Las plataformas de streaming musical se han convertido en un fenómeno presente en la cultura popular de nuestros días. Ahora, no se trata de posicionarse como el primero en los programas radiofónicos tradicionales, sino en hacerlo en Spotify o Amazon Music. La industria musical ha cambiado y lo ha hecho en un momento donde las redes sociales y la difusión de contenidos juegan un papel esencial. En base a ello, el presente estudio analiza la influencia de dos de las principales plataformas de esta naturaleza, Spotify y Amazon Music, en las principales redes sociales en España: Facebook e Instagram. Para ello, el trabajo emplea una metodología cuantitativa basada en la recopilación de datos masivas a través de la herramienta FanPage Karma. Las conclusiones iniciales muestran que existe una extrapolación entre el éxito en redes sociales y la cuota de mercado de las principales plataformas estudiadas.
The environment that surrounds a consumer when they are at a point of sale can influence them both psychologically and communicatively. In this sense, the study arises from the need to discover the capacity of influence that colors of the components of the commercial establishment (wall, floor, ceiling, and furniture) have. The aim is to determine whether these factors influence the psychological level (feeling of pleasantness, calmness, etc.) and the communicative experience received in stores. The quasi‐experimental methodology made it possible to study the impact of the independent variables (colors of the different components) on the dependent variables (psychological and communicative). For this purpose, two methods of measurement were constructed: a tool for the analysis of commercial establishments which allowed to establish patterns and a reception protocol capable of measuring both levels of influence of components and colors, by means of a reception test comprising of Level I (psychological) and Level II (communicative). This survey was applied to a total sample of 315 subjects. Overall, the study makes it possible to define which architectural components and colors stores should have in order to exert a certain perceptual influence on the subject. In general terms, this study reflects how the color of the different components of the space can influence the subject's primary perception of the establishment, with respect to the feeling of pleasantness, comfort, stimulation, calmness, security, spaciousness, formality, and warmth, as well as the perception of the quantity and quality of the information received and overall satisfaction and confidence.
Political communication in social media is a vital element in any modern electoral campaign. In the early days, the use of any social network or even a website was the norm, however, nowadays, all candidates participating in an election must be present in Facebook, Instagram, and Twitter. For this reason, the aim of this research is to analyze the impact of the main political leaders that ran for the presidency of the regional government of Madrid in these three major social media. To do so, a quantitative methodology, based in massive data collection is used, allowing for a precise approach to the impact of every candidate account in the studied social media platforms. As an initial conclusion, it can be highlighted that, even if Twitter is the preferred social media platform by politicians, Instagram is the one favorite by users.
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