Relaciones Públicas, Comunicación Política y narrativa audiovisual: Spot electoral del Partido Popular en las elecciones a la Asamblea de Madrid de 2021

Holgado, José Ángel Fernández; Puentes-Rivera, Iván; Pedreira, Julia Fontenla

doi:10.35742/rcci.2022.27.e253

Cited by 3 publications

(1 citation statement)

References 4 publications

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“…Los aspectos emocionales (Portela López y Rodríguez Monroy, 2023) también son básicos para entender los motivos de compra, siendo explotados, a menudo, por los influenciadores (Velasco Molpeceres, 2021;Fernández De Bordóns y Niño González, 2021;) o la promoción en el lugar de venta (PLV) (Marín Dueñas y Gómez-Carmona, 2021). Mención aparte merecen los mensajes políticos basados en la emotividad (Fernández Holgado et al, 2022).…”

Section: Introductionunclassified

Neuromarketing Y Moda: Una Revisión Sistemática Sobre Sus Implicaciones Sensoriales

Cristófol- Rodríguez,

Porras- Florido,

Cerdá-Suárez

et al. 2024

RCCI

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Introduction: Fashion is a sector that at all times appeals to the emotions and feelings of the individual, due to its social implications. In this sense, neuromarketing becomes a very valuable tool to study the different reactions of the public when exposed to it. Different tools applied in neuromarketing reveal how consumers feel when they buy, touch or look at a fashion product with which they relate. Methodology: The present research aims to make a systematic review of publications in academic journals on fashion and neuromarketing, as an integrative tool that allows the compilation of studies on the same topic, in order to establish a state of the art. This review is carried out in the Scopus and WOS databases, in Spanish and English, between 2000 and 2023. The objective is to study the neuromarketing tools that are best suited to this sector and to analyze how they have evolved, been used and integrated over the years. Results: Twenty-three results were found that matched the search, and for each one of them the authors studied the country where the research was carried out, the year of publication, the journal where the research was published, the neuromarketing tool applied, the results obtained, and where the manuscript focuses: on the company, on the consumer, on both or on neither of them. Discussion: Twenty-three results were found, of which only 12 were valid. The main cause of exclusion was the repetition of results in the two databases consulted. In these studies, not only the response of the consumer is observed, but fundamentally the response of the company and its perception. Conclusions: It is concluded that neuromarketing and consumer neuroscience tools, although scarce in the fashion industry, provide relevant and useful information and multidisciplinary groups are proposed to increase the scientific production applied to the case study.

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Section: Introductionunclassified

Neuromarketing Y Moda: Una Revisión Sistemática Sobre Sus Implicaciones Sensoriales

Cristófol- Rodríguez,

Porras- Florido,

Cerdá-Suárez

et al. 2024

RCCI

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Voter’s Perception of Political Messages Against the Elite Classes in Spain: A Quasi‐Experimental Design

Gonzálvez-Vallés,

Barquero-Cabrero,

Enseñat-Bibiloni

2023

PaG

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Demonization constitutes the construction of a simplified symbolic reality through the prism of hatred. The elite classes have been framed within the discourse of far-left parties in Spain to make them antagonistic to their target audience. In this area, research tends to use explicit measures, but few have used implicit measures. This article aims to assess both types of voter perceptions of anti-elite class messages in Spain. Eighty Spanish voters belonging to left- and right-wing ideologies participated in this study. Implicit attitudes were measured through the implicit association test. The result shows that demonization is deepening in various layers of society in order to provoke a confrontation with the elite classes. Social networks have emerged as a means of social control, but they are not perceived as such by the subjects but rather as an additional informational or purely propagandistic element. But even among the public who are aware of the latter, the more their perception of the elite classes is limited to demonization, the more extreme their social vision is.

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Comunicación en los programas de referenciación y fidelización de clientes

Barrientos–Báez¹,

Caldevilla-Domínguez²

2022

RVG

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La comunicación boca a boca y la referenciación por parte de clientes satisfechos es una de las formas más antiguas de relación entre los proveedores de bienes/ servicios colectivos o unipersonales y los clientes. Estos métodos siguen existiendo, eclipsados quizá por medios con más alcance. Pero la digitalización no los ha anulado completamente, e incluso los ha adaptado con las conocidas mecánicas de comentario y puntuación de productos en las tiendas online. El presente artículo aborda la pertinencia de los programas de fidelización y referenciación de clientes, así como el valor del “boca a boca” como herramienta de difusión en un contexto de potenciación digitalizada de las comunicaciones y las relaciones personales y comerciales. Para ello se ha confiado en una revisión de fuentes de investigaciones publicadas en revistas de carácter académico-científico en materia de marketing, relaciones públicas, fidelización de bases de clientes y comunicación a fin de crear una base válida para la extracción de conclusiones. Ello permitió comprobar la importancia relevante de los Referral Reward Programs, o programas de incentivos de recomendación, (en adelante RRP) en la actual iteración de la referenciación como modelo de relación empresa-cliente. Que busca la ejecución de esta por parte de referenciadores cercanos personalmente a cada individuo, que creen en él un resultado más neto en términos de confianza en la marca.

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Relaciones Públicas, Comunicación Política y narrativa audiovisual: Spot electoral del Partido Popular en las elecciones a la Asamblea de Madrid de 2021

Cited by 3 publications

References 4 publications

Neuromarketing Y Moda: Una Revisión Sistemática Sobre Sus Implicaciones Sensoriales

Neuromarketing Y Moda: Una Revisión Sistemática Sobre Sus Implicaciones Sensoriales

Voter’s Perception of Political Messages Against the Elite Classes in Spain: A Quasi‐Experimental Design

Comunicación en los programas de referenciación y fidelización de clientes

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