7,428 research outputs found
On the search of a lost urban planning modernity: throughout the legacy of Lewis Mumford
Postprint (published version
Introduction
En este volumen 30 de la revista Arquitectonics hay una serie de artÃculos relacionados con el análisis de los lugares y espacios públicos de diferentes paÃses, un tema de investigación muy importante en los últimos años, tal vez relacionado con la fuerte crisis financiera en todo el mundo vinculada a la vivienda.There is a set of articles related to the analysis of architectural and urban places from different countries, a very important research subject in the last years, perhaps related to the strong financial crisis around the world linked to housing.Peer Reviewe
La investigación sobre gestión y comunicación de crisis en Estados Unidos y en España
En este trabajo se analizan las investigaciones realizadas en los últimos años en torno a la
gestión y la comunicación de crisis, tanto en Estados Unidos como en España. Entre las
investigaciones sectoriales destaca la realizada por la autora sobre el sector de alimentación y
bebidas. En la revisión de tesis doctorales e investigaciones de carácter cientÃfico sobre la
materia se pone de manifiesto la utilización de una diversidad de métodos de investigación, y
en ocasiones de varios métodos a la vez. Al mismo tiempo, entre los sistemas de investigación
aplicados hay metodologÃas tanto cualitativas como cuantitativas. Dentro de las metodologÃas
cualitativas, utilizan el método del caso los investigadores Ulmer en 1998, Marra en 1992,
Massey en 1997, y RodrÃguez GarcÃa en 1998. También, dentro de los métodos cualitativos
realizan en 1992 entrevistas a expertos tanto Marra como Pauchant y Mitroff. Por su parte,
Pérez de Tudela centra su investigación de tesis (publicada en 1994), basada en una amplia
revisión bibliográfica y análisis de casos, en la información en las catástrofes, donde cubre
cuestiones relacionadas con la comunicación de crisis en las situaciones extremas. Entre los
ejemplos de metodologÃas cuantitativas destaca realización de cuestionarios por Pauchant y
Mitroff en 1992 y por González-Herrero en 1996, que centra su investigación en el sector
turÃstico (EE. UU. y España). Para la investigación sobre la gestión de la comunicación de
crisis en el sector de alimentación y bebidas (2003) la autora aplica una triangulación
metodológica, que abarca métodos cualitativos (entrevistas a expertos y análisis de casos de
crisis) y cuantitativos (encuestas por correo a empresas y asociaciones del sector). Dada la
sensibilidad y complejidad derivada del estudio de las crisis, la autora recomienda la
utilización de varias metodologÃas, cuantitativas y cualitativas, en las investigaciones en la
materia, como forma de conseguir una mejor aproximación a la situación en los diversos
sectores
Are black friday deals worth it? Mining twitter users' sentiment and behavior response
The Black Friday event has become a global opportunity for marketing and companies’
strategies aimed at increasing sales. The present study aims to understand consumer behavior
through the analysis of user-generated content (UGC) on social media with respect to the Black Friday
2018 offers published by the 23 largest technology companies in Spain. To this end, we analyzed
Twitter-based UGC about companies’ offers using a three-step data text mining process. First, a Latent
Dirichlet Allocation Model (LDA) was used to divide the sample into topics related to Black Friday.
In the next step, sentiment analysis (SA) using Python was carried out to determine the feelings
towards the identified topics and offers published by the companies on Twitter. Thirdly and finally,
a data-text mining process called textual analysis (TA) was performed to identify insights that could
help companies to improve their promotion and marketing strategies as well as to better understand
the customer behavior on social media. The results show that consumers had positive perceptions of
such topics as exclusive promotions (EP) and smartphones (SM); by contrast, topics such as fraud (FA),
insults and noise (IN), and customer support (CS) were negatively perceived by customers. Based on
these results, we offer guidelines to practitioners to improve their social media communication.
Our results also have theoretical implications that can promote further research in this area
Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies
t: In recent years, digital marketing has transformed the way in which companies communicate
with their customers around the world. The increase in the use of social networks and how users
communicate with companies on the Internet has given rise to new business models based on the
bidirectionality of communication between companies and Internet users. Digital marketing, new
business models, online advertising campaigns, and other digital strategies have gathered user
opinions and comments through this new online channel. In this way, companies have started to
see the digital ecosystem as not only their present, but also as their future. From this long-term
perspective, companies are concerned about sustainability and the growth of their business models.
There are new business models on the Internet that support social causes, new platforms aimed at
supporting social and sustainable projects, and digital advertising campaigns promoting sustainability.
The overarching aim of this Special Issue was to analyze the development of these new strategies as
well as their influence on the sustainability of digital marketing strategies. Therefore, we aimed to
analyze how companies adopt these new technologies in a digital environment that is increasingly
concerned with the sustainability of business models and actions on the Internet
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