José Ramón Saura

José Ramón Saura
King Juan Carlos University | URJC · Departamento de Economía de la Empresa

Rey Juan Carlos University (Madrid, Spain)
Ph.D., MBA, and MS. Understanding digital ecosystems, user-generated Content-Data (UGC-UGD), and user's privacy.

About

93
Publications
85,315
Reads
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1,839
Citations
Introduction
Jose Ramon Saura research has focused on the theoretical and practical insights of various aspects of Digital Marketing and User Generated Content (UGC), with a specific focus around three major research approaches applied to digital business and marketing: data mining, knowledge discovery and information sciences. Jose Ramon Saura held positions and made consultancy at a number of other companies including Google, Deloitte, L'Oréal, Telefónica or MRM//McCann, among others.
Additional affiliations
September 2017 - February 2021
King Juan Carlos University
Position
  • Professor (Associate)
Education
September 2016 - February 2018
King Juan Carlos University
Field of study
  • Digital Marketing and Business
September 2015 - September 2016
IEBS Business School
Field of study
  • Digital Marketing and Online Strategies
September 2015 - September 2016
King Juan Carlos University
Field of study
  • Business Administration

Publications

Publications (93)
Article
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In the last decade, the use of Data Sciences, which facilitate decision-making and extraction of actionable insights and knowledge from large datasets in the digital marketing environment, has remarkably increased. However, despite these advances, relevant evidence on the measures to improve the management of Data Sciences in digital marketing rema...
Article
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The growing use of social networks has led to the emergence of ethical and privacy concerns regarding the management of user data and how social networks train algorithms for economic purposes to organize the content shown to users. In this context, the present study aims to define and identify (i) the main concepts and (ii) performance measurement...
Article
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The new business challenges in the B2B sector are determined by connected ecosystems, where data-driven decision making is crucial for successful strategies. At the same time, the use of digital marketing as a communication and sales channel has led to the need and use of Customer Relationship Management (CRM) systems to correctly manage company in...
Article
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The development of the Internet and the implementation of traditional marketing strategies have given rise to the emergence of digital marketing strategies exploited both by SMEs and large companies. These companies combine data sciences with digital marketing strategies to sell products, generate brand awareness, or access new markets. The present...
Article
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Controlling the coronavirus pandemic is triggering a cross-border strategy by which national governments attempt to control the spread of the COVID-19 pandemic. A response based on sharing facts about millions of private movements and a call to study information behavior during the global health crisis has been advised worldwide. The present study...
Chapter
Due to the digital transformation, universities have had to renew the didactic strategies used by teachers so that they can comply with the teaching-learning process. The implementation of practices in social networks has been essential to adapt to the skills of the new generation of digital students. The main objective of this chapter is to analyz...
Article
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In recent years, the business ecosystem has focused on understanding new ways of automating , collecting, and analyzing data in order to improve products and business models. These actions allow operations management to improve prediction, value creation, optimization , and automatization. In this study, we develop a novel methodology based on data...
Article
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Purpose Technological advances in the last decade have caused both business and economic sectors to seek for new ways to adapt their business models to a connected data-centric era. Family businesses have also been forced to leave behind traditional strategies rooted in family stimuli and ties and to adapt their actions in digital environments. In...
Article
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Purpose In the last decade, the hospitality sector has undergone numerous changes in the organization and structure of its business models. Specifically, the adoption of new digital technologies has initiated transformative changes toward circular economy and sustainability. The present study aims to analyze whether the use of the digital reservati...
Article
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Research on online user behavior and what is known as user generated-content (UGC) has become a key element for the effective development of digital strategies (Kar and Dwivedi, 2020; Lakshmi and Bahli, 2020; Reyes-Menendez et al., 2020). The increase in the use of social networks and the Internet, both by users and companies, has resulted in new d...
Poster
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BENI Conference is an initiative of international Journal Editors that promotes research initiatives around topics related to Business, Entrepreneurship & Innovation. BENI Conference 2022 will take place in June 2022 online organized by Rey Juan Carlos University and ADD Business Analytics Observatory. At BENI Conference we believe that the scienti...
Article
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The boost in the use and development of technology, spurred by COVID-19 pandemic and its consequences, has sped up the adoption of new technologies and digital platforms in companies. Specifically, companies have been forced to change their organizational and work structures. In this context, the present study aims to identify the main opportunitie...
Book
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In today’s global culture where the internet has established itself as a main tool of communication, the global system of economy and regulations, as well as data and decisions based on data analysis, have become essential for public actors and institutions. Governments need to be updated and use the latest technologies to understand what society’s...
Chapter
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Universities have adapted their teaching systems to integrate new educational techniques focused on technology and education as fundamental pillars of their development. This chapter proposes the analysis of the fields that encompass the use of artificial intelligence in universities using teaching innovation strategies. The chapter identifies the...
Chapter
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This exploratory and pedagogical chapter has proposed new ways of using artificial intelligence in education. The uses of artificial intelligence have been linked to the education sector in order to improve the active listening actions and decision-making of governments. The results identify and discuss seven educational uses of artificial intellig...
Article
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In today's global culture where the Internet has established itself as the main tool for communication and commerce, the capability to massively analyze and predict citizens' behavior has become a priority for governments in terms of collective intelligence and security. At the same time, in the context of novel possibilities that artificial intell...
Article
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Technological development of the last several decades has driven open innovation towards organizational, business, social, and economic change. Open innovation has emerged as the main driver of change in a business sector that needs to be flexible and resilient, rapidly adapting to change through innovation. In this context, the present study aimed...
Article
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Over recent decades, much has been written about sustainable development and its main dimensions (environmental, social, and economic). However, to date, there is a lack of academic literature on the relationship between these dimensions of sustainability, as well as whether sustainability is moderated by an individual's gender. To fill this gap in...
Article
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In present-day in consumers’ homes, there are millions of Internet-connected devices that are known to jointly represent the Internet of Things (IoT). The development of the IoT industry has led to the emergence of connected devices and home assistants that create smart living environments. However, the continuously generated data accumulated by th...
Article
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The social Internet of Things (SIoT) shares large amounts of data that are then processed by other Internet of Thing (IoT) devices, which results in the generation, collection, and treatment of databases to be analyzed afterwards with Big Data techniques. This paradigm has given rise to users' concerns about their privacy, particularly with regard...
Book
Full-text available
In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bid...
Article
Full-text available
The aim of the present study is to improve the understanding regarding the acceptance of tourism apps available for the marketing and tourism destination. For this purpose, the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) was adapted to investigate the determinants of users’ behavioral intention for mobile tourism applications acco...
Article
In recent years, the luxury market has come to face important structural changes, such as the entry of new segments into the market and the use of the Internet as a sales channel. In this context, luxury brands must understand their young consumers' perception of social value while adapting to environmental changes. This study aims to validate an u...
Chapter
Full-text available
Fashion brands are continuously reinventing themselves to adapt their business strategies to emerging markets. In this paradigm, digital marketing becomes an essential tool for communication to the target audiences online. In digital ecosystems, a new way of sharing information is taking place in which brands interact with users to increase engagem...
Chapter
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Social movements have been transformed in the last decade by social networks, where the dynamics of the social protests have evolved and have been structured and viralized through social media. They are no longer just conversations between activists that stay on social platforms. The cyberactivism that takes place on Twitter or Instagram can also p...
Article
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The startup business ecosystem in India has experienced exponential growth. The amount of investment in Indian startups in the last decade demonstrates the strong interest of the technology industry to these business models based on innovation. In this context, the present study aims to identify investment opportunities for investors in Indian star...
Article
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In the last decade, innovation, knowledge, and its management in organizations have exponentially evolved. Accordingly, a large number of companies today are focused on the acquisition of new data to extract insights that help to improve their products and services. In parallel, innovative methods for knowledge extraction have been extensively used...
Article
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The purpose of this paper is to improve understanding of Tourism Innovation by using a Uses and Gratification Theory model to investigate tourist intention to visit a city after reading other users' valuations of the destination on Mobile Applications. The Uses and Gratification Theory (U&G) model was adapted to investigate the factors which influe...
Article
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The present study aimed to analyse the main risks related to security and privacy of social networks based information systems in Industry 4.0. The methodology we used is an innovative exploratory data-driven process divided into three steps. First, we performed sentiment analysis to divide the database composed of 67, 206 tweets into feelings. Sec...
Article
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In recent years, strategies focused on data-driven innovation (DDI) have led to the emergence and development of new products and business models in the digital market. However, these advances have given rise to the development of sophisticated strategies for data management, predicting user behavior, or analyzing their actions. Accordingly, the la...
Article
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The purpose of this research study is to analyze the exploratory study of the adoption of Bitcoin cryptocurrency based on blockchain technology and its use as a means of payment in companies. This research is exploratory in nature. As such, an adoption model was investigated using the technology acceptance model (TAM) which was extended with new va...
Preprint
BACKGROUND An increasing number of Mobile Health Applications (m-Health apps) are becoming available to download and use on mobile devices. Even with the increase in availability and use of m-Health apps, there has still not been a lot of research into understanding the Intention to Use this kind of applications. Therefore, the purpose of this pape...
Article
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Background An increasing number of mobile health (mHealth) apps are becoming available for download and use on mobile devices. Even with the increase in availability and use of mHealth apps, there has still not been a lot of research into understanding the intention to use this kind of apps. Objective The purpose of this study was to investigate a...
Article
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Nowadays, internet users spend much of their time on social networks, where they share and generate content, support the causes and activities they like, get in touch with their peers, and generate audiovisual content. Besides, they also share their opinions with other users, thus producing User-Generated Content (UGC). The authors noted that UGC l...
Article
Full-text available
In the present study, we analyzed User Generated Content (UGC) to measure the importance of Search Engine Optimization (SEO) for startups. For this purpose, we used several clustering algorithms to identify user communities on Twitter. The dataset contained a total of 67,126 tweets. A three-step UGC analysis process was applied to the data. First,...
Article
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Recent years have been characterized by the ubiquitous use of social networks as a mean of self and social identity, which offers new opportunities for qualitative and quantitative research in social sciences. The dynamics of interactions on social platforms such as Twitter promote the development of social movements around hashtags, such as #MeToo...
Preprint
Full-text available
Today, Internet users spend much of their online time using social networks. On these platforms, they share and generate content, support the causes and activities they like, get in touch with their peers, and generate audiovisual content. They also share their opinions with other users, thus producing what is known as User-Generated Content (UGC)....
Article
Full-text available
In recent decades, the Internet, evolving technologies, and social media have led to the evolution of consumer behavior. The changes in customer behavior driven by digital developments provide many opportunities and challenges that businesses also need to deal with online. The better companies know about the behavior of their customers, the easier...
Article
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The global economy has brought economic and social changes that have led organizations to extend their vision beyond consumer and business markets. Particularly, in the marketing of public sector (MPS), the extant theoretical foundations require more comprehensive investigations not only into the main topics researchers have looked into the past, b...
Article
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The main aim of the present study was to analyze whether publications related to environmental sustainability in social media directly and positively influence user satisfaction with and trust in tourism businesses. Our second goal was to determine whether the influence of environmental sustainability and satisfaction is moderated by users’ gender....
Article
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This article examines the main factors that affect creativity in startups and how these factors influence entrepreneurial initiative strategies. Fifty individuals from the Extremadura region, Spain, participated in an online questionnaire in 2018 and 2019. SmartPLS was used to create a model of the interactions between variables. The results obtain...
Article
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Using user-generated content (UGC) on Twitter, the present study identifies the main themes that revolve around the concept of healthy diet and determine user feelings about various foods. Using a dataset of tweets with the hashtag “#Diet” or “#FoodDiet” (n = 10.591), we first use a Latent Dirichlet Allocation (LDA) model to identify the food categ...
Article
Full-text available
The #MeToo movement is among the most impressive social movements of recent years that have attracted stakeholders’ attention and changed social mindsets. The present study seeks to provide a deeper understanding of the challenges involved in the #MeToo movement by identifying the main issues regarding business and marketing activities. To this end...
Article
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Technology has become the driving force for both economic and social change. However, the recruitment of volunteers into the projects of non-profit making organizations (NGOs) does not usually make much use of Information and Communication Technology (ICT). Organizations in this sector should incorporate and use digital platforms in order to attrac...
Article
Full-text available
In recent years, digital marketing has transformed the way in which companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the Internet has given rise to new business models based on the bidirectionality of communication between companies and Internet users...
Poster
Full-text available
DBDS is a meeting point for researchers and companies interested in learning about the latest advances in digital behavior and data sciences applied to business and marketing. The Conference is organized by the Rey Juan Carlos University (Madrid, Spain) and is hosted by a guest university every year. The Conference is divided into three main pane...
Chapter
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These days, technology is reaching a critical point in its evolution. The increase of technologies - as cloud computing, data analysis, and mobile communications - has encouraged other technologies as for example the Internet of Things to reach their full potential. Resulting, the Digital Business Environment has been rapidly changing, leading to a...
Article
In practice marketing can and should play an important role in mobile applications when formulating marketing strategies. The aim of this article is to identify the main KPIs to measure the effect of marketing strategies in Mobile Applications. To achieve this goal, we carried out a Systematic Literature Review (SLR) on the topic of Mobile Applicat...
Chapter
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There are currently many technologies that are changing all types of professional ecosystems around the world. New technologies and business models based on the internet are producing the evolution of the tourism sector towards Digital Tourism, which uses innovation and the interconnection of products and services. The research aim of this study is...
Chapter
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In recent years, the development of new technologies and, in particular, the internet has encouraged industries such as the tourism to adapt their business models to the new forms of marketing in the 21st century. Therefore, the objective of this research is to carry out a systematic literature review (SLR) on the main published research studies in...
Article
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: The millennial generation plays a leading role in today’s connected world in which exists a confluence of numerous technologies and the internet in science, economy and innovation. This study aimed to identify the key factors that characterize the millennial generation within the online chatter on Twitter using an innovative approach. To this end...
Article
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New analysis and visualization techniques are required to glean useful insights from the vast amounts of data generated by new technologies and data sharing platforms. The aim of this article is to lay a foundation for such techniques so that the age of big data may also be the age of knowledge, visualization, and understanding. Education is the ke...
Article
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Purpose The importance of information service offerings is directly linked to decision-making processes for buying and selling in business-to-business (B2B) companies. B2B companies intend to offer information that helps other companies choose a product or service. This paper aims to identify the relationship between the types of information offere...
Article
Full-text available
The digital tourism ecosystem is changing driven by the massive use of new technologies and the increase of data generated by travelers during their trips. In this digital landscape, businesses in the tourism sector are adapting their strategies to take better advantage of new knowledge that can be extracted from the Internet, specifically from soc...
Article
Full-text available
This study aimed to compare two techniques of business knowledge extraction for the identification of insights related to the improvement of digital marketing strategies on a sample of 15,731 tweets. The sample was extracted from user generated content (UGC) from Twitter using two methods based on knowledge extraction techniques for business. In Me...
Article
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In the last several decades, electronic word of mouth (eWOM) has been widely used by consumers on different digital platforms to gather feedback about products and services from previous customer behavior. However, this useful information is getting blurred by fake reviews-i.e., reviews that were created artificially and are thus not representative...
Article
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The Black Friday event has become a global opportunity for marketing and companies’ strategies aimed at increasing sales. The present study aims to understand consumer behavior through the analysis of user-generated content (UGC) on social media with respect to the Black Friday 2018 offers published by the 23 largest technology companies in Spain....
Article
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El propósito de este trabajo es analizar la literatura sobre adopción de las tecnologias cloud computing. El objetivo es proporcionar una visión general de la situación actual de la investigación sobre los servicios en la nube y las principales teorías sobre adopción aplicadas. La metodología utilizada en la investigación es una revisión sistemátic...
Preprint
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Este capítulo tiene el objetivo de examinar los procesos de innovación docente a través de las Redes Sociales centrándose en el uso de Twitter como herramienta de comunicación docente a través de comunidades de usuarios, con la finalidad de detectar sus temáticas más relevantes analizando el conocido como User Generated Content (UGC). Para este fin...
Article
Full-text available
In recent years, electronic word of mouth (e-WOM) has been widely used by consumers on different online platforms. Numerous studies have emphasized the growing importance of e-WOM for the consumer decision-making process, particularly in the tourist sector. There are various factors that will influence the adoption of e-WOM by the users but among a...
Preprint
Full-text available
The digital tourism ecosystem is changing driven by the massive use of new technologies and the increase of data generated by travelers during their trips. In this digital landscape, businesses in the tourism sector are adapting their strategies to take advantage of this knowledge that can be extracted from the Internet and social networks. In this...
Preprint
Full-text available
In the present study, we analyzed User Generated Content (UGC) to measure the importance of Search Engine Optimization (SEO) for early-state startups. Several social media analytics techniques were used to derive insights from Twitter-based UGC. Data visualization and topic-modeling algorithms were applied to a dataset of tweets (n = 67,126). Speci...
Preprint
Full-text available
Using user generated content (UGC) on Twitter, the present study identifies the main themes that 12 revolve around the concept of healthy diet and determine user feelings about various foods. Using a dataset of 13 tweets with the hashtag "#Diet" or "#FoodDiet" (n = 10.591), we first use a Latent Dirichlet Allocation (LDA) 14 model to identify the f...
Article
Full-text available
The global development of the Internet, which has enabled the analysis of large amounts of data and the services linked to their use, has led companies to modify their business strategies in search of new ways to increase marketing productivity and profitability. Many strategies are based on business intelligence (BI) and marketing intelligence (MI...
Article
Full-text available
Although large amounts of data are now available to companies, mere possession of these data is not sufficient, and, for better business decisions, it is necessary to perform thorough data analysis. Nowadays, Social Networks Services (SNS) have become important data sources. The rapid growth of SNS has led to their wide use in various research tren...
Preprint
Full-text available
The global development of the Internet, which enabled the analysis of large amounts of data from and the services linked to their use, has led companies to modify their business strategies in search of the ways to increase their profitability. Many of such strategies are based on Business Intelligence (BI) and Marketing Intelligence (MI) and make i...
Article
Full-text available
Due to technology development related to agricultural production, aircrafts such as the Unmanned Aerial Vehicle (UAV) and technologies such as Multispectral photogrammetry and Remote Sensing, have great potential in supporting some of the pressing problems faced by agricultural production in terms of analysis and testing of variables. This paper re...
Chapter
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Small and medium-sized companies are usually the driving force of a country’s economy, but its characteristics and structure do not always make it possible to leverage technological advances as large companies do. The literature review was carried out in search for an adequate understanding of the evolution of traditional Marketing towards Digital...
Article
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This research work has two objectives. On the one hand, to analyze the influence that Perceived Usefulness of Programmatic Advertising (PA) has on the user's Concern about Privacy, and on the other, to check whether this relationship changes over time. That is, to find out how improvements in the effectiveness of programmatic advertising might incr...