Celia Rangel-Perez

Complutense University of Madrid | UCM

The notion of happiness has been the subject of debate and study for centuries. It has been demonstrated that happiness has a significant influence on the individual achievements and professional goals, a fact that should be taken into consideration in all stages of education,including university studies. The aim of this study is to measure the ind...

Spanish banking is one of the most digitised at international level, according to Deloitte. Given the changes implied by digitalisation in the value chain, this research studies the specific case of the impact of CSR (Corporate Social Responsibility) on banking and share prices. For that, this work is an analysis of its impact quantitatively, th...

This research aims to analyse whether a sustainable strategy brings efficiency to the luxury sector in the fight against carbon footprint. Such an aim has been approached by establishing a relationship between the actions implemented in the sector, the carbon footprint as measured by the Intergovernmental Panel on Climate Change methodology, and th...

Given the need for greater information technology literacy, as reflected in SDG 4 of the 2030 Agenda, it is necessary to motivate interest in information and communication technologies (ICT) from childhood. The aim of this study is to verify that the use of video games enables the development of an interest in children that favors digital competenc...

El trabajo analiza la comunicación realizada por parte de empresas del IBEX35 en situaciones de crisis para determinar los mecanismos que tratan de favorecer el diálogo entre organizaciones y sus stakeholders. La muestra la componen los tuits que incluyen la palabra covid y que han sido emitidos por las 27 compañías del IBEX 35 que disponían de per...

El entorno digital se ha convertido en un espacio para la socialización donde se observan fenómenos relacionados con la discriminación, la desigualdad y la violencia de género hacia las niñas y adolescentes. Por esta razón, este trabajo trata de describir, por un lado, la situación de las adolescentes y las jóvenes como usuarias de las TIC, y por o...

Digital feminism has recently gained prominence in society as a result of the growing defence of feminist values in different social networks by influencers. In addition, brands are aware that they must communicate authentically to be relevant to their consumers. In this context, a content analysis of 415 posts from 5 of the most relevant Spanish f...

The aim of this work is to show whether a continuous strategy in Corporate Social Responsibility (CSR) over time brings efficiency and profitability to the company's operations. The methodology used in this paper is based on two sets of variables: the scoring for 27 listed companies present in the Spanish MERCO Corporate Responsibility and Governan...

New technologies have brought a fresh set of problems to the world of advertising and publicity, such as a multiplicity of screens and media. This is on top of the problems that already beset that world, such as saturation and the lack of credibility of advertising messages. The industry's response has been the use of non-conventional media, aimed...

In times of crisis such as the one we have experienced due to COVID-19, listed companies have enhanced the communication of their intangible assets. Thus, the aim of this research is to study how listed companies in Spain have used one of the most popular social channels, such as Twitter, to transfer their intangible assets to their stakeholders. T...

Los confinamientos domiciliarios han sido una de las medidas que muchos países han tomado para intentar proteger a las personas del Sars-CoV-2. Al pasar más tiempo en casa, el consumo de dispositivos conectados a internet ha aumentado. En España, los niños y niñas también han sufrido esta situación de confinamiento domiciliario, lo que ha hecho de...

Studies of corporate communication and intangible management are especially interested in knowing how to establish a proper dialogue with stakeholders to integrate their concerns into internal management and to be able to have greater corporate legitimacy. The lockdown and the following months of the pandemic allow to know if the firms have succeed...

This chapter explores how luxury fashion and accessories firms are adapting their CSR strategies to be more sustainable considering that the firms have been impacted by the COVID-19 pandemic. In this context, the authors explore how companies are communicating their efforts and how they engage consumers according to sustainable development. The met...

Hoy en día se producen millones de datos en Internet gracias a la democratización de la tecnología y al auge de las plataformas de vídeo y redes sociales. A través de la Inteligencia Artificial, los prestadores de servicio son capaces de mejorar su servicio y recomendar contenidos en función de los diferentes perfiles de usuario. Los menores tambié...

Education has undergone the greatest revolution since the 19th century. The pandemic has massively launched teaching towards the use of ICTs and online education. The main objective of this research is to study the relationship between the adaptation of university faculty to the massive use of ICTs and educational digitization, and the promotion of...

Kids are people who consume content on the Internet very frequently and actively participate in social networks, so it is necessary to know the risks of their use by children and adolescents, in order to propose a critical analysis of them. This work is the result of two research studies: a qualitative and a quantitative analysis of 1,350 children...

Reseña del libro Entre selfies y whatsapps: Oportunidades y riesgos para la infancia y la adolescencia conectada.

La evolución que está sufriendo la publicidad actual, nuevos medios, estrategias omnicanal, mejor capacidad de medición, también se aprecia en la creación de nuevos métodos de crear engagement. Las empresas han comprendido la necesidad de ganar credibilidad y de aceptar el nuevo rol de la comunicación, definido en el Manifiesto Cluetrain, y han apo...

La publicidad que conocíamos es muy diferente a la que se está haciendo en la actualidad, y a la que se prevé que se haga próximamente. La crisis y los cambios tecnológicos han colaborado en que nada de lo que funcionaba, hoy sirva. La comunicación ya no puede ser igual, porque no lo es la sociedad, ni la relación con los consumidores y las empresa...

En este artículo se estudian los efectos de las marcas low-cost y de las marcas de lujo en los hábitos de consumo en la sociedad occidental. Por un lado, existe un grupo de consumidores que desea emplear su dinero del mejor modo y por otro lado, existe otro grupo de la sociedad que demanda productos y servicios cada vez más personalizados y exclusi...

El punto de partida de este trabajo es la consideración de los modelos de gestión de marcas como una herramienta muy útil para crear y desarrollar las marcas. De ahí que las principales consultoras de gestión de marcas, académicos, agencias de publicidad y empresas de investigación hayan desarrollado su propio modelo de gestión de marcas para ayuda...

https://www.esic.edu/editorial/planificacion-estrategica-y-gestion-de-la-publicidad