Authors:Vladimir Sánchez-Riaño, Carlos Andrés Arango Lozano, Jairo Roberto Sojo-Gómez Pages: 9 - 20 Abstract: 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. PubDate: 2022-02-02 Issue No:Vol. 5, No. 1 (2022)
Authors:Nektarios S. Makrydakis Pages: 21 - 35 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. PubDate: 2022-01-31 Issue No:Vol. 5, No. 1 (2022)
Authors:Laura María Elena Miranda-Hernández, Carmen Patricia Jiménez Terrazas, E Pages: 36 - 49 Abstract: 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. PubDate: 2022-01-31 Issue No:Vol. 5, No. 1 (2022)
Authors:Andrea Jhaneth Vaca Vaca Pages: 50 - 56 Abstract: In recent years, new technologies applied to the discourse of campaigns on gender violence have forged a different relationship between the consumer and the brand. The implementation of the immersive or 360º format with immersive capacity uses virtual reality tools that are designed by brands so that their campaigns reach more diverse spaces. In this sense, the advertising and marketing campaigns focused on treating gender violence have begun to explore the relationship of the immersive with its consumers, and through this nexus generate a reflective communication from a storytelling structure that marks a new way of narrate the violence from interactive spaces. PubDate: 2022-01-31 Issue No:Vol. 5, No. 1 (2022)
Authors:Antonio González Morales Pages: 57 - 71 Abstract: Impulse purchases are made as a consequence of strong desires to purchase the products seen in stores and are very important in certain types of products. It is a complex and immediate behaviour of spontaneous, non-rational decision-making in which other options are not valued. The visual stimuli and the emotional activation that these generate influence the decision to make these purchases. The objective of the present investigation is to reach the conclusion on the confirmation or refutation, that by means of neuromarketing the visual stimuli in the points of sale for this type of purchase could be evaluated. More than 250 scientific articles have been studied to conclude on its possible suitability, obtaining the following conclusions: impulsive purchases are influenced by emotional arousal and visual attention. Emotional arousal can be measured by peripheral meters, emotional valence can be measured by electroencephalography and visual attention using the eye tracker. Therefore, it can be affirmed that peripheral meters, the electroencephalography and the eye tracker, neuromarketing tools, are useful to investigate the influence of POSM on attention and decision-making in impulsive purchases. Neuroscience helps companies improve the sales and purchasing process. PubDate: 2022-01-31 Issue No:Vol. 5, No. 1 (2022)
Authors:CRISTOFOL CARMEN, Eduardo Villena-Alarcón, Ángela de la Cruz Domínguez García Pages: 72 - 82 Abstract: The textile sector has been one of the sectors most affected by the pandemic generated by the coronavirus since the end of 2019. In addition to the business problems caused by the severe health restrictions, there has been the added difficulty of presenting the collections to the different stakeholders through the traditional catwalks. To find out how companies have dealt with this new challenge, this research uses content analysis to identify the elements that have defined the catwalks in the so-called year zero of this health crisis. A questionnaire was also used to identify the perceptions of the audiences involved. The results show that this issue, far from being a constraint, has led to a reinvention in the field of fashion communication on an international level. PubDate: 2022-01-31 Issue No:Vol. 5, No. 1 (2022)
Authors:Francisco J. Olivares-García Pages: 83 - 97 Abstract: This paper analyzes the communication of sexual diversity in social networks, based on the analysis of ten accounts of influential Spanish speaking users, members of the trans community, on the TikTok platform. In addition to showing humor and dance videos, this network has also become a communication tool for all kinds of groups, including the LGTBI+ community and the trans community. The videos posted by users, in which they talk about issues related to the transition process are offered not only to people interested in the subject, but to all kinds of public, which causes an effect of normalization and visibility that is not found on other platforms, where this content is only consumed mainly by other trans people or people interested in the subject. PubDate: 2022-01-31 Issue No:Vol. 5, No. 1 (2022)
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