
José Ramón SauraRey Juan Carlos University | URJC · Business Economics
José Ramón Saura
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
112
Publications
179,981
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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
January 2017 - present
Position
- Tenured Professor
Description
- Jose Ramon Saura teaches Communication Policy and Digital Advertising, Marketing Plan and Market Research courses at URJC. His research is focused on three major research approaches applied to business, marketing and UGC-UGD: data mining, knowledge discovery and, information sciences
September 2017 - February 2021
Education
September 2016 - February 2018
September 2015 - September 2016
IEBS Business School
Field of study
- Digital Marketing and Online Strategies
September 2015 - September 2016
Publications
Publications (112)
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...
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...
The rapid development of artificial intelligence (AI) has significantly transformed digital marketing enhancing its effectiveness and raising new ethical and privacy concerns. This study investigates the ethical implications of AI-based digital marketing, particularly focusing on user privacy. In terms of methodology, a systematic literature review...
Digital marketing has evolved significantly over the past decade. Concurrently, the development of artificial intelligence (AI) has substantially changed how businesses conduct their operations. Initially, post-dot-com bubble digital marketing aimed to adapt messages to digital environments and establish strategies for leads—potential customers—to...
Objetivo: Se plantea esta investigación empírica para cuantificar el impacto que los factores de incertidumbre ejercen en la toma de decisiones del consumidor respecto a la elección del tipo de vehículo, así como su posterior efecto en la decisión anticipada de aplazar la compra de un vehículo nuevo. Estas influencias se evalúan mediante la percepc...
Sustainable development policies trigger a shift in the global development paradigm by aligning economic, social, and ecological goals. Concurrently, the rapid surge in digitalization is transforming business processes and communications across all sectors and levels. As a result, the integration of e-business and e-governance becomes a critical co...
The COVID-19 pandemic has caused many entrepreneurs and small and medium enterprises (SMEs) to adapt their business models and business strategies to the consequences caused by the pandemic. In order to identify the main innovations and technologies adopted by SMEs in the pandemic, in the present study, we used a database of 56,941 tweets related t...
The recent development of new technologies has enabled the global enhancement of production in numerous industries. This has caused changes in society on the cultural, economic and sociological levels. In 2015, Sustainable Development Goals (SDGs) were formulated by the United Nations (UN), aiming to be achieved by the year 2030. There are a total...
In recent decades, advances in technology have led to the adaptation of business models to the connected era. This has resulted in the modification of the goals of both startup and cooperative models, leading to the emergence of a new hybrid business model combining the two and known as cooperative startups. The present study aims to investigate th...
In recent years, companies have adapted their business models towards a digital format whereby their internal organization, development, production and logistics processes have become part of a connected ecosystem. This adaptation process, known as digitalization, has largely driven organizational change in companies. Specifically in cooperatives,...
The last decade has witnessed an increase in the number of extreme weather events globally. In addition, the economic output around the world is at all-time high in terms of production and profitability. However, global warming and extreme weather are modifying the natural ecosystem and the human social system, leading to the appearance of extreme...
In a digital ecosystem where large amounts of data related to user actions are generated every day, important concerns have emerged about the collection, management, and analysis of these data and, according, about user privacy. In recent years, users have been accustomed to organizing in and relying on digital communities to support and achieve th...
During the present-day digitization, entrepreneurs can make use of the great connectivity ofered by the Internet. The digital entrepreneur is just a click away from any information needed, buying products, exchanging opinions on a public level, and making use of many other functions ofered by the network. This power given to the entrepreneurs is of...
In recent years, the relationship between behavior and innovation has come to be globally accepted as a prerequisite of business success (Li et al., 2022). Innovative behavior is seen as an introduction to the application and development of new ideas, processes, initiatives, or actions by qualified professionals (RoŽman and Štrukelj, 2021). Develop...
Today, people live in the age of new diseases, such as stress and anxiety, and these diseases can affect users’ decision making regarding different products and services. Another important variable that can affect decision making is the use of mobile applications for marketing purposes. However, despite the importance of the aforementioned factors,...
In an increasingly competitive global market, companies have steadily increased their production, logistics, and innovation capacities. However, the ability to develop competitive advantages afforded by technology is becoming increasingly important. In the paradigm where competition and the speed of technological development grow exponentially, com...
The development and use of digital marketing strategies by entrepreneurs is a key element of success for innovative projects. Moreover, effective execution of marketing intervention in what is referred to as the digital customer journey is essential to achieving business success. Under this paradigm, the present study aims to identify the use of di...
With the advancement of technology and advent of the new digital era, the society is getting increasingly exposed to novel technologies, digital platforms, or smart devices. This reality opens a wide range of questions about the benefits and challenges of technology and its impact on humans. In this context, the present study investigates the relat...
With the advancement of technology, different approaches to make teachers’ tasks more interactive and improve teacher teaching methodologies are becoming more and more common. Additionally, students must feel motivated and positively interact with these new methodologies. To understand these new initiatives, this paper aims to identify the adoption...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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,...
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...
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)....
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...
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...
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....
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...
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 (NGO) 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 attract...
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...
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...
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...
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...
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...
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...
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...
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...
: 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...
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...
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...
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...
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...
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...
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 tec