Diana Gavilan

Diana Gavilan
Complutense University of Madrid | UCM · Department of Marketing

PhD Marketing and Communication

About

71
Publications
60,421
Reads
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597
Citations
Citations since 2017
41 Research Items
564 Citations
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Introduction
I'm interested in consumer behavior and communication. Specifically the influence of sensory stimuli in mental imagery and its further effect on communication. Also I'm interested in social influence through the web: ratings, reviews, recommendations. About methodology, I've use SEM, PLS and recently I'm using PROCESS.
Additional affiliations
November 2011 - present
Complutense University of Madrid
Position
  • Prof. Contratado Doctor

Publications

Publications (71)
Article
Full-text available
Blended learning (BL) is a teaching model that combines face-to-face activities in the classroom with activities outside the classroom through the introduction of technology that is computer-based, distance, or mobile learning, among others. There are several BL models to adopt, depending on the importance and extent to which the technology is used...
Chapter
The Encyclopedia of Tourism Management and Marketing is, quite simply, the definitive reference work in the field. Carefully curated by leading tourism scholar Dimitrios Buhalis, this is the largest tourism management and marketing ontology that has ever been put together and offers a holistic examination of this interdisciplinary field This is a 4...
Chapter
Mobile apps market is a growing market and the main technological enabler of apps are push notifications (PN). Today, users are currently receiving a daily average of 63 PN. After an introduction that highlights the relevance of PN, this chapter covers the background of its topic –pop-up messages that emerge on the smartphone screen- and its charac...
Article
Full-text available
The use of push notifications is one of the most relevant strategies to proactively communicate with a user from within various apps. Europe has adopted an opt-in requirement wherein users have to explicitly express that they agree to receive push notifications from apps. This paper examines the influence of two different approaches for framing thi...
Article
Full-text available
Purpose This paper aims to provide a holistic understanding of the user experience of push notifications, and the challenge brands face in managing them effectively. Design/methodology/approach A grounded theory (GT) approach was chosen to analyze the subjective interpretations of the 21 participants in the study. Unstructured interviews were cond...
Chapter
The relationship between food and tourism has always been an increasingly important segment in the real worlds of hospitality, destination marketing and tourism development. However, only recently we have seen the acceptance of the growth in interest in gastronomic tourism as an academic field of study. Nowadays, there is a worldwide rise of concer...
Chapter
This chapter explores in-depth the particularities of the luxury travel industry during the coronavirus pandemic. The chapter begins with a literature review on the concept of the experience referred to as luxury travel, followed by a brief overview of the measures adopted globally in the tourism sector for the prevention of COVID-19. Due to the im...
Article
Full-text available
Behavioral strategy is a relatively new subfield of strategic management and yet its roots go back to the origins of the discipline. Its rapid growth over the last few years, the interest created in the research community, and the intrinsically diversified approaches call for organization of the intellectual structure developed by scholars. This pa...
Article
Gaining customer loyalty has become one of the main objectives of all companies. Retailers, especially the online ones, have the advantage of knowing their customers’ historical purchase data, which provides them with an understanding of the customers’ buying patterns. A widely-used tool in strategic marketing and customer loyalty is segmentation b...
Article
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The aim is to show the benefits of a model of advanced segmentation based on big data, that improves results for advertisers and brings new relevance to linear and video-on-demand TV operators. The paper also assesses the subjacent importance of three main Dynamic Capabilities (i.e. sensing, seizing, transforming) to the described process. Results...
Article
Full-text available
In the field of strategic marketing, the recency, frequency and monetary (RFM) variables model has been applied for years to determine how solid a database is in terms of spending and customer activity. Retailers almost never obtain data related to their customers beyond their purchase history, and if they do, the information is often out of date....
Article
Objective To determine and analyse the organisational approach adopted by Spanish rheumatologists to osteoporosis (OP) to define strategic priorities. Material and method A group of experts designed a questionnaire on OP in the rheumatologist practice. The survey was sent to the Spanish Society of Rheumatology (SER) members. Through the Delphi rou...
Article
Full-text available
Los autores proponen que la marca, elemento común a todos los anuncios, puede mejorar las imágenes mentales provocadas por la publicidad. Basándose en la Teoría de la Codificación Dual, las marcas conocidas facilitan vías adicionales –visuales y verbales– para recuperar argumentos con los que construir imágenes mentales. Por lo tanto, los estímulos...
Article
Full-text available
The COVID-19 pandemic has forced some restaurants to shift their business models to innovative approaches in Online Food Delivery (OFD) services. This paper seeks to study the impact of innovations on OFD –new product/services– that aim to enhance the experiential value when ordering food online. Moreover, this paper analyses the willingness to ord...
Article
The evolution of technology and the digital empowerment of society have led to the proliferation of Audiovisual Content Webs (ACWs) where users can share information and experiences, along with other commercial resources. ACWs have led to significant changes in the way users can select and access audiovisual content. The design of these websites co...
Article
With the media environment becoming increasingly digital, the shift to online news has weakened the direct relationship between publishers and readers (Newman et al., 2019). The current challenge for news media, therefore, is to build traffic towards both their apps and web sites. The most popular means in meeting such a challenge is through the ef...
Article
Full-text available
This paper is part of an on-going study of baby accounts created by ordinary parents to reach audiences outside friends and families. More specifically, the aim is to provide insights on the growing phenomenon of commercial forms of sharenting where parents seek money–making opportunities through the lives and images of children. A qualitative expl...
Article
Full-text available
This research provides evidence of the role played by a brand in the stimulation of mental imagery. We anticipate that a familiar (vs. unfamiliar) brand will evoke higher levels of visual mental imagery in the consumer. In addition, if the consumer exhibits favorability toward the brand, the visual mental imagery evoked will be enhanced. Therefore,...
Article
Objective: To determine and analyse the organisational approach adopted by Spanish rheumatologists to osteoporosis (OP) to define strategic priorities. Material and method: A group of experts designed a questionnaire on OP in the rheumatologist practice. The survey was sent to the Spanish Society of Rheumatology (SER) members. Through the Delphi...
Article
Full-text available
La finalidad de esta investigación es comprender y profundizar en cómo perciben las mujeres a las mujeres protagonistas de las series de ficción, qué efecto producen en ellas y el modo en que el discurso feminista influye en sus preferencias, actitud y juicios. Se utiliza una metodología exploratoria basada en focus groups y análisis de contenido q...
Article
Full-text available
Online users' empowerment is an undeniable fact that has brought significant changes to the world of information. Society is becoming increasingly reliant on the online contributions shared by the users of social platforms. This paper focuses on the information provided by peers in movie-based online communities, in the form of numbers (ratings). G...
Article
Full-text available
Ratings and reviews made by users on tourist accommodation sites now represent a form of social informational influence that has a great impact on decision-making. This research focuses on analyzing what contents are relevant during the first stage of the decision process when searching for accommodation. Specifically, how users integrate informati...
Article
Full-text available
RESUMEN Las evaluaciones o puntuaciones numéricas y los comentarios hechos por usuarios en los sites de alojamientos turísticos representan actualmente una forma de influencia social informacional de gran impacto en la toma de decisiones. Esta investigación se centra en analizar qué contenidos son relevantes en la primera etapa del proceso d e sele...
Article
Las evaluaciones o puntuaciones numéricas y los comentarios hechos por usuarios en los sites de alojamientos turísticos representan actualmente una forma de influencia social informacional de gran impacto en la toma de decisiones. Esta investigación se centra en analizar qué contenidos son relevantes en la primera etapa del proceso de selección de...
Article
Full-text available
Online film communities are social networks that promote the interaction between users interested in cinema. Through average ratings, verbal reviews and recommendations of films, content is generated capable of influencing the choice of users. Drawing from Filmaffinity case study, the largest Spanish-speaking film community, this paper analyzes the...
Poster
Full-text available
Introducción.-Los estudios de opinión sobre la percepción que el reumatólogo tiene de aspectos organizativos y de práctica asistencial en el campo de la osteoporosis (OP) pueden ser un sistema de detección de problemas asistenciales y un buen método para identificar de manera consensuada áreas de mejora en la Gestión Clínica y de la Calidad Total e...
Article
Full-text available
Introduction: This research analyzes the phenomenon of price discrimination by gender and its presence in the field of personal care products, linking the construction of gender identity in the media with the supply of products aimed at men and women. Methodology: comparative analysis of the offer, products and prices of a sample of 1,504 products...
Article
Full-text available
Introduction: One out of two packages of medicines sold in Europe is a non-prescription medicinal product. Research on consumer decisions in terms of health has traditionally been explained based on the Health Belief Model. However, no research we are aware of has investigated the purchasing of drugs with an aim of improving health. Objectives: Tes...
Chapter
Full-text available
With the new millennium, environmental concern entered a new phase, with stricter governmental regulations and incentives. Currently, within environmental issues, there is a broader challenge to commitment with economic and social goals. This is motivating companies and organizations to participate in transformation processes with the aim of minimi...
Poster
Full-text available
A framework proposition of Employer Branding from Employee Perspective
Article
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The social role of television in the transmission of values in childhood and adolescence has been praised and criticized alike. Some studies indicate that child violence is highly motivated by the violent content that youngsters watch and learn from it. This fact is especially worrying when we hear of the increase in bullying in recent years. In th...
Article
Full-text available
The goal of the present work is to analyze the use of social networks as a tool for social empowerment by Spanish university students, and their perception of the university as an institution that contributes to the formation of a critical and active citizenship, that provides them with the relevant digital competences. The literature review shows...
Article
h i g h l i g h t s Experimental design to study the interaction of online ratings and reviews in the hospitality sector. Web users trust bad ratings more than good ratings. However, consumers tend to shortlist hotels with better ratings. Results suggest an asymmetric interaction between numerical ratings and number of reviews. Bad ratings are trus...
Conference Paper
Full-text available
The market of green products is increasing all over the world, especially in food category that shows a great demand for biologic and organics. The aim of this study is to better understand the why consumers buy organic products, more specifically environmental concern, health consciousness and age The empirical evidence is based on an online quest...
Article
Full-text available
Internet has shaken up the tourism sector from the point of view of the consumer and of the company. Information is currently abundant and accessible; the traveler is more technological and has become an influencer. Thereby, ratings and reviews made by anonymous users on hospitality websites represent a form of influence with great impact on decisi...
Article
Full-text available
The aim of this paper is to explore and better understand purchase behaviour of ecological personal care products (shampoos, deodorants, soaps, cleansing gels), taking into account the influence of perceived risks. This study is quantitative and used an online structured questionnaire. In total there were 702 valid respondents, potentially environm...
Chapter
Full-text available
This paper firstly analyses the relationship between the consumer’s need for touch and the channels used during search and purchase stages. The focus will be the fashion industry, characterised by offering highly hedonic products, where great importance is placed on the sense of touch. Secondly, the moderating effects produced by the type of touch...
Conference Paper
Full-text available
Cada día son más los consumidores que consultan las valoraciones numéricas online antes de tomar decisiones sobre hostelería. Estas valoraciones se presentan acompañadas del número de evaluadores. Sin embargo, es poco lo que sabemos sobre el papel moderador que desempeñan el número de evaluadores y la asimetría cuando se trata de valoraciones altas...
Article
Full-text available
This paper analyses the relationship between the consumer’s need for touch (NFT) and the channels used during search and purchase stages. The focus is the apparel and fashion industry, characterised by offering highly hedonic products, where great importance is placed on the sense of touch. The moderating effects produced by the type of touch (auto...
Conference Paper
Full-text available
Billions of messages are being shared every day thanks to the Internet and data connection. This research is aimed at shedding light in the understanding of message adoption in the online viral marketing context. We analyze the mediating role of arousal emotions in the relationship between message credibility and message adoption as well as the mod...
Article
Full-text available
Apparel is considered to be a category where haptic cues play a key role in evaluating product properties, and yet the consumer buying process in said retail channel is hindered by restricted product experience and evaluation due to the intrinsic absence of haptic options. The current research seeks to gain deeper insights into the knowledge and un...
Chapter
There is growing evidence that private label brands have become more innovative (DelVecchio, 2001; Mintel, 2009). Private labels have been considered of special importance in recent years for retailer strategy and have clearly evolved through time. Private labels are becoming more sophisticated and are delivering a broader and more complex portfoli...
Article
Full-text available
In recent years employer branding has become increasingly important as a source of sustainable competitive advantage. Companies are trying to engender affective commitment in the best employees in a global labour market. In this study, we develop and validate a multidimensional scale to measure the strength of an employee's affective commitment to...
Article
Changes that have occurred over the past few decades in retailing and in the health care sector—namely, a drastic reduction in drug profit-margins, and a more critical use of health services by patients—have created a scenario characterized by rising competitiveness. This new context is necessitating community pharmacies (hereafter, pharmacies) to...
Article
Full-text available
The future of communication and advertising is mobile. There is, however, little empirical evidence as to exactly how mobile advertising works. This research examines the role of mental imagery elicited by mobile advertising and its mediating effect on trust in the advertising message (ad trust) and purchase intention. Using a 2 × 2 factorial exper...
Article
Full-text available
El presente artículo hace una completa revisión bibliográfica de lo que es la ultimísima extensión del fenómeno de las marcas: el employer branding, o lo que es lo mismo, la utilización de las marcas en el ámbito laboral y su aplicación a la gestión del talento en las compañías. Este planteamiento,-traducio al español como marca empleadora o estrat...
Article
Full-text available
Private labels have experience extraordinary growth worldwide, reaching in Spain a market share close to 40%. Private labels have clearly evolved over time increasing the range, developing a more sophisticated portfolio and in many cases adopting innovation and quality improvement strategies. The objectives of this paper are: firstly to investigate...
Article
Full-text available
In the last two decades, the importance of the employee-company relationship has done nothing but increase. This fact has encouraged the application of marketing principals in human resources management by creating the theoretical body of employer branding, whose main objectives are to attract talent into the company and commit them to it. Diverse...
Conference Paper
Full-text available
Employer branding represents, from a firm´s perspective, its efforts to promote, both within and outside the firm, a clear vision of what makes it different and desirable as an employer. From the employee´s perspective, it also represents the way in which the brand is experienced by its existing workforce. Prior employer branding research from the...
Book
El marketing sensorial participa directamente en la experiencia de compra del consumidor, tanto en su comportamiento en tienda como en la imagen percibida de la enseña. Por medio de los sentidos se refuerzan los beneficios funcionales y emocionales, los valores y la personalidad de la enseña para hacerla más relevante y diferencial en mercados cada...
Article
Full-text available
Shopping malls have become real venues for leisure where consumers amuse themselves while shopping. Their aim is to provide customers a great experience during the shopping trip. In this paper we provide an overview of the existing literature on customer experience at the retailer level and we examine the relationship between the experience lived b...
Article
In today’s highly competitive marketing environment, the positioning decision of retailers is one of the most important element of marketing management. Retailing positioning is an integrated management activity that takes in elements of the retail mix and is of critical importance for retailers and for manufacturers. Whereas consumer theory has tr...
Article
This paper studies the influence of hedonic gratifications in timestyle, as a mediator variable in 'shopping'. Within the theoretical frame of the timestyle concept, we distinguish the cognitive structure – the meaning of time – and the operative structure – the use of time –. We include empirical evidence regarding the mediator role of the hedonic...
Article
Full-text available
This work jointly encompasses a study of time-style and the hedonic motivations for the buying behavior of urban working women. Both these aspects have been previously studied individually in marketing literature. However, analyzing both simultaneously will help to better understand the shopping experience. By using one scale for time-styles and an...
Article
Full-text available
La asociación de una marca a un deporte aporta ventajas como el conseguir valores emocionales, potenciar el liderazgo o incluso apropiarse de una historia que conlleve un valor añadido. Un juego limpio Una parte de nuestra personalidad queda explicada ante los demás por las actividades con las que se nos asocia
Article
Full-text available
The investigation about waiting time always assumed its negative nature. In this study we explore chance of getting benefits by means of the relationship between waiting time and value: waiting time may increase value expectations, and value –based on previous experiences or as an expectation- may lead to a prediction of waiting and an increase of...
Article
Full-text available
La investigación sobre esperas ha asumido el carácter siempre negativo de éstas. En este trabajo se exploran posibles efectos positivos basados en la relación entre espera y valor: la espera puede aumentar la expectativa de valor de una opción y el valor -ya sea percibido en experiencias anteriores, o esperado- puede conducir a que el sujeto presup...
Article
Full-text available
Article
Online users’ empowerment is an undeniable fact that has brought significant changes to the world of information. Society is becoming increasingly reliant on the online contributions shared by the users of social platforms. This paper focuses on the information provided by peers in movie-based online communities, in the form of numbers (ratings). G...

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Projects

Projects (7)
Project
Research done to better understand the user experience of push notifications and the impact of this type of digital communication
Project
To contribute to increase knowledge regarding green marketing and consumer behaviour towards green products