REYES MENÉNDEZ , Ana

The evolution of digital advertising, which is aimed at a mass audience, to programmatic advertising, which is aimed at individual users depending on their profile, has raised concerns about the use of personal data and invasion of user privacy on the Internet. Concerned users install ad-blockers that prevent users from seeing ads and this has...

The Black Friday event has become a global opportunity for marketing and companies' strategies aimed at increasing sales. The present study aims to understand consumer behavior through the analysis of user-generated content (UGC) on social media with respect to the Black Friday 2018 offers published by the 23 largest technology companies in...

El uso de las aplicaciones móviles enfocadas al turismo (m-tourism) ha experimentado importantes cambios en la primera década del siglo XXI. Esta investigación desarrolla un estudio exploratorio de aplicaciones móviles de turismo para definir cómo los turistas las utilizan para obtener información de sus viajes tanto antes, como durante y...

Due to technology development related to agricultural production, aircrafts such as the Unmanned Aerial Vehicle (UAV) and technologies such as Multispectral photogrammetry and Remote Sensing, have great potential in supporting some of the pressing problems faced by agricultural production in terms of analysis and testing of variables. This...

Las Tecnologías de la Información y Comunicación ofrecen nuevas alternativas a sectores tan representativos como es el turismo cultural para garantizar una adecuada financiación y sostenibilidad del patrimonio en el que se sustenta. El crowdfunding, o la financiación de proyectos sin intermediarios a través del uso de las nuevas tecnologías,...

The digital tourism ecosystem is changing driven by the massive use of new technologies and the increase of data generated by travelers during their trips. In this digital landscape, businesses in the tourism sector are adapting their strategies to take better advantage of new knowledge that can be extracted from the Internet, specifically from...

Mobile devices are the most used technology tools to access the Internet since they allow access from anywhere. This possibility has prompted companies to focus, to a greater extent, strategies based on geolocation marketing. Geolocation is a tool through which people or places can be located and have very diverse functionalities and ...

An increase in users' online searches, the social concern for an efficient management of resources such as water, and the appearance of more and more digital platforms for sustainable purposes to conduct online searches lead us to reflect more on the users' behavioral intention with respect to search engines that support sustainable projects...

In recent decades, the Internet, evolving technologies, and social media have led to the evolution of consumer behavior. The changes in customer behavior driven by digital developments provide many opportunities and challenges that businesses also need to deal with online. The better companies know about the behavior of their customers, the...