[Artículo] La optimización de la comunicación POSM “Point Of Sale Materials” en productos de compra por impulso mediante neuromarketing
Autor: Antonio González-Morales.
Las compras impulsivas se realizan como consecuencia de fuertes deseos de adquirir los productos vistos en las tiendas y son muy importantes en ciertos tipos de productos. Se trata de un comportamiento complejo e inmediato de toma de decisión espontánea, no racional en la que no se valora otras opciones. Los estímulos visuales y la activación emocional que estos generan, influyen en la decisión de estas compras. El objetivo de la presente investigación es llegar a la conclusión sobre la confirmación o refutación, de que mediante el neuromarketing podría evaluarse los estímulos visuales en los puntos de venta para este tipo de compra. Se han estudiado más de 250 artículos científicos para concluir sobre su posible idoneidad, obteniéndose las siguientes conclusiones: en las compras impulsivas influyen la excitación emocional y la atención visual. La excitación emocional puede medirse mediante medidores periféricos, la valencia emocional puede medirse mediante electroencefalografía y la atención visual usando eye tracker. Por lo que se puede afirmar que los medidores periféricos, la electroencefalografía y el eye tracker, herramientas propias de neuromarketing, son útiles para investigar la influencia del POSM en la atención y la toma de decisiones en compras impulsivas. La neurociencia ayuda a las empresas a mejorar las ventas y el proceso de compras.
[Artículo] Realidad Virtual Inmersiva Aplicada al Discurso de Campañas sobre Violencia de Género en Argentina.
Autora: Andrea Jhaneth Vaca Vaca.
En los últimos años, las nuevas tecnologías aplicadas al discurso de campañas sobre violencia de género han forjado una relación diferente entre el consumidor y las instituciones que lo abordan. La implementación de la realidad virtual o de 360º con capacidad inmersiva utiliza herramientas de la realidad virtual que son diseñadas por las empresas publicitarias para que sus campañas lleguen a espacios más diversos.En este sentido, las campañas publicitarias y de marketing enfocadas en tratar la violencia de género han comenzado a explorar la relación de la realidad virtual y lo inmersivo con sus consumidores, y a través de este nexo generar una comunicación reflexiva desde una estructura de storytelling que marca una nueva manera de narrar la violencia desde espacios interactivos.
[Artículo] Digital advertising and integrated marketing communication in yoga companies: Spanish and Mexican netnography on Facebook
Autoras: Laura María Elena Miranda-Hernández, Carmen Patricia Jiménez Terrazas.
The objective of this study is to explain digital advertising and CIM in yoga companies and compare it in Spanish and Mexican companies, through an investigation with a qualitative approach of the netnographic method of the official Facebook pages of two Yoga companies, from the hypothetical deductive perspective and inductive, content analysis was carried out of the most popular conversations of these companies, identified through a report from the Fanpagekarma platform. The results reveal that the use of logo, institutional colors in an aligned, integrated and coherent way, together with the communication of attributes of price, quality and type of service, in this case the styles of yoga, as part of the communication integrated marketing as well as the affective or cognitive attitude of digital advertising, are elements that generate greater interaction or presence among Facebook users of yoga companies.
[Artículo] Digital Darwinism: Digital transformation, marketing and public higher education in Greece
Autor: Ph.D. 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.
Autores: Ph.D. Vladimir Sánchez-Riaño, Carlos A. Arango Lozano, Jairo Roberto Sojo-Gómez.
This paper is a result of research about Generation Z or Centennials carried out by a group of researchers from Jorge Tadeo Lozano University. The article develops a vision of this generation about her construction and representation of her being in the digital universe, its stages, and the role of money. Therefore, an examination is made of the main findings regarding Centennials as the first digitally native generation characterized by her ability to quickly access any type of information, and her innovative and entrepreneurial thinking. All this supported by digital platforms that offer, to Centennials, a spectrum of possibilities to create and shape the construction of their being and their social representation. Three aspects are stand out in this generation. First, they symbolically construct themselves from relationships in the network society; second, its relationship with money and the material aspects is instrumental and secondary (not an ontological relationship). Third, their connection to the material world is associated with family, publishable experiences on networks, and the acquisition and use of trending products, all of this in order to build their social representation.
[Artículo] Digital Journalism: Reconfiguring business models and representing a a market niche for entrepreneurs
Francisco Saucedo Espinosa, Juan Antonio Sanchez Garza.
The phenomenon of digital entrepreneurial journalism represents an alternative for communication professionals, when facing the dynamic environment that generates the need for a wide portfolio of capacities to ensure both quality in relation to journalistic work, as well as the capacity of administration that the new business models demand. The literature review revealed the state of the art on the concept of journalism, entrepreneurship and the phenomenon of entrepreneurial digital journalism. A regional survey was applied to a sample of 58 journalists from the northeastern states of Mexico (Nuevo León, Coahuila and Tamaulipas) who are engaged in journalism, either press, radio, television or digital media. Nine out of ten perceive job insecurity that demands more than one job for a decent income and among the sources of information most used by journalists are social networks and web search engines, wich indicates that they are immersed in new information technologies and are able to take advantage of any resource or capacity related to technologies and allows them to generate benefits, even in the absence of financial resources, which is an evidenced limitation.
[Artículo] La Audiovisual synthesis through YouTube: Analysis of the use of image, time, written and oral text
Autores: Sara Escudero García, José Luis Valero Sancho.
This communication presents an analysis of the 7,763 seconds that make up 30 audiovisual syntheses with a maximum duration of ten and a half minutes, published on the YouTube social network between 2009 and 2020. Our methodology has been based on studying how the oral text is used, in conjugation with their images and text written over time to shape the didactic story, in addition to relying on bibliographic references. In the same way, 15 of the audiovisual syntheses analysed are in the Spanish language and another 15 in English, in order to clarify if the communication is carried out in a similar way, even with the change of language. Based on the results obtained, we have observed that there are indications that in all communications there are elements that coincide in their use and frequency. Due to the increase in publications of educational audiovisual communications through Social Media in the recent years, we think that this analysis can help both future researchers and producers of audiovisual synthesis.
Autor: Mitchell J Peran.
During the worldwide pandemic many businesses started or significantly increased their online presence on major e-commerce platforms either as vendors or as sellers. These small and medium businesses need to understand what level of advertising support they need, if any, and how it can impact their performance objectives. This paper investigates how advertising influences the timing of online customer reviews after a product introduction at a major retailer with both physical stores and online e-commerce presence open to both business sellers and vendors of various sizes. The faster time to reach customer reviews is a proxy of customer product acceptance and should inform online businesses on their advertising needs when they introduce their products on e-commerce platforms. This paper demonstrates that without advertising support the time needed to reach ten customer reviews increases by 46%.