Person:
Aramendia Muneta, María Elena

Last Name

Aramendia Muneta

First Name

María Elena

person.page.departamento

Gestión de Empresas

ORCID

0000-0001-6167-3194

person.page.upna

6579

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Now showing 1 - 10 of 13

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 - INARBE
This 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.
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 Kudeaketa
Circular 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.
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 Kudeaketa
Purpose: 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 SME
Open Access
Why do guests stay at Airbnb versus hotels?: an empirical analysis of necessary and sufficient conditions
(Elsevier, 2023) Sánchez-Franco, Manuel J.; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
Our study explores the differences in necessary and sufficient conditions for producing (dis)satisfactory guest experiences between Airbnb and hotels, intending to develop competitive strategies for the hospitality industry. Using advanced Natural Language Processing techniques, we analysed user-generated content from both platforms in the Andalusian market, utilising Contextualised Topic Modelling and Necessary Condition Analysis to identify the main topics and relationships that impact guests' experiences. We also employed XGBoost to assess sufficient conditions for customer satisfaction, providing insights that can enhance the quality of lodging stays and improve marketing strategies. Overall, our findings show that both types of accommodation share similar necessary conditions for (dis)satisfaction, but differ in the order of importance. Proximity to tourist attractions and staff recommendations are important for Airbnb guest satisfaction, while hotel guests prioritise facilities and staff professionalism. Both types of accommodation share similar themes that contribute to guest dissatisfaction, including noise complaints, value for money, and staff professionalism. Airbnb offers unique and personalised experiences, while hotels prioritise efficient and appropriate interactions between staff and guests. Identifying and prioritising factors influencing guest satisfaction and dissatisfaction is essential for remaining competitive in the hospitality sector. To sum up, our research contributes significantly to the literature on hospitality services, with methodological implications for future studies.
Open Access
Spanish fishing industry within the common fishery policy
(Elsevier, 2024) Kozinski Radomska, Aleksander; Aramendia Muneta, María Elena; Erro Garcés, Amaya; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
The main objective of this article is to study the evolution of the Spanish fishing industry, with a specific focus on examining the correlation between actual catches by Spanish vessels and recorded landings against national Total Allowable Catches, which may contribute to improving the current state of the Common Fisheries Policy. Firstly, we offer an overview of the geographical, economic, and legal factors surrounding Spanish fisheries, along with an examination of the Common Fisheries Policy and relevant international agreements impacting these fisheries. Subsequently, we analyze three species, namely hake, anchovy, and cod as they are the most traded fish in the Spanish markets. Thirdly, we conduct an examination to provide information regarding the role of Common Fishery Policy quotas and to explore potential reasons behind the observed results. The main findings reveal the identification of a significant lack of alignment between the Common Fishery Policy and its resulting implementation through the Total Allowable Catches over the last decade.
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 Kudeaketa
Purpose: 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.
Open Access
Guest editorial: Introduction to special issue on "History of marketing in Spain", part I
(Emerald, 2024) Aramendia Muneta, María Elena; Ruiz Moreno, Felipe; Martínez-Ruiz, María Pilar; Gestión de Empresas; Enpresen Kudeaketa
Special issue of the Journal of Historical Research in Marketing (JHRM) on “History of Marketing in Spain” – part I. A thorough exploration into the intricate history of marketing in Spain in several fields is presented, especially in the context of tourism. The exploration goes beyond a chronological account, aiming to spotlight the lasting impact of Generation X – a generation that has witnessed and influenced the evolution of marketing practices in Spain. Besides, an analysis of the history of marketing in Spain would not be complete without contemplating the future. As we stand on the cusp of new economic, technological, and societal changes, understanding our past becomes a compass for navigating the complexities of the marketing landscape in the years to come.
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 Publikoa
This 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.
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 - INARBE
Eradicating 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.
Open Access
Perceived health and earnings: evidence from the European working conditions survey 2015
(MDPI, 2022) Erro Garcés, Amaya; Aramendia Muneta, María Elena; Errea Rodríguez, María; Cabasés Hita, Juan Manuel; Institute for Advanced Research in Business and Economics - INARBE
This paper aims to analyse the relationship between perceived health and earnings across Europe. Empirical analysis is based on the last published round from the European Working Conditions Survey (N = 43,850) and offers updated evidence on the effect of earnings on perceived health in 35 countries. The main findings show a positive and significant relationship between earnings and health, which is consistent with the existing literature. Moreover, health seems to be U-shaped relative to earnings. On the other hand, age is negatively related to health, which is consistent with previous research. This paper shows the health differences between countries, where cultural, geographic, and economic differences imply health inequalities across countries. From a practical perspective, understanding the dynamics of perceived health and earnings’ processes can contribute to health policy.