Francisco Muñoz-Leiva

University of Granada | UGR · Departamento de Comercialización e Investigación de Mercados

Social networks are a source of competitive advantage for destination management organizations (DMOs) in promoting user-generated content. In the online environment, the generational cohort to which the user belongs significantly determines their motivations, preferences, and behaviors. Against this backdrop, and in context of culinary tourism, th...

One of the key variables when analyzing advertising effectiveness is message recall. Anadvertisement is not only effective if it captures the public's attention; it must also remain in thepublic's memory. Neuroscience can help in the study of effectiveness based on the analysis ofmemory. Some papers study the effect of environmental concern and its...

Destination Marketing Organizations (DMOs) need to effectively plan and execute the online communication they generate, while at the same time being able to manage all the information, comments or opinions of the users (eWOM) about the destinations. This research addresses this question by examining to what extent the degree of message congruence (...

Sustainable mobility is an initiative to address the problems generated by transportation in cities. Electric cars in particular have the potential to improve transport sustainability in the urban context. This study proposes a behavioural model based on the Theory of Reasoned Action (TRA) to analyse the views of the urban population on the adoptio...

The psychological processes that predict behaviour can be influenced by the approaches taken in environmental awareness messages. The persuasiveness generated by different approaches depends on the environmental concern of viewers. The study identifies brain regions active while processing positive advertisements. It also studies brain activity in...

Social networks represent an advantage for Destination Management Organizations (DMOs) promoting communication business-to-consumer (B2C) and consumer-to-consumer (C2C). This scenario brings up the question of how the user processes and integrates the information from different information sources (DMO vs. e- WOM) sometimes with a different degree...

Purpose This study aims to analyze the factors that drive purchases via Instagram and contribute to the growth of Instagram Commerce and examine the moderating role of gender, age and experience in Instagram use in the proposed relationship between six variables derived from commitment–trust theory, the technology acceptance model and consumer deci...

This research study analysed how different degrees of congruence in DMO- and tourist-generated messages affect information processing in terms of attention (Time to First Fixation - TTFF, Fixation Count - FC and Dwell Time – DT), affective preference towards messages (in terms of Facebook reactions emojis), examining how two different generations p...

Technological developments are changing how users pay for goods and services. In the context of the COVID-19 (coronavirus disease 2019) pandemic, new payment systems have been established to reduce contact between buyer and seller. In addition to the pandemic, the future is payment processing is also uncertain due to the new EU security regulations...

This study shows the main results of a bibliometric analysis of academic research that has applied eye tracking technology in the marketing discipline, drawing from 923 documents extracted from the WoS bibliographic data-base. The aims of the study are to (i) identify the structure of the relationships between past and current research topics, (ii)...

El presente estudio analiza la efectividad publicitaria utilizando una metodología de seguimiento ocular. La investigación analiza las diferencias en la atención según el tipo de apelación del mensaje (agradable, neutral y desagradable), evalúa el papel moderador de la preocupación por el problema medioambiental y el enfoque regulatorio. Los result...

The relevance of social networks in recent years has been demonstrated at the business level. However, selling through social networks and more specifically on Instagram constitutes an emerging field of knowledge. Instagram commerce is part of the new means of social commerce, in which various companies all over the world sell their products and se...

Purpose Throughout 2020, especially under the lockdown measures, there was a significant surge in e-commerce and social commerce (s-commerce), with numerous people all over the world adopting and using commerce platforms on social media and other websites to buy desired products and services quickly and easily. Instagram Commerce is a new, cutting-...

Hoy en día es fundamental que los gestores de destinos turísticos (DMO) planifiquen y ejecuten de manera efectiva no solo los esfuerzos de comunicación que ellos controlan en sus canales digitales, por ejemplo las redes sociales, sino también que sean capaces de gestionar las opiniones que generan los usuarios en redes sociales acerca de los destin...

Purpose The purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection (SBC) as predictors of customer brand engagement (CBE). Design/methodology/approach In...

Purpose This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience. Design/methodology/approach An experiment was conducted using the eye-tracking methodology,...

The development of power production and its consumption have become a major concern for humanity. This qualitative research identifies contemporary tendencies, specifically biomass among other energy sources. Specialists' opinions were juxtaposed against statistical data and hypotheses. This paper's prospective nature involves qualitative arguments...

The aims of the present study were: (a) to analyze the advertising message of renewable energies using eye-tracking technology, based on differences in the level of attention captured according to message valence (positive, neutral and negative) and the message framing; and (b) to evaluate the moderating role of consumers’ level of environmental co...

Purpose This study aims to discern emerging trends and provide a longitudinal perspective on merchandising research by identifying relationships between merchandising-related subdomains/themes. Design/methodology/approach This study sourced 657 merchandising-related articles published since 1960, from the Scopus database and 425 from Web of Scienc...

The main objective of this research was to analyse the active regions when processing dishes with a pleasant (vs. unpleasant) design and the effect of the previously read rational (vs. emotional) description when visualising the dish. The functional magnetic resonance image technique was used for the study. The results showed that participants who...

The aim of the present work is to contribute to the study of use intention for technologies related to the increasingly popular massive open online courses (MOOCs). Informed by a scientific literature review, the work proposes a behavioral model to explain use intention via various constructs. The results of the analysis verify the effect of user p...

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results...

Las organizaciones de destinos turísticos (DMO) utilizan cada vez con más frecuencia dentro de su estrategia de comunicación integrada de marketing (CIM) las redes sociales virtuales (RSV) como canal de comunicación para hacer llegar a los usuarios mensajes acerca del destino. Sin embargo, hoy en día en las RSV dicha información se mezcla con la qu...

Domestic heating systems are an important energy consumption market from a country’s economic and environmental perspective. The domestic adoption of biomass heating systems is increasing in Europe and is considered environmentally friendly in terms of climate change in general, as well as secure in terms of fuel supply and price fluctuation. The r...

This paper aims to analyse: (a) how the attitude towards renewable energy-based heating systems, pro-environmental behaviour and the perceived attributes of technology influence intention to convert residential heating systems from fossil fuels to biofuels, and (b) the moderating role of culture based on Hofstede’s individualism dimension. A total...

Given the importance of comparative advertising (CA) in advertising praxis, scholars have long studied the CA approach from different perspectives. There are several review and meta-analysis academic papers on CA published. Review articles result in academic information gaps and differ from the approach proposed here. Therefore, there is a need for...

En este artículo aparecen los resultados de un análisis bibliométrico centrado en la comunidad académica y profesional interesada por el estudio del merchandising de autoservicio (self-service merchandising) o marketing en el punto de venta. El objetivo es identificar los temas pasados y actuales, predecir las tendencias emergentes y proporcionar u...

Current developments in information technology and communications, as well as the significant transformations the business world is being forced to make, are generating an opportunity for widespread acceptance of mobile payments. The present research analyzes the intention to use the Apple Pay mobile payment system, as well as contextualizing and e...

The present paper presents the results of a bibliometric analysis of published academic research dealing with restaurants in the fields of hospitality, leisure, sport and tourism. In particular, it aims to identify the structure of relationships between previous and current themes, predict emerging trends and provide a longitudinal perspective on t...

Looking at the impact of society on the environment or, as we write this manuscript in the midst of the COVID-19 crisis, the scenes of consumers hoarding products, we wonder if consumers really do exhibit socially responsible consumer behaviors (SRCB). An initial literature review showed that few studies have addressed this issue, which creates opp...

Purpose Understanding the antecedents of biomass heating adoption by domestic users is important for both public authorities and businesses because of the impact of this technology on energy consumption. The purpose of this study offers an overview of the predictors of biomass adoption based on the most relevant theories, gleaned from pro-environme...

[50 free copies: https://authors.elsevier.com/a/1Zbpt3SU~VdyoP] This article focuses on the role played by the images that hotels use on their websites. Under this approach, this study analyses the main image used in a hotel website, considered an area of outstanding interest, which can help to improve the first impression when arriving at the webs...

Purpose The purpose of this paper is to determine the significant antecedents of peer-to-peer (P2P) m-payment acceptance and explore the moderating effects of gender on the influence of these predictors with regards to intention of using the system. Design/methodology/approach The research was conducted on a sample comprised of 701 Spanish smartph...

https://authors.elsevier.com/c/1YZUo14Z6tat9a [50 copies free] This research is primarily aimed at analyzing the most favorable and unfavorable characteristics considered by consumers contemplating the adoption of biomass and solar energy technologies. The pro-environmental behavior, the level of anthropocentrism and ecocentrism in three different...

Free access at https://rdcu.be/bjmPB The present study intends to show how collectivism as a cultural dimension influences pro-environmental behavior, as well as attitude toward renewable energies (biomass and solar). It is expected that the higher is the level of a society’s collectivism, the greater will be its concern for the environment. We co...

En formación profesional el perfil de los estudiantes que acceden es muy diverso. El objetivo de esta investigación busca comprobar cómo la aplicación de estrategias didácticas apoyadas en herramientas tecnológicas facilita la adquisición de las competencias profesionales, personales y sociales en formación profesional, determinando cuáles son las...

This study compares the factors that determine consumer acceptance SMS (Short Message Service), NFC (Near Field Communication) and QR (Quick Response) mobile payment systems, in addition to determining the principal factors which influence the adoption of these mobile payment systems as means payment. A comprehensive review of the scientific litera...

This paper intends to analyze: 1) how information sources, eWOM, and image influence the intention to visit a medical tourism destination;2) the moderating role of culture and 3) cross-cultural differences based on Hofstede’s individualism and uncertainty avoidance. A total of 534 responses were collected using a panel of internet users from six di...

Purpose The purpose of this paper is to empirically examine the factors that influence the acceptance and use of mobile casual games. Design/methodology/approach A theoretical model is proposed based on the theory of reasonable action, the uses and gratifications theory, the network externalities (NEs) paradigm and the human–computer interaction l...

Purpose The purpose of this paper is to analyze the factors that affect consumer adoption of new ways of sharing accommodation services. Moreover, the authors study the influence of culture, more specifically the uncertainty avoidance (UA) dimension, on relationships between variables in a proposed adoption model. Design/methodology/approach The s...

Purpose This paper aims to analyze advertising effectiveness in terms of self-reported memory (recall) by measuring customers’ visual attention, including consumer engagement with e-tourism 2.0 tools and the banner type used as moderating variables. Design/methodology/approach Data were collected through a within-subject, between-groups experime...

Mobile devices and social media have led to a profound revolution of modern society, obliging many companies to reorient their sales systems towards more successful commercial formats (mobile commerce and social commerce). The mobile payment, for instance, as an emerging and supplementary service to these new commercial formats, is now undergoing t...

Energy consumption has increased worldwide, causing environmental problems such as pollution, waste generation and the depletion of natural resources. The present scenario has caused the need to develop behaviours that are respectful of the environment and, at the same time, to analyse the motivations that underlie them in order to be exploited for...

The advent of Web 2.0 is changing tourists' behaviors, prompting them to take on a more active role in preparing their travel plans. It is also leading tourism companies to have to adapt their marketing strategies to different online social media. The present study analyzes advertising effectiveness in social media in terms of customers' visual att...

En el presente trabajo se analiza el conocimiento que tienen los consumidores acerca de los diferentes tipos de energías renovables. Para modelizar el comportamiento del consumidor ante las energías renovables, la investigación basándose en la teoría de la acción razonada, relaciona de manera positiva el conocimiento previo sobre las energías renov...

Over the last few years, the payment systems used in business activities have been altered by recent technological developments. Increasingly, more consumers use their mobile phones to do their purchases. Currently, sales through smartphones are an indicator of the growth potential that these new trade and payment methods have in the future society...

El presente estudio trata de analizar la efectividad de la comunicación medioambiental, analizando la relación que existe entre la apelación del mensaje emocional, la atención y su posible efecto en la memoria.

Purpose – Due to the advances in smartphones, many companies in the tourism industry have launched mobile applications intended to reach their target audience. Design of these smartphone strategies requires identification of the profiles of individuals that use tourism services. The purpose of this paper is to explore the predictors of smartphone u...

Para las entidades financieras la banca para móviles ha representado una innovación en términos de servicios de banca remota. Sin embargo, muchos clientes siguen considerando incierta su seguridad. Este estudio desarrolla un modelo de aceptación tecnológica que integra, en el modelo TAM clásico, la teoría de la difusión de la innovación, el riesgo...

During the past decade, the European directives have been taking into consideration some compulsory objectives concerning the promotion of the use of energy from renewable sources (including biomass) within the European Union and its Member States. This chapter identifies the main socio-economic determinants that affect the adoption of biomass heat...

En el presente artículo se analiza a) el posible efecto que variables como la familiaridad, la motivación y la imagen ejercen sobre la intención de visita de un destino de turismo de bienestar y b) la existencia de diferentes grupos de turistas utilizando criterios sicológicos, en este caso, las motivaciones. Para la obtención de datos se realizó u...

La finalidad del presente estudio es analizar el tipo de navegación que se realiza en las herramientas Travel 2.0 (blog de viajes, perfil en red social y en comunidad virtual de viajeros) así como la eficacia publicitaria de un banner ubicado en ellas. Para la consecución de estos objetivos se creó un diseño experimental con diferentes métricas ocu...

Resumen La finalidad del presente estudio es analizar el tipo de navegación que se realiza en las herramientas Travel 2.0 (blog de viajes, perfil en red social y en comunidad virtual de viajeros) así como la eficacia publicitaria de un banner ubicado en ellas. Para la consecución de estos objetivos se creó un diseño experimental con diferentes métr...

Resumen En el presente artículo se analiza a) el posible efecto que variables como la familiaridad, la motivación y la imagen ejercen sobre la intención de visita de un destino de turismo de bienestar y b) la existencia de diferentes grupos de turistas utilizando criterios sicológicos, en este caso, las motivaciones. Para la obtención de datos se r...

La finalidad del presente estudio es analizar el tipo de navegación que se hace en las herramientas Travel 2.0 (blog de viajes, perfil en red social y en comunidad virtual de viajeros) así como la eficacia de un banner publicitario ubicado en ellas. Para la consecución de estos objetivos se creó un diseño experimental con diferentes métricas ocular...

Objective – The aim of this study is to propose and prove a theoretical integrative model which allows determining the relative importance of a new mobile payment system as well as the analysis of possible moderator effects of the age of its potential users within new electronic environments. Design/methodology/approach – To carry out this researc...

The aim of this paper is to analyze socio demographic and behavioral variables that affect the use of mobile commerce for travel planning. From the review of the theoretical framework and the empirical analysis, the influence of some of the variables traditionally used as segmentation variables is shown. Based on an online survey of 616 tourism con...

While the SERVQUAL scale has met with greater success than other initiatives in the Internet context, the various adaptations and changes made to the measurement scales often make it difficult to compare results over time; a key aspect that companies must take into account when implementing their market-oriented strategies. Even when the time horiz...

This paper contributes to the research area concerned with behaviours of young users in virtual environments. More specifically, we study their purchasing behaviours on the Internet and the acceptance of the new mobile payment tools that are being used. To perform this research, a web experiment involving a new short-message-service (SMS) mobile pa...

The main goal of our research is to analyze users' acceptance of mobile payment systems, considering the population's widespread use of mobile devices. In order to explain acceptance, we have added trust and perceived risk to the traditional variables. To this end, we have carried out a study through an online survey to a national panel of Internet...

The aim of this paper is to contribute to the field of satisfaction research from the perspective of electronic banking users—a topic of great interest to financial institutions as they formulate business strategies. In this context, we analyze the possible moderating effect of user experience with the products of a specific institution. A comprehe...

This paper analyses integrated marketing communications (IMC) research from its inception in 1991, up to 2012 (included). A bibliometric approach has been applied for the first time to detect and visualize conceptual sub-domains and identify the most salient themes within IMC research via combining co-word analysis and science mapping. The quantita...

During the past decade, the European directives have been taking into consideration some compulsory objectives concerning the promotion of the use of energy from renewable sources (including biomass) within the European Union and its Member States. This chapter identifies the main socio-economic determinants that affect the adoption of biomass heat...

Although mobile-related technologies are widely accepted in today's society, mobile payment in Virtual Social Networks (VSN) is not among the most widely used mobile services. This paper analyzes users’ acceptance of mobile payment in VSN. In order to analyze the level of acceptance of this technology, as well as the factors that determine its use...

Purpose – The purpose of the research is to try to explain the intention of adopting a new mobile payment (m-payment) system in a country where this type of payment systems does not have a presence. More exactly, to propose and test an integrative theoretical model that allows to determine the relative influence of the determining factors (external...

Over the last few years, the payment systems used in business activities have been altered by recent technological developments. Increasingly, more consumers use their mobile phones to do their purchases. Currently, sales through smartphones are an indicator of the growth potential that these new trade and payment methods have in the future society...