Jesús Martínez-Navarro

Jesús Martínez-Navarro
University of Alicante | UA · Department of Marketing

PhD in marketing

About

8
Publications
10,142
Reads
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134
Citations
Introduction
I got my PhD in Marketing at the University of Valencia. My research lines are focused on online advertising, social media and user-generated content and modeling in marketing. My work has been published in Journal of Business Research, International Journal of Advertising, and Journal of Electronic Commerce Research. I have presented several papers at international conferences.

Publications

Publications (8)
Conference Paper
The growing importance of social networks as a communication tool necessitates the development of research-oriented study of its relationship with the user and consumer-generated effects. This study investigates the influence they may have with the perceived value of a message post over a network by a user and the cognitive, affective and behaviora...
Conference Paper
Esta investigación analiza comentarios online realizados entorno a anuncios de publicidad generada por el consumidor patrocinada, tanto del ámbito comercial como no lucrativo. Aplicando técnicas de minería textual, se realiza un análisis temático, semántico y de sentimiento de 4.196 comentarios publicados en respuesta a 126 anuncios de publicidad g...
Article
This study investigates individuals’ motivations to create sponsored video ads in response to corporate online advertising competitions, and the creative strategies they employ when so doing. The findings from two studies that combined qualitative (42 semi-structured interviews and netnography) and quantitative (content analysis of 1,102 ads) resea...
Article
The development of virtual reality (VR), together with other technological innovations will shape the future of e-retailing. This research studies the effectiveness of different VR formats and devices in a virtual store environment, namely V-commerce. This study proposes and test a conceptual model that analyses the relations between sense of prese...
Article
Full-text available
The present article studies the concept of advertising value in marketer-generated content (MGC) on social network sites (SNSs) fan pages. The study goes beyond investigations of vehicle effects on consumer perceptions of valuable advertising. By extending the advertising value framework towards the media, the role of perceived enjoyment and credib...
Conference Paper
Firm fan social network sites (SNS) pages are gaining relevance due to their low cost and high customer adoption rate. Therefore, companies adopt this tool for spreading messages and get word-of-mouth. This research proposes a model of antecedents and consequences of the perceived value of messages published on the SNS. In particular, SNS credibili...
Conference Paper
The growing importance of social networks as a communication tool has triggered research-oriented studies of their relationship with users and consumer-generated effects. This study investigates the influence they may have on the perceived value of a message post on a network by a company and the cognitive, affective and behavioral effects. The stu...