Browsing by Subject "Social networks"

Now showing 1 - 3 of 3
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    Is sports sponsorship effective? Effects on brand equity and engagement on Twitter
    (Universidad de Murcia. Servicio de Publicaciones, 2025) Vega Nuñez, Francisco; Andreu Simó, Luisa; Currás Pérez, Rafael
    The purpose of this study was to analyze the impact of sports sponsorship in social networks on brand equity and engagement on Twitter. Specifically, it focuses on the effectiveness of Ecuadorian soccer sponsorship brands on the four dimensions of brand equity (awareness, loyalty, perceived quality and brand association) and consumer engagement. This empirical study was conducted through two online surveys of soccer fans, with two different stimuli: sponsoring brand (n=224) versus non-sponsoring brand (n=260). The findings indicated that the sponsoring brand presents a positive and significant impact on its brand equity and engagement on Twitter compared to the non-sponsoring brand. The study affirms that brand equity and consumer engagement can offer academics and industry practitioners a viable method for evaluating the effectiveness of sports sponsorship on social media.
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    Los significados otorgados a las relaciones adolescentes desde la comunidad escolar
    (Universidad de Murcia, 2017) Garay Ibáñez de Elejalde, Beatriz; Mendiguren Goienola, Haritz; Alvarez Uria, Amaia; Vizcarra Morales, María Teresa
    Con el uso de las redes sociales han aumentado las situaciones de acoso y violencia de género en la adolescencia. El objetivo de este trabajo es conocer cómo se perciben estas relaciones desde la mirada de la comunidad escolar. Se realizó un estudio de caso para conocer las situaciones vividas en las redes sociales en los centros educativos de Vitoria-­‐ Gasteiz. Se recogieron 470 cuestionarios del profesorado de 30 centros escolares, y se realizaron 7 grupos de discusión, con familias, profesorado y estudiantes. Los resultados muestran que las relaciones entre adolescentes están mediatizadas por los estereotipos; la persistencia del sexismo, el control y la agresividad. Entre las propuestas de futuro el alumnado propone que se hagan foros de debate para compartir aspectos emocionales. El profesorado propone construir un espíritu crítico con el alumnado analizando los mensajes subliminales de las redes. Y las familias proponen revisar actitudes y comportamientos a través de talleres.
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    Open Access
    Spa Tourism in Spain nowadays: current state and opportunities
    (Universidad de Murcia. Servicio de publicaciones, 2024) Carballo Cruz, Edianny; Yera, Raciel; Maroto Martos, Juan Carlos; Pinos Navarrete, Aida
    This research aims to analyze the current state of the thermal tourism product in Spain. Although the literature has reported some research efforts in this direction, most of them are focused on providing partial analyses and, therefore, there is still a lack of works focused on a more comprehensive view and analyzed from different perspectives. Our work fills this gap by presenting a two-way methodology. First, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) approach is used for the identification and analysis of relevant research papers focused on Spanish thermal centers. In addition, data provided by the Spanish Association of Spas (ANBAL) are used as a base to contrast such relevant research with the information coming from the social network tool TripAdvisor. From the above, it is intended to provide a regional characterization of Spanish spas. A further discus-sion is also presented, as well as the theoretical and practical implications of the contribution.