IROCAMM

[Artículo] How the digital age has changed the corporate communication world: the case of Digital Marketing in the Fashion Business

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Autores: Irene Garcia Medina, Pedro Alvaro Pereira Correia, Leonor Alberola Amores

Digital Marketing have revolutionized the way companies communicate and interact with their publics, in particularly in the Fashion Business. The use of digital communication on a daily is increasingly intense, which leads companies to work the digital business strategy around the objectives, as well as incorporating digital methods into the objectives. According to Hamel, “The advantage of the competitiveness comes from a technological introduction and the constant adaptation along the time to the technological evolution inserted in the strategy of the organization.”

This research is a qualitative analysis to understand what are the digital factors that contribute to sustainable competitive advantages of organizations which can support strategic and future actions.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/87-94

[Artículo] Las noticias falseadas y la labor de los profesionales de la información en la cobertura de sucesos

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Nuria Sánchez-Gey Valenzuela

En este artículo hemos querido analizar el aumento de noticias falseadas o fake news y su relación con la labor de los periodistas televisivos en la cobertura de sucesos. La realización de este estudio queda justificada ya que este hecho puede no sólo influir en la labor periodística, sino en las informaciones que llegan a los espectadores y a su concepción del mundo. Para el estudio hemos utilizado metodológicamente el enfoque estructural y el empirismo profesional. Dentro de los principales hallazgos queda demostrado que las noticias falseadas esconden intereses que están por encima del margen de maniobra que tiene el periodista de a pie para evitarlas. Asimismo, las empresas televisivas -que son las que controlan finalmente qué informaciones dan o no- deciden incluir noticias falseadas por el beneficio económico que pueden conllevar. Estas noticias falseadas están afectando al derecho fundamental de los ciudadanos españoles y por tanto desvirtuando el papel de los medios de comunicación y, en concreto, la función social que los periodistas tienen encomendada. La mayor limitación de este estudio es que los profesionales que han formado parte de él trabajan para un medio de comunicación y este hecho ha podido condicionar su participación.
Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/74-86

[Artículo] La marca personal y profesional en la economía de la reputación

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Autora: Isabel Iniesta-Alemán

La reputación 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 comunicación de su empresa. En nuestra investigación nos planteamos que esto ocurre, quizá, porque es una información que no aprecian los anunciantes al seleccionar a su proveedor de servicios de publicidad y comunicación. Otro supuesto que analizamos es que muchas agencias no tienen, en su equipo directivo personas cuya formación o historial profesional no sería suficiente como para competir abiertamente con otros directivos de agencia. Como metodología utilizamos la triangulación metodológica.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/61-73

[Artículo] Are the spin doctors a figure of priority interest for public relations?

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Autores: Sandra Vilajoana Alejandre, Toni Aira

This research has a twofold goal: on the one hand, it describes, from a theoretical point of view, the importance of the figure and role of the spin doctors, also known as communication political advisers, from the perspective of public relations; and by another, the article analyses quantitatively and qualitatively, the presence and treatment of the figure of the spin doctor in the main academic journals included in the Journal Citation Reports in the fields of communication, public relations and political communication from de point of view of public relations discipline. The results of the research confirm the notable influence of public relations in the origin, definition and professional activity of spin doctors. By contrast, this study shows the low presence of the spin doctor concept in the academic literature, although the articles analysed confirm the importance of this figure from the point of view of public relations.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/50-60

[Artículo] Estructura factorial exploratoria de fiabilidad internauta en vísperas de las elecciones federales

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Autor: Cruz García Lirios

La fiabilidad emerge luego de que se establece una agenda con temas centrados en la corrupción política que, lejos de orientar un debate y consenso público, generan emociones negativas que redundan en la desesperanza social, escenario idóneo para la propaganda de la rectoría el Estado autoritario. El objetivo del presente trabajo es establecer un modelo para el estudio del fenómeno en comento. Se llevó a cabo un estudio no experimental, transversal, exploratorio con una selección no probabilística de 400 internautas millenials. Se advierten líneas de investigación relativas a la extensión del modelo y su contrastación en procesos electorales.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/42-49

[Artículo] Art at the point of sale: Its communicative potential and four different possibilities of application

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Autora: Elena Bellido-Pérez

In this text, the potential of art for retail stores is explored.  No matter what product or service the store is offering than the art can always be an effective tool for pursuing certain communication goals. Being one of the most ancient communication forms, art is a wide field in which emotion plays a key role. That is why the retail sector can take advantage of the proved effectiveness of art while transferring its suggested feeling to the spatial management of the store. Thus, in this study, four different possibilities of artistic decoration in stores are described: (1) the retail management as an artistic activity, (2) the retail store as a museum space, (3) the retail store and the (integrated or recreated) artworks, and (4) the retail store and the artistic movements.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/25-41

[Artículo] Gestión de marca turística online a nivel municipal en la Comunidad Valenciana.

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Autores: Yolanda Miralles Guimerá, Carlos Fanjul Peyró, Carlos Fanjul Peyró, Carlos Fanjul Peyró

El sector turístico es clave en la economía española actual. La competencia entre la variedad de destinos turísticos hace que estos deban diferenciarse, crear una imagen de marca territorio potente y comunicarlo a sus stakeholders. El objetivo del presente artículo es analizar cómo realizan la gestión de la marca turística en el mundo online los municipios de la Comunidad Valenciana en los que se observa un carácter reconocidamente turístico. Para ello, se tomará como muestra los cuatro municipios de la Comunidad Valenciana pertenecientes a la red de “Los Pueblos Más Bonitos de España” en 2018, que son: Peñíscola, Morella, Vilafamés y El Castell de Guadalest.

Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/14-24

[Artículo] Brand management from a cultural approach. Case study of consumer brands that operate in the Spanish market.

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Autora: PhD. Paloma Sanz-Marcos

The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands based on the cultural branding model, allows to build brands that manage to absorb and reflect the culture that surrounds them becoming containers of identity myths that advertisers take advantage of to create attractive messages for their audiences. This approach, devised by Douglas B. Holt (2004), proposes to work on the collective nature of the brand through its interaction with everyday situations and its relationship with the cultural environment that surrounds it. This communication proposes to analyze the cases of Campofrío and IKEA as potential cultural brands. The results indicate that, in effect, these brands manage to advertise themselves as iconic brands that have been able to take advantage of the social tensions and disruptions experienced by the Spaniards such as feminism, brain drain or political polarity, to issue a relevant and attractive message for potential consumers.

Recuperado de: https://irocamm.com/brand-management-cultural-approach/

[Artículo] Online tourism brand management at a local scale in Valencian Community

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Autores: Yolanda Miralles Guimerá, Carlos Fanjul Peyró

The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands based on the cultural branding model, allows to build brands that manage to absorb and reflect the culture that surrounds them becoming containers of identity myths that advertisers take advantage of to create attractive messages for their audiences. This approach, devised by Douglas B. Holt (2004), proposes to work on the collective nature of the brand through its interaction with everyday situations and its relationship with the cultural environment that surrounds it. This communication proposes to analyze the cases of Campofrío and IKEA as potential cultural brands. The results indicate that, in effect, these brands manage to advertise themselves as iconic brands that have been able to take advantage of the social tensions and disruptions experienced by the Spaniards such as feminism, brain drain or political polarity, to issue a relevant and attractive message for potential consumers.

Recuperado de: https://irocamm.com/online-tourism-brand-management-at-a-local-scale-in-valencian-community/

[Artículo] Art at the point of sale: Its communicative potential and four different possibilities of application

Posted on Updated on

Autora: Elena Bellido-Pérez

In this text, the potential of art for retail stores is explored. No matter what product or service the store is offering than the art can always be an effective tool for pursuing certain communication goals. Being one of the most ancient communication forms, art is a wide field in which emotion plays a key role. That is why the retail sector can take advantage of the proved effectiveness of art while transferring its suggested feeling to the spatial management of the store. Thus, in this study, four different possibilities of artistic decoration in stores are described: (1) the retail management as an artistic activity, (2) the retail store as a museum space, (3) the retail store and the (integrated or recreated) artworks, and (4) the retail store and the artistic movements.

Recuperado de: https://irocamm.com/art-at-the-point-of-sale/