Elísabet Mora
Biographic Data
| ID | 9661939 |
|---|---|
| NAME | Elísabet Mora |
| GIVEN NAMES | Elísabet |
| FAMILY NAME | Mora |
| SIGNATURE | MORA E |
| AFFILIATIONS | Universitat de València |
| ORCID | 0000-0002-5336-7426 |
| VERIFIED | Yes |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 2 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2022 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
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…
Qualitative social media content analysis as teaching-learning method in higher education
Market research topics and methodologies are gaining presence in the most syllabus of university degrees. Today's students will probably become business managers of companies commercializing different products and services, such as hotels, restaurants, or cultural products and services. Because of this, they must learn how to apply quantitative and qualitative market research techniques to know about customer needs. Traditionally, quantitative me…
No prominent works on this page.
Qualitative social media content analysis as teaching-learning method in higher education
Market research topics and methodologies are gaining presence in the most syllabus of university degrees. Today's students will probably become business managers of companies commercializing different products and services, such as hotels, restaurants, or cultural products and services. Because of this, they must learn how to apply quantitative and qualitative market research techniques to know about customer needs. Traditionally, quantitative me…
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…
Content analysis (2 works) · Qualitative research (2 works) · Behavioral Health and Interventions (1 work) · Computer Science (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Digital Marketing and Social Media (1 work) · Educational technology (1 work) · Intuitionistic Fuzzy Systems Applications (1 work) · Mathematics education (1 work) · Multimedia (1 work)