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Alfredo Perez Rueda
Department of Management, Faculty of Social and Labor Sciences, University of Zaragoza, Zaragoza, Spain

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Empirical article
Published: 05 February 2021 in Service Business
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This research examines how customers’ perceptions about controversial labor practices of food delivery platforms may affect their intentions to use and recommend these services. Three studies reveal that customers’ behavioral intentions depend on their perceptions of the working conditions for the delivery workers, as well as service quality. This influence is higher among customers with a high level of social conscious consumption. Our research also explores the costs that customers would be willing to assume to be served by a food delivery service that offers better working conditions. These insights reveal several relevant managerial implications for gig economy firms.

ACS Style

Daniel Belanche; Luis V. Casaló; Carlos Flavián; Alfredo Pérez-Rueda. The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services. Service Business 2021, 15, 45 -75.

AMA Style

Daniel Belanche, Luis V. Casaló, Carlos Flavián, Alfredo Pérez-Rueda. The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services. Service Business. 2021; 15 (1):45-75.

Chicago/Turabian Style

Daniel Belanche; Luis V. Casaló; Carlos Flavián; Alfredo Pérez-Rueda. 2021. "The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services." Service Business 15, no. 1: 45-75.

Journal article
Published: 22 May 2020 in Sustainability
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This research examines the phenomenon of food delivery services from the mobile app user’s perspective and how consumers’ lifestyles are changing because of the convenience provided by the apps. By means of an online survey targeted at US food delivery app customers, our study analyzes the main motivations that lead them to use and recommend these technology-based services. The results of the study revealed that some of the theory of planned behavior model variables (i.e., attitude toward the behavior, subjective norms), influence customer use and word-of-mouth (WOM) intentions. Security influences intention to spread WOM, whereas customer lifestyle compatibility influences intention to use the food delivery apps. A post hoc analysis revealed that perceived control is only important for older customers, who need to perceive that they control the apps before they will recommend them to other customers. The findings of the study are discussed and contrasted with previous research in the field. The managerial implications derived from the findings provide practical guidance for food delivery app companies. Further research avenues are suggested to encourage scholars to continue investigating the challenge of the diffusion of mobile apps in the food delivery and related sectors.

ACS Style

Daniel Belanche; Marta Flavián; Alfredo Pérez-Rueda. Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility. Sustainability 2020, 12, 4275 .

AMA Style

Daniel Belanche, Marta Flavián, Alfredo Pérez-Rueda. Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility. Sustainability. 2020; 12 (10):4275.

Chicago/Turabian Style

Daniel Belanche; Marta Flavián; Alfredo Pérez-Rueda. 2020. "Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility." Sustainability 12, no. 10: 4275.

Earlycite article
Published: 10 January 2020 in Online Information Review
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Purpose By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall. Design/methodology/approach A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3×2 experimental design of different ad designs and formats. Findings Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember. Practical implications Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall. Originality/value Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers’ reactions towards skippable vs non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.

ACS Style

Daniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. Brand recall of skippable vs non-skippable ads in YouTube. Online Information Review 2020, 44, 545 -562.

AMA Style

Daniel Belanche, Carlos Flavián, Alfredo Pérez-Rueda. Brand recall of skippable vs non-skippable ads in YouTube. Online Information Review. 2020; 44 (3):545-562.

Chicago/Turabian Style

Daniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. 2020. "Brand recall of skippable vs non-skippable ads in YouTube." Online Information Review 44, no. 3: 545-562.

Articles
Published: 17 May 2019 in Journal of Marketing Communications
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Modern users demand control over their advertising experience and a sense of empowerment throughout the communication process. In response, some platforms have introduced online features that increase users’ control by facilitating ad interaction and electronic word of mouth (eWOM), such as YouTube’s skippable advertising. Using this prototypical example, the current study develops and proposes a novel, sequential framework that accounts for product involvement, intrusiveness, time watching the ad, recall, and eWOM (PITRE) to describe tactics to increase advertising effectiveness through consumer empowerment. Consumers’ involvement with advertised products reduces their perceptions of intrusiveness and enhances their positive ad and brand eWOM intentions. Ad intrusiveness instead increases ad-skipping behaviour and hinders ad and brand dissemination. Greater time watching the ad increases brand recall and eWOM intentions, though users do not need to recall the brand to share related ads. These findings offer suggestions for professionals seeking to establish effective online advertising strategies.

ACS Style

Daniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model. Journal of Marketing Communications 2019, 26, 1 -20.

AMA Style

Daniel Belanche, Carlos Flavián, Alfredo Pérez-Rueda. Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model. Journal of Marketing Communications. 2019; 26 (1):1-20.

Chicago/Turabian Style

Daniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. 2019. "Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model." Journal of Marketing Communications 26, no. 1: 1-20.

Journal article
Published: 07 May 2019 in Spanish Journal of Marketing - ESIC
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Purpose This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design/methodology/approach The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. Findings The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories. Practical implications Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men. Originality/value This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

ACS Style

Daniel Belanche; Isabel Cenjor; Alfredo Perez Rueda. Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing - ESIC 2019, 23, 69 -94.

AMA Style

Daniel Belanche, Isabel Cenjor, Alfredo Perez Rueda. Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing - ESIC. 2019; 23 (1):69-94.

Chicago/Turabian Style

Daniel Belanche; Isabel Cenjor; Alfredo Perez Rueda. 2019. "Instagram Stories versus Facebook Wall: an advertising effectiveness analysis." Spanish Journal of Marketing - ESIC 23, no. 1: 69-94.

Conference paper
Published: 30 July 2018 in Global Fashion Management Conference
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ACS Style

Daniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. HOW TO USE AROUSAL STIMULI TO ENHANCE EFFECTIVENESS OF DIFFERENT PRE-ROLL ADVERTISING FORMATS. Global Fashion Management Conference 2018, 2018, 1166 -1167.

AMA Style

Daniel Belanche, Carlos Flavián, Alfredo Pérez-Rueda. HOW TO USE AROUSAL STIMULI TO ENHANCE EFFECTIVENESS OF DIFFERENT PRE-ROLL ADVERTISING FORMATS. Global Fashion Management Conference. 2018; 2018 ():1166-1167.

Chicago/Turabian Style

Daniel Belanche; Carlos Flavián; Alfredo Pérez-Rueda. 2018. "HOW TO USE AROUSAL STIMULI TO ENHANCE EFFECTIVENESS OF DIFFERENT PRE-ROLL ADVERTISING FORMATS." Global Fashion Management Conference 2018, no. : 1166-1167.

Journal article
Published: 01 November 2017 in Telematics and Informatics
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ACS Style

D. Belanche; C. Flavián; Alfredo Perez Rueda. User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors. Telematics and Informatics 2017, 34, 961 -972.

AMA Style

D. Belanche, C. Flavián, Alfredo Perez Rueda. User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors. Telematics and Informatics. 2017; 34 (7):961-972.

Chicago/Turabian Style

D. Belanche; C. Flavián; Alfredo Perez Rueda. 2017. "User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors." Telematics and Informatics 34, no. 7: 961-972.

Journal article
Published: 01 February 2017 in Journal of Interactive Marketing
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Interactive online media are an increasingly preferred format for users and advertisers, and skippable online video advertisements are common on social media networks such as YouTube. The specific features and influences of this interactive marketing tool demand further consideration. Focusing on effective tactics, this article investigates the influence of introducing high-arousal and low-arousal stimuli on skippable ad effectiveness (i.e., ad acceptance, ad attitude, brand attitude, and ad intrusiveness), with the potential moderation of context congruency and product involvement. A pretest and three studies confirm that high-arousal ads are watched for longer time and are more effective in congruent contexts. Users' product involvement determines the intrusiveness of high- and low-arousal skippable ads. These findings, along with their practical implications for this novel setting, provide further directions for research too.

ACS Style

Daniel Belanche; Carlos Flavián; Alfredo Perez Rueda. Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Marketing 2017, 37, 75 -88.

AMA Style

Daniel Belanche, Carlos Flavián, Alfredo Perez Rueda. Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Marketing. 2017; 37 ():75-88.

Chicago/Turabian Style

Daniel Belanche; Carlos Flavián; Alfredo Perez Rueda. 2017. "Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads." Journal of Interactive Marketing 37, no. : 75-88.

Journal article
Published: 01 April 2015 in Government Information Quarterly
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ACS Style

Daniel Belanche Gracia; Luis V. Casaló-Ariño; Alfredo Perez Rueda. Determinants of multi-service smartcard success for smart cities development: A study based on citizens’ privacy and security perceptions. Government Information Quarterly 2015, 32, 154 -163.

AMA Style

Daniel Belanche Gracia, Luis V. Casaló-Ariño, Alfredo Perez Rueda. Determinants of multi-service smartcard success for smart cities development: A study based on citizens’ privacy and security perceptions. Government Information Quarterly. 2015; 32 (2):154-163.

Chicago/Turabian Style

Daniel Belanche Gracia; Luis V. Casaló-Ariño; Alfredo Perez Rueda. 2015. "Determinants of multi-service smartcard success for smart cities development: A study based on citizens’ privacy and security perceptions." Government Information Quarterly 32, no. 2: 154-163.