International Journal of Communication Research最新文献

{"title":"La responsabilidad social en la marca corporativa de la empresa periodística","authors":"A. Monfort, M. D. S. D. L. Nieta, C. Cobo","doi":"10.7263/ADRESIC-012-04","DOIUrl":"https://doi.org/10.7263/ADRESIC-012-04","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114637274","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La dimensión comunicacional en la emergencia de la innovación en el diseño turístico","authors":"Arlette Bouzon, Jesús Bermejo-Berros","doi":"10.7263/adresic-012-02","DOIUrl":"https://doi.org/10.7263/adresic-012-02","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130145382","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Prescriptores, marcas y tuits: el marketing de influencia","authors":"Araceli Castelló Martínez, Cristina del Pino Romero","doi":"10.7263/adresic-012-05","DOIUrl":"https://doi.org/10.7263/adresic-012-05","url":null,"abstract":"Advertiser figure has been one of the resources most widely used in advertising throughout its history. However, with the popularization of social networks, power of recommendation of products and brands has spread practically to anybody, insofar individual interacts with other users through these platforms, also talking concerning his/her experiences as buyer and consumer. In addition to this, blogs and platforms such as Twitter or Instagram have motivated the emergence of a new profile of prescribers, opinion leaders who brands resort to with the aim of multiplying the reach of their communication actions. This article focuses on what influence marketing is and which are its characteristics as well as describes the legal and ethical rules advertisers and agencies must take into account to perform advertising campaigns with influencers via social networks.","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"112 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133001245","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Uso de las comunidades de marca \"online\" para la comunicación con públicos del sector de automoción","authors":"R. A. Sánchez, R. Illescas, Sebastián Molinillo Jiménez","doi":"10.7263/ADRESIC-010-06","DOIUrl":"https://doi.org/10.7263/ADRESIC-010-06","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123472243","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La gestión estratégica de la marca en los eventos empresariales 2.0","authors":"Concepción Campillo Alhama, Irene Ramos-Soler, Araceli Castelló-Martínez","doi":"10.7263/ADRESIC.010.003","DOIUrl":"https://doi.org/10.7263/ADRESIC.010.003","url":null,"abstract":"espanolLos eventos empresariales dentro de la estrategia de marketing relacional han sufrido, en los ultimos anos, una transformacion sin precedentes tanto en su propia identidad como en los procesos propios de comunicacion social que se desarrollan antes, durante y tras la celebracion del evento. Junto con la estrategia de marketing tradicional y la vinculacion con los stake-holders mediante estrategias relacionales, en el contexto actual de la sociedad digital, los social media se erigen como plataformas indispensables para interconectar e interactuar con los grupos de interes de las organizaciones empresariales a traves de la comunicacion 2.0 y las redes sociales. Este hecho amplia, sin duda, el potencial de las estrategias de comunicacion y de relacion que pueden aplicar las organizaciones empresariales en los acontecimientos corporativos y nos conduce a la necesidad de replantearnos una nueva forma de gestionar la marca-acontecimiento, asi como un nuevo perfil profesional del gestor de eventos, vinculado a las funciones de figuras emergentes en el ambito de la comunicacion online, como son el Community Manager, el Content Manager o el Content Curator. A traves de un muestreo intencional de doce acontecimientos corporativos de ambito nacional e internacional desarrollados por empresas, asociaciones o entidades empresariales celebrados en nuestro pais durante el ano 2012, pretendemos analizar, mediante la metodologia del case studies, si la planificacion de las acciones implementadas en medios sociales ha sido configurada a partir de objetivos estrategicos definidos y, por tanto, esta basada en una estrategia de comunicacion 2.0, o bien, por el contrario, el uso de estos representa una actividad puntual que empieza y acaba con el evento. Dicho analisis nos permitira apuntar algunas directrices basicas que pueden servir para gestionar de forma profesionalizada la estrategia de marca en los eventos empresariales. EnglishThe business events in the relationship marketing strategy have recently undergone an unprecedented transformation both in their own identity and in the specific social communication processes that go on before, during and after the holding of the event. Together with the traditional marketing strategy and the linking with the stake-holders by means of relationship strategies, in the context of the present society, the social media become indispensable platforms to interconnect and interact with groups of interest of business organizations by means of communication 2.0 and social networks. This fact undoubtedly increases the potential of the relationship and communication strategies that business organizations can apply in corporate events and leads us to the need to consider the way the brand-event is managed, and also a new professional profile for the event manager, linked to the functions of emerging roles in the context of online communication, such as the Community Manager, the Content Manager or the Content Curator. Throug","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121786138","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Pensar y comunicar la ciencia en femenino","authors":"G. P. Castillo, D. Semova","doi":"10.7263/ADRESIC-010-04","DOIUrl":"https://doi.org/10.7263/ADRESIC-010-04","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125345949","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"18 años de \"Employer Branding\": hacia una definición más precisa","authors":"Susana Fernández Lores, María Avello Iturriagagoitia, Diana Gavilán","doi":"10.7263/ADRESIC-010-02","DOIUrl":"https://doi.org/10.7263/ADRESIC-010-02","url":null,"abstract":"El presente articulo hace una completa revision bibliografica de lo que es la ultimisima extension del fenomeno de las marcas: el employer branding, o lo que es lo mismo, la utilizacion de las marcas en el ambito laboral y su aplicacion a la gestion del talento en las companias. Este planteamiento,-traducio al espanol como marca empleadora o estrategias de marca del empleador-, va mas alla de la comunicion interna convencional, ya que propone la gestion de la marca como un valor estrategico para la organizacion en el mercado del talento, con implicaciones tanto a nivel interno como externo. \u0000Durante la realizacion de este estudio se han revisado mas de setenta articulos publicados desde la decada de los 90 hasta la actualidad, en los principales journals internaciones de marketing, branding y management, en su mayoria de origen americano o europeo. Asi mismo, tambien se incorporan, aunque en menor medida, ponencias en congresos, tesis doctorales y libros. \u0000Tras plantear el tema de estudio en un primer apartado el trabajo presenta, en un segundo punto, una detallada revision de los dos enfoques encontrados en la literatura sobre este fenomeno (internal branding vs employer branding) incluyendo sus definiciones junto con una recopilacion de los estudios mas relevantes. A continuacion, se repasan las principales conceptualizaciones del termino y se analizan los modelos ya publicados por diferentes autores europeos y norteamericanos. En el cuarto apartado, se describen las aportaciones que la implantacion de este tipo de estrategias de marca supone para las organizaciones. \u0000Para finalizar, las autoras presentan las conclusiones extraidas de todo el trabajo de investigacion realizado asi como su propia conceptualizacion de employer branding, principales recomendaciones y futuras lineas de actuacion.","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"79 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123406825","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"El valor mediambiental y su avance en la Estrategia de Empresa","authors":"C. Nestares","doi":"10.7263/ADRESIC-010-01","DOIUrl":"https://doi.org/10.7263/ADRESIC-010-01","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"57 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126826232","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"De la era de Gutenberg a la era de Berners Lee: adaptación, evolución y responsabilidad social","authors":"Marian Núñez Cansado, Rocío Collado Alonso","doi":"10.7263/ADRESIC-008-05","DOIUrl":"https://doi.org/10.7263/ADRESIC-008-05","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2013-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128368720","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"El Word of mouth: construcción de un modelo del proceso a partir de la revisión de la literatura","authors":"Joan Robinson, C. Martínez","doi":"10.7263/ADRESIC-008-01","DOIUrl":"https://doi.org/10.7263/ADRESIC-008-01","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2013-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126931885","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}