Although large amounts of data are now available to companies, mere possession of these data is not sufficient, and for better business decisions, it is necessary to perform thorough data analysis. Nowadays, social networks services (SNS) have become important data sources. The rapid growth of SNS has led to their wide use in various research trends in social sciences. In this paper, we aim to enhance the current understanding of the possibilities offered by social data for brand communication analysis in the financial sector. To this end, a traditional methodology and a digital methodology are used to investigate the brand image of the financial entities. The traditional methodology is the Periodic Evaluation of the Image (PEI). The digital methodology is sentiment analysis, a machine learning technique for big data analytics in social sciences using an algorithm developed in Python. The data are analyzed using both methodologies, and then, their results are compared. The findings suggest that while the results obtained using the method based on big data are consistent with the results obtained with the traditional methodology, the former method allows for easier and faster data analysis. The limitations of this paper relate to the size of the sample, the studied sector, and the scope of the reviewed literature. INDEX TERMS Big data applications, machine learning, sentiment analysis, social network services, Twitter.
In recent years, digital marketing has transformed the way in which companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the Internet has given rise to new business models based on the bidirectionality of communication between companies and Internet users. Digital marketing, new business models, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies have started to see the digital ecosystem as not only their present, but also as their future. From this long-term perspective, companies are concerned about sustainability and the growth of their business models. There are new business models on the Internet that support social causes, new platforms aimed at supporting social and sustainable projects, and digital advertising campaigns promoting sustainability. The overarching aim of this Special Issue was to analyze the development of these new strategies as well as their influence on the sustainability of digital marketing strategies. Therefore, we aimed to analyze how companies adopt these new technologies in a digital environment that is increasingly concerned with the sustainability of business models and actions on the Internet.
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RESUMENTanto Internet como las nuevas tecnologías tienen cada vez más importancia en las investigaciones académicas o profesionales que se realizan. Con este trabajo tratamos de analizar si las estadísticas de búsqueda en un buscador como Google tienen capacidad de predicción respecto al número visitantes que van a acudir a un museo. Se trata de demostrar científica-mente a través de un modelo econométrico que las estadísticas de búsqueda en Google sirven para conocer la posibilidad de visitantes de un museo. Con este artículo se pretenden realizar nuevas aportaciones a la gestión de los museos y sugerir la utilización de datos existentes que permitan conocer con cierta antelación la afluencia de público que se tendrá y así poder desarrollar estrategias.Palabras clave: Visitantes de museos, expectativas, Google Trends, turismo cultural, Internet. Activity of searches in Internet like variable for deteminar the visitors to museums
Grace P. Chachalo-Carvajal: Universidad San Francisco de Quito. Ecuador. pchachalo@estud.usfq.edu.ec RESUMEN El objetivo de esta investigación fue analizar si la actitud hacia el pensamiento feminista, en un contexto cultural latino, influía en la actitud hacia diferentes anuncios publicitarios que utilizaban apelaciones sexuales hacia el cuerpo de la mujer. Este estudio tomó como base teórica las investigaciones realizadas por Hojoon Choi, Kyunga Yoo, Tom Reichert y Michael LaTour (2016). Se mostraron 4 avisos publicitarios con varios tipos de apelaciones sexuales: desnudez completa, semi-desnudez, nada de desnudez y sexismo hostil. Los resultados arrojados muestran que la media de la actitud feminista (M=3.52, SD=0.82) se encuentra de regular a buena y existe una diferencia significativa entre hombres (M=3.38, SD=0.87) y mujeres (M=3.64, SD=0.77). Las mujeres muestran levemente una actitud más feminista que la de los hombres. En cuanto a las actitudes ante los anuncios publicitarios con diferentes tipos de contenido sexual, se evidenció que existía una diferencia significativa de las medias sobre la actitud ética hacia los mismos. Mientras mayor grado de desnudez se utilizaba en el anuncio, la actitud 1 María D. Brito-Rhor: PhD(c) en Ciencias Sociales y Jurídicas, Universidad Rey Juan Carlos. MBA especialización en Marketing y Finanzas, Rodríguez-Herráez, B., y Chachalo-Carvajal, G. P. ¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana 46 Revista de Comunicación de la SEECI. 15 marzo 2019 /15 julio, 2019, nº 48, 45-63 ética era más negativa. Además, la media del juicio ético sobre el anuncio con "sexismo hostil" fue significativamente diferente al anuncio con semi-desnudez y desnudez completa. De los cuatro anuncios se pudo encontrar una diferencia significativa entre la actitud feminista y la actitud ética hacia el anuncio que contenía imágenes de sexismo ABSTRACTThe objective of this piece of research was to analyze if the attitude toward feminist thought, in a Latin cultural context, influenced the attitude toward different advertisements that used sexual appeals to the body of women. This study was based on theoretical research conducted by Hojoon Choi, Kyunga Yoo, Tom Reichert and Michael LaTour (2016). There were 4 advertisements with various types of sexual appeals: complete nudity, semi-nudity, no nudity and hostile sexism. The results show that the average feminist attitude (M = 3.52, SD = 0.82) is from fair to good and there is a significant difference between men (M = 3.38, SD = 0.87) and women (M = 3.64, SD = 0.77). Women show a slightly more feminist attitude than men. Regarding attitudes to advertisements with different types of sexual content, it was evident that there was a significant difference in the means of ethical attitude towards them. The higher the level of nudity used in the advertisement, the more negative the ethical attitude was. In addition, the average et...
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