Inés Küster-Boluda
Biographic Data
| ID | 2551980 |
|---|---|
| NAME | Inés Küster-Boluda |
| GIVEN NAMES | Inés |
| FAMILY NAME | Küster-Boluda |
| SIGNATURE | KÜSTER-BOLUDA I |
| AFFILIATIONS | Universitat de València |
| ORCID | 0000-0001-8188-1345 |
| VERIFIED | Yes |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 1 |
| WORKS AS AUTHOR | 3 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2018 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
Qualitative and quantitative effects of a cause-related viral campaign
Purpose This research focuses on analysing the usefulness of an “online brand cause-related communication campaign” to improve attitudes towards the ad, the promoted social cause and the sponsoring brand. The paper contributes to mixed-methods research as quantitative and qualitative tools have been used to measure the effectiveness of the campaign. Firstly, in a quantitative study, three types of viral behaviours were investigated: (i) ad-sharin…
Sharing-collaborative economy in tourism
Sharing economy research has risen exponentially during the last 4 years. Although several theoretical revisions on this topic have been developed, a conceptual analysis based on bibliometric techniques and science mapping tools is lacking. Within this framework, this article has two aims: (i) to carry on a performance analysis to identify the outstanding themes and (ii) to visually present the scientific structure by topics of research in sharin…
Commercial versus technical cues to position a new product
Commercial versus technical cues to position a new product
Sharing-collaborative economy in tourism
Sharing economy research has risen exponentially during the last 4 years. Although several theoretical revisions on this topic have been developed, a conceptual analysis based on bibliometric techniques and science mapping tools is lacking. Within this framework, this article has two aims: (i) to carry on a performance analysis to identify the outstanding themes and (ii) to visually present the scientific structure by topics of research in sharin…
Qualitative and quantitative effects of a cause-related viral campaign
Purpose This research focuses on analysing the usefulness of an “online brand cause-related communication campaign” to improve attitudes towards the ad, the promoted social cause and the sponsoring brand. The paper contributes to mixed-methods research as quantitative and qualitative tools have been used to measure the effectiveness of the campaign. Firstly, in a quantitative study, three types of viral behaviours were investigated: (i) ad-sharin…
Computer Science (2 works) · Digital Marketing and Social Media (2 works) · Advertising (1 work) · Behavioral Health and Interventions (1 work) · Bibliometrics (1 work) · Business (1 work) · Cognitive psychology (1 work) · Color perception and design (1 work) · Consumer Attitudes and Food Labeling (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work)