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.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/20021

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.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/19930

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.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/17346

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.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/18295

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.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/16768

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.

Recuerado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/16874

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%.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/16914

Authors: Yeni Rosilawati, Mr Dirjan.

Gili Eco Trust is a non-profit foundation with aim to change people behaviour to care more about the environment to realize Gili Trawangan Zero Waste. Garbage is a severe problem in Indonesia, including Gili Trawangan. The increase of tourists has an impact on the amount of waste produced. This study aims to determine the social marketing strategy of Gili Eco Trust in forming public awareness about the environment to realize Gili Trawangan Zero Waste and describe the inhibiting factors. This study utilized a qualitative research method with a case study approach. The findings were obtained from interview, observation, and documentation. This study revealed that Gili Eco Trust has strategic steps to change people’ behavior to realize Gili Trawangan Zero Waste. The reduce, reuse, and recycle movement has become the foundation of Gili Eco Trust to educate people. It was lowered into four social products: 1,500 Trash Cans, Debris Free Friday, Waste Bank, and Gili Tour Recycle. The collaboration between Gili Eco Trust and the Environment-Concerned Community Front has a vital role in changing people’s behavior. Based on Kotler’s social marketing, Gili Eco Trust should improve several social analysis planning and evaluation elements, which should be carried out systematically and structured.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/15189

Autores: Abubakar Musa, Dr. Mukaila Adebisi Ijaiya , Dr. Umaru Mustapha Zubairu.

This research examines internal marketing (IM) over the last decade (2012-2021) using systematic quantitative assessment techniques (SQAT). The review identified 82 IM articles from 39 countries. A significant number of the articles were published in 2015, with a large concentration in Asia. The majority of the articles reviewed were empirical research. Four methods of data collection (i.e. survey, Secondary data, interview, and observation) were identified. The review identified three different IM themes (i.e. IM magnitude, consequences of IM, and IM mechanism). This review recommends that more IM articles are encouraging in South America and other nations of other countries that currently have no representation. More conceptual research is encouraged in balancing the wide gap between empirical and conceptual articles. Researchers are encouraged to use more qualitative methods of data collection to gain more understanding of the concept. The researchers are also advised to adopt the mixed method of data collection on the consequences of IM and IM mechanisms themes.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/16000

Autoras: Lucía Pilo Castellano, Sandra Lizzeth Hernández Zelaya.

Introduction: Sensory marketing is an increasingly popular tactic in a marketing strategy, commonly used in commercial establishments, with the aim of capturing the attention of consumers and making them loyal. Many shops try to attract consumers to the interior of the establishments and thus invite them to buy using different sensory activities. Objective: Through this study, it is intended to analyze the sensory marketing strategies of ham stores and especially those used by Viandas Hacienda Zorita, to try to understand the reasons that lead this company to stand out as a store specialized in ham sales in Spain. Methodology: The study includes the implementation and analysis of both qualitative and quantitative research techniques, observation technique such as interviews with experts and the application of a survey to 150 Spanish consumers. Results: The study highlights the usage of sensory marketing and its effectiveness to generate a more attractive atmosphere and stimulate the senses in this particular sector. The main conclusions emphasized are the importance of sensory marketing as a commercial tool in Ham stores, in particular appealing to the sense of sight and smell in these stores is identified as very relevant.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/16477