Carmen Jambrino

University of Malaga | UMA · Department of Business Adminstration

Background: Today’s society clams to be more inclusive, but there has been a lack of practical examination of this area. This study analyses how advertising and society interact and evolve in parallel, with advertising seeking to balance more traditional representations – in accordance with the Mirror Theory – with mainstreaming, which can influenc...

Background: Today’s society clams to be more inclusive, but there has been a lack of practical examination of this area. This study analyses how advertising and society interact and evolve in parallel, with advertising seeking to balance more traditional representations – in accordance with the Mirror Theory – with mainstreaming, which can influenc...

Managing employees’ happiness and well-being as a business strategy offers positive outcomes for companies, as has been widely studied in the scientific literature. In the field of public relations, published studies address these benefits for individuals and collectively, both for the employees themselves (Pérez, 2020) and for the organisation for...

El grupo de investigación Iberoamerican group of multidisciplanary studies on happiness (IGOMSOH) afronta su nueva obra colectiva sobre la atractiva filosofía del happiness management. En el último lustro, esta cultura organizativa está tomando una gran relevancia dentro del corpus académico de las ciencias sociales y la dirección estratégica de lo...

An open innovation approach can contribute to management opportunities. This article analyses how Science and Technology-Based Start-ups (STBSUs) achieve entrepreneurial opportunities involving stakeholders. The basis of the analysis comes from a qualitative and exploratory study of 24 STBSUs from two entrepreneurial ecosystems in France and Spain....

In the last decade, there have been an increasing number of studies on female entrepreneurship and its relationship with communication activity. However, as a worldwide current issue, there are no records in the scientific literature in which a bibliometric analysis has been performed in this field. This article aims to fill this gap by reviewing t...

A global concern about youth employment and the challenges to better connect companies' needs and professional and labour profiles of graduates is shared by policy makers and higher education institutions. The recognition of entrepreneurship as an integral and sustainable part of the solution is a source of motivation for the incorporation of entre...

Purpose There is widespread agreement that the tourism sector should address the issue of sustainability. The purpose of this study is to analyze the digital accessibility of the cities awarded as European Capitals of Smart Tourism for their innovative, accessible and sustainable practices by the European Commission. Design/methodology/approach An...

The COVID-19 pandemic has seriously affected the world's cultural institutions, as well as driving digitization and a change in the relationships with their audiences. This study explores how the most visited art-museums in Spain have reacted through their social networks to the pandemic. Two key moments, the confinement and a period one-year after...

The COVID-19 pandemic and the increase of working-from-home have drastically changed many aspects of work life, causing very negative effects on employees' physical and psycho-social well-being. Healthy organisations have healthy employees, who have at least five psycho-social strengths of engagement, self-efficacy, resilience, optimism and hope, w...

The interest of the scientific community and, consequently, the scientific production of topics on happiness and well-being at work, or the management of happiness in organizations, has been increasing over the years. The main objective of this bibliometric analysis is to determine the evolution of the concepts referred to in published scientific w...

Background: In this narrative review, we address the COVID-19 pandemic mis-dis information crisis in which healthcare systems have been pushed to their limits, with collapses occurring worldwide. The context of uncertainty has resulted in skepticism, confusion, and general malaise among the population. Informing the public has been one of the majo...

The paper aims to identify the narrative communicative resources and messages spread by brands within the background of a global pandemic. This study compares two samples of advertising spots broadcast in Spain: one during the COVID-19 lockdown period and the other selected from the last de-escalation phase of the health crisis. A content analysis...

The COVID-19 pandemic continues to cause a collapse in the health systems and economies of many countries around the world, after 2 years of struggle and with the number of cases still growing exponentially. Health communication has become as essential and necessary for control of the pandemic as epidemiology. This bibliometric analysis identifies...

The COVID-19 pandemic has changed our lives completely: social distancing, confinement, telework and above all, negative consequences on our mental and physical health caused mainly by increased physical inactivity and sedentarism. Up to 34% of employees were doing telework during lockdown in Spain, and 30% remained working remotely even afterwards...

The purpose of the study is to analyze the role that social media have on the practice of health professionals working in information and communication department of Spanish official medical college. Social media in health fields have experienced growing participation of users and are increasingly considered a credible form of communication. This p...

La igualdad de oportunidades y la inclusión social supone apostar por la integración en todos los aspectos de la vida, incluyendo entre ellos el digital. La actual situación de pandemia muestra la necesidad de una inclusión total en el entorno online y para ellos los e-commerces constituyen una pieza esencial. Mediante una evaluación de la acce...

Public Relations and the Fundraising professional in the Cultural Heritage Industry: a study of Spain and Mexico Las relaciones públicas y el profesional de la captación de fondos en la industria del patrimonio cultural: un estudio de España y México Rocio Torres-Mancera 1 | ORCID ID rociotorres@uma.es Carlos de las Heras-Pedrosa 2 | ORCID ID chera...

Employees’ health is being affected not only by the possibility of contracting COVID-19, but by all the negative consequences that this pandemic has brought, such as confinement, social distancing, and self-isolation. In recent decades, more companies have opted for corporate well-being programmes in their workplaces, improving the health and quali...

The outbreak of COVID-19 has led to radical change in all social and economic spheres and, even today, the scope of the pandemic cannot be detailed. This unprecedent situation is challenging the global world but particularly for business. The packages of measures internationally imposed as restrictions on commercial activity, isolation and social d...

Dear Colleagues, The adoption of the open innovation paradigm implies opening the company to external sources as a key to competitiveness. Maintaining active communication channels with different stakeholders—customers, other companies, universities, research institutes, etc.—offers particularly significant benefits for any type of company. The co...

This entry shows the effects of training entrepreneurial competences on employability in higher education. It identifies teaching methods that are more effective in order to improve entrepreneurial competences. These are Hackathon, Team building, Role play and Practical Cases with entrepreneurs at a Spanish university. In contrast to the methods sh...

This study analyses broadcasted advertising spots during the COVID-19 isolation period in Spain. It aims to identify the narrative communicative resources and messages spread by companies/brands under the background of a global pandemic, where a common pattern highlighting the social function of brands is supposed, specifically regarding stress and...

This study analyses broadcasted advertising spots during the COVID-19 isolation period in Spain. It aims to identify the narrative communicative resources and messages spread by companies/brands under the background of a global pandemic, where a common pattern highlighting the social function of brands is supposed, specifically regarding stress and...

This study examines how confinement measures established during the COVID-19 pandemic crisis affected the emotions of the population. For this purpose, public sentiment on social media and digital ecosystems in Spain is analyzed. We identified affective tones towards media and citizens published on social media focusing on six basic emotions: anger...

Health crisis situations generate greater attention and dependence on reliable and truthful information from citizens, especially from those organisations that represent authority on the subject, such as the World Health Organization (WHO). In times of global pandemics such as COVID-19, the WHO message “health for all” takes on great communicative...

The purpose of the study is to analyze the role that social media have on the practice of health professionals working in information and communication department of Spanish official medical college. Social media in health fields have experienced growing participation of users and are increasingly considered a credible form of communication. This p...

This research focuses on how the tourism and hospitality industry is applying the paradigm of open innovation, supported by social media. Open innovation (OI) has been on the topical research agenda, but the previous literature lacks studies in the service sector and specifically for tourism companies. Moreover, the introduction of social media as...

The short entrepreneurship education initiative at Malaga University trained entrepreneurial competences through a hackathon, role playing, team building and a practical case with an entrepreneur. The week-long initiative targeted Malaga University students in any degree course. What is highlighted in this chapter is the involvement of lecturers, s...

This research aimed to provide a more informed and systematic basis on which to develop the positioning strategy in social media due to the interactive capacity and influence that social media has in the success of tourist destinations. In particular, we investigated the role of stakeholders. We carried out an exploratory study using a mixed method...

Health communication plays an important role for citizens. Society is increasingly using the Internet to obtain health information, share experiences related to pathological processes, or meet people with similar physical or psychological conditions. As information and communication technologies are being used in the field of health, terms such as...

Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (D...

The most powerful countries in the world are immersed in a process of economic and cultural globalization. As an effect of action and reaction, there is an increasing emergence of nationalistic phenomena. This investigation undertakes an analysis of the current situation in Europe and places particular focus on the case of the Catalan independence...

En los últimos años se han realizado esfuerzos para que cualquier persona independientemente de su discapacidad pudiera desenvolverse en cualquier medio sin ningún tipo de barrera, ni físicas ni tecnológicas, en todos los aspectos de la sociedad. En este contexto se ha analizado la accesibilidad de las páginas Web de 18 ayuntamientos de las capital...

Currently, the online interaction between citizens and hospitals is poor, as users believe that there are shortcomings that could be improved. This study analyzes patients’ opinions of the online communication strategies of hospitals in Spain. Therefore, a mixed-method is proposed. Firstly, a qualitative analysis through a focus-group was carried o...

This paper shows the effects of training entrepreneurial competences on employability in higher education. It identifies teaching methods that are more effective in order to improve entrepreneurial competences. These are hackathon, team building, role play, and practical cases with entrepreneurs at a Spanish university. In contrast to the methods s...

Importancia de las relaciones con los públicos en la reputación en un destino turístico inteligente. Propuesta de un modelo sostenible Importance of public relations for the reputation in a Smart Tourist Destination. Resumen Los destinos turísticos han experimentado cambios importantes en la última década como resultado de los avances en las Tecnol...

During the last decades, efforts have been made by different sectors of society to eliminate both physical and technological barriers so that all citizens could develop in any medium without any type of restriction, regardless of their disability. Web accessibility is especially important in this area, as it provides solutions for any user to ac...

Esta investigación pretende identificar y explicar algunos de los factores relacionados con la intención de visita motivada por los contenidos y estrategias desarrolladas en redes sociales. Se utilizó una metodología mixta, la parte cualitativa consistió en observación no participante con el método netnográfico y entrevista al community manager, en...

Durante las últimas décadas se han realizado esfuerzos por parte de los diferentes sectores de la sociedad para eliminar las barreras tanto físicas como tecnológicas para que todos los ciudadanos se pudieran desenvolver en cualquier medio sin ningún tipo de restricción, independientemente de su discapacidad. La accesibilidad Web cobra especial impo...

This study sought to examine how Web 2.0 conversations in social media platforms impact destinations’ reputation and how co-creation practices influence this process. The five most competitive destinations worldwide were included in the research. The results demonstrate that monitoring social media is a challenge in tourism but also a strategic too...

Public relations strategies based on dramatization are key tools to achieving success in electoral campaigns. Press offices play a fundamental role as theatre directors, turning their leaders into great actors. What at first glance would look like a theatrical performance is, more than ever, what happened in the US presidential elections. Newspaper...

Purpose -The purpose of this paper is to determine how and why differences in gender affect Entrepreneurial Intention (EI). Although there are many studies in this area, scholars have yet to reach a consensus. Design/methodology/approach-This study uses a survey of students at Malaga University in two stages to introduce a new perspective that lin...

This study shows how 2.0 conversations in social media have an impact on destinations’ reputation. Additionally, the influence of co-creation practices is analysed. The five most competitive destinations all over the world are chosen to draw the research work. This paper demonstrates that monitoring social media is a challenge in tourism, and a str...

Purpose Open innovation (OI) involves the alignment of the organisation’s strategy and resources. Notably, companies will not adopt this emerging paradigm without a guarantee of better results. Therefore, the purpose of this paper is to identify which combination of entrepreneurial managerial approaches makes it possible for companies to improve pe...

Análisis cualitativo de motivaciones, barreras y estereotipos vinculados al emprendimiento femenino realizando entrevistas a empresarias rurales de municipios menores de 20.000 habitantes de la Provincia de Málaga

Public opinion, 2.0 conversations and new ways for brands to reach and interact consumers on Internet have now changed strategies and practices in companies. This study highlights the importance of online presence for reputation. In this case, the analysis is based on the world’s five top leagues (Premier League, LaLiga Santander, Serie A, Bundesli...

La producción científica en comunicación se ha incrementado en España en los últimos años, tal como señalan diversos estudios sobre la creación de grupos de investigación, redes de investigadores/as y tipologías de investigación (Martínez-Nicolás y Saperas, 2016). En este sentido, el análisis de la producción científica es uno de los aspectos con m...

El nuevo entorno supone un reto en la comunicación de las marcas, adaptarse y dar respuesta a los cambios, construir relaciones, generar conversaciones o ganar credibilidad constituyen pilares básicos para cualquier organización. El análisis de las herramientas clave que permiten conectar a las compañías con el consumidor constituyen el objetivo de...

The scientific production in communication has increased in Spain in recent years, as indicated by several studies on the creation of research groups, networks of researchers and research typologies (Martínez-Nicolás and Saperas, 2016). In this sense, the analysis of scientific production is one of the aspects with greater growth in the field of co...

RESUMEN La innovación es un elemento estratégico para la competitividad, en cambio no siempre se refleja en el tejido productivo. Este trabajo se centra en identificar barreras y facilitadores para la puesta en marcha de proyectos de innovación. El análisis se realiza con Pymes de la región de Málaga aplicando un análisis factorial que permite pond...

El Corte Inglés, líder europeo de grandes almacenes y principal referente en la distribución española, ha mantenido desde sus orígenes una política de servicio al cliente y constante innovación tecnológica para adecuarse a los gustos y necesidades que demanda la sociedad. Su propuesta comercial se basa en la adaptación constante a las nuevas tenden...

Este trabajo pretende analizar la efectividad de diseñar programas de educación para el emprendimiento en la Intención Emprendedora (EI) en alumnos universitarios. La Teoría del Comportamiento Planificado (TCP) sirve para conocer en qué medida las Actitudes Personales, las Normas Sociales y el Control percibido del Comportamiento actúan sobre la In...

Estudio cuantitativo sobre el fenómeno del emprendimiento femenino en la provincia de Málaga con una visión particular en los municipios de menos de 20.000 habitantes.

Digital Mk: impact and tools

Caso prácico de Relaciones Públicas

This research is based on the use of fundraising as a strategy to reinforce the relation between universities and their stakeholders. The main objective is to identify the fundraising strategies employed by Spanish universities. The design of the research is focused on the analysis of the strategies implemented by Spanish universities during the 20...

This study shows how the tourism sector is applying the new paradigm of open innovation (OI) supported by social media. We drew on a sample of 135 companies from the sector in the south of Portugal and Spain to perform a cluster analysis. Currently, OI is a challenge in tourism, and social media are a strategic tool. The main objective is to evalua...

Introducción. Este trabajo analiza la imagen que proyectan los principales diarios españoles sobre la última campaña de las elecciones presidenciales en Estados Unidos, y por tanto, la influencia que pueden ejercer los medios de mayor difusión en nuestro país en la opinión pública española sobre este acontecimiento. Hipótesis y objetivos. Se parte...

Nowadays innovation is an undeniable and strategic element for competitiveness although companies don't always reflect this belief in their levels of innovation. Spanish enterprises provide an excellent example of this trend considering that the statistics show that the level of innovation has improved but it is still a far cry from USA and Europe'...

El presente artículo proporciona una aproximación al estado del arte de la accesibilidad en la cadena de viaje para desplazamientos mediante transporte público colectivo urbano. Como parte de una investigación más amplia sobre la experiencia de viaje para usuarios mayoresy personas con discapacidad fue llevado a cabo un estudio empírico en la ciuda...

This paper analyses the implementation of Open Innovation supported by social media in tourist destinations of the south of Spain. A qualitative method, interviews to destination managers in the most important regions of Andalusia by business volume and tourists number, combined with the observation/monitoring of social media platforms of these des...

Este trabajo analiza la incorporación del consumidor en el desarrollo de nuevos productos (NPD) como estrategia de diferenciación en los procesos de innovación. En los últimos tiempos el modelo de la Open Innovation viene imponiéndose por su capacidad de generar mejores resultados para la empresa. En este caso, se centra la atención en las redes so...

La política de relaciones institucionales y el fundraising constituyen las estrategias por excelencia para la financiación complementaria de las universidades, con especial relevancia aquellas basadas en el paradigma de construcción de relaciones simétricas bidireccionales de interés mutuo para la sustentabilidad institucional. El presente artículo...

Purpose – The purpose of this paper is to investigate entrepreneurship in Malaga University based on the Theory of Planned Behaviour model. There are two objectives: to analyse the influence of the main elements of orientation to entrepreneurship and to evaluate the efficiency of education programmes in the university system. Design/methodology/ap...

Institutional relations policy and fundraising constitute main strategy to complete the financing of universities. It is necessary to have in account especially win to win paradigm that is oriented to establish symmetric relationships and to improve the institutional sustainability. The main objective is the characterization of fundraising manageme...

Innovation is a strategic element of competitiveness; however, levels of innovation in Spain do not show the internalization of this premise in business practice. This paper discusses innovation in family firms with the intention to identify both barriers and facilitators, and factor analysis is applied to measure the weight of each component. The...

University spin-offs have become one of the main mechanisms for transferring technology from universities, so this paper measures the economic impact of their R&D activity. An indicator system was proposed, based on the recommendations of the OECD, which was validated using a factor analysis. The empirical study was performed with a sample of spin-...

El afianzamiento de las alianzas con los distintos grupos de interés para la organización, plantea como oportunidad reproducir los modelos Open Innovation en los entornos educativos constituyendo esta orientación una herramienta de mejora, fuente de conocimiento y generación de innovación. Los entornos virtuales se presentan como instrumentos idóne...

Innovation is a strategic element of competitiveness; however, levels of innovation in Spain do not show the internalization of this premise in business practice. This paper discusses innovation in family firms with the intention to identify both barriers and facilitators, and factor analysis is applied to measure the weight of each component. The...