Challenges of digital advertising from the study of the influencers' phenomenon in social networks

PurposeThe aim of this paper is to study the challenges of digital advertising from the characterization of the influencer phenomenon based on the perceptions of two different and non-consecutive generations, explored from the perspective of parasocial relationshipsDesign/methodology/approachUsing a quantitative methodology design and a descriptive approach, a study is presented on a sample of 449 individuals belonging to two generational niches, generation Z (N = 227) and generation X (N = 222). For the study, characterization parameters have been defined based on existing literature, defining five-dimension conceptualization: strength, fairness, engagement, trustworthiness and social role.FindingsThe results point to a different perception of the phenomenon in some aspects that allow an intergenerational portrait of the figure of the influencer to be made. The findings of the study are innovative because they were not previously available and transcend academia to serve the companies that proliferate in the representation and management of influencers, as the characterization of this figure is important for the identification of key aspects in the adjustment of products and messages offered to a certain public of a specific population niche, both for advertising companies and for media and institutions.Originality/valueThe study reveals interesting challenges for digital advertising from the audience's perceptions about influencers, highlighting the relevance of influencers which clearly contributes to a better understanding of more efficient strategies on digital advertising.

Higher Education Response in the Time of Coronavirus: Perceptions of Teachers and Students, and Open Innovation

The COVID-19 pandemic has transformed training processes. The transition from face-to-face to virtuality has affected the entire educational process favoring one of the open innovation key features in the higher education institutions: the ability to manage knowledge flow. Open innovation in this crisis situation will encourage universities to deal with difficulties and embrace opportunities to enhance knowledge production. In this regard, the main objective of this work is to analyze how universities have managed knowledge flow during lockdown situation. The research presents a comparative study between three countries highly impacted by the coronavirus (Spain, Italy and Ecuador) based on perceptions from teachers and students on a convenience sample of 573 individuals. The study, of a descriptive and exploratory nature, applied surveys between March and April 2020 to students and teachers of Journalism, Communication. The survey had 2956 responses, collecting 65,032 pieces of evidence from students and 6468 from teachers. Teachers and students show their preference for being present, but they recognize the justification for the change of scenery and identify positive elements in virtuality. According to the findings obtained, the absence of presence has not generated an increase in the meetings between teachers and students. In addition, the tutorials have been shorter and sporadic. Added to this is a scant commitment to the variety of resources and options offered by the Internet. The predominance of textual material collides with the demand from students for a mixture of training resources, a greater role for the podcast and, especially, a typology of assessment tests that pass the traditional exams.

Social media fostering happiness management: three luxury brands case study on Instagram

Purpose>This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in their branded content.Design/methodology/approach>This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen;hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories.Findings>The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both “Happiness” and “Health and safety” content.Originality/value>This study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.

Higher Education Response in the Time of Coronavirus: Perceptions of Teachers and Students, and Open Innovation

The COVID-19 pandemic has transformed training processes. The transition from face-to-face to virtuality has affected the entire educational process favoring one of the open innovation key features in the higher education institutions: the ability to manage knowledge flow. Open innovation in this crisis situation will encourage universities to deal with difficulties and embrace opportunities to enhance knowledge production. In this regard, the main objective of this work is to analyze how universities have managed knowledge flow during lockdown situation. The research presents a comparative study between three countries highly impacted by the coronavirus (Spain, Italy and Ecuador) based on perceptions from teachers and students on a convenience sample of 573 individuals. The study, of a descriptive and exploratory nature, applied surveys between March and April 2020 to students and teachers of Journalism, Communication. The survey had 2956 responses, collecting 65,032 pieces of evidence from students and 6468 from teachers. Teachers and students show their preference for being present, but they recognize the justification for the change of scenery and identify positive elements in virtuality. According to the findings obtained, the absence of presence has not generated an increase in the meetings between teachers and students. In addition, the tutorials have been shorter and sporadic. Added to this is a scant commitment to the variety of resources and options offered by the Internet. The predominance of textual material collides with the demand from students for a mixture of training resources, a greater role for the podcast and, especially, a typology of assessment tests that pass the traditional exams.

Tracking Websites' Digital Communication Strategies in Latin American Hospitals During the COVID-19 Pandemic.

Since the advent of the Internet, websites have become the nerve center of the digital ecosystems of media, companies and all kinds of institutions. Currently, the impact of the global coronavirus pandemic has placed healthcare issues at the center of social debate, including hospitals and their websites as digital sources of trustworthy information. COVID-19 has intensified the need for quality information and the legitimacy of sources fighting the infodemic situation. In this regard hospitals become essential social actors in the spread of healthcare information. Within this framework, a qualitative study is presented with descriptive components and based on content analysis. This study examines 58 websites from the best hospitals included in the "América Economía" ranking health sector from Latin America. The study applies an analysis methodology based on previous research focusing on specialized web studies, defining an analysis model on six variables and 65 thematic indicators. The research concludes that hospitals occupying first positions in the medical services directory are not necessarily those that have the best websites. Similarly, it is worth noting that a quarter of the studied sample do not devote a specific space to reporting coronavirus information. Brazil, Colombia and Chile are the countries with the highest number of hospitals among those with the best websites. In conclusion, digital media, specifically websites, could constitute legitime resources of healthcare information consumption, so their accuracy and proper development seem to be significant to become genuine sources that not only could provide better healthcare services but help avoid the spread of misinformation about the COVID-19 pandemic.

Social Networks' Engagement During the COVID-19 Pandemic in Spain: Health Media vs. Healthcare Professionals.

An increased use of social networks is one of the most far-reaching consequences of the COVID-19 pandemic. Aside from the traditional media, as the main drivers of social communication in crisis situations, individual profiles have emerged supported by social networks, which have had a similar impact to the more specialized communication media. This is the hypothesis of the research presented, which is focused on health communication and based on a virtual ethnography methodology with the use of social metrics. The aim is to understand the relationship established between the population in general and digital media in particular through the measurement of engagement. In this regard, a comparative study was carried out that describes this phenomenon over a period of six months on three social networks: YouTube, Twitter and Instagram, with a sample composed of specialized health media versus healthcare professionals. The results point to a new communications model that opens up a new space for agents whose content has a degree of engagement comparable to and even exceeding that of digital media specialized in health communication. The conclusions show that the crisis of the pandemic has accelerated the transformation of the communication sector, creating new challenges for the communication industry, media professionals, and higher education institutions related to market demands.

Communication and Education in a digital connected world. Presentation

The digital transformation builds societies based on participatory and connected logics where citizens become network users who participate on equal terms from mobile devices. The increasingly naturalized virtual interaction, accentuated after the last events of global confinement by the Covid-19 pandemic, forces a continuous reflection on communication and education as determining factors in the advancement of society. The question that emerges in the face of inexorable technological penetration and connectivity is whether they are carrying out the appropriate actions and practices for this resulting critical and democratic participation. In this context, this monograph is presented where communication and education are intertwined to offer specific contributions in four areas: 1) communication addressed in the educational field: journalism in the classroom and transmedia skills;2) social networks as spaces for communication and education: use of Twitter and Instagram in an educational context, bots, misinformation, rumors and digital skills;3) new connected generations, and 4) emerging actors in communication and education: youtubers, OTT platform gamers and family responsibility.