Maria Garcia Garcia

University of Extremadura | UNEX · Department of Information and Communication

La inteligencia artificial y la evolución de las redes sociales ha permitido la aparición de los influencers virtuales de apariencia humana sobre todo en Instagram. Estos se pueden definir como figuras diseñadas por ordenador que muestran en redes sociales una imagen similar a los humanos. Este artículo aplica un diseño exploratorio-descriptivo que...

This paper shows how the leading Higher Education Institutions (HEIs) in the UI GreenMetric World University Ranking communicate their environmental sustainability policies through their websites. Specifically, this paper analyses the presence of sustainability‐related sustainable development goals on the websites of the top 100 universities in the...

The UI GreenMetric World University Rankings measure the implementation of the Sustainable Development Goals (SDGs) at universities and assess the current position and policies related to responsible consumption and sustainability at higher education institutions.The ranking groups the SDGs into six major blocks: setting and infrastructure, energy...

This study aims to determine the maturity of the websites of Portuguese small and mid-sized enterprises (SMEs) as a basic form of digital communication in the sequential process of incorporation of e-commerce. The starting premise is that there is a relationship between the level of maturity reached in the SMEs’ websites as digital tools that allow...

This chapter proposes a research study based on a case methodology examining the La Hormiga Verde company, an example of entrepreneurship in the Fourth Sector, within the regional scope in Spain. Currently, society demands companies to be involved in the creation of a fairer and more sustainable economy, and hence the rise of the so-called Fourth S...

La Hormiga Verde is a private company focused on applying social marketing to address an environmental problem—the processing of Waste Electrical and Electronic Equipment (WEEE). As the main objective of its activity, the company has the goal of explaining to young people that consumer electronic products can be transformed in the context of a circ...

Con el desarrollo de las Tecnologías de la Información y las Comunicaciones y ante la complejidad de lograr que los estudiantes entiendan las materias, se emplea como alternativa factible los medios audiovisuales. Con su uso se complementan las explicaciones verbales con contenidos icónicos, simulaciones, demostraciones, entre otros elementos que f...

This article addresses the current situation regarding the reputation of higher education organisations (HEOs) within the setting of social networking sites (SNSs). First, the recent literature contained in the Web of Science database will be deconstructed, in order to explain the key concepts as well as the relationship that exists between corpora...

La implantación y crecimiento de los medios sociales en la sociedad deja poco margen de elección a las universidades. Teniendo en cuenta el número de usuarios/as de estos medios, parecen ser una herramienta fundamental para fortalecer las relaciones de las universidades con sus públicos (Cancelo-Sanmartin & Almansa-Martinez, 2013). Quizás por esto...

To understand the usefulness of neuromarketing in business terms, one needs to understand how consumers behave during the purchasing process. Thanks to brain imaging, one can better understand what determines this behaviour, and the opinions and preferences of consumers (Lindstrom in Buyology: verdades y mentiras de por qué compramos. Gestión, Barc...

Purpose The purpose of this paper is to establish a categorization of corporate websites as tools of online communication, in accordance with how they apply usability to the content they present, and to determine the indicators of the content and usability variables which mark the differences between each group of websites. Design/methodology/appr...

The main aim of this work is to understand the strengths and weaknesses of the Tangier-Tetuan region craftworks sector in order to develop accurate communication and promotion plans. From the knowledge of the real identity, the sector could be repositioned. The lack of previous literature addressing how Tangier craftwork promote and communicate its...

The future of the Spanish communication research and his strong presence in the highest impact factor journals needs the use of multivariable techniques that are just being used in the most prestigious communication journals in the Social Science Citation Index (ISI). The enrichment of methodologies will permit Spanish journals to have a higher pos...

Frente a la creciente importancia y necesidad de comunicacion con los publicos que tienen las organizaciones de todo tipo, la atencion que las empresas prestan a la comunicacion interna es todavia escasa. A nivel material la comunicacion interna adolece de presupuestos poco consolidados y de personal poco cualificado para su gestion. Ademas, a nive...

The future of the Spanish communication research and his strong presence in the highest impact factor journals needs the use of multivariable techniques that are just being used in the most prestigious communication journals in the Social Science Citation Index (ISI). The enrichment of methodologies will permit Spanish journals to have a higher pos...

Purpose: In this paper we study Integrated Marketing Communication policies and the management of image and CSR in a sample of three Mexican states SME's. Design/methodology/approach: It is designed a research with a panel of 105 SME'sfrom Jalisco, Colima and Nayarit states (México) and a questionnaire was applied to them. A group of variables were...

The importance and the need of communication with the stakeholders that organizations is growing but the attention that they pay to internal communication is still limited. Taking in consideration a material level, internal communication suffers from poorly consolidated budgets and unskilled employment for management. Also, on a psychological level...

The application of Internet tools, especially interactivity, has changed the way companies interact with their stakeholders. This paper analyzes, using a content analysis and a factorial analysis, small and medium-sized enterprise (SMEs) predisposition to interact with their audiences on their corporate websites, the main tool to planned communicat...

SMEs and their communication strategies are changing with the advent of the Internet. Brand migration from the offline to the online environment involves several changes to the brand that must be based on some fundamental aspects like personalization, trust and usability. The analysis and comparison of Spanish SMEs from different sectors of the eco...

The application of Internet tools, especially interactivity, has changed the way companies interact with their stakeholders. This paper analyzes, using a content analysis and a factorial analysis, small and medium-sized enterprise (SMEs) predisposition to interact with their audiences on their corporate websites, the main tool to planned communicat...

El salto a la web de las empresas tiene implicaciones, derivadas de las características intrínsecas del medio, que repercuten inevitablemente en la comunicación corporativa de éstas. Esta comunicación con los públicos de interés, se gestiona principalmente, mediante el site corporativo de las compañías, que permite entablar relaciones directas con...

Resumen En toda la Península Ibérica, las PYMES son los tipos de empresas predominantes sumando más del 99% del tejido empresarial. Internet ha irrumpido bruscamente en estas empresas de forma que se han lanzado a la conquista del nuevo medio sin una estrategia de comunicación y de marca clara. Mediante el estudio del caso, la presente investigació...

En un entorno cada vez más competitivo en el que Internet ocupa un lugar destacado, trasladar la marca del entorno offline al online para una empresa, se ha convertido en una cuestión vital. La usabilidad y la accesibilidad se han erigido como pilares fundamentales que propician una adecuada transmisión de cualquier marca a través de la Red. Dispon...