Artículos de revista DGE - EKS Aldizkari artikuluak
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Publication Open Access "The best" and "The least": cross-country cluster analysis of Instagram and tourism destinations(Taylor and Francis Group, 2022) Aramendia Muneta, María Elena; Olarte-Pascual, Cristina; Gestión de Empresas; Enpresen KudeaketaThe study provides an analysis of the key destination image attributes influencing the number of likes and comments by cross-country cluster on the basis of Stimulus-Organism-Response. The two main clusters are "the best" and "the least", measured by their success in numbers of likes or comments from Instagrammers. Photographs taken during daytime showing tourism or entertainment facilities and panoramic natural seascapes prevail in the successful cluster group. Photographs showing visitors interacting in daily life tourist activities of their destination, are common among the successful images. Presenting people and water impacts positively, whereas multi-images of countries and destinations lacking authenticity have the opposite effect. Overall, the results are consistent with the hypothesis that attributes in Instagram photographs are associated with the success of a country's image.Publication Open Access Circular fashion: cluster analysis to define advertising strategies(MDPI, 2022) Aramendia Muneta, María Elena; Ollo López, Andrea; Simón Elorz, Katrin; Gestión de Empresas; Enpresen KudeaketaThe 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the sectors where commitment to the SDGs is most needed, given its global nature and its significant growth in terms of consumption. Moreover, it is not possible to assert that society, in general, is aware of the importance of the principles that guide circularity, both in terms of awareness and attitudes. In this study, through cluster analysis, five different segments have been identified with divergent characteristics in terms of level of maturity regarding principles of circular fashion and/or benefits and/or enablers of related communication tools. Social and personal characteristics make it possible to contrast the differences in consumer behavior, as well as relevant aspects, such as willingness to pay more for circular fashion. The present study will help to fill the gap in research between the awareness and attitudes of consumers in circular fashion and propose different strategies for the industry and institutions to develop the concept of sustainability regarding circular fashion.Publication Open Access Co-designing doctoral programs to enhance postgraduate students' employability: insights from industry stakeholders(Emerald, 2023) Pérez García, Raquel María; Erro Garcés, Amaya; Aramendia Muneta, María Elena; López Peláez, Antonio; Gestión de Empresas; Enpresen KudeaketaPurpose: Doctoral programs play a crucial role in promoting innovation and technology transfer in universities. To design these programs effectively and with a co-design perspective, it is essential to consider all stakeholders involved in the process, including teachers, students and employers. The main objective of this study is to enhance postgraduate programs to improve students' employability. Design/methodology/approach: This empirical study was conducted over a three-year period and employed semi-structured interviews as its primary research methodology. In the first phase, 21 in-depth semi-structured interviews were conducted with managers from various sectors. The second phase involved 20 interviews, and the final phase of the study included 18 interviews with the same managers from previous phases. Findings: The study's main results revealed that the international networks, language proficiency and analytical skills of doctoral students were highly valued by employers. The main findings come from companies with doctoral students. Therefore, the skills were identified during the learning experience of the PhD graduates in the companies. Practical implications: The study's results can guide improvements in postgraduate program curricula and design to enhance students' employability. Originality/value: This research presents a novel approach to its findings. On the one hand, the study's conclusions may provide valuable insights for business agents, encouraging them to hire PhD students. On the other hand, it aims to drive necessary changes that promote more PhD students' focus on non-academic careers, creating significant value for research and innovation in the private sector.Publication Open Access Consumers' awareness and attitudes in circular fashion(Elsevier, 2023) Jiménez Fernández, Anne; Aramendia Muneta, María Elena; Alzate Barricarte, Miriam; Gestión de Empresas; Enpresen KudeaketaCircular fashion is a new concept shift towards a more sustainable fashion industry. Consumers' awareness of the fashion industry's environmental and social damage is increasing, along with the transformation of their purchasing habits. Circular economy appears to be a solution to these issues. Nonetheless, users' awareness of the principles of circular economy might benefit their application in real life. This research studies the relationships between awareness and attitudes towards the principles of circular economy as well as the mediators, which are namely, benefits and enablers. The main purpose of this study is to test a hypothesised model through structural equation modeling with Partial Least Squares. The results show that the principles have a positive relationship to the attitudes, benefits, and enablers of circular economy. Additionally, the effect of gender on consumers' attitudes towards sustainable fashion is worth analysing since it seems to play a significant role.Publication Open Access From reviews to reality: tourist perceptions of sustainability in the top 15 global sustainable hotels(Taylor & Francis, 2025-05-20) Boneta-Ruiz, Ainhoa; Aramendia Muneta, María Elena; Gómez Cámara, Irene; Gestión de Empresas; Enpresen KudeaketaThis study assesses tourists' perceptions of sustainability in hotels labelled as 'sustainable' by analysing 10,361 TripAdvisor online travel reviews. The goal is to address gaps in sustainable tourism literature and understand tourists' perspectives. Content analysis is applied to reviews from 15 of the world's most sustainable hotels on TripAdvisor. Analysing keywords aims to understand tourists' perceptions, emphasising the significance of online reviews and utilising rigorous Big Data analytics. Despite sustainability branding, tourists often overlook sustainable aspects in their reviews, revealing incongruity between industry perceptions and consumer awareness which emphasises the need for tailored marketing and management strategies. This study contributes to the existing literature by examining the tangible perception of sustainability in online reviews. It highlights a potential gap in tourists' understanding of sustainability and their ability to recognise its value. Additionally, it underscores the industry's insufficient emphasis on marketing strategies to effectively communicate hotels' sustainability features. The findings encourage sustainable hotels to adopt robust digital marketing strategies to enhance global visibility and promote their environmental initiatives. Ultimately, the study emphasises the critical role of marketing in shaping tourists' perceptions of sustainability.Publication Open Access Gender stereotypes in original digital video advertising(Taylor & Francis, 2019) Aramendia Muneta, María Elena; Olarte-Pascual, Cristina; Hatzithomas, Leonidas; Gestión de Empresas; Enpresen KudeaketaThis exploratory study looks into gender stereotypes in original digital video advertising as an independent trend in the advertising industry worthy of a new avenue of research. Content analysis is performed on a judgemental sample of 324 original digital videos that have won awards from professional marketers. The results show that there is no statistically significant association between gender and any of the ten studied attributes (mode of presentation, credibility, role, age, argument type, reward type, product type, background, setting, and end comment). Although previous studies depicted men in male-authored science roles and with muscular physiques and women as objectified and a hypersexualized subordinate to the male, this research shows that women and men are equally portrayed in non-stereotypical activities and roles, However, central figures are more likely to be men than women, indicating a gender difference in terms of the assignment of main roles. This paper highlights the change in women’s roles as well as advertisers’ and marketers’ criteria for the content of original digital videos.Publication Open Access Green products in the fashion industry: consumer segmentation to develop communication campaigns(Taylor & Francis, 2024-12-16) Martínez Huete, Laura; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaThe rise of green awareness due to the environmental challenges the world faces has enhanced consumers' consciousness of, and attitudes toward green products. This study explores consumers' perceptions of green fashion products by analyzing consumer profiles. A cluster analysis differentiated four consumer segments with divergent demographic and behavioral features. Antigreeners, green followers, green professionals and supergreeners differ in green fashion awareness and their level of understanding of the benefits, challenges, enablers and attitudes of using green products. Overall, extensive ignorance of green fashion products was found, particularly among antigreeners and green followers, which should incentivize fashion companies to increase green fashion awareness and position their green fashion brands in this niche market. The present study helps bridge the research gap about consumers' buying behavior regarding green fashion products. Considering the fashion industry's global standing as one of the most polluting yet profitable sectors, this analysis offers valuable insights into the Circular Economy Action Plan of the European Green Deal.Publication Open Access Harmony in diversity: unraveling the global impact of K-Pop through social media and fandom dynamics(Taylor & Francis, 2025-04-04) Gutiérrez Jauregi, Alaitz; Aramendia Muneta, María Elena; Gómez Cámara, Irene; Gestión de Empresas; Enpresen Kudeaketa; Economía; Ekonomia; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaSouth Korean pop culture, K-Pop, is a global cultural force driven by catchy melodies, exceptional vocal abilities, captivating dance movements, and active social media engagement. This study explores the global dissemination of K-Pop, focusing on the role of social media and fan communities in examining cultural impact, fan dynamics, and transformative potential. Key research inquiries address fan engagement¿s contribution to global dissemination, challenges to cultural norms, the influence of fan characteristics on social media behavior, and transformative impacts on societal issues. Organized into four parts, the research delves into the evolution of K-Pop, conducts a literature review on K-Pop fandom, analyses characteristics of K-Pop fandom members per their perceptions, and surveys 315 enthusiasts on engagement dynamics, idol influence, and fandom¿s role in social and political initiatives. Findings reveal the intricate evolution of K-Pop, highlighting social media¿s role in forming emotional connections and shaping fan behavior. The study concludes that K-Pop operates as a dynamic cultural force challenging norm, with fan engagement playing a pivotal role in dissemination, societal impact, shaping narratives, and addressing social issues. Originality is found in the holistic approach, theoretical frameworks, and a comprehensive survey, offering a distinctive understanding of the K-Pop phenomenon and its fan community.Publication Open Access ICT impact on competitiveness, innovation and environment(Elsevier, 2012) Ollo López, Andrea; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen KudeaketaThis paper examines the impact of ICT on competitiveness, innovation and environment in the glass, ceramics and cement concrete industry. The results show that use of ICT seems to favor innovation and competitiveness. As for the effect on the environment, the use of some ICT helps to reduce emissions, whereas others increase them.Publication Open Access ICT impact on tourism industry(Access Press UK, 2013) Aramendia Muneta, María Elena; Ollo López, Andrea; Gestión de Empresas; Enpresen Kudeaketa; Economía; EkonomiaThe goal of this paper is to analyze the effects of ICT on firms’ competitiveness, as well as on their level of innovation, productivity and on the market share depending on the tourism area: Accommodation, Gastronomy and Travel Agencies. On the whole, it has been proved that the use of diverse ICTs has little effect on the level of competition as well as on increasing productivity, while in general, they have a positive effect on increasing the market share of the firms.Publication Open Access Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda(Wiley, 2024) Suraña Sánchez, Clara; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaThis study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial intelligence, customer engagement, advertising engagement, marketing, machine learning, etc.). A set of inclusion/exclusion criteria were then applied to obtain the final sample. The final sample was made up of 190 peer-reviewed articles. Three separate analyses were performed to test the sample. A performance analysis identified the articles' years of publication, contributions per country and the performance/output of the relevant journals. A data analysis created 10 clusters; these are examined in depth, and provide explanations of the evolution of the relevant scientific production. The study's findings offer a wide perspective of research undertaken to date, and identify possible research gaps. This research contributes to the marketing field by bridging a gap, through undertaking a bibliometric analysis, in the research about the impact of artificial intelligence on customer and advertising engagement over the years 1991 through 2022. It offers scholars and researchers ideas for future research.Publication Open Access The influence of ethnocentricity in purchase behavior and ethnocentric attitudes(North American Business Press, 2016) Aramendia Muneta, María Elena; Reardon, James; Gestión de Empresas; Enpresen KudeaketaThis research examines the effect of Consumer Ethnocentricity (CE) under conditions of persistent financial crisis. The conceptual underpinnings of CE imply that consumers, at least some, respond to foreign goods negatively based on the idea of preserving the domestic economy. Thus, it would logically follow that when the economy is in recession or crisis, this phenomenon might be exaggerated. Spain is one of the areas most affected by the global economic crisis, and within this country, young students have been among the hardest hit. There are four hypotheses: H1a: Ethnocentric attitudes of consumers have a positive effect on Domestic Purchase Behavior; H1b: Ethnocentric attitudes of consumers have a negative effect on Foreign Purchase Behavior; H2: National Identification has a positive effect on Ethnocentricity; H3: Cosmopolitanism has a negative effect on Ethnocentricity. Hypotheses H1a, H1b, and H2 are supported while H3 is not supported.Publication Open Access Key image attributes to elicit likes and comments on Instagram(Taylor & Francis, 2020) Aramendia Muneta, María Elena; Olarte-Pascual, Cristina; Ollo López, Andrea; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBEThis article spotlights the relationship between likes and com-ments and the content of tourism photographs on Instagramwith the aim of understanding users¿behavior and, thus, help-ing destination management organizations. Based on thestimulus-organism-response model, a content analysis wasconducted of 1,094 pictures that received 131,116,800 likesand 2,859,448 comments. By combining content analysis andregression analysis, the results show that Instagrammers¿responses are influenced differently by different picture attrib-utes, resulting in dissimilar behavior with regard to likes andcomments. Specifically, likes, as immediate reactions, tend tobe driven by content featuring people, views, or commonhabits. In contrast, comments, which require greater effort onthe part of the Instagrammer, are elicited by the topic of festi-vals or hotels, colors such as cream, green, orange, or yellow,images of water or animals, and images featuring tourist activ-ities, mostly at night. Multi-image or fake pictures negativelyimpact likes. By analyzing the content of the information pro-vided by the uploaded photographs, a typology of photo-graphic attributes is developed to offer clues for destinationmanagement organizations to enhance engagement withpotential customers and Instagram users.Publication Open Access Nuclear energy promotion using collectable cards aimed at children(Emerald, 2020) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBEPurpose: This paper aims to examine how an innovative concept was introduced to a new market segment through varied marketing techniques. Design/methodology/approach: Newspapers from 1958 were reviewed to assess the impact of a chocolate company advertising campaign targeting children. The paper examines the interpretation of the campaign message and the information contained in an album of collectable cards. Findings: Parents leave the teaching role in the hands of companies when they do not clearly understand new technologies such as nuclear energy. Companies can take advantage of what governments introduce into the market to increase their sales. Originality/value: The originality of the paper lies in the examination of collectable cards as a means of researching marketing history and contributes to the study of market segmentation, particularly in the case of children, focussing on nuclear energy.Publication Open Access Poverty, social work, and social intervention: decent work as a strategy to overcome poverty after the Covid-19(Taylor and Francis Group, 2023) López Peláez, Antonio; Aramendia Muneta, María Elena; Erro Garcés, Amaya; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBESocial workers worldwide must be concerned about how to overcome poverty after the COVID-19. The 61st Session of United Nations Commission for Social Development has highlighted decent work as a priority for social workers and social welfare practitioners after de COVID-19. Decent work is a key strategy to overcome poverty in the post-pandemic time. A systematic review of the literature revealed 225 articles from 2020 on this topic. The descriptors were social work, decent work, good work, decent job, good job, decent employment, and good employment. The results obtained allow us to establish some recommendations to address poverty from the perspective of social work, designing intervention strategies to overcome inequalities.Publication Open Access The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain(Emerald, 2024-12-09) Aramendia Muneta, María Elena; Rubio Varas, María del Mar; Torre Campo, Joseba de la; Economía; Ekonomia; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa, PJUPNA2023–11931Purpose: this study aims to examine how the nuclear energy issue was used for advertising purposes at the dawn of the atomic era in Spain. Design/methodology/approach: newspapers and magazines from the atomic era were reviewed to assess the impact of nuclear energy on advertising campaigns for all kinds of unrelated products. This study interprets the message and information contained in several marketing campaigns from the detonation of the first nuclear bomb in 1945 until the inauguration of the first nuclear facility in Spain in 1968. Findings: private companies leapt at the chance to use the new technology, with its promises of a brighter future, to promote their products, including watches, Venetian blinds, anisette, chocolates, pencils and fountain pens, spa resorts, books and encyclopaedias, laundry detergents, pressure cookers, concentrate feeds and hair restorers. This study makes a major contribution to the history of marketing literature, focusing on nuclear energy as an influential agent in industry, advertising agencies and popular culture. It shows how advertising campaigns used terms such as 'nuclear', 'atomic' and 'atomic bomb' and images of mushroom clouds or atom symbols to denote modernity and allure and explores how government policies - in this case, concerning nuclear energy - can influence marketers and advertisers. Originality/value: the paper's originality stems from its analysis of Spanish advertisements to explore marketing history through the terms and imagery associated with nuclear energy and its industry. It further contributes to the understanding of how nuclear energy is represented and conceptualised for various purposes in popular culture.Publication Open Access The role of human resource management practices on the results of digitalisation: from industry 4.0 to industry 5.0(Emerald, 2023) Erro Garcés, Amaya; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen KudeaketaPurpose: This article aims to analyse the impact of data analytics and robots on firms' performance across Europe. Design/methodology/approach: This paper aims to examine the impact of data analytics and robots on companies' performance, multilevel models are estimated. Empirical research is based on the fourth round of the European Company Survey 2019. Findings: The main findings show that human resource management practices (HRMP) are relevant to explain firms' profits. Therefore, human resource practices and technology are complementary resources to achieve higher results. A positive and significant relation between profits and the use of data analytics to monitor employee performance was found. In addition, positive and significant relations between human resource practices and profitability were obtained. Practical implications: From a practical perspective, this article helps to understand the role of technological and human factors in profitability, and it emphasises the relevance of human resource strategies and technology to accomplish business outcomes. Originality/value: This study’s findings reinforce the concept of Industry 5.0 which highlights the role of humans in the digitalisation process.Publication Open Access Seizing opportunities in Europe: a roadmap for efficient Big Data implementation in Spanish SMEs(Emerald, 2022) Sánchez Huguet, Carla; Aramendia Muneta, María Elena; Erro Garcés, Amaya; Gestión de Empresas; Enpresen KudeaketaPurpose: This paper aims to help small- and medium-sized enterprises (SMEs) to seize the potential of Big Data in their marketing strategies to leverage a competitive advantage in the rising digital marketplace and lead the post-pandemic economic recovery. However, Spanish SMEs have had serious difficulties in working with Big Data. Design/methodology/approach: In this study, a roadmap is designed to pave the way for a successful Big Data implementation. Findings: SMEs with updated information on how to access the historic funding opportunities might profit to this opportunity. It not only generates financing opportunities for SMEs but also grants continuity to their strategies by offering the most profitable techniques by which they can efficiently analyse data and gain consumer insights, thus overcoming the many problems they face when working with Big Data as well as helping them to monetise their marketing strategies. Originality/value: The main advantage of this research is its innovative approach to business strategy as it provides. The value added by this paper lies in its holistic and updated approach to supporting SMEPublication Open Access The Smartphoners: consumer segmentation by smartphone usage(Italian Marketing Association, 2016) De Canio, Francesca; Pellegrini, Davide; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBESmartphone usage is becoming an integral part of consumer' lifestyle. Over 50% of the worldwide population own at least one smartphone and the adoption of mobile technologies have reshaped the boundaries between online and offline. This study aims to segment consumers by means of activities they perform on personal mobile phones. By analysing 264 online questionnaires and using ten smartphones¿ functionalities, we identify five main Smartphoners' profiles: Utility Users, Gamers, Unfriendly Users, Moderator Users and Supersmartphoners. Differences between smartphone users in terms of age, gender and area of residence, as well as brand of the smartphone owned, hours of usage and reasons to use have been investigated. Managerial and academic implications have been discussed.Publication Open Access Social work, solidarity economy and decent work(SAGE, 2023) López Peláez, Antonio; Erro Garcés, Amaya; Aramendia Muneta, María Elena; Ramírez Navarro, José Manuel; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBEEradicating poverty is a fundamental objective of social work, both at local and at global levels. After COVID-19, the United Nations Commission for Social Development and Sustainable Development Goals, the global agenda developed by the International Association of Schools of Social Work, the International Council on Social Welfare and the International Federation of Social Workers have placed the fight against poverty and the role of decent work at the forefront of the public agenda. We analyse most recent publications on decent work, highlighting two strategies to promote poverty eradication from social work: participation and education.