Communication of innovation through online media

Vilaplana-Aparicio, María J.; García, Mar Iglesias; Martín‐Llaguno, Marta

doi:10.3145/epi.2018.jul.13

Cited by 3 publications

(3 citation statements)

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“…The academic sphere has also studied compliance with communication and transparency measures in Spain. Studies related to compliance with communication measures highlight the need to homogenise and update the texts of the regulations and the calls for R&D&I grants themselves [1,64]; the underutilisation of online media in the communication process and the disparity in the publication of content by companies [3]; the need to carry out communication plans with a strategy and a detailed action plan before starting subsidised projects [4]; or the need to adapt media and formats to reach the target audience and enhance the impact of dissemination [5]. With regard to transparency, several authors have shown that, despite the evolution experienced in Spain, there are still shortcomings in its implementation [52,65,66].…”

Section: The Regulation Of Communication and Transparency In Spainmentioning

confidence: 99%

“…The use and effects of communication on innovation in the framework of public subsidies have recently been the subject of analysis from academia in the framework of the evaluation of the efficiency of mechanisms for business innovation and innovation culture. Thus, recent studies have compared and analysed the regulatory frameworks governing these actions [1,2], described the compliance of beneficiary entities with the measures [3], collected expert opinion on the relevance and effectiveness of such actions [4,5], or assessed the relationship of transparency measures in reducing corruption [6,7].…”

Section: Introductionmentioning

confidence: 99%

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Communication and Transparency of Innovation: The Case of the Valencian Community (Spain)

Vilaplana-Aparicio

Martín‐Llaguno

García

2022

Systems

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Receiving public support for the development of research, development, and innovation (R&D&I) projects means assuming the obligation to comply with the communication and transparency requirements established by state and European regulations. This study presents the assessment of the required measures and their impact made by beneficiary companies based on a questionnaire to 56 institutions that have received a grant through the Valencian Institute for Business Competitiveness (IVACE). Although the companies are inclined towards transparency and value positively the dissemination actions requested, the information they publish is limited and superficial, the improvement that the innovation will bring to society is not disseminated, and hardly any use is made of social networks. It would be very useful for the managing bodies to increase their support to companies that do not have specialised communication staff in order to multiply their impact. In general, communicating the importance of investing in innovation, in addition to a demand for social responsibility and transparency, is also an opportunity for both communication professionals and scholars.

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Section: The Regulation Of Communication and Transparency In Spainmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Communication and Transparency of Innovation: The Case of the Valencian Community (Spain)

Vilaplana-Aparicio

Martín‐Llaguno

García

2022

Systems

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“…A día de hoy, los procesos comunicativos y relacionales de cualquier tipo de empresa, institución o entidad han cambiado en gran parte debido a la aparición del medio internet (Túñez-López, 2012;Serrano-Cobos, 2016;Vilaplana-Aparicio, Iglesias-García & Martín-Llaguno, 2018;Masip, Ruiz-Caballero & Suau, 2019). Estos cambios también se han producido en las entidades deportivas náuticas (en adelante: EDN), sujeto de estudio en este artículo, que tendrán que implantar un modelo de comunicación y gestión relacional planificada y gestionada bajo el enfoque de una comunicación integral.…”

Section: Introductionunclassified

La comunicación organizacional en las Entidades Deportivas Náuticas. Propuesta de modelo estratégico y relacional (Organizational communication in nautical sports entities. Proposal of a strategic and relational model)

Monserrat‐Gauchi

González-Redondo

Alhama

2020

Retos

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Se realiza un análisis descriptivo de la gestión de la comunicación en las organizaciones deportivas náuticas en España desde los parámetros de las teorías estratégicas de la comunicación alineadas en la perspectiva relacional. El objetivo es doble: la realización de dicho análisis descriptivo en estas entidades y proporcionar un modelo de gestión de la comunicación válido para las mismas. Se toma como universo de estudio la totalidad de entidades náuticas deportivas inscritas en la Real Federación Española de Vela. La metodología supone la elaboración de un cuestionario como herramienta para el análisis. Los resultados muestran que no se lleva a cabo una planificación estratégica de la comunicación con respecto a sus públicos, una gestión anclada en modelos bidireccionales y pocos recursos humanos destinados a la planificación y gestión de la comunicación. En definitiva, este tipo de organización deportiva no se ha adaptado a las necesidades actuales. El artículo propone un modelo estratégico de gestión de la comunicación para este tipo de entidades.Abstract. A descriptive analysis of the management of communication in nautical sports organizations in Spain is carried out. This is done using the parameters of the strategic theories of communication aligned with the relational perspective. The objective is twofold: to carry out a descriptive analysis in these organisations, and to provide a valid communication management model for them. The population universe comprised all nautical sports entities registered in the Royal Spanish Sailing Federation. The methodology includes the development of a questionnaire as a tool for the analysis. The results show that there is no strategic planning of communications regarding targets, as well as their management is deeply rooted in bidirectional models. Moreover, few human resources are destined to the planning and management of communication. In conclusion, this type of sports organizations have not adapted to what their needs are nowadays. The article proposes a strategic communication management model for this type of entities.

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eGamers’ influence in brand advertising strategies. A comparative study between Spain and Korea

Peyró¹,

González-Oñate²,

Peña-Hernández³

2019

Comunicar: Media Education Research Journal

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The eGames business (online video games) in Spain generated more than 1.8 trillion euros in profits in 2016. Advertising is no stranger to the potential of this market, and brands study the best ways of approaching and adapting to the world of eGames. In this report, we analyze which the most effective advertising strategies for brands in the online video game world are. To do this, the players (eGamers) answered a 60 question survey that addressed issues such as playful habits, the viewing of advertisements in games, the purchase of advertised items and advertising in competitions. Korean and Spanish players answered the same questionnaire considering that South Korea has the most advanced video game industry in the world and Spain is the fourth European country in eGames and our subject of study. After the investigation, some of the most relevant results indicate that conventional online advertising does not attract the attention of gamers as consumers. We determined that the best strategy would be based on brand presence through products that are prescribed or used by professional gamers, since spectators, as they watch the games, also observe what elements and accessories the players use. El negocio de los eGames (videojuegos online) en España ha conseguido más de 1,8 billones de euros de beneficio en el año 2016. La publicidad no es ajena al potencial de este mercado y las marcas estudian cuáles son las mejores formas de acercarse y adaptarse al entorno de los eGames. En el presente trabajo se analizan las estrategias publicitarias más eficaces para las marcas en el mundo de los videojuegos en red. Para ello, se han investigado a los jugadores (eGamers) a través de una encuesta de 60 preguntas que abordaban cuestiones como hábitos lúdicos, visionado de publicidad en los juegos, compra de artículos anunciados o publicidad en competiciones. El mismo cuestionario se ha realizado tanto a jugadores coreanos, ya que la industria de los videojuegos en Corea del Sur es la más avanzada del mundo, como a jugadores españoles, al ser España el cuarto país europeo en eGames y ser nuestro objeto de estudio. Tras la investigación, algunos de los resultados más relevantes indican que la publicidad online convencional no llama la atención a los consumidores «gamers» y se determina que la mejor estrategia se basaría en la presencia de marca a través de productos prescritos o utilizados por los «gamers» profesionales, ya que los espectadores, a la vez que ven las partidas, observan qué elementos usan los jugadores.

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Communication of innovation through online media

Abstract: She combines teaching the Advertising and Public Relations degree with innovation consulting, and conducts courses and workshops related to R&D&I.

Cited by 3 publications

References 10 publications

Communication and Transparency of Innovation: The Case of the Valencian Community (Spain)

Communication and Transparency of Innovation: The Case of the Valencian Community (Spain)

La comunicación organizacional en las Entidades Deportivas Náuticas. Propuesta de modelo estratégico y relacional (Organizational communication in nautical sports entities. Proposal of a strategic and relational model)

eGamers’ influence in brand advertising strategies. A comparative study between Spain and Korea

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