl":"https://doi.org/10.12795/irocamm.2021.v05.i01.06","url":null,"abstract":"El sector textil ha sido uno de los sectores más afectados por la pandemia generada por el coronavirus desde finales de 2019. A los problemas de actividad causados por las fuertes restricciones sanitarias, se le ha sumado la dificultad añadida para presentar las colecciones a los diferentes stakeholders a través de las tradicionales pasarelas. El objetivo general de la presente investigación es conocer cómo las pasarelas de moda se han adaptado a la denominada Nueva Normalidad tras la aparición del coronavirus. Para conocer cómo han afrontado las empresas este nuevo desafío, se acude al análisis de contenido. Asimismo, también se ha aplicado un cuestionario para identificar las percepciones de los públicos implicados. De los resultados se aduce que este inconveniente, lejos de ser una limitación, ha supuesto una reinvención dentro del ámbito de la comunicación de la moda a nivel internacional.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"101 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":"125548642","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}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2022.v05.i02.01
Inmaculada Martín Herrera
Las restricciones sociales a consecuencia de la pandemia global por coronavirus han propiciado la organización de eventos de prensa virtuales, donde las aplicaciones tecnológicas suplen la imposibilidad del contacto presencial. Estos cambios en los procedimientos de trabajo y en la transmisión de los mensajes obligan a los profesionales del sector a una adaptación y un aprendizaje, que también deben ser revisados en las facultades de Comunicación. En este contexto, el presente trabajo describe y evalúa una experiencia docente basada en la simulación de un evento de prensa online con alumnos del grado en Periodismo. Empleando una doble metodología: la observación participante y un estudio cuantitativo de percepciones, los resultados concluyen que se trata de una práctica inmersiva, basada en proyectos, donde los estudiantes se implican en su propio aprendizaje. Y en este sentido, indican que han mejorado sus competencias en aspectos tales como la redacción de textos periodísticos, la oratoria, la búsqueda de información en internet o el uso de TIC. En el marco de las implicaciones, cabe decir que este proyecto puede servir de inspiración para aquellos docentes que deseen innovar, a través de actividades con proyección real, en la enseñanza de los futuros informadores.
{"title":"Comunicación corporativa en tiempos de pandemia. Simulación de un evento de prensa online con estudiantes de Periodismo","authors":"Inmaculada Martín Herrera","doi":"10.12795/irocamm.2022.v05.i02.01","DOIUrl":"https://doi.org/10.12795/irocamm.2022.v05.i02.01","url":null,"abstract":"Las restricciones sociales a consecuencia de la pandemia global por coronavirus han propiciado la organización de eventos de prensa virtuales, donde las aplicaciones tecnológicas suplen la imposibilidad del contacto presencial. Estos cambios en los procedimientos de trabajo y en la transmisión de los mensajes obligan a los profesionales del sector a una adaptación y un aprendizaje, que también deben ser revisados en las facultades de Comunicación. En este contexto, el presente trabajo describe y evalúa una experiencia docente basada en la simulación de un evento de prensa online con alumnos del grado en Periodismo. Empleando una doble metodología: la observación participante y un estudio cuantitativo de percepciones, los resultados concluyen que se trata de una práctica inmersiva, basada en proyectos, donde los estudiantes se implican en su propio aprendizaje. Y en este sentido, indican que han mejorado sus competencias en aspectos tales como la redacción de textos periodísticos, la oratoria, la búsqueda de información en internet o el uso de TIC. En el marco de las implicaciones, cabe decir que este proyecto puede servir de inspiración para aquellos docentes que deseen innovar, a través de actividades con proyección real, en la enseñanza de los futuros informadores.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"4 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":"129410742","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}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2021.v05.i01.02
Nektarios Makrydakis
The present study concerns the position of marketing and its digital transformation as an administrative function in public higher education organizations in Greece. The study started from the need to understand the attitudes of Greek public university managers towards the need to adopt new practices such as marketing and its digital transformation, through discourse, perceptions and explicit or implicit views, as well as the factors that shape them. Therefore, the aim of the research was based on the comparison of attitudes with the digital activities of public schools versus private companies employing marketing tactics with a strategic and tactical development of the 4 ps of the marketing mix. The methodology was qualitative in nature, employing the strategy of ‘Criterion sampling’. The results point to the fact that the duration of a university is directly related to the formation of perceptions about marketing and how to act in the context of digital Darwinism, so it can be anticipated, as a conclusion, to the need to equate public administration of higher education (university) with the tactical and functional approach of private companies
{"title":"Digital Darwinism: : Digital transformation, marketing and public higher education in Greece.","authors":"Nektarios Makrydakis","doi":"10.12795/irocamm.2021.v05.i01.02","DOIUrl":"https://doi.org/10.12795/irocamm.2021.v05.i01.02","url":null,"abstract":"The present study concerns the position of marketing and its digital transformation as an administrative function in public higher education organizations in Greece. The study started from the need to understand the attitudes of Greek public university managers towards the need to adopt new practices such as marketing and its digital transformation, through discourse, perceptions and explicit or implicit views, as well as the factors that shape them. Therefore, the aim of the research was based on the comparison of attitudes with the digital activities of public schools versus private companies employing marketing tactics with a strategic and tactical development of the 4 ps of the marketing mix. The methodology was qualitative in nature, employing the strategy of ‘Criterion sampling’. The results point to the fact that the duration of a university is directly related to the formation of perceptions about marketing and how to act in the context of digital Darwinism, so it can be anticipated, as a conclusion, to the need to equate public administration of higher education (university) with the tactical and functional approach of private companies","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"12 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":"122683819","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}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2022.v05.i02.07
Oyekunle Olubusola Temiloluwa, Tijani Usman Moyosore, Balogun Mustapha Tosin
This study investigated the effect of sales promotion on customer patronage of household appliances in Lagos State. The purpose of the study was to examine the effectiveness of sales promotion (discount, premiums, and demonstration) on customer patronage of household appliances. The methodology used was based on a descriptive research design. Questionnaire was used as an instrument for data collection. The sample size was determined using simple random sampling technique. The sample size was One hundred and twentyfour (124) respondents, which was further analyzed using multiple-regression analysis. The findings revealed that there is a positive significant effect of sales promotion in terms of discounts and demonstration used in marketing and sales of household appliances to drive customer patronage. The study however found that the use of premium as a customer sales promotion to influence customer patronage of household appliances was insignificant. In light of the findings, the study recommended that companies that trade in household appliances should continue investing in trade discounts activities that help the customers to keep patronising their company and products.
{"title":"Investigating the effect of sales promotion on customer patronage of household appliances within Lagos metropolis","authors":"Oyekunle Olubusola Temiloluwa, Tijani Usman Moyosore, Balogun Mustapha Tosin","doi":"10.12795/irocamm.2022.v05.i02.07","DOIUrl":"https://doi.org/10.12795/irocamm.2022.v05.i02.07","url":null,"abstract":"This study investigated the effect of sales promotion on customer patronage of household appliances in Lagos State. The purpose of the study was to examine the effectiveness of sales promotion (discount, premiums, and demonstration) on customer patronage of household appliances. The methodology used was based on a descriptive research design. Questionnaire was used as an instrument for data collection. The sample size was determined using simple random sampling technique. The sample size was One hundred and twentyfour (124) respondents, which was further analyzed using multiple-regression analysis. The findings revealed that there is a positive significant effect of sales promotion in terms of discounts and demonstration used in marketing and sales of household appliances to drive customer patronage. The study however found that the use of premium as a customer sales promotion to influence customer patronage of household appliances was insignificant. In light of the findings, the study recommended that companies that trade in household appliances should continue investing in trade discounts activities that help the customers to keep patronising their company and products.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"11 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":"130171634","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}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2019.v02.i01.04
Cruz García Lirios
espanolLa fiabilidad emerge luego de que se establece una agenda con temas centrados en la corrupcion politica que, lejos de orientar un debate y consenso publico, generan emociones negativas que redundan en la desesperanza social, escenario idoneo para la propaganda de la rectoria el Estado autoritario. El objetivo del presente trabajo es establecer un modelo para el estudio del fenomeno en comento. Se llevo a cabo un estudio no experimental, transversal, exploratorio con una seleccion no probabilistica de 400 internautas millenials. Se advierten lineas de investigacion relativas a la extension del modelo y su contrastacion en procesos electorales. EnglishReliability emerges after the establishment of an agenda with issues focused on political corruption that, far from orienting a debate and public consensus, generate negative emotions that result in social hopelessness, an ideal scenario for the propaganda of the authoritarian State rectory. The objective of this work is to establish a model for the study of the phenomenon in question. A non-experimental, transverse, exploratory study was carried out with a non-probabilistic selection of 400 millennial Internet users. There are lines of research related to the extension of the model and its contrast in electoral processes.
{"title":"Exploratory factorial structure of Internet user reliability on the eve of federal elections.","authors":"Cruz García Lirios","doi":"10.12795/irocamm.2019.v02.i01.04","DOIUrl":"https://doi.org/10.12795/irocamm.2019.v02.i01.04","url":null,"abstract":"espanolLa fiabilidad emerge luego de que se establece una agenda con temas centrados en la corrupcion politica que, lejos de orientar un debate y consenso publico, generan emociones negativas que redundan en la desesperanza social, escenario idoneo para la propaganda de la rectoria el Estado autoritario. El objetivo del presente trabajo es establecer un modelo para el estudio del fenomeno en comento. Se llevo a cabo un estudio no experimental, transversal, exploratorio con una seleccion no probabilistica de 400 internautas millenials. Se advierten lineas de investigacion relativas a la extension del modelo y su contrastacion en procesos electorales. EnglishReliability emerges after the establishment of an agenda with issues focused on political corruption that, far from orienting a debate and public consensus, generate negative emotions that result in social hopelessness, an ideal scenario for the propaganda of the authoritarian State rectory. The objective of this work is to establish a model for the study of the phenomenon in question. A non-experimental, transverse, exploratory study was carried out with a non-probabilistic selection of 400 millennial Internet users. There are lines of research related to the extension of the model and its contrast in electoral processes.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"219 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":"134217102","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}
Pub Date : 1900-01-01DOI: 10.12795/irocamm.2023.v06.i02.07
Sebastian Goldsack-Trebilcock, Beatriz Feijoó Fernández
El mercado del lujo ha sido por excelencia un campo de estudio para revisar tendencias y perfiles de consumidores en la literatura del marketing y branding. En Chile se ha experimentado un crecimiento estable del consumo de bienes de lujo a tasas de un 9% en los últimos años (AML, 2019), sin embargo, no existe investigación científica que reflexione sobre la evolución de la sociedad chilena en hábitos y comportamientos en torno a este consumo del lujo. Este artículo tiene como objetivo definir y concretar los distintos perfiles de consumidor de lujo en Chile tomando como referencia la taxonomía de Han et al., (2010). A través de un proceso etnográfico de observación no participante a 35 individuos en un centro comercial de alto standing en la capital chilena, se pudo comprobar la existencia de dos tipos de consumidores de marcas de lujo: por una parte, un grupo mayoritario de consumidores de lujo que buscan preferentemente estatus y reconocimiento y, por otro, un grupo pequeño de compradores que no hacen ostentación del lujo, sino que optan por distintivos mucho más sutiles como el trato considerado por los vendedores o el acceso a productos exclusivos.
奢侈品市场一直是一个卓越的研究领域，在营销和品牌文献中回顾趋势和消费者概况。智利已经历了奢侈品消费稳步增长9%率近年来(向前推进,2019),不过,没有科学研究反省智利社会的发展,围绕这个奢侈的消费习惯和行为。本文的目的是定义和实现智利奢侈品消费者的不同概况，参考Han et al.(2010)的分类法。通过对智利首都一家高档购物中心的35名个人的非参与性观察，我们发现存在两种类型的奢侈品牌消费者:一方面,多数消费者寻找最好的奢侈品的地位和承认,另一方面买家一小群不对张扬奢侈的,而是选择独特的微妙得多的交易视为或访问产品独家供应商。
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