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
Hao, Quan (Sherry Hao)
(Emerald, 2011) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
An accountant by training, Hao Quan is the first Chinese partner of KPMG, a firm AU :2 created in 1987 with the merger of Peat Marwick International (PMI) and Klynveld Main Goerdeler (KMG). KPMG is a global network of professional firms providing audit, tax, and advisory services. Hao has spent most of her professional career at the firm. The company operates in 146 countries and employs 140,000 people working in member firms around the world. In China alone, KPMG employs over 9000 people and operates in 12 major cities across the country.
Embargo
Products made from recycled materials: perceptions in the fashion industry and risks influence on purchasing
(Palgrave Macmillan, 2025-03-13) Toquero-Iriarte, Maite; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This study investigates the impact of the fashion industry on the environment and the subsequent shift towards a more sustainable model. The ecological, economic, and social implications of this sector have fostered an increase in consumer awareness, prompting a demand for a more circular system. The concept of circular fashion, which promotes a closed-loop approach with an emphasis on recycled materials, has emerged as a key solution. However, the consumer perceptions of products made from recycled materials in the fashion industry remains relatively unexplored, necessitating an examination of potential barriers. By employing both model analysis and cluster analysis techniques, this research sheds light on the primary variables that significantly influence consumer attitudes and purchase intentions towards such products with a particular emphasis on performance risk. Moreover, the identification of four distinct consumer groups holds crucial implications for the development of targeted marketing strategies.
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 - INARBE
Smartphone 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.
Open Access
Social media marketing strategies in the lingerie industry: the case of Valentine's day campaign in Spain
(IGI Global, 2022) Miguel-Pérez, Ana de; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
This chapter presents a qualitative and quantitative analysis on the comparison of social media audience, social posts, and engagement over Instagram, Facebook, and Twitter for the main five lingerie brands in Spain during the week prior to Valentine's Day. The results show that a direct relationship between audience growth and posting frequency could not be confirmed but both factors may affect on engagement and content. Indeed, it was demonstrated that giveaways and influencer collaborations as well as carousel and photos received better feedback on average for Instagram and Facebook and GIFs for Twitter. The most obvious finding to emerge is that Instagram received the title of the "social media queen" in terms of audience and engagement in the lingerie industry. Finally, it was stated that strategies such as adapting content to fit with their followers likes to build a community of engaged and loyal followers is related to social media campaign success.
Open Access
Guest editorial: introduction to special issue on "History of marketing in Spain", part II
(Emerald, 2024) Aramendia Muneta, María Elena; Ruiz Moreno, Felipe; Martínez-Ruiz, María Pilar; Gestión de Empresas; Enpresen Kudeaketa
This special issue on the “History of Marketing in Spain, Part II” presents a diverse range of research that sheds light on many aspects of Spain’s marketing practices using historical perspectives. The collection covers different topics, including the evolution of the world’s oldest advertising agency, the impact of home ownership on immigrant acculturation, the adaptation of marketing strategies in cultural institutions in countries which have inherited the Spanish tradition, the changing food preferences of Spanish consumers and the transformation of travel agency promotion. These studies offer insightful analyses of Spain’s marketing history and contextualise these developments within broader social, economic and technological changes. This special issue advances our understanding of the distinctive traits and implementation of marketing techniques in Spain by examining recent innovations and long-standing traditions
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
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
European capital of smart tourism: an initiative to promote the tourism industry
(IGI Global, 2020) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This theoretical chapter tries to underpin the European Capital of Smart Tourism initiative that was launched in 2018 for the cities of the European Union. It therefore starts with an introduction to smart tourism and to the meaning of a smart tourism city. It follows this with a description of the impact of the smart tourism city award on the European Union, and the rules of the challenge, emphasising the good practice of the two 2019 winning cities, Helsinki and Lyon. Finally, some recommendations for future research and a conclusion are given.
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.