Publicidad contextual: Una alternativa de la eficacia en Internet

Proponemos analizar la “publicidad interactiva” en España y, de forma particular del formato denominado “publicidad contextual” o de “enlaces patrocinados” (entre otros, sus aspectos funcionales y operativos). La velocidad de los procesos de esta nueva forma de comunicación y la falta de estudios relacionados con el tema, invita a discutir y profundizar en los aspectos singulares que pudiera aportar Internet como herramienta en la gestión del marketing, en esa búsqueda constante por contactar con el público objetivo determinado. La accesibilidad que caracteriza a este formato -se le podría denominar como “democrático”, ya que no necesita grandes inversiones para alcanzar una elevada efectividad-, y su transparencia y rapidez en la evaluación de los resultados lo hacen interesante para cualquier organización que considere estratégica la utilización de Internet como medio para sus comunicaciones comerciales. La inclusión del desarrollo de un proyecto real, además de ser un apoyo explicativo a nuestro discurso, permite evaluar en sus aspectos cuantitativos y cualitativos las características de nuestro objeto de estudio.We aim to analyse “interactive advertising” in Spain, particularly the format known as “contextual advertising” or “sponsored links” (including their functional and operative aspects). The speed of processes in this new form of communication and the absence of studies on the matter invite discussion, examining the special features that Internet could contribute as a marketing management tool, in that constant striving to contact a given target public. The accessibility that characterises this format -it could be called “democratic” since it can be highly effective without requiring heavy investment- and its transparency and speed in assessing results make it interesting for any organisation that considers Internet a strategic medium for commercial communication. By including the development of a real project, apart from backing up our dissertation, we are able to assess the quantitative and qualitative aspects of our subject matter

Problematic use or addiction? A scoping review on conceptual and operational definitions of negative social networking sites use in adolescents

The aim of this study was to assess the conceptual and operational descriptions of negative social networking site (SNS) use in adolescents. A search was conducted among four databases, following the guidelines set forth in the PRISMA-ScR. The search resulted in 1503 articles, of which 112 met the inclusion criteria. The results showed that the negative use of SNS has been conceptualised from two approaches: (1) the component model of addiction and (2) a cognitive-behavioural problematic use paradigm. Thirty-seven instruments assessing this problem were found, with the Bergen Facebook Addiction Scale and its adaptations being the most widely used ones. These instruments dimensions were vaguely defined and often overlapped with one another. In conclusion, no standardised theoretical framework exists to assess negative SNS use in adolescents. This lack of a theoretical definition makes it difficult to compare results among studies and determine the true extent of the problem

New Insights on Peniche Basin (West Iberian Margin) Crustal Structure Based on Gravity Data Interpretation

A gravimetric study has been carried out over a sector of the West Iberian Margin (WIM), constrained by well and seismic data. The analytic development was made through three main stages: the processing of different gravity datasets, the production of gravity anomaly maps and 2,5D models using the processed data, and the geophysical interpretation of maps and models. The final results of the interpretation achieved, allowed the determination of crustal structure and its variation/complexity along the WIM. The main obtained results concern the pre-saline infilling and the deep structure of the margin, which vary related to the location of first-order oblique fractures