The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels.

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El presente estudio analiza la efectividad publicitaria utilizando una metodología de seguimiento ocular. La investigación analiza las diferencias en la atención según el tipo de apelación del mensaje (agradable, neutral y desagradable), evalúa el papel moderador de la preocupación por el problema medioambiental y el enfoque regulatorio. Los resultados muestran que, los estímulos textuales negativos son los que mayor atención reciben, además en participantes con baja preocupación medioambiental, los estímulos de baja elaboración captan antes la atención. En general, los participantes más preocupados por el medioambiente, se fijan más rápidamente en términos de tiempo y frecuencia en estímulos que requieren mayor grado de elaboración. El trabajo también presenta recomendaciones en materia de elaboración de campañas de difusión de energías renovables (EERR) a través de medios que utilicen publicidad digital.

This paper presents an approach for analyzing the stakeholders from various organizations based on their Facebook activity. On a practical level, the proposed approach has been applied in two of the Non-Governmental Development Organizations (NGDOs) with the largest number of delegations in the province of Cadiz: Red Cross Cadiz, and Caritas Asidonia Jerez. The purposes of the research are to describe the management of marketing activities on Facebook; to identify the network stakeholders, their roles in the communication, and the community generating factors; and to position organizations according to their leadership, activity, and popularity in the network. This study used a mixed-methods research design, combining personal interviews and Social Network Analysis (SNA). The SNA provided insights into the various ways the analyzed NGDOs are active on Facebook, the roles they play in communication, and how communities are generated. Moreover, the SNA made it possible to visualize the interactions between organizations and their stakeholders within the Facebook environment using the Gephi software package. Two factors that generate communities were detected in the results: the organization’s nature and its geographical location. Moreover, two solutions were proposed to determine the organizations’ positioning according to their roles in communication. Consequently, two maps were created, a two-dimensional map with the activity and popularity of the parameters, which shows that just because an NGDO is active does not mean it is popular (in terms of receiving “likes”), and a second three-dimensional graph to which a leadership parameter was added. In this last map, four groups of important actors can be seen, with one group formed by the organizations with the best ratings on the three dimensions, and the other three with a low level of leadership in common but who were different in terms of the popularity and activity dimensions.