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Dr. Marc Polo-López is the director of the Department and a professor at Blanquerna-URL.
Interactivity in television (and sustainability, thanks to virtualization) is a growing phenomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through an experimental methodology including the viewing of an advertising block which included conventional and interactive advertisements, the emotions of the viewer were collected. It was concluded that the order of the announcements is not decisive, that the emotions of anger and sadness predominate over those of joy due to a negative predisposition towards viewing advertising proposals and the content of the advertisement itself, and that less intrusive formats are more accepted.
Joan-Francesc Fondevila-Gascón; Eduard Vidal-Portés; Omar Muñoz-Sánchez; Marc Polo-López. Interactive Advertising on HbbTV: An Experimental Analysis of Emotions. Sustainability 2021, 13, 7794 .
AMA StyleJoan-Francesc Fondevila-Gascón, Eduard Vidal-Portés, Omar Muñoz-Sánchez, Marc Polo-López. Interactive Advertising on HbbTV: An Experimental Analysis of Emotions. Sustainability. 2021; 13 (14):7794.
Chicago/Turabian StyleJoan-Francesc Fondevila-Gascón; Eduard Vidal-Portés; Omar Muñoz-Sánchez; Marc Polo-López. 2021. "Interactive Advertising on HbbTV: An Experimental Analysis of Emotions." Sustainability 13, no. 14: 7794.
The television medium has traditionally been the revenue engine for the advertising sector, and the way to build audio-visual culture. The emergence of hybrid television, led by the HbbTV standard, is generating a scenario of increasing interactivity and customization. This research tries to detect the main motivating factors and future trends in the relationship between television and interactive advertising, in a new interactive communication scenario. Methodologically, the qualitative technique of Delphi is used, the most advisable in prospective approaches to incipient objects of study. The consolidation of smart TV on demand, the lower relevance of television in classical terms as a basic medium for advertising but greater with interactivity, the growth of branded content and the adaptation of the message to the medium are concluded.
Joan-Francesc Fondevila-Gascón; Eduard Vidal; Joan Cuenca-Fontbona; Marc Polo-López. Digital culture and communication: HbbTV or the new interactive culture. Congreso Internacional de la Asociación Española de Investigación de la Comunicación 2020, 367 -377.
AMA StyleJoan-Francesc Fondevila-Gascón, Eduard Vidal, Joan Cuenca-Fontbona, Marc Polo-López. Digital culture and communication: HbbTV or the new interactive culture. Congreso Internacional de la Asociación Española de Investigación de la Comunicación. 2020; ():367-377.
Chicago/Turabian StyleJoan-Francesc Fondevila-Gascón; Eduard Vidal; Joan Cuenca-Fontbona; Marc Polo-López. 2020. "Digital culture and communication: HbbTV or the new interactive culture." Congreso Internacional de la Asociación Española de Investigación de la Comunicación , no. : 367-377.
The impact of media and social networks on users is growing. The fact that commercial activity is flooding most social networks motivates us to enquire about the success factors of posts, and to try to determine if the impact is greater or lesser depending on gender. Attracting attention and exciting the user or customer are the main objectives of advertising, especially interactive advertising. This quantitative research measures the psychophysiological signals of the attentional level and the emotional level of people taking into account gender, through Sociograph, when they visualize Instagram stories of real influencers. To measure the electrodermal activity by means of two electrodes, a measurement instrument is used which integrates the traditional register of the Electrodermal Activity (EDA) and processes the information of the individuals. A questionnaire, the screen to display the Instagram story, the Instagram stories of the influencers, a registration protocol and a record sheet of the activity sequences are used. We observed that a greater number of followers implies greater emotional activation, although it translates into negative emotions, and a greater emotional activation in men than in women, although it is they who show positive emotions towards the video and would make an act of purchase through Instagram. El impacto de los medios y las redes sociales sobre los usuarios es creciente. El hecho de que la actividad comercial esté inundando la mayor parte de redes sociales motiva a indagar sobre los factores de éxito de las publicaciones, y a tratar de determinar si el impacto es mayor o menor en función del género. Llamar la atención y emocionar al usuario o cliente son los principales objetivos de la publicidad, especialmente la interactiva. Esta investigación, de carácter cuantitativo, analiza los datos de las señales psicofisiológicas del nivel atencional y del nivel emocional de las personas teniendo en cuenta el género, a través de Sociograph, cuando visualizan Historias de Instagram de «influencers» reales. Para medir la actividad electrodérmica mediante dos electrodos, se utiliza un instrumento de medición que integra el registro tradicional de la Actividad Electrodérmica (EDA) y procesa la información de los individuos. Se utilizan un cuestionario, la pantalla para la visualización de la Historia de Instagram, las Historias de Instagram de los influencers, un protocolo de registro y una hoja de registro de las secuencias de actividad. Se observa que un mayor número de seguidores implica mayor activación emocional, aunque se traduce en emociones negativas, y una mayor activación emocional en hombres que en mujeres, aunque son ellas las que muestran emociones positivas hacia el vídeo y realizarían acto de compra a través de Instagram.
Joan-Francesc Fondevila-Gascón; Óscar Gutiérrez-Aragón; Meritxell Copeiro; Vicente Villalba-Palacín; Marc Polo-López. Influence of Instagram stories in attention and emotion depending on gender. Comunicar 2020, 28, 41 -50.
AMA StyleJoan-Francesc Fondevila-Gascón, Óscar Gutiérrez-Aragón, Meritxell Copeiro, Vicente Villalba-Palacín, Marc Polo-López. Influence of Instagram stories in attention and emotion depending on gender. Comunicar. 2020; 28 (63):41-50.
Chicago/Turabian StyleJoan-Francesc Fondevila-Gascón; Óscar Gutiérrez-Aragón; Meritxell Copeiro; Vicente Villalba-Palacín; Marc Polo-López. 2020. "Influence of Instagram stories in attention and emotion depending on gender." Comunicar 28, no. 63: 41-50.
Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is inherently linked with communication. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Bearing in mind that the mobile telephony sector is particularly competitive in Spain, it is concluded that the activity of mobile phone manufacturers in social media is positive, and, regarding consumer behavior, that no significant difference is detected between the average of ratings of the advertising of mobile telephony in the social networks, neither in the influence of the same by gender nor by age ranges.
Joan-Francesc Fondevila-Gascón; Marc Polo-López; Josep Rom-Rodríguez; Pedro Mir-Bernal. Social Media Influence on Consumer Behavior: The Case of Mobile Telephony Manufacturers. Sustainability 2020, 12, 1506 .
AMA StyleJoan-Francesc Fondevila-Gascón, Marc Polo-López, Josep Rom-Rodríguez, Pedro Mir-Bernal. Social Media Influence on Consumer Behavior: The Case of Mobile Telephony Manufacturers. Sustainability. 2020; 12 (4):1506.
Chicago/Turabian StyleJoan-Francesc Fondevila-Gascón; Marc Polo-López; Josep Rom-Rodríguez; Pedro Mir-Bernal. 2020. "Social Media Influence on Consumer Behavior: The Case of Mobile Telephony Manufacturers." Sustainability 12, no. 4: 1506.
Mobility and interactivity are two growing phenomena among youth. Mobile applications (apps) are capturing the attention of university students, which opens up a range of opportunities. Using a quantitative and qualitative research method, the possible usefulness of applications in the university environment with an entertainment objective is studied. It is concluded that from the student perspective, interactive applications specialized in their profile are well received and that the main criteria of choice are quality and price. A significant relationship is observed between age and use of social networks to plan entertainment. Spanish university students, therefore, need a specialized app that covers their leisure and entertainment needs digitally and efficiently.
Joan_Francesc Fondevila-Gascón; Marc Polo-López; Óscar Gutiérrez-Aragón; Josep Rom-Rodríguez. Movilidad e interactividad en el ámbito universitario. Oportunidades para las apps. Comunicación Revista Internacional de Comunicación Audiovisual Publicidad y Literatura 2020, 1, 39 -65.
AMA StyleJoan_Francesc Fondevila-Gascón, Marc Polo-López, Óscar Gutiérrez-Aragón, Josep Rom-Rodríguez. Movilidad e interactividad en el ámbito universitario. Oportunidades para las apps. Comunicación Revista Internacional de Comunicación Audiovisual Publicidad y Literatura. 2020; 1 (18):39-65.
Chicago/Turabian StyleJoan_Francesc Fondevila-Gascón; Marc Polo-López; Óscar Gutiérrez-Aragón; Josep Rom-Rodríguez. 2020. "Movilidad e interactividad en el ámbito universitario. Oportunidades para las apps." Comunicación Revista Internacional de Comunicación Audiovisual Publicidad y Literatura 1, no. 18: 39-65.
This research analyzes the influence of robotics on tourism. It is an innovative phenomenon, but one that is expected to be present in most tourism and communication activities. Robotics is beginning to produce results in terms of jobs related to tourism. Robots are incorporated in all types of establishments, especially in hotels, restaurants and museums. The phenomenon is analyzed through a quantitative (implementing data from automatic check-in and check-out machines in Barcelona hotels) and qualitative (in-depth interviews) methodology. The improvements and drawbacks that they can represent are observed, as well as their repercussion on the tourism work environment. It is concluded that the inclusion of robotics in tourism is still in the development phase, but it implies personnel savings and more personalized and interactive attention for the end user. The machines are used more often in hostels and tourist apartments than in hotels.
Joan Francesc Fondevila Gascón; Joaquín Marqués-Pascual; Mónica Muñoz González; Marc Polo López. The impact of robotics on the tourism sector: the case of Barcelona. Harvard Deusto Business Research 2019, 8, 49 .
AMA StyleJoan Francesc Fondevila Gascón, Joaquín Marqués-Pascual, Mónica Muñoz González, Marc Polo López. The impact of robotics on the tourism sector: the case of Barcelona. Harvard Deusto Business Research. 2019; 8 (1):49.
Chicago/Turabian StyleJoan Francesc Fondevila Gascón; Joaquín Marqués-Pascual; Mónica Muñoz González; Marc Polo López. 2019. "The impact of robotics on the tourism sector: the case of Barcelona." Harvard Deusto Business Research 8, no. 1: 49.
Revista Latina de Comunicacion Social, RLCS, es una revista científica editada en la Universidad de La Laguna, ULL (Tenerife, Islas Canarias) en el LAboratorio de Tecnologías de la Informacion y Nuevos Análisis de Comunicacion, LATINA, fundada en 1987 por el Dr. José Manuel de Pablos Coello, al amparo de los programas especiales de doctorado para profesores latinoamericanos. Publica bajo el sumario principal trabajos de investigacion, redactados siguiendo la formula IMRyDC+B: introduccion, metodología, resultados y discusion más conclusiones, con una bibliografía actualizada: un mínimo del 70 % de las entradas han de ser de los últimos 10 años y la mitad de ellas de revistas científicas. Los revisores hacen un estudio por pares y 'ciego'. Se trata de un proyecto colectivo e interuniversitario, con numerosos docentes e investigadores de casi todos los países de habla española y portuguesa.La revista está en los bancos de datos EBSCO (Estados Unidos), DOAJ (Lund University, Suecia), Redalyc (México), Dialnet (España) y se halla indizada por el CINDOC-CSIC en DICE, ISOC, RESH, Oficina de Educacion Iberoamericana, OEI; Dulcinea... Y desde 2011, en Scopus. En España es revista-fuente o de referencia, en el Directorio de Revistas Españolas de Ciencias Sociales / Comunicacion, IN-RECS, de la Universidad de Granada, UGR. Ocupa la primera posicion en el índice acumulativo del periodo 2003 - 2007; id. 2004-2008; id. 2005-2009 y de los años 2008, 2009 y 2010. En el factor de impacto de revistas españolas de Comunicación (In RECS) de 2011 volvio; a estar en el primer cuartil (Q1), lo que sucedía por cuarto año consecutivo.Incluida en el top 100 de revistas en castellano de Google Scholar, años 2014, 2013 y 2012. En 2014, en el puesto 25 de las revistas científicas en español más citadas, según Google Scholar Metrics, GSM, y por segundo año consecutivo (2013, 2014) en el primer cuartil (Q1) de las revistras de Comunicación Social, de acuerdo al ranking internacional basado en GSM que realiza la Universidad de Granada. Revista Latina de Comunicacion Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: SCOPUS, EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea... and at 2011, in Scopus. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008, 2005-2009 and the years 2008. 2009 and 2010. For the fourth consecutive year, in 2011 RLCS was positioned in the top quartile of the Impact Factor Index of the Spanish Journals of Communication (In RECS). Included in the top 100 of journals in Google Scholar's Spanish language, years 2014, 2013 and 2012. In 2015, in the position 25 of the scientific journalss in Spanish Languages more mentioned, according to Google Scholar Metrics, GSM, and for the second consecutive year (2013, 2014) in the first cuartil (Q1) of the journals of Social Communication, of agreement to the international ranking based on GSM that realizes the University of Granada.
Jf Fondevila-Gascón; J Marqués-Pascual; P Mir-Bernal; Marc Polo. Usos del WhatsApp en el estudiante universitario español. Pros y contras. Usos del WhatsApp en el estudiante universitario español. Pros y contras 2019, 1 .
AMA StyleJf Fondevila-Gascón, J Marqués-Pascual, P Mir-Bernal, Marc Polo. Usos del WhatsApp en el estudiante universitario español. Pros y contras. Usos del WhatsApp en el estudiante universitario español. Pros y contras. 2019; ():1.
Chicago/Turabian StyleJf Fondevila-Gascón; J Marqués-Pascual; P Mir-Bernal; Marc Polo. 2019. "Usos del WhatsApp en el estudiante universitario español. Pros y contras." Usos del WhatsApp en el estudiante universitario español. Pros y contras , no. : 1.
Gender equality is still an issue in business schools, since women in MBAs classrooms, in faculty and in management teams have low representation. Challenges caused by lack of financial aids, salaries gap and a very masculine model avoid a better gender balance in the business graduate schools, which, globally, should lead women personal and professional development. The main objective of this research is to analyse business schools communication priorities related to gender equality projects and policies in their sustainability reports, considering these as a fundamental tool for corporate legitimacy. Through a content analysis of the sustainable reports of the top 50 business schools of the world, we elaborate a “Codes Frequency Report” focusing on “Goal 4: quality of education” (in relation with scholarships and grants allocation) and “Goal 5: gender equality” and we explore the correlations with the schools’ ranking positions, the price of the MBA programmes, the percentage of female MBA students, of female faculty members and women in board of directors in the different geographical areas as Europe, US and Asia. Results show that gender equality related topics are a source of positive impact and legitimacy for top business schools.
Giorgia Miotto; Marc Polo López; Josep Rom Rodríguez. Gender Equality and UN Sustainable Development Goals: Priorities and Correlations in the Top Business Schools’ Communication and Legitimation Strategies. Sustainability 2019, 11, 302 .
AMA StyleGiorgia Miotto, Marc Polo López, Josep Rom Rodríguez. Gender Equality and UN Sustainable Development Goals: Priorities and Correlations in the Top Business Schools’ Communication and Legitimation Strategies. Sustainability. 2019; 11 (2):302.
Chicago/Turabian StyleGiorgia Miotto; Marc Polo López; Josep Rom Rodríguez. 2019. "Gender Equality and UN Sustainable Development Goals: Priorities and Correlations in the Top Business Schools’ Communication and Legitimation Strategies." Sustainability 11, no. 2: 302.
Marc Polo; G Miotto; Jf Fondevila-Gascón. My Time: Incidencia de la televisión a la carta en la evolución del prime time en España. My Time: Incidencia de la televisión a la carta en la evolución del prime time en España 2018, 1 .
AMA StyleMarc Polo, G Miotto, Jf Fondevila-Gascón. My Time: Incidencia de la televisión a la carta en la evolución del prime time en España. My Time: Incidencia de la televisión a la carta en la evolución del prime time en España. 2018; ():1.
Chicago/Turabian StyleMarc Polo; G Miotto; Jf Fondevila-Gascón. 2018. "My Time: Incidencia de la televisión a la carta en la evolución del prime time en España." My Time: Incidencia de la televisión a la carta en la evolución del prime time en España , no. : 1.