Carla Ruiz Mafé
Biographic Data
| ID | 9159129 |
|---|---|
| NAME | Carla Ruiz Mafé |
| GIVEN NAMES | Carla Ruiz |
| FAMILY NAME | Mafé |
| SIGNATURE | MAFÉ C R |
| AFFILIATIONS | Universitat de València |
| VERIFIED | No |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 7 |
| AUTHOR COUNT | 2 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 2006 |
| LATEST PUBLICATION YEAR | 2015 |
| H-INDEX | 1 |
Engaging Consumers through Branded Entertainment and Convergent Media
Branded entertainment is gaining momentum within marketing communications strategy. Blurring the lines between advertising content and editorial content branded entertainment provides both advertisers and consumers with highly engaging branded media content that benefits them in a synergetic way. On the one hand, consumers can access free entertainment content such as online movies, video games or music. On the other hand, advertisers can reach c…
Influencia de la cultura en el comportamiento de compra online de productos turísticos. El caso de España y México
Conocer cómo se comporta el consumidor en los entornos virtuales es fundamentalpara potenciar el desarrollo e implantación de decisiones estratégicas de marketing que sean eficacesen la comercialización de bienes y servicios en Internet. El presente trabajo tiene como objetivoconocer la importancia de la cultura en el comportamiento de compra online del individuo,analizando para ello dos países latinos: México y España. De este modo, partiendo de…
Explaining Internet dependency
Purpose To analyse key drivers of Internet dependency and its impact on willingness to purchase online. Design/methodology/approach The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, Internet exposure, online experience and Internet affinity on Internet dependency is analysed together with behavioural changes deriving from Internet dependency (willingness to purchase online). Findings Data…
Explaining Internet dependency
Purpose To analyse key drivers of Internet dependency and its impact on willingness to purchase online. Design/methodology/approach The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, Internet exposure, online experience and Internet affinity on Internet dependency is analysed together with behavioural changes deriving from Internet dependency (willingness to purchase online). Findings Data…
Influencia de la cultura en el comportamiento de compra online de productos turísticos. El caso de España y México
Conocer cómo se comporta el consumidor en los entornos virtuales es fundamentalpara potenciar el desarrollo e implantación de decisiones estratégicas de marketing que sean eficacesen la comercialización de bienes y servicios en Internet. El presente trabajo tiene como objetivoconocer la importancia de la cultura en el comportamiento de compra online del individuo,analizando para ello dos países latinos: México y España. De este modo, partiendo de…
Explaining Internet dependency
Purpose To analyse key drivers of Internet dependency and its impact on willingness to purchase online. Design/methodology/approach The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, Internet exposure, online experience and Internet affinity on Internet dependency is analysed together with behavioural changes deriving from Internet dependency (willingness to purchase online). Findings Data…
Influencia de la cultura en el comportamiento de compra online de productos turísticos. El caso de España y México
Conocer cómo se comporta el consumidor en los entornos virtuales es fundamentalpara potenciar el desarrollo e implantación de decisiones estratégicas de marketing que sean eficacesen la comercialización de bienes y servicios en Internet. El presente trabajo tiene como objetivoconocer la importancia de la cultura en el comportamiento de compra online del individuo,analizando para ello dos países latinos: México y España. De este modo, partiendo de…
Engaging Consumers through Branded Entertainment and Convergent Media
Branded entertainment is gaining momentum within marketing communications strategy. Blurring the lines between advertising content and editorial content branded entertainment provides both advertisers and consumers with highly engaging branded media content that benefits them in a synergetic way. On the one hand, consumers can access free entertainment content such as online movies, video games or music. On the other hand, advertisers can reach c…
Digital Marketing and Social Media (3 works) · Advertising (2 works) · Business (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Marketing (2 works) · Political science (2 works) · Advertising & Promotion (1 works) · Art (1 works) · Branding (1 works) · Branding (Marketing) (1 works)