Sofía Blanco-Moreno, Aroa Costa-Feito, Carmen R. Santos and Ana M. González-Fernández
This study analyzes the effect of content marketing on women's happiness through eudaimonia and hedonism factors and the final result on desires and actions taken.
Abstract
Purpose
This study analyzes the effect of content marketing on women's happiness through eudaimonia and hedonism factors and the final result on desires and actions taken.
Design/methodology/approach
A total of 227 valid questionnaires were collected from women respondents. The data analysis used partial least squares structural equation modeling (PLS-SEM) to clarify the relationships in the proposed model.
Findings
Content marketing turns out to be a crucial factor affecting both eudaimonia and hedonism. Moreover, while eudaimonia plays a particular role in women's behavior, hedonism works likewise on desires.
Practical implications
A crucial decision before developing content marketing is to consider if the final result is to produce desirability or feasibility in consumers. Content marketing addressing eudaimonia will impact feasibility; while the content aims to create desirability, the hedonic aspect of happiness should be emphasized.
Originality/value
Though content marketing and the effect of content marketing on brands' performance and consumer decision processes has been deeply analyzed in the literature, there is a lack of research into the effect of such content on consumers' well-being. Another contribution of this study is the focus on local brands and on women's eudaimonia and hedonism.
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Sofía Blanco-Moreno, Ana M. González-Fernández and Pablo Antonio Muñoz-Gallego
The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas…
Abstract
Purpose
The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas have developed over a 27-year time period from 1996 to 2022. This study analyzed 1,152 studies to identify the principal thematic areas and emergent topics, principal theories used, predominant forms of analysis and the most productive authors in terms of research.
Design/methodology/approach
The articles for this research were all selected from the Web of Science database. A systematic and quantitative literature review was performed. This study used SciMAT software to extract indicators. Specifically, this study analyzed productivity and produced a science map.
Findings
The findings suggest that interest in this area has increased gradually. The outputs also reveal the innovative effort of industry in new technologies for developing models for tourism marketing. Ten research areas were identified: “destination marketing,” “mobility patterns,” “co-creation,” “gastronomy,” “sustainability,” “tourist behavior,” “market segmentation,” “artificial neural networks,” “pricing” and “tourist satisfaction.”
Originality/value
This work is unique in proposing an agenda for future research into tourism marketing research with new technologies such as BD and artificial intelligence techniques. In addition, the results presented here fill the current gap in the research since while there have been literature reviews covering tourism with BD or marketing, these areas have not been studied as a whole.
Propósito
El objetivo de esta investigación fue descubrir nichos representativos de áreas emergentes y examinar el área de Marketing, Turismo y Big Data, evaluando cómo han evolucionado estas áreas temáticas durante un período de 27 años desde 1996–2022. Analizamos 1.152 investigaciones para identificar las principales áreas temáticas y temas emergentes, las principales teorías utilizadas, las formas de análisis predominantes y los autores más productivos en términos de investigación.
Metodología
Todos los artículos para esta investigación fueron seleccionados de la base de datos Web of Science. Realizamos una revisión sistemática y cuantitativa de la literatura. Utilizamos el software SciMAT para extraer indicadores. Específicamente, analizamos la productividad y elaboramos un mapeo científico.
Hallazgos
Los hallazgos sugieren que el interés en esta área ha aumentado gradualmente. Los resultados también revelan el esfuerzo innovador de la industria en nuevas tecnologías para desarrollar modelos de marketing turístico. Se identificaron diez áreas de investigación (“marketing de destinos”, “patrones de movilidad”, “co-creación”, “gastronomía”, “sostenibilidad”, “comportamiento turístico”, “segmentación de mercado”, “redes neuronales artificiales”, “precios”, y “satisfacción del turista”).
Valor
Este trabajo es único al proponer una agenda para futuras investigaciones en investigación de Marketing Turístico con nuevas tecnologías como Big Data y técnicas de Inteligencia Artificial. Además, los resultados presentados aquí llenan el vacío actual en la investigación ya que si bien se han realizado revisiones de literatura que cubren Turismo con Big Data o Marketing, estas áreas no se han estudiado como un conjunto.
目的
这一特定研究领域的目标是发现具有代表性的新兴领域, 并考察市场营销、旅游和大数据研究领域, 以评估这些主题领域在1996年至2022年的27年间是如何发展的。我们分析了1152项研究, 以确定主要专题领域和新兴主题、使用的主要理论、主要的分析形式以及在研究方面最有成效的作者。
方法
本研究的文章都是从Web of Science数据库中选出的。我们进行了系统化的定量文献审查, 并使用SciMAT软件来提取指标。具体来说, 我们分析了生产力并制作了一个科学研究地图。
研究结果
研究结果表明, 人们对这一领域的兴趣已经逐渐增加。本文也揭示了工业界在开发旅游营销模式的新技术方面的创新努力。研究确定了十个研究领域:“目的地营销”、“流动模式”、“共同创造”、“美食”、“可持续性”、“游客行为”、“市场细分”、“人工神经网络”、“定价 “和游客满意度”。
原创性
这项研究的独特之处在于提出了未来利用大数据和人工智能技术等新技术进行旅游营销研究的议程。此外, 本文的结果填补了目前的研究空白, 因为虽然有文献综述涉及旅游与大数据或市场营销, 但这些领域还没有被作为一个整体来研究。
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Ana M. González, Carmen Rodríguez, Mauro R. Miranda and Miguel Cervantes
The purpose of this paper is to gain a broader knowledge of the concept of cognitive age and its use as a variable when segmenting the market of people aged over 55.
Abstract
Purpose
The purpose of this paper is to gain a broader knowledge of the concept of cognitive age and its use as a variable when segmenting the market of people aged over 55.
Design/methodology/approach
A proposal for measuring this variable was developed, the dimensions used being: actions, interests, feelings, health, thinking and expectations. A personal survey of 400 individuals aged over 55 who had been involved in some tourist travel in the last year was undertaken.
Findings
A principal component analysis resulted in the extraction of a single factor labeled “cognitive age”. The outcome of the cluster analysis undertaken was the establishment of two segments, i.e. active livers and stable passives. The technique of multiple correspondence analysis reflected differences both in motivations for tourism and in the behavior as tourists of the two segments.
Research limitations/implications
It should be pointed out that there were insufficient repetitions of the methodology to indicate reliably whether it is consistent and that difficulties were encountered in gathering information from the group investigated.
Practical implications
The results obtained permit it to be stated that cognitive age enriches knowledge about senior tourists; hence, it seems to be of interest to take it into consideration when establishing marketing strategies directed towards this group.
Originality/value
After its overview of the various methodologies relating to cognitive age, this investigation is one of the few applications of this criterion to segmentation of senior citizen tourists undertaking journeys of longer duration. Furthermore, it is the sole piece of research so far undertaken to investigate its usefulness in an individualized manner.
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Ana M. González and Laurentino Bello
The swift and wide‐ranging changes that present‐day society is undergoing are leading to an increasing personalization in consumer behaviour patterns. These are increasingly less…
Abstract
The swift and wide‐ranging changes that present‐day society is undergoing are leading to an increasing personalization in consumer behaviour patterns. These are increasingly less well explained by socio‐demographic and economic criteria. This effect seems to be particularly well reflected in tourism. As one of the chief characteristics of this market is its heterogeneity, there is a need to include other variables, such as lifestyle, in order to segment it more adequately. This would permit a greater depth of knowledge of the variables influencing tourist behaviours, rendering them accessible to businesses, which could thus better satisfy tourists’ needs and wants by matching the services they offer more efficiently to them. Defines the construct “lifestyle” based on the activities, interests and opinions approach. Offers in addition certain innovations of scholarly interest, but also of practical use for business. Although this variable is not a brand‐new concept, it is still being actively researched.
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Glenda M. Flores and Pierrette Hondagneu-Sotelo
This chapter explains why college-educated Latinas, the daughters of working-class Latino immigrant parents, are disproportionately entering the teaching profession in the United…
Abstract
Purpose
This chapter explains why college-educated Latinas, the daughters of working-class Latino immigrant parents, are disproportionately entering the teaching profession in the United States.
Methodology/approach
This qualitative study relies on secondary statistical data, an analysis of regional trends and 40 in-depth face-to-face interviews with Latina teachers that work in Southern California elementary schools.
Findings
Teaching has traditionally been a white woman’s occupation, but it is now the number one career drawing college-educated Latina women, who are entering the teaching profession at greater rates than African Americans or Asian Americans. Current scholarship posits that teaching is a career that resonates with Latina women’s racial-ethnic solidarity and feminine sense of duty to help others. In this chapter, we show how class background is also a key in understanding why the teaching profession has emerged as the top occupational niche for college-educated Latina women. While racial uplift, gender ideals, and family socialization help explain why college-educated Latinas are going into teaching, we add an emphasis on socio-economic class, demographic and structural context, and collectively informed agency.
Research limitations/implications
This study sheds light on the factors that shape upward mobility and career outcomes in white-collar jobs for minority students and second generation Latinas, the children of immigrants.
Originality/value
This chapter offers a sociological analysis that suggests Latina teachers navigate their educational and career choices with collective-informed agency and strong obligations to family members. To best understand why Latina/Chicana college graduates are increasingly concentrated in the teaching profession, we advocate an intersectionalities approach that takes class seriously.
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Ana M. Muñoz-Muñoz and M. Barbaño González-Moreno
The purpose of this paper is to understand the role of women in the field of photography after the second wave of feminism in Europe.
Abstract
Purpose
The purpose of this paper is to understand the role of women in the field of photography after the second wave of feminism in Europe.
Design/methodology/approach
The grounded theory on the position of women in contemporary photography has been contrasted with the information collected by the authors in previous research studies on the presence of women photographers in the main museum collections in Europe.
Findings
Gender inequality in the various artistic disciplines is a current sociopolitical problem Western countries have been fighting against for several decades. After the resurgence of social movements in the USA and Europe in the 1960s, an artistic movement called feminist art emerged whose significance should be assessed.
Research limitations/implications
The paper proposed a general approximation, a foundation on the state of art, which may be implemented in the future with more data coming from other collections. It should be taken into account that this aim is a work in progress in a large scale of the research.
Practical implications
This paper includes implications for the development of a more efficient strategy to create a balance situation in the number of men and women photographers at the museum collections.
Originality/value
The paper identified a lack of practical analysis on the current averages of female photographers in art institutions.
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Luis Gomez-Mejia, Rodrigo Basco, Ana Cristina Gonzalez and Claudio G. Muller
Ana C. González L., Yeny E. Rodríguez and Carol Sánchez
This study examines how women and men in family firms respond differently when asked about perceptions of financial performance. The study poses three research questions around…
Abstract
Purpose
This study examines how women and men in family firms respond differently when asked about perceptions of financial performance. The study poses three research questions around this topic: Are there differences among female and male responses, do those perceptions change if men and women are leaders of the family business and does the family's socioemotional wealth (SEW) influence such responses.
Design/methodology/approach
This study uses a quantitative research design to determine if financial performance perceptions of family firms differ based on the gender of the respondents and their leadership position, and second, if SEW's dimensions influence those perceptions, using data from the Successful Transgenerational Entrepreneurship Practices (STEP) survey in 2015.
Findings
The findings indicate that due to the lack of theory regarding gender as a social construct, empirical data collected for family business studies should take under consideration if respondents are women, men, leaders and the family influence in the family business when collecting data from surveys and asking for perceptions of financial performance. Results show that women in family businesses tend to have more positive perceptions of financial performance than men, but if women are leaders, those perceptions not only decrease but become negative. In addition, the family's socioemotional wealth (SEW) exacerbates those tendencies.
Originality/value
This study contributes to the literature by helping to understand the potential limitations of subjective measures of financial performance, as women increasingly become family business leaders. It also contributes to gender studies by demonstrating that there is a lack of gender theoretical perspectives specifically, gender roles, suggesting that differences in self-promotion and self-evaluation between men and women leaders of their family firms. Finally, this study adds to the study of SEW as a multidimensional construct by showing the different effects, or lack of them by each dimension and showing the strong effect of family continuity on the perception of financial performance.
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Ana Maria Gomez-Trujillo and Maria Alejandra Gonzalez-Perez
This paper aims to summarize previous research findings on the mutual relation between digital transformation and sustainability at a firm-level. Up to date, there is a gap in the…
Abstract
Purpose
This paper aims to summarize previous research findings on the mutual relation between digital transformation and sustainability at a firm-level. Up to date, there is a gap in the literature linking both concepts and a generalized call for more studies.
Design/methodology/approach
This research uses a systematic literature review of 89 published studies. After detailed content analysis filters, the authors used 75. The authors present the results following the “Six W” guidelines for systematic literature reviews.
Findings
Findings reveal that it is possible to suggest a research framework that considers digital transformation as a driver and a predecessor of sustainability. To survive the digital revolution, companies need to enhance their digital capabilities and balance their economic, environmental and social impacts.
Research limitations/implications
The precision of the equation used to search manuscripts might have excluded some critical studies that analyze both topics with different connotations beyond merely “Digital transformation” and “Sustainability.” Moreover, the heterogeneity of the findings makes it difficult to classify the findings in a specific context.
Originality/value
The present paper serves as a base to understand the implications of digital transformation on sustainable development for businesses and societies.
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Ana M. Arboleda, Carlos Arce-Lopera and Samuel González
The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively…
Abstract
Purpose
The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively, objects’ quality or subjects’ involvement.
Design/methodology/approach
This paper consists of two experimental studies. The first study assesses people’s capacity to recognise three scents: leather, synthetic leather, and fabric. The second study assesses the way in which a frame of reference (quality or involvement) affects people’s capacity for scent recognition (leather and fabric).
Findings
Results confirm the difficulty of scent recognition revealing, in the first study, a low level of consistency in subjects’ responses. The second study shows an interaction between the type of scent and consumers’ framework: subjects who are primed to think about product quality present more accurate scent recognition when they smell leather, whereas subjects who are primed to think about themselves present more accurate scent recognition when they smell fabric.
Practical implications
These results can be used in brand communication. A scent, such as that of leather, should highlight quality attributes in its communication. If the product is unscented, communication should highlight the subject who uses the product.
Originality/value
Previous studies show the importance of the consistency between scent and product marketing strategies. This study complements these findings by differentiating the context where a scent is presented considering either the product (the object’s quality attributes) or the individual who uses that product (subject’s involvement).
Propósito
Este estudio evalúa en qué medida los consumidores pueden reconocer un aroma en un contexto congruente con el producto o con el usuario, respectivamente, calidad del objeto o involucramiento del sujeto.
Diseño/metodología/aproximación
Este artículo consiste en dos estudios experimentales. El primero evalúa la capacidad de los individuos para reconocer tres aromas: cuero, cuero sintético y tela. El segundo estudio evalúa de qué forma un contexto de referencia (calidad o involucramiento) influye en la capacidad para reconocer un aroma (cuero y tela).
Hallazgos
Los resultados confirman la dificultad para el reconocimiento del aroma mostrando, en el primer estudio, un bajo nivel de consistencia en las respuestas de los sujetos. El segundo estudio muestra una interacción entre el tipo de aroma y el contexto de los consumidores: Sujetos que se les induce a pensar en la calidad del producto tienen un reconocimiento del aroma más acertado cuando huelen cuero; mientras que sujetos que se inducen a pensar en sí mismos tienen un reconocimiento del aroma más acertado cuando huelen tela.
Implicaciones prácticas
Los resultados pueden ser utilizados en la comunicación de la marca. Un aroma, como el del cuero, deberá destacar en la comunicación atributos de calidad. Si el producto no tiene aroma, la comunicación debe destacar el sujeto que usa el producto.
Originalidad/valor
Estudios previos señalan la importancia de la consistencia entre el aroma y las estrategias de mercadeo de un producto. Este estudio complementa estos hallazgos diferenciando el contexto en el que se presenta un aroma considerando el producto (atributos de calidad del objeto) o el individuo quien lo usa (involucramiento del sujeto).