Joan-Francesc Fondevila-GascónCECABLE & Blanquerna-URL & EU Mediterrani-UdG & Euncet & EAE-UPC & UPF
Joan-Francesc Fondevila-Gascón
Doctor
About
238
Publications
115,930
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
1,211
Citations
Introduction
I am professor and the principal researcher of the Research Group about Digital Journalism and Marketing and Broadband (CECABLE, Univ. Pompeu Fabra, EU Mediterrani of Univ. de Girona, Univ. Ramon Llull, Univ. Camilo José Cela, Univ. Autònoma de Barcelona, Univ. de Barcelona, UOC) from 2008, and Research Group about Innovative Monetization Systems in Digital Journalism, Marketing and Tourism from 2014. I am the CECABLE director. Worldwide Gold Award, European Management Award and Research Award.
Additional affiliations
January 2014 - present
Position
- Principal Investigator
Description
- The leading research group on digital journalism, marketing and tourism, broadband and monetization.
September 1995 - May 2016
CECABLE
Position
- Managing Director
January 2008 - present
Education
April 2018 - July 2019
September 2017 - July 2019
Euncet-UPC
Field of study
- Marketing
September 2016 - July 2019
Publications
Publications (238)
Abstract:
This research analyzes the degree of satisfaction of organizations that decide to implement their Human Resources processes in a Cloud HR system, contrasting the result of the digital transformation process with the previous stage (On-premise applications or manual tools). The analysis has been carried out through the initial investigat...
El proceso de digitalización en el sector turístico y, específicamente, en el hotelero, lleva realizándose desde hace unos años, aunque la cuantificación de las ventajas que se derivan de ello no es habitual en entornos científicos. La mayor parte de cadenas hoteleras, y también hoteles independientes, han evolucionado desde un sistema de gestión m...
ABSTRACT.
The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the bi...
El objeto de estudio investiga la disposición de los consumidores hacia productos bajo demanda y tokens no fungibles (NFTs), centrándose en la marca Laagam, e-commerce especializado en moda, como estudio de caso. La metodología, cuantitativa, combina fuentes estadísticas secundarias y encuestas a una muestra de 380 usuarios en España e internaciona...
ABSTRACT.
This research explores the perception of customers in Spain about interactions with chatbots as customer service agents and attempts to identify the communicative and marketing factors of success in this interactivity, which is growing in the Broadband Society. To achieve the research objectives, a quantitative methodology is followed th...
ABSTRACT.
The automotive industry has traditionally been a very masculinized sector, with a minority of women, both in industrial and commercial positions. The main objective of this study is, on the one hand, to analyse the opinion about female leadership of the workers of the sector in Spain, and, on the other hand, of the female managers who wo...
El marketing digital ha permitido mejorar la promoción turística tanto para destinos como para atracciones concretas. En plena Sociedad de la Banda Ancha y globalización, el marketing optimiza estos productos turísticos, visibilizándolos y concediéndoles un valor añadido en contenidos y publicidad para que clientes potenciales se conviertan en visi...
ABSTRACT.
The objective of this research is the analysis of the general position of the Spanish population under 45 years old (young adults) regarding the acceptance of the electric vehicle. The methodology is quantitative (from survey data) and qualitative (semi-structured interviews with professionals in the sector Although most of the participa...
The objective of this research is the analysis of the general position of the Spanish population under 45 years old (young adults) regarding the acceptance of the electric vehicle. The methodology is quantitative (from survey data) and qualitative (semi-structured interviews with professionals in the sector Although most of the participants state t...
Introducción: La importancia de la planificación de medios en la publicidad se confirma por su cifra de negocio, que superó en 2021 los once mil millones de euros, lo que equivale al 0,96% del PIB español. No obstante, la creatividad es el objeto de estudio que mayor admiración logra otorgándole a esta competencia la mayor parte del mérito del éxit...
La sostenibilidad financiera de los medios de comunicación es el principal reto que afronta la industria periodística desde la irrupción de Internet y el cambio en el modelo de negocio periodístico. De una fuente de ingresos centrada en la publicidad se está evolucionando de forma decidida hacia fórmulas diversas de modelos de pago, tanto en la ver...
La utilización del brand placement como herramienta de comunicación y publicidad en los medios audiovisuales se ha ido incrementando en las últimas dos décadas al tiempo que iba decayendo el empleo de otras formas más tradicionales debido a un aumento de su rechazo por parte del público. Este estudio tiene como objetivo analizar en profundidad el u...
The use of brand placement as a communication and advertising tool in the audiovisual media has increased over the last two decades while the use of other more traditional forms has been in decline due to increased rejection by audiences. This study analyses in depth the use of brand placement in Quentin Tarantino's filmography, seeking to determin...
This research analyzes the improvement of the health service through applications
for the patient through the personal digital space My Health, which allows citizens
to have their health information and other services online to improve the patient -
doctor relationship. A case study was carried out at Sant Llorenç de Viladecans
hospital, focused on...
This research analyzes the improvement of the health service through applications for the patient through the personal digital space My Health, which allows citizens to have their health information and other services online to improve the patient -doctor relationship. A case study was carried out at Sant Llorenç de Viladecans hospital, focused on...
The importance of sponsorship has increased a lot in recent years, being essential in the recognition of elite athletes. The main objective of this study is to determine the scope that sponsorship has on the athlete's success, analyzing the differences based on gender, discipline or country where the profession is practiced. Qualitative methodologi...
La importancia del patrocinio se ha incrementado mucho en los últimos años, resultando esencial en el reconocimiento de los deportistas de élite. El objetivo de este estudio es determinar el alcance que tiene el patrocinio sobre el éxito del deportista. Para ello, se determinan las diferencias en función de género, disciplina o país donde se ejerce...
El marketing de causa está adquiriendo un protagonismo creciente en el ámbito comunicativo. Las marcas que manifiestan la voluntad de afrontar disfunciones sociales impulsan movimientos como el femvertising, que aborda la representatividad de la mujer en los medios, incluyendo la publicidad. Mediante una metodología cuantitativa (encuesta y análisi...
ABSTRACT:
Consumers of passenger transport services in tourism vehicles were affected in their consumption habits during the time of the COVID-19 pandemic in Spain. The research establishes consumption preferences and generates a user profile differentiated between consumers of taxi or ride-hailing services. The applied methodology uses quantitati...
The digitization of the Broadband Society is generating a profound debate on access to users’ browsing and personal data. An axis of controversy is the case of mobile telephony. Many people suspect that smartphones record users’ conversations, without their consent, through the microphone, subsequently providing data to companies so that they make...
The emotional reactions to interactive advertisements are a relatively new study object, attending the synchronous evolution of the natural interactive platforms. Interactivity has increased thanks to Internet usage, and it can be also attractive for political communication.
In television’s case, it is a growing phenomenon whose main launcher is th...
El neuromarketing pretende ahondar en la mente del consumidor. El objetivo de esta investigación es determinar la fiabilidad y precisión del neuromarketing para realizar campañas y valorar emociones. Metodológicamente, se utiliza Gazerecorder, que permite conocer los movimientos oculares al ver unas imágenes. Se analizan carteles publicitarios real...
In the era of the Broadband Society, cloud journalism, and streaming, the film industry is trying to modify traditional distribution channels. The adaptation of literary classics was one of the most widespread practices to obtain well-known, quality material for new productions. The objective of this research is to understand empirically what diffe...
La teoría de la exposición selectiva sostiene que los individuos tienden a informarse a través de aquellos medios que coinciden con sus convicciones. La presente investigación examina la exposición selectiva cuando el debate público se sitúa en el campo de la tensión entre identidades nacionales y, en este caso concreto, en el debate entre los part...
La identidad es uno de los elementos clave que caracteriza al individuo contemporáneo. Se define como una “etiqueta mental” que la persona elige de forma activa y construye un relato coherente de lo que es y cómo se ve a sí misma, tanto en el ámbito individual, relacional y social.
Hoy en día, los adolescentes tardíos (de 18 a 21 años) son los qu...
Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged.
El sexismo en la publicidad televisiva es un objeto de estudio analizado especialmente en los últimos años a causa de su impacto en la sociedad. Se han llevado a cabo actividades diversas para cambiar roles estereotipados e indicadores sexistas en la publicidad, teniendo en cuenta la influencia de ésta en el comportamiento de la sociedad. El sexism...
Abstract
This study tracks the skills and aptitudes that workers believe their managers possess, as well as their aspirations to be promoted to these positions, paying attention to detecting the differences that may exist between genders. The methodology employed uses the survey and multiple correspondence analysis as tools, in order to reveal the...
El uso de internet y de las redes sociales influye en las decisiones de los turistas a la hora de consumir cualquier tipo de producto o servicio. De hecho, una estrategia eficiente en herramientas de marketing digital por parte de las empresas turísticas y los destinos aumenta su visibilidad de cara a la audiencia y, por tanto, sus ventas. Esta inv...
Potenciar la marca mediante la propuesta de valor al empleado (EVP) es la estrategia de las empresas para captar y fidelizar a sus profesionales. Tomando los códigos éticos (CE) como principal documento donde se promulga el ethos corporativo. Se analiza la ética del management de la EVP de las empresas del IBEX 35 (índice selectivo del mercado de v...
ABSTRACT:
Reggaeton is one of the most widely listened to and currently expanding types of music among millennials and centennials, despite some stigmatization due to its macho and sexist lyrics. The main objective of this research is to try to determine if there are substantial differences based on sex, on the one hand, between the individuals of...
Going to university means that many students assume, for the first time, responsibilities associated with living outside the family group, such as controlling eating habits. A survey was conducted among 161 university students in order to find out their perceptions regarding their type of diet, their knowledge of nutrition issues, their consumption...
The employee value proposition (evp) approach has acquired an unusual importance in the area of people management under the current business scenario. Employer branding strategies are multiplying their communication actions to publicize an attractive work experience, full of advantages and benefits, in accordance with certain values and with the in...
Los millennials están ligados a la tecnología y a las nuevas formas de comunicación. A través de las redes sociales, los millennials se relacionan con las principales marcas multiplicando la interacción y evolucionando constantemente las percepciones con estas, hecho que contrasta con otras generaciones que no podían relacionarse de forma tan rápid...
This article analyzes and compares the following of Twitter users during the two electoral debates of the general elections in Spain in April and November 2019. Through the collection of the official hashtags #ElDebateDecisivo (970,706 tweets) and #DebateElectoral (821,521) respectively from 9 am on the day of the debate until 2 am the following da...
Los medios de comunicación audiovisual analizan nuevas fórmulas de emisión audiovisuales y de Internet gracias a la consolidación del formato interactivo HbbTV (Hybrid Broadcast Broadband TV). Los anunciantes pueden interactuar con el telespectador. En esta investigación analizamos la estrategia en interactividad (y específicamente en HbbTV) de can...
La relación entre las funciones de ventas y marketing ha generado tradicionalmente un considerable interés académico, centrándose de forma principal en cómo se puede mejorar la relación entre ambas. El objetivo principal de este trabajo es analizar cómo la orientación al mercado y la colaboración entre marketing y ventas, aspectos fuertemente relac...
La propuesta de valor para el empleado (PVE; en inglés Employee Value Proposition o EVP) ha adquirido en el área de dirección de personas una importancia inusitada en el contexto empresarial actual. Las estrategias de imagen de marca como buen lugar para trabajar están multiplicando sus acciones de comunicación para dar a conocer una experiencia de...
RESUMEN: La proclamación del Estado de Alarma en España en marzo de 2020 trajo consigo un periodo de gran intensidad informativa en medios tradicionales y digitales. Lo extraordinario de la medida, que dotaba de medidas excepcionales al Ejecutivo para hacer frente a la pandemia de Covid-19, dio lugar a un escenario tremendamente polarizado. En este...
Interactivity in television (and sustainability, thanks to virtualization) is a growing phenomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through a...
This research analyzes the social media activity of three movie studios (20th Century Fox, Warner Bros and Universal Studios), and how that is affecting in the numbers and relevance of each. We develop a database to keep a record of the decisions this companies have been doing and how they take advantage of the tools presented by the social media....
This paper aims to analyze the activity of the three biggest movie studios in social media, 20h Century Fox, Warner Bros and Universal Studios, and how that is affecting in the numbers and importance of each. Through deep searches, professional advice and the use of some statistic programs, we were able to pull out some interesting assumptions that...
ABSTRACT: The implementation of the European Higher Education Area has highlighted the need to develop and adopt new forms of teaching by university professors which allow students to access the learning of the subjects from a new didactic perspective. The main objective of this project is to analyse the effects of the implementation of teaching in...
This paper aims to analyze the activity of the three biggest movie studios in social media, 20h Century Fox, Warner Bros and Universal Studios, and how that is affecting in the numbers and importance of each. Through deep searches, professional advice and the use of some statistic programs, we were able to pull out some interesting assumptions that...
En el mundo interconectado y always on, los medios de comunicación y sus lectores se enfrentan a una continua transformación de sus relaciones. El multimedia, el hipertexto y la interactividad, como aspectos diferenciadores y disruptivos en la relación entre medios online y usuarios, han sido objeto de estudio desde muy diversas perspectivas y conc...
The evolution of audiovisual technologies is shifting the foundations of the sectors involved such as advertising. The incorporation of HbbTV into the television offering implies strengths, weaknesses, opportunities, and threats. To identify these, a qualitative Delphi investigation was carried out. It is concluded that personalization, more indivi...
The television medium has traditionally been the revenue engine for the advertising sector, and the way to build audio-visual culture. The emergence of hybrid television, led by the HbbTV standard, is generating a scenario of increasing interactivity and customization. This research tries to detect the main motivating factors and future trends in t...
The marketing and the advertising and public relations sector is immersed in a period of change in various ways, from the structural to the type of insertions to be made in the media. We analyze the reality and the trends of this essential sector for the enterprise communication. Methodologically, to develop this prospective, we use Delphi qualitat...
La evolución del medio televisivo está provocando cambios en los formatos publicitarios incorporados al medio. El sector publicitario se halla inmerso en un período de cambio en diversos sentidos, desde el estructural hasta la tipología de inserciones a realizar en las programaciones. Metodológicamente, utilizamos la técnica cualitativa del Delphi,...
El impacto de los medios y las redes sociales sobre los usuarios es creciente. El hecho de que la actividad comercial esté inundando la mayor parte de redes sociales motiva a indagar sobre los factores de éxito de las publicaciones, y a tratar de determinar si el impacto es mayor o menor en función del género. Llamar la atención y emocionar al usua...
The impact of media and social networks on users is growing. The fact that commercial activity is flooding most social networks motivates us to enquire about the success factors of posts, and to try to determine if the impact is greater or lesser depending on gender. Attracting attention and exciting the user or customer are the main objectives of...
Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is...
El fenómeno de las aplicaciones móviles (apps) se ha multiplicado hasta el punto de haberse convertido en uno de los más dinámicos en el entorno de movilidad. Este tipo de recurso se aplica habitualmente en entornos especializados, y la Universidad no puede ser ajena a ello. Mediante una investigación cuantitativa inferencial y cualitativa, se anal...
ABSTRACT
The impact of media and social networks on users is growing. The fact that commercial activity is flooding most social networks motivates us to enquire about the success factors of posts, and to try to determine if the impact is greater or lesser depending on gender. Attracting attention and exciting the user or customer are the main obje...
Mobility and interactivity are two growing phenomena among youth. Mobile applications (apps) are capturing the attention of university students, which opens up a range of opportunities. Using a quantitative and qualitative research method, the possible usefulness of applications in the university environment with an entertainment objective is studi...
This research analyzes the influence of robotics on tourism. It is an innovative phenomenon, but one that is expected to be present in most tourism and communication activities. Robotics is beginning to produce results in terms of jobs related to tourism. Robots are incorporated in all types of establishments, especially in hotels, restaurants and...
In the present research we make a comparative study in detail of the evolution of several commercial indicators linked to the activity of the car dealers located in territories economically depressed during the crises of 1993 and 2008, as well as an analysis of the evolution in the same periods of its financial results and of various socioeconomic...
The present study analyzes four well-known online platforms used in the tourist industry for travelling, accommodation, eating, and touring (Blablacar, Airbnb, Eatwith, and Trip4real). The objective is to analyze the utility of the portals, intentions for future use and recommendation (prospective), and reputation. The method is an experimental des...
l objetivo de esta investigación es analizar de qué manera impacta el uso de los servicios de mensajería instantánea en el entorno universitario español y qué consecuencias positivas y negativas genera en el comportamiento estudiantil. Para ello se trabajó sobre la aplicación más popular en el territorio en cuestión, WhatsApp, y la utilización que...
Cómo citar este artículo / Referencia normalizada JF Fondevila-Gascón, J Marqués-Pascual, P Mir-Bernal, M Polo-López (2019): "Usos del WhatsApp en el estudiante universitario español. Pros y contras". Revista Latina de Comunicación Social, 74, pp. 308 a 324. Extra Jóvenes. Medios y cultura colaborativa (08) Usos del WhatsApp en el estudiante univer...
Uses of WhatsApp in the Spanish university student. Pros and cons Joan Francesc Fondevila-Gascón [CV] [ ORCID] [http://orcid.org/0000-0002-6587-939X] [ Abstract Introduction: The objective of this research was to analyse how the use of instant messaging services impacts the Spanish university context and what positive and negative consequences it g...
ABSTRACT:
In the present research we make a comparative study in detail of the evolution of several commercial indicators linked to the activity of the car dealers located in territories economically depressed during the crises of 1993 and 2008, as well as an analysis of the evolution in the same periods of its financial results and of various soc...
En el entorno digital, la evolución del sector de la publicidad muestra un proceso de concentración. Los cambios en el mercado, gracias a Internet, el fenómeno móvil y las redes sociales, están afectando a los procedimientos en publicidad. No sólo la tecnología ha cambiado a la publicidad. Ahora el consumidor es el máximo decisor, que compara y dec...
Abstract:
Social networks represent a formula of contact between the company and the end customer, which can easily be loyal and monetized. The tourism sector is particularly prone to it. Depending on activity data on Facebook and Twitter, this research compares two 5-star Barcelona hotels, the W Hotel and the Hotel Arts. Counts for each of the an...
Se analiza la transparencia de los servicios públicos de radiotelevisión y en especial de los medios de comunicación de titularidad pública (PSM), en concreto los sistemas de gobernanza y Responsabilidad Corporativa de los medios audiovisuales públicos catalanes de la Corporació Catalana de Mitjans Audiovisuals (CCMA). Se procede a utilizar técnica...
El objetivo de la presente investigación es analizar el impacto de la televisión a la carta en las audiencias del prime time en España. La aparición de distintas cadenas de televisión a lo largo de los últimos años ha supuesto una fragmentación de las audiencias en función de la oferta televisiva y de los gustos particulares de cada individuo entre...
This article aims to study the effects of the social media posts of sports brand (Nike) on the target audience and focusing in Facebook and Instagram, part of the top three most popular social media sites used by teenagers and young adults in the USA. We look at the content of the post (both the photo and caption) and analyze the audience’s respons...
Abstract: Social networks represent a formula of contact between the company and the end customer, which can easily be loyal and monetized. The tourism sector is particularly prone to it. Depending on activity data on Facebook and Twitter, this research compares two 5-star Barcelona hotels, the W Hotel and the Hotel Arts. Counts for each of the ana...
Analysis metrics of social media are multiplying in order to reflect the performance that companies can get from the Internet activity. It is an essential formula for the information professional as embodying the efforts made in communication. After analyzing different metrics to be used depending on the type of target to be attained with them, the...
