Cristián Buzeta
Biographic Data
| ID | 8757539 |
|---|---|
| NAME | Cristián Buzeta |
| GIVEN NAMES | Cristián |
| FAMILY NAME | Buzeta |
| SIGNATURE | BUZETA C |
| AFFILIATIONS | University of Chile |
| ORCID | 0000-0002-6899-0392 |
| VERIFIED | Yes |
| TOTAL WORKS | 6 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 6 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2018 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Diversity and inclusion in advertising
The advertising industry has witnessed a growing emphasis on diversity and inclusion, drawing greater interest in the topic from advertising researchers (Eisend, Muldrow, and Rosengren 2023). Schol
Social Media Characteristics and Consumers’ Online Brand-Related Activities (Cobras)
This paper explores the influence of different social media platforms’ characteristics for use intensity (i.e., time spent and emotional connectedness), which in turn partially affects the development of consumers’ online brand-related activities (COBRAs). Using a U.S.-based sample of 939 adult social media users, we tested three serial mediation models using partial least squares structural equation modeling. We find that different social media …
Perspectives
Drawing on recent research and debates in social sciences, this paper situates replication in an advertising research context. We clarify the role of replication in the field and outline the challenges inherent in replication studies in advertising research. We further elaborate on how researchers should engage in replication research to increase the truth value of advertising research while overcoming the obstacles to replication research. Final…
Branded content and motivations for social media use as drivers of brand outcomes on social media
Social media are increasingly popular for delivering branded content to consumers worldwide. A central task for researchers is to understand what consumer brand-related motivations and brand appeals drive consumer engagement and benefit brand outcomes across different cultures. Based on the Uses and Gratifications theory, this study explores how individuals’ motivations for social media use and branded content reflecting these motivations affect …
An international perspective of the academic-practitioner divide in advertising
In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some quarters. Many bridging solutions were explored in this study, but the most important solution is f…
Personalidad de marca de los partidos políticos en Chile
This study examines the adequacy of the notion of brand personality (Aaker, 1997) in the field of Chilean political parties, measuring their perception in a sample of university students. It is shown that this concept has an adequate validity of construct and reliability, observing a structure of five dimensions (honesty, capacity, up-to-date, energy and uniqueness) similar to that reported in previous studies (Smith, 2009). Additionally, an expl…
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Personalidad de marca de los partidos políticos en Chile
This study examines the adequacy of the notion of brand personality (Aaker, 1997) in the field of Chilean political parties, measuring their perception in a sample of university students. It is shown that this concept has an adequate validity of construct and reliability, observing a structure of five dimensions (honesty, capacity, up-to-date, energy and uniqueness) similar to that reported in previous studies (Smith, 2009). Additionally, an expl…
An international perspective of the academic-practitioner divide in advertising
In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some quarters. Many bridging solutions were explored in this study, but the most important solution is f…
Social Media Characteristics and Consumers’ Online Brand-Related Activities (Cobras)
This paper explores the influence of different social media platforms’ characteristics for use intensity (i.e., time spent and emotional connectedness), which in turn partially affects the development of consumers’ online brand-related activities (COBRAs). Using a U.S.-based sample of 939 adult social media users, we tested three serial mediation models using partial least squares structural equation modeling. We find that different social media …
Perspectives
Drawing on recent research and debates in social sciences, this paper situates replication in an advertising research context. We clarify the role of replication in the field and outline the challenges inherent in replication studies in advertising research. We further elaborate on how researchers should engage in replication research to increase the truth value of advertising research while overcoming the obstacles to replication research. Final…
Branded content and motivations for social media use as drivers of brand outcomes on social media
Social media are increasingly popular for delivering branded content to consumers worldwide. A central task for researchers is to understand what consumer brand-related motivations and brand appeals drive consumer engagement and benefit brand outcomes across different cultures. Based on the Uses and Gratifications theory, this study explores how individuals’ motivations for social media use and branded content reflecting these motivations affect …
Diversity and inclusion in advertising
The advertising industry has witnessed a growing emphasis on diversity and inclusion, drawing greater interest in the topic from advertising researchers (Eisend, Muldrow, and Rosengren 2023). Schol
Advertising (4 works) · Business (4 works) · Computer Science (3 works) · Political science (3 works) · Psychology (3 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Digital Marketing and Social Media (2 works) · Impact of Technology on Adolescents (2 works) · Marketing (2 works) · Social media (2 works)