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
ICT impact on competitiveness, innovation and environment
(Elsevier, 2012) Ollo López, Andrea; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
This 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.
Open Access
ICT impact on tourism industry
(Access Press UK, 2013) Aramendia Muneta, María Elena; Ollo López, Andrea; Gestión de Empresas; Enpresen Kudeaketa; Economía; Ekonomia
The 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.
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 Kudeaketa
The 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.

Ollo López, Andrea

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