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Digitalization in B2B marketing: omnichannel management from a PLS-SEM approach
ArticleAbstract: Purpose: The purpose of this paper is to establish a reference model that will allow us to understanPalabras claves:Business-to-business, Customer experience, Customer loyalty, Digitalization, Industrial buyer, Industrial purchasing, Loyalty, Omnichannel managementAutores:Alonso-Garcia J., Cuesta-Valiño P., Estela Núñez-Barriopedro, Pablo-Martí F.Fuentes:scopusIberoamerican advertising ranking: Which top agencies?
ArticleAbstract: The aim of this paper is to analyze the relative position of advertising agencies in Latin America,Palabras claves:Advertising agencies, Advertising award festivals, RANKING, Ranking design, Spot rankingAutores:Estela Núñez-Barriopedro, González del Valle Brena A.Fuentes:scopusInfluence and relationship between branded content and the social media consumer interactions of the luxury fashion brand manolo blahnik
ArticleAbstract: Social networks are particularly significant in marketing and advertising because they provide platfPalabras claves:Branded Content, COMMUNICATION, content analysis, Customer relationship management, engagement, facebook, Fashion brands, fashion marketing, Social media, SOCIAL NETWORKSAutores:Bonilla-Del-río M., Castillo-Abdul B., Estela Núñez-BarriopedroFuentes:scopusRanking of Venezuela advertisement and advertising agencies
ArticleAbstract: The aim of this paper is making an analysis of the actual position of Venezuelan advertising agenciePalabras claves:Advertising agencies, Advertising award shows, Design ranking, RANKING, Ranking of advertisementsAutores:Estela Núñez-Barriopedro, González del Valle Brena A.Fuentes:scopusOmnichannel Management in B2B. Complexity-based model. Empirical evidence from a panel of experts based on Fuzzy Cognitive Maps
ArticleAbstract: In recent years, academics and professionals have proposed omnichannel management as the best approaPalabras claves:B2B, Fuzzy Cognitive Maps, Omnichannel management, What-ifAutores:Alonso-Garcia J., Estela Núñez-Barriopedro, Pablo-Martí F.Fuentes:scopusOmnichannel Management in a B2B context: Concept, research agenda and bibliometric review
ReviewAbstract: The COVID-19 pandemic has driven increases in the provision of services through digital channels, evPalabras claves:B2B, Bibliometric methods, Digital transformation, Literature review, Omnichannel management, Research AgendaAutores:Alonso-Garcia J., Estela Núñez-Barriopedro, Pablo-Martí F.Fuentes:scopusStrategic orientation towards digitization to improve supermarket loyalty in an omnichannel context
ArticleAbstract: In the digital era, the offer of multiple shopping channels in the retail sector has been improved,Palabras claves:Consumer experience, Digitalization, engagement, Loyalty, Omnichannel retail, SATISFACTIONAutores:Cuesta-Valiño P., Estela Núñez-Barriopedro, García-Henche B., Gutiérrez-Rodríguez P.Fuentes:scopusThe effectiveness of humor in advertising: Analysis from an international scope
ArticleAbstract: In advertising, as in marketing, different advertising techniques are used to achieve the objectivesPalabras claves:Advertising, Agencies, Culture, EFFECTIVENESS, Humor, international, managementAutores:Estela Núñez-Barriopedro, Klusek K., Tobar Pesantez Luis BayardoFuentes:googlescopusThe role of perceived usefulness and annoyance on programmatic advertising: the moderating effect of Internet user privacy and cookies
ArticleAbstract: Purpose: The study of the background to programmatic advertising is of great interest in the contextPalabras claves:Cookies, digital marketing, Internet usage, Perceived annoyance, Perceived usefulness, PLS-SEM model, privacy, Programmatic advertising, UsabilityAutores:Cuesta-Valiño P., Estela Núñez-Barriopedro, Mansori-Amar S.Fuentes:scopus