Monetización de los medios digitales en Hora 13 Noticias

La monetización de los medios digitales en el informativo Hora 13 Noticias es la principal alternativa para generar nuevos ingresos económicos y mantener al aire un producto que tiende a desaparecer si no realiza a tiempo una transformación digital de su modelo de negocio. La presente investigación tiene la intención de analizar los canales digitales e implementar un plan de marketing que permita aumentar la pauta digital, generar mayores ingresos económicos, conquistar nuevos suscriptores y diversificar el portafolio actual mediante el uso de estrategias de comercio electrónico, marketing de contenidos y posicionamiento en Internet. Las técnicas e instrumentos de recolección de datos utilizados en esta investigación fueron 4 entrevistas semiestructuradas aplicadas a los directivos del noticiero. Con los resultados de las entrevistas se desarrolló un análisis de significado lo que implica codificación, condensación e interpretación de la información.The digital media monetization in Hora 13 news is the main alternative to generate new economic incomes and to keep current a product that tends to disappear if there is not done on time a digital transformation of their business model. The present research intends to analyze digital channels and to implement a marketing plan that allows to increase the digital advertisement, to generate greater economic incomes, to conquer new subscribers and to diversify the current portfolio through the use of electronic commerce strategies, content marketing and positioning on the Internet. The techniques and instruments of data collection used in this research were 4 interviews applied to the directors of the news. With the results obtained from the interviews, it was developed an analysis, which implies coding, condensation and interpretation of the information.Magíster en MercadeoMaestrí

Practice co‑evolution: Collaboratively embedding artificial intelligence in retail practices

Many retailers invest in artificial intelligence (AI) to improve operational efficiency or enhance customer experience. However, AI often disrupts employees’ ways of working causing them to resist change, thus threatening the successful embedding and sustained usage of the technology. Using a longitudinal, multi-site ethnographic approach combining 74 stakeholder interviews and 14 on-site retail observations over a 5-year period, this article examines how employees’ practices change when retailers invest in AI. Practice co-evolution is identified as the process that undergirds successful AI integration and enables retail employees’ sustained usage of AI. Unlike product or practice diffusion, which may be organic or fortuitous, practice co-evolution is an orchestrated, collaborative process in which a practice is co-envisioned, co-adapted, and co-(re)aligned. To be sustained, practice co-evolution must be recursive and enabled via intentional knowledge transfers. This empirically derived recursive phasic model provides a roadmap for successful retail AI embedding, and fruitful future research avenues

Exploring digital corporate social responsibility communications on Twitter

Many brands utilize social media to communicate with consumers, but are they taking advantage of these media’s potential for co-creation? We explore this in the corporate social responsibility (CSR) context where online CSR dialogs form as brands interact with consumers using social media. Study 1 examines eight brands’ CSR communication on Twitter and suggests these dialogs are present, but are rarely part of the process with most interactions between their consumers. Study 2 assesses the brands’ CSR relevant tweets’ content and finds that most are not relevant to CSR and, moreover, are predominantly one-way. Therefore, both studies reveal that brands are not tapping into the potential for co-creation that is inherent in social media. Thus, we recommend that social media messages should be engaging to the minimum extent that they include (a) mentions of individual consumers, (b) audience specific and relevant message content, and (c) opportunities for consumers to co-create value with the relevant brands

Principles of responsible digital implementation: Developing operational business resilience to reduce resistance to digital innovations

Organizations are readily implementing innovative technological solutions, including artificial intelligence (AI) and robotics, to remain competitive. However, these implementations often disrupt the existing routines and practices of stakeholders that are critical for organizational performance and success. If stakeholders are not part of the implementation decision process, the technological disruption may induce stakeholder resistance that may potentially lead to organization-wide turbulence. Addressing this scenario, this paper conceptualizes six principles of responsible digital implementations to develop operational resilience facilitated by discursive channels between organizational leadership and stakeholders. We close by outlining an action plan that provides guidance for managers considering implementing digital technologies, as well as suggest some potential fruitful future areas of research

The role of photograph aesthetics on online review sites:Effects of management- versus traveler-generated photos on tourists’ decision-making

Tourists searching for information about destinations on online review sites areconcurrently exposed to two different photograph aesthetics, professional (produced by destination managers) and amateur (generated by travelers). While the former is glossy and sharp, the latter is often grainy and overexposed. Although aesthetics are important factors in tourist decision-making, the effects of the exposure to both types of photo aesthetics remain largely unexamined. This research investigates how both types of aesthetics, either singularly or in combination, affect a destination’s visual appeal and tourists’ booking intentionsthrough four controlled experiments (N = 1282). Our results show that despite the ‘messy’ beauty in amateur aesthetics, photos with professional aesthetics make a depicted destinationappear more visually appealing, ultimately driving booking intentions. However, the negative effects of amateur aesthetics are mitigated when (i) viewed by risk-averse tourists, (ii) presented alongside positive reviews, and (iii) accompanied by a greater number of professional photos

Customer Surveillance: Consumer Attitudes and Management Strategies

Due to technological advances, customer surveillance (i.e., the collection, capture, use, or storage of customers’ personal data) is becoming less expensive and more covert. Brands use these personal data that contain needs, preferences, characteristics, behavior, attitudes, or other customer attributes (i.e., market intelligence) to develop more competitive products and services. Customer surveillance also can put stress on customer relationships with brands, thus brands must conduct customer surveillance in a way that is sensitive to customers’ concerns. This dissertation investigates these concerns and proposes attitudes towards customer surveillance based on consumer privacy and value concerns. These attitudes explain differences in both cognitive and automatic reactions to customer surveillance, thus advancing the literature beyond the privacy calculus concept. Through 26 semi-structured interviews, this dissertation explores the implications of individuals having different levels of consumer privacy and value concerns. Next, it focuses on strategies to more efficiently and effectively conduct customer surveillance activities. It does this by proposing the surveillance prompt framework and a method of critically assessing the customer insight value of customer data sources. Using the responses of 1433 participants, four experiments show how different customer data factors predict customer insights (e.g., personality, future purchase behavior) with varying degrees of accuracy and consistency. The dissertation concludes with a summary of the contributions and implications of this research and calls for future customer surveillance research