María-Victoria Carrillo-Durán
Biographic Data
| ID | 897928 |
|---|---|
| NAME | María-Victoria Carrillo-Durán |
| GIVEN NAMES | María-Victoria |
| FAMILY NAME | Carrillo-Durán |
| SIGNATURE | CARRILLO-DURÁN M |
| AFFILIATIONS | Universidad de Extremadura |
| ORCID | 0000-0002-1256-8870 |
| VERIFIED | Yes |
| TOTAL WORKS | 22 |
| TOTAL CITATIONS | 8 |
| AUTHOR COUNT | 22 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 1970 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 1 |
How Feminist knowledge affects attitude towards brand femvertising
Femvertising, an acronym for “feminism” and “advertising”, means a change in the traditional representation of women in advertising campaigns, incorporating messages of empowerment and promoting gender equality. This study has two objectives: first, to analyze the effect of consumers' knowledge about feminism, the authenticity, credibility, and attitude towards femvertising of the brand, and the influence of the latter on the eWOM of femvertising…
Nuevas formas de comunicación digital
Propósito. Este estudio analiza el papel de los influencers virtuales en la comunicación digital, centrándose en su impacto, evolución y características clave. Se investiga el grado de antropomorfismo, la credibilidad y la confianza que generan, así como los sectores en los que tienen mayor presencia. Metodología. Se llevó a cabo una revisión sistemática de la literatura utilizando el método PRISMA en bases de datos indexadas como WOS y SCOPUS, s…
University social responsibility and sustainability. How they work on the SDGS and how they communicate them on their websites
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 UI GreenMetric World University Ranking (2021). In the area of university social responsibility, su…
Influencers virtuales de apariencia humana como forma de comunicación online
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 tiene como objetivo analizar, mediante un estudio cualitativo que sigue el método de casos, la defi…
Enhancing non-profit engagement
This paper examines the study of Non-Profit Organization’s (NPOs’) webpages through the Strategic Online Communication Approach (SOCA) context to underpin public engagement. Although it can be argued that social networking sites such as Facebook or Twitter have a significant role in interactive online engagement, it is often webpages that have the critical role in creating engagement in the initial (and arguably most important) stage of opening d…
Thinking about Building Reputation on Social Networking Sites for Small and Medium-Sized Enterprises
This paper aims to clarify the role of social networking sites (SNSs) in building the reputation of Small and Medium-Sized Enterprises (SMEs). The point of start is that although it is not always infallible, SNSs have a vast potential in the digital environment, however, it is important to cope with the fact that SNSs used in SMEs are marketing-centred, engagement is promoted only with customers and is short term and results centred. The paper op…
Understanding How Baby Boomers Use the Internet and Social Media to Improve the Engagement with Brands
The emergence of the baby boomers, as a new group of people aged 55 to 75, with unique interests, media exposure and shopping habits, set a before and after in the language that brands must speak. The main objective of social media is to build engagement, and in the digital environment, it means engaging both seniors and companies. For this, learning how they act in the digital environment is key. This paper aims to show how baby boomers behave i…
Tendencias en el estado del arte de las narrativas audiovisuales móviles en el siglo XXI
La investigación sobre narrativas audiovisuales móviles como productos de ficción ha tenido una presencia irregular en la bibliografía científica del siglo XXI. La rápida expansión de los dispositivos móviles ha favorecido sus posibilidades, apareciendo inicialmente series específicas para este soporte, las denominadas moviseries. En este trabajo se ha realizado un análisis bibliográfico sistemático, desde 2000 a 2018, de las principales bases de…
Exploring the need for stakeholders' engagement through social networking sites to build the reputation of higher education organisations
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 corporate reputation, engagement and SNSs. Second, the basis for management of reputation on SNSs will be a…
Body-cult television advertisement recall among young women suffering from anorexia nervosa or bulimia nervosa
Advertising conveys an aesthetic model that seems to have a negative influence on young women. However, it is unclear whether the media are the cause, or only act as a reinforcement of disorders related to body image, such as those associated with eating behavior (anorexia or bulimia). This study measures the influence that advertising (measured by recall scores) during a television program has on women with eating disorders (anorexia or bulimia)…
El ecosistema programático. La nueva publicidad digital que conecta datos con personas
Programmatic advertising as a process capable of offering advantages for companies, combining audience data management with automation/technology and the human factor is analyzed. The starting premise is that in order to solve the problem of advertising saturation, contents has to be connected with the individuals, one by one and in real time. This work brings together the academic and professional knowledge to analyze the keys to this new form o…
La gestión de la información universitaria a través de las salas de prensa alojadas en sus sedes web
La capacidad de las universidades de hacer accesible la información a la sociedad depende de la gestión de las herramientas que utilizan, mereciendo una reflexión desde las Ciencias de la Información. Uno de los recursos más importantes en las últimas décadas son las webs corporativas. Dentro de ellas las salas de prensa online están adquiriendo gran protagonismo como espacios a través de los cuales se contribuye al compromiso social de las unive…
Importancia del profesional de la información en la dirección de comunicación de las organizaciones”
The importance of the information professional in the communication management department of organizations is discussed. The need to integrate an information specialist within the communication team is essential; either hired from outside the organization or trained from within. Communication management is no longer limited to a press department handling press releases, but is instead a comprehensive communication management effort dealing with i…
La comunicación estratégica y sus profesionales
La comunicación estratégica se ha convertido en un ámbito de trabajo académico y profesional de gran relevancia. Sentar las bases de la formación de los futuros profesionales de la comunicación que decidan trabajar en la comunicación estratégica supone, por una parte, delimitar la problemática subyacente en torno a este ámbito de trabajo teórico y profesional. Por otra parte, supone abundar en la necesidad de enmarcar el trabajo del profesional d…
La transmisión de marca de las universidades españolas en sus portales webs
It starts from the idea that the image and well-managed communication are strategic assets which enhance the brand and, consequently, to the university. Transmission brand of Spanish universities through their web sites has become for universities in an issue of great importance due to the uncertainty in which the universities are located. In this sense, the web sites are not only the place where the public have a first contact with the universit…
Strategic Communication in the communications environment of today's organizations
This article seeks to clarify the concept of strategic communication as part of the new communications challenges facing today's firms (Carrillo et al., 2013). Strategic communication has become an academic and professional working field of major importance. Delineating the issues underlying this area of theoretical and professional work is a challenge for scholars of the communication sciences. A correct definition of the concept should respond …
Comunicação Estratégica no ambiente comunicativo das organizações atuais
Este artigo procura clarificar o conceito de comunicação estratégica enquanto compo- nente dos novos desafios de comunicação com que se deparam, atualmente, as empresas, (Carrillo et al., 2013). A comunicação estratégica tornou-se uma área de trabalho académica e profissional de crucial importância. A delinear as questões subjacentes a esta área de trabalho teórico e profissional encontra-se um desafio para estudiosos das ciências da comunicação.…
Branding online en las universidades españolas. Análisis de los valores funcionales y emocionales en sus websites corporativos
This paper shows an analysis of the websites effectiveness as a tool that is used by the totality of the Spanish universities. The study explores the variables related to the brand, in what extent they are used and the differences of use by the different institutions. Spanish universities websites has been analyzed by a combination of content and multivariable analysis. Results show that Spanish universities pay more attention to the functional v…
Estudio del recuerdo "Top of Mind" de publicidad en población enferma de transtornos de la conducta alimentaria y población sana
La publicidad aparece englobada dentro de los factores socioculturales que pueden favorecer la aparición de un trastorno de la alimentación (anorexia o bulimia). No obstante, el papel de su influencia no ha sido particularmente investigado. En este trabajo estudiamos comparativamente la influencia de la publicidad en una muestra de 164 pacientes y 182 mujeres sanas, a través del recuerdo publicitario espontáneo "top of mind".Se concluye que la mu…
La documentación en la evaluación y gestión de la imagen corporativa
Corporate competition is based less on differences in the products they offer than on a company’s ability to differentiate itself through the management of what are called intangible assets: corporate image, brand, reputation, etc. A renewed emphasis on managing intangible assets is required, with two fundamental phases: image assessment at a specific point in time and proper management of the corporate image to optimize the company’s position in…
La transmisión de valores sociales por medio de las imágenes. La identificación de la mujer delgada igual a mujer triunfadora en la población adolescente
Es una realidad que las imágenes comunican, y está más que demostrado el valor comunicativo de la imagen en los mensajes audiovisuales. No está tan investigado cómo la imagen corporal permite comunicar valores de tipo social. En este trabajo nos planteamos la posible relación entre la imagen corporal y “el éxito” (tanto a nivel de triunfo social como a nivel de relaciones personales) a través del cuerpo de la mujer. La muestra de estudio se compo…
Factores socioculturales y personales relacionados con el mensaje mediático del culto al cuerpo influyentes en el bienestar de los jóvenes
Este trabajo estudia los factores personales y socioculturales relacionados con el culto al cuerpo que pueden influir en el bienestar de los jóvenes. Se pretende agruparlos en dimensiones de influencia y profundizar en el papel de los medios de comunicación y sus mensajes, como elementos también relacionados con el culto al cuerpo. Se ha realizado un análisis multivariable con una muestra de 452 jóvenes y se han obtenido tres dimensiones sociocul…
La documentación en la evaluación y gestión de la imagen corporativa
Corporate competition is based less on differences in the products they offer than on a company’s ability to differentiate itself through the management of what are called intangible assets: corporate image, brand, reputation, etc. A renewed emphasis on managing intangible assets is required, with two fundamental phases: image assessment at a specific point in time and proper management of the corporate image to optimize the company’s position in…
Body-cult television advertisement recall among young women suffering from anorexia nervosa or bulimia nervosa
Advertising conveys an aesthetic model that seems to have a negative influence on young women. However, it is unclear whether the media are the cause, or only act as a reinforcement of disorders related to body image, such as those associated with eating behavior (anorexia or bulimia). This study measures the influence that advertising (measured by recall scores) during a television program has on women with eating disorders (anorexia or bulimia)…
El ecosistema programático. La nueva publicidad digital que conecta datos con personas
Programmatic advertising as a process capable of offering advantages for companies, combining audience data management with automation/technology and the human factor is analyzed. The starting premise is that in order to solve the problem of advertising saturation, contents has to be connected with the individuals, one by one and in real time. This work brings together the academic and professional knowledge to analyze the keys to this new form o…
Importancia del profesional de la información en la dirección de comunicación de las organizaciones”
The importance of the information professional in the communication management department of organizations is discussed. The need to integrate an information specialist within the communication team is essential; either hired from outside the organization or trained from within. Communication management is no longer limited to a press department handling press releases, but is instead a comprehensive communication management effort dealing with i…
La transmisión de valores sociales por medio de las imágenes. La identificación de la mujer delgada igual a mujer triunfadora en la población adolescente
Es una realidad que las imágenes comunican, y está más que demostrado el valor comunicativo de la imagen en los mensajes audiovisuales. No está tan investigado cómo la imagen corporal permite comunicar valores de tipo social. En este trabajo nos planteamos la posible relación entre la imagen corporal y “el éxito” (tanto a nivel de triunfo social como a nivel de relaciones personales) a través del cuerpo de la mujer. La muestra de estudio se compo…
Factores socioculturales y personales relacionados con el mensaje mediático del culto al cuerpo influyentes en el bienestar de los jóvenes
Este trabajo estudia los factores personales y socioculturales relacionados con el culto al cuerpo que pueden influir en el bienestar de los jóvenes. Se pretende agruparlos en dimensiones de influencia y profundizar en el papel de los medios de comunicación y sus mensajes, como elementos también relacionados con el culto al cuerpo. Se ha realizado un análisis multivariable con una muestra de 452 jóvenes y se han obtenido tres dimensiones sociocul…
La documentación en la evaluación y gestión de la imagen corporativa
Corporate competition is based less on differences in the products they offer than on a company’s ability to differentiate itself through the management of what are called intangible assets: corporate image, brand, reputation, etc. A renewed emphasis on managing intangible assets is required, with two fundamental phases: image assessment at a specific point in time and proper management of the corporate image to optimize the company’s position in…
Estudio del recuerdo "Top of Mind" de publicidad en población enferma de transtornos de la conducta alimentaria y población sana
La publicidad aparece englobada dentro de los factores socioculturales que pueden favorecer la aparición de un trastorno de la alimentación (anorexia o bulimia). No obstante, el papel de su influencia no ha sido particularmente investigado. En este trabajo estudiamos comparativamente la influencia de la publicidad en una muestra de 164 pacientes y 182 mujeres sanas, a través del recuerdo publicitario espontáneo "top of mind".Se concluye que la mu…
Branding online en las universidades españolas. Análisis de los valores funcionales y emocionales en sus websites corporativos
This paper shows an analysis of the websites effectiveness as a tool that is used by the totality of the Spanish universities. The study explores the variables related to the brand, in what extent they are used and the differences of use by the different institutions. Spanish universities websites has been analyzed by a combination of content and multivariable analysis. Results show that Spanish universities pay more attention to the functional v…
La comunicación estratégica y sus profesionales
La comunicación estratégica se ha convertido en un ámbito de trabajo académico y profesional de gran relevancia. Sentar las bases de la formación de los futuros profesionales de la comunicación que decidan trabajar en la comunicación estratégica supone, por una parte, delimitar la problemática subyacente en torno a este ámbito de trabajo teórico y profesional. Por otra parte, supone abundar en la necesidad de enmarcar el trabajo del profesional d…
La transmisión de marca de las universidades españolas en sus portales webs
It starts from the idea that the image and well-managed communication are strategic assets which enhance the brand and, consequently, to the university. Transmission brand of Spanish universities through their web sites has become for universities in an issue of great importance due to the uncertainty in which the universities are located. In this sense, the web sites are not only the place where the public have a first contact with the universit…
Strategic Communication in the communications environment of today's organizations
This article seeks to clarify the concept of strategic communication as part of the new communications challenges facing today's firms (Carrillo et al., 2013). Strategic communication has become an academic and professional working field of major importance. Delineating the issues underlying this area of theoretical and professional work is a challenge for scholars of the communication sciences. A correct definition of the concept should respond …
Comunicação Estratégica no ambiente comunicativo das organizações atuais
Este artigo procura clarificar o conceito de comunicação estratégica enquanto compo- nente dos novos desafios de comunicação com que se deparam, atualmente, as empresas, (Carrillo et al., 2013). A comunicação estratégica tornou-se uma área de trabalho académica e profissional de crucial importância. A delinear as questões subjacentes a esta área de trabalho teórico e profissional encontra-se um desafio para estudiosos das ciências da comunicação.…
Importancia del profesional de la información en la dirección de comunicación de las organizaciones”
The importance of the information professional in the communication management department of organizations is discussed. The need to integrate an information specialist within the communication team is essential; either hired from outside the organization or trained from within. Communication management is no longer limited to a press department handling press releases, but is instead a comprehensive communication management effort dealing with i…
La gestión de la información universitaria a través de las salas de prensa alojadas en sus sedes web
La capacidad de las universidades de hacer accesible la información a la sociedad depende de la gestión de las herramientas que utilizan, mereciendo una reflexión desde las Ciencias de la Información. Uno de los recursos más importantes en las últimas décadas son las webs corporativas. Dentro de ellas las salas de prensa online están adquiriendo gran protagonismo como espacios a través de los cuales se contribuye al compromiso social de las unive…
El ecosistema programático. La nueva publicidad digital que conecta datos con personas
Programmatic advertising as a process capable of offering advantages for companies, combining audience data management with automation/technology and the human factor is analyzed. The starting premise is that in order to solve the problem of advertising saturation, contents has to be connected with the individuals, one by one and in real time. This work brings together the academic and professional knowledge to analyze the keys to this new form o…
Exploring the need for stakeholders' engagement through social networking sites to build the reputation of higher education organisations
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 corporate reputation, engagement and SNSs. Second, the basis for management of reputation on SNSs will be a…
Body-cult television advertisement recall among young women suffering from anorexia nervosa or bulimia nervosa
Advertising conveys an aesthetic model that seems to have a negative influence on young women. However, it is unclear whether the media are the cause, or only act as a reinforcement of disorders related to body image, such as those associated with eating behavior (anorexia or bulimia). This study measures the influence that advertising (measured by recall scores) during a television program has on women with eating disorders (anorexia or bulimia)…
Tendencias en el estado del arte de las narrativas audiovisuales móviles en el siglo XXI
La investigación sobre narrativas audiovisuales móviles como productos de ficción ha tenido una presencia irregular en la bibliografía científica del siglo XXI. La rápida expansión de los dispositivos móviles ha favorecido sus posibilidades, apareciendo inicialmente series específicas para este soporte, las denominadas moviseries. En este trabajo se ha realizado un análisis bibliográfico sistemático, desde 2000 a 2018, de las principales bases de…
Thinking about Building Reputation on Social Networking Sites for Small and Medium-Sized Enterprises
This paper aims to clarify the role of social networking sites (SNSs) in building the reputation of Small and Medium-Sized Enterprises (SMEs). The point of start is that although it is not always infallible, SNSs have a vast potential in the digital environment, however, it is important to cope with the fact that SNSs used in SMEs are marketing-centred, engagement is promoted only with customers and is short term and results centred. The paper op…
Understanding How Baby Boomers Use the Internet and Social Media to Improve the Engagement with Brands
The emergence of the baby boomers, as a new group of people aged 55 to 75, with unique interests, media exposure and shopping habits, set a before and after in the language that brands must speak. The main objective of social media is to build engagement, and in the digital environment, it means engaging both seniors and companies. For this, learning how they act in the digital environment is key. This paper aims to show how baby boomers behave i…
Enhancing non-profit engagement
This paper examines the study of Non-Profit Organization’s (NPOs’) webpages through the Strategic Online Communication Approach (SOCA) context to underpin public engagement. Although it can be argued that social networking sites such as Facebook or Twitter have a significant role in interactive online engagement, it is often webpages that have the critical role in creating engagement in the initial (and arguably most important) stage of opening d…
University social responsibility and sustainability. How they work on the SDGS and how they communicate them on their websites
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 UI GreenMetric World University Ranking (2021). In the area of university social responsibility, su…
Influencers virtuales de apariencia humana como forma de comunicación online
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 tiene como objetivo analizar, mediante un estudio cualitativo que sigue el método de casos, la defi…
How Feminist knowledge affects attitude towards brand femvertising
Femvertising, an acronym for “feminism” and “advertising”, means a change in the traditional representation of women in advertising campaigns, incorporating messages of empowerment and promoting gender equality. This study has two objectives: first, to analyze the effect of consumers' knowledge about feminism, the authenticity, credibility, and attitude towards femvertising of the brand, and the influence of the latter on the eWOM of femvertising…
Nuevas formas de comunicación digital
Propósito. Este estudio analiza el papel de los influencers virtuales en la comunicación digital, centrándose en su impacto, evolución y características clave. Se investiga el grado de antropomorfismo, la credibilidad y la confianza que generan, así como los sectores en los que tienen mayor presencia. Metodología. Se llevó a cabo una revisión sistemática de la literatura utilizando el método PRISMA en bases de datos indexadas como WOS y SCOPUS, s…
Political science (15 works) · Business (11 works) · Humanities (11 works) · Computer Science (10 works) · Art (8 works) · Sociology (8 works) · Advertising and Communication Studies (7 works) · Communication and COVID-19 Impact (7 works) · Public relations (7 works) · Journalism and Media Studies (5 works)