María Teresa Ballestar

King Juan Carlos University | URJC

Designing marketing strategies with social media influencers are becoming increasingly relevant for setting political agendas. This study focuses on how two representative social influencers, Greta Thunberg and Bill Gates, engage in advising against climate change. The investigation uses 23,294 tweets posted by them or their followers citing them o...

The impact of companies’ adoption of robotics is increasingly interesting. This study aims to elucidate how the adoption of these technologies will affect companies and society. Companies that use these technologies expect to gain a competitive advantage, but robotization implies risks that must be managed by companies and governments. This researc...

In the weeks around March 8, 2020, Spanish political authorities moved from denying and minimizing COVID-19 (veiling international recommendations) to establishing a State of Alarm. This uncertainty scenario is a natural experiment for exploring how concealment and diffusion of critical messages in official discourse affected public and published m...

El objetivo de esta investigación es demos­trar la necesidad de evaluar económicamente la LOMLOE, especialmente tras la inversión de los fondos EU Next Generation que abren nuevas oportunidades de las que carecía la ley en su redacción inicial. Las Administraciones públicas tienen el reto de emplear esa inver­sión adicional de forma eficiente. Nues...

This research investigates homogeneity in the transposition of European Directives using as an example the EU policy on tobaccos regulated by Directive 2011/64. We analyse the effect of excise duties on tobacco consumption in Europe from 2002 to 2017 using an Artificial Intelligence counterfactual strategy. To our knowledge, this the first time tha...

Modern economic growth is no longer found in total factor productivity (TFP) because there are gains from technological change that are never recorded in the returns from innovation or in the National Accounts.The existence of complementarities among technologies derived from the use of robotics, electronic commerce, or innovation is difficult to a...

En este artículo se aborda el análisis del concepto de economía colaborativa, desde las diferentes corrientes del conocimiento. Así mismo, se proporciona una visión general de los diferentes modelos de negocio colaborativos que han existido hasta el momento y cómo ha sido su evolución a lo largo del tiempo debido a diferentes factores, entre los qu...

The evaluation of the impact of the adoption of industrial robotics on business is increasingly relevant in the current context of digital transformation. Although many companies are eager to adopt these technologies as a means to increase productivity, some concerns have been raised about the cost impact of the transformation, and its effect on th...

Political marketing strategies based on social network influencers are becoming increasingly relevant to set political agendas. We develop one of the first methods that will help us to understand the mechanism of transmission of information. We analyze the sentiment of the messages, then find and study how these messages spread over the social netw...

Research has become the main reference point for academic life in modern universities. Research incentives have been a controversial issue, because of the difficulty of identifying who are the main beneficiaries and what are the long-term effects. Still, new policies including financial incentives have been adopted to increase the research output a...

The study provides new insights into the link among knowledge, industrial robotics and labour productivity by testing 12 hypotheses on samples of 1,515 and 1,380 Spanish manufacturing small and medium enterprises (SMEs) in 2008 and 2015. The research obtains four main results: First, the robotic uses are associated with better performance, higher p...

The digital transformation of companies is having a major impact on all business areas, especially marketing, where audiences are most volatile and loyalty is at its scarcest. Many large retail brands try to keep their client base interested by becoming partners in cashback websites. These websites are based on a specific type of affiliate marketin...

This paper presents a segmentation of cashback website customers. The segmentation is based on customers' commercial activity and role within the site's social network. In this social network, customers profit from the transactions they make on affiliate websites. Mixing traditional marketing strategies with word-of-mouth recommendations is crucial...

The relevance of Cashback sites as a profitable business model has grown considerably over the last decade, where customer’s social networks have been one of the most important keys of success. Hence, the success of cashback websites business model not only lays on strategies such as offering a wide portfolio of affiliate merchants and competitive...

The size of cashback sites, both in terms of users and business, has grown considerably over the last decade. This article presents a complete analysis of the behavior of the users of the webs both in terms of transactions, and navigation and registration on cashback sites by using a large sample of one of the largest European sites. The study also...