The Effectiveness of Humor in Advertising: Analysis from an International Scope

In advertising, as in marketing, different advertising techniques are used to achieve the objectives proposed by companies, among them, to reach a large number of consumers who remember both the brand, the product as well as the advertising campaign used, that is, the effectiveness. The use of humor as an advertising technique is very recurrent among brands when looking for this effectiveness to the point of having a globalization of it at the intercultural level, coming to be used by the best companies in the five continents and getting to be one of the most used techniques in the most effective advertising campaigns of recent years

Dimensions of organisational justice impact job satisfaction and turnover intention in emerging economics

When the individual exercises a function in society, due to his or her efforts at work, he or she manifests multiple emotions that translate into behaviour. In recent years, the study of organisational behaviour has been a topic of interest in the economic and administrative sciences. Due to the importance of studying the elements that makeup employee behaviour, the objective was to analyse the influence of the dimensions that make up perceived justice, such as distributive justice, procedural justice and interactional justice, on job satisfaction and turnover intention. The data obtained from five hundred fifty-five workers in Mexico's food industry were analysed using the structural equation technique by CB-SEM. The results suggest a correlation between all the variables in the study. In this respect, it should be noted that there are positive relationships among distributive, interactional, job satisfaction and distributive justices on turnover intention. The results suggest the importance of considering business practices that enrich the feelings of justice among employees to avoid developing negative feelings towards the company that may result in job abandonment

Social marketing and happiness in employment. Evidences from Glassdoor

Background With the increasing role of the Internet and social media, there are more significant opportunities for employees to express their opinions about the companies they work for more directly. A recognized job review website is Glassdoor.com, which collects employees’ opinions anonymously and the scores they give to companies. This descriptive study analyzes the assessment that employees give to companies by studying the advantages in their comments from the perspective of Happiness Management and Social Marketing. In this sense, this research aims to analyze how the main benefits offered by companies, are linked to the happiness of employees and to the actions of social marketing that companies develop affect the general satisfaction of employees. Methods This study has used in the worker comments, text mining, and inferential analysis techniques. The sample was divided into two blocks, with comments that refer to issues about social marketing and happiness. In each one, an inferential analysis was carried out using the Student’s T-test. This analysis allowed us to identify, in each sample of comments, in which advantages the differences in the mean ratings were significant depending on whether they were mentioned. Results The main results indicate that social marketing and happiness are linked to the advantages employees comment on in reviews on Glassdoor. Significant differences exist in the average ratings of certain advantages depending on whether they are mentioned or not in the comments. Likewise, the differentiation between comments on social marketing and happiness offers scientific evidence of the most valued advantages in each cluster. Specifically, the advantages grouped into the following dimensions are working conditions, company image, and social relations. Discussion This research contributes to happiness management theories by empirically demonstrating how positive work environments enhance productivity, loyalty, and creativity. These insights show how leadership quality, worklife balance, and recognition contribute to workplace happiness, enhancing productivity, loyalty, and creativity. Such feedback aids job seekers in making informed decisions, helps companies improve practices and attract talent, and provides researchers with valuable data on employment trends and corporate culture’s effect on employee well-being

Creativity: an intangible capital generating competitive quality in the Spanish advertising industry

Advertising rankings have a high impact on the advertising industry, where creativity is one of the key variables of an advertising agency's success. The aim of this paper is to analyze the current position of Spanish advertising agencies in the UNIR (Universidad Internacional de la Rioja) Iberoamerican Advertising Ranking, which evaluates the competitiveness of agencies through the results of their products. In other words, this ranking assesses agencies' creative capacity in advertising and considers a thorough examination of the awards they have won and the festivals they have won them in. This paper studies tendencies according to positions, background and score in the ranking during the 2012-2016 period of all the agencies, Spanish or foreign working in Spain, in each one of the five years. The study will focus on the 25 most creative agencies of the ranking in Spain. The tendency of positioning of Spanish advertising agencies in the ranking show different behaviors and demonstrate strong competitiveness and a fight for being on the top of the list; which is led by international agencies

La globalización económica de las obras de arte: las bases de datos de cotizaciones como fuentes para la construcción del conocimiento social

El mercado de obras de arte, viene a ser en la actualidad uno de los sectores más globalizados del planeta. Un comprador español, puede adquirir una obra de arte en Tokyo o vender obra en Estados Unidos. En calidad de entes económicos, sujetos a un precio, las obras de arte están estrechamente relacionadas con los movimientos de la macroeconomía, viéndose afectadas tanto por las crisis como por la especulación. Con el presente trabajo, pretendemos analizar y categorizar las bases de datos de cotizaciones de obras y objetos de arte, las cuales se nos antojan como unas importantes fuentes objeto de estudio, ya sea para el economista o para el historiador del arte

Happiness and Cultural Tourism: The Perspective of Civil Participation

In this research we analyze links between happiness and cultural tourism, taking the European Holy Grail Route in Spain as a cultural tourist product. Questions that arise are, among others, can cultural tourism generate understanding and social cohesion? Consequently, can it also mean increasing the happiness of both tourists and the host population? How and what can be learned from cultural tourism as a peaceful social process? Specifically, a qualitative approach was made in which we conducted semi-structured interviews with people belonging to civil society associations linked to the route. An analysis of the narratives (from the interviews) through the grounded theory was carried out. Improved individual reasons for happiness and social cohesion as a result of positive significant experiences are observed in the first step of results, and an exportable Decalogue of social behavior in cultural tourism experiences is presented and evaluated by the interviewees and shown as a research proposal

Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain

The challenges imposed by the global development agenda imply reflecting on the role and contribution of political parties to development processes in the online environment. Social networks have been characterised as a part of the strategies of political campaigns, as it allows political leaders to establish bidirectional communication with citizens. In this context, the present study aims to empirically explore the leading Spanish political formations' publications from a social marketing perspective. In this way, it will be possible to verify how issues related to the Sustainable Development Goals (SDGs) are addressed. On the one hand, this requires elaborating the communication profiles of the main political parties presented to the Spanish General Elections from 2015 to 2019. On the other hand, to analyse whether social themes better discriminate or distinguish one political party from another. For this purpose, a methodology based on text mining, content analysis from a quantitative and qualitative approach, and simple correspondence analysis has been used. Finally, it should be noted that the results of this research show that there are differences between political parties according to the social issues published, with a divergence between the social issues that provoke a better reaction from the public and those most published on Facebook

Happiness Management: A Culture to Explore From Brand Orientation as a Sign of Responsible and Sustainable Production

The overarching call to action represented by the sustainable development goals (SDGs) calls for new sustainable production and management models. Likewise, in periods of crisis, such as the current COVID-19 pandemic, companies are forced to develop competitive and sustainable development strategies to increase their brand value and achieve a good market position. Therefore, this work's main objective is to design a structural equation modelling (SEM) to analyse the main critical dimensions of brand orientation to influence happiness in responsible and sustainable entities. For this purpose, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of 216 managers of small- and medium-sized enterprises in Andalusia (Spain) in the construction, industry and services sectors. The model results reveal significant dimensions of brand orientation and positively direct influence on happiness management. One of the significant managerial implications of this work is that the model allows for more responsible and sustainable management of entities by considering brand orientation about happiness

Towards a happy, creative and social higher education institution: the case of non-profit marketing and business creation subjects at the University of Cádiz

One of the social responsibilities university professors of a Marketing class should have is to provide their students basic knowledge about the history of companies, marketing, etc. Therefore, some professors from the University of Cádiz who taught Non-Profit Marketing and Business Creation during the first semester of the 2017 academic period created a collaborative teaching approach based on historical debates related to these two classes. The election of this pedagogical tool is justified since it is widely used by prestigious universities such as Oxford and Harvard to promote happiness and creativity in students by developing reflective thought, oratory, teamwork, emotional intelligence and Aristotelian dialogue. The obtained results are expected to encourage the implementation of historical debates in other Spanish faculties

Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability

Purpose – This study aims to analyze communication from the perspective of social marketing, positive emotions, and the topics chosen by Spanish tourist destinations to show their destination image. Additionally, this research shows a message classification model, based on the aforementioned characteristics, that has generated a greater impact, offering clarity to tourism managers on the type of content they should publish to achieve greater visibility. Design/methodology/approach – The methodology used in this work combines content analysis and data mining techniques. The classification tree using the chi-square automatic interaction detector (CHAID) algorithm was selected to determine predictors of like behaviour. Findings – The results show that the predictor variables have been emotions, social marketing and topics. Also, the characteristics of the messages most likely to have a high impact are those related to emotions of joy or happiness, their purpose is behavioural, and they talk about rural, cultural issues, special dates, getaways, or highlights of a town or city for something specific. Originality/value – This study is the first to analyze the content of the tweets shared by destination tourism managers from a social marketing, positive emotions, and sustainability perspective, determining the possible predictors of likes on Twitter. The authors contribute to the literature by deepening the understanding of how social marketing and the positive emotions promoted drive a more significant impact in tourism communication campaigns on social media. The authors provide destination managers with a way better to understand the variables relevant to users in tourism content