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Article
Publication date: 19 April 2022

Marta Mauri Medrano, Pablo Lafarga Ostáriz, Luis Del Barrio Aranda and Rebeca Soler Costa

The authors of this research present a study on Mmobile learning (ML) and the communication processes that are generated in different educational and professional contexts through…

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Abstract

Purpose

The authors of this research present a study on Mmobile learning (ML) and the communication processes that are generated in different educational and professional contexts through a systematic review.

Design/methodology/approach

This is descriptive research that analyzes a total of 201 results present in Web of Science and SCOPUS, with the criteria established by the PRISMA protocol, giving special relevance to the following categories: country of origin, date of publication, main objectives, methodological design, variables analyzed and considered, size and details of the samples; and their respective scientific contributions in relation to their area of research.

Findings

The results show significant methodological discrepancies with respect to the established criteria. Five blocks of action are apparent: technical issues, influence on learning, impact on satisfaction and motivation, impact on communicative processes and new forms of interaction.

Originality/value

The value of this research lies on offering a critical view based on an in-depth analysis of the existing scientific production between ML and communication in education.

Details

Education + Training, vol. 65 no. 2
Type: Research Article
ISSN: 0040-0912

Keywords

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Article
Publication date: 2 July 2024

Pedro Arturo Flores-Gómez and Héctor Hugo Pérez-Villarreal

This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing…

120

Abstract

Purpose

This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing mix. Specifically, this paper examines marketing advancements in the digital environment, placing emphasis on the virtual exhibition Códices de México: Memorias y Saberes, as well as the marketing activities related to prehispanic and novohispanic codices between 2010 and 2022.

Design/methodology/approach

The first part of the present study provides a chronological framework based on the four components of a marketing mix, illustrating the transition of Mexican and Spanish public cultural institutions from their foundations to current times. It particularly provides insight into their recent accomplishments in the digital environment, underscoring potential networking areas. The second part offers an in-depth examination of the exhibition Códices de México: Memorias y Saberes (INAH 2015) and a review of digital sources from Mexican government entities to investigate marketing activities related to prehispanic and novohispanic codices.

Findings

Due to the historical approach used to document the transition of nonprofit cultural institutions in Mexico and Spain to the digital era, this article sheds lights on co-joint efforts in the digital marketing domain around prehispanic and novohispanic codices. Additionally, it illustrates the activities used by Mexican cultural institutions during the past two decades to disseminate knowledge on codices.

Research limitations/implications

Regarding the methodological aspects of using historical resources through digital archives, this study solely comprised marketing activities reported in the records available on the official portal of cultural institutions.

Originality/value

This study argues for the utility of the four components rooted in a traditional marketing mix as a tool to illustrate the evolution of marketing practices within the cultural heritage domain. It also highlights the role played by cultural institutions in Mexico and Spain in the digital environment to strategically network around cultural heritage. Additionally, it sheds light on the implementation of methods for presenting Mexican codices grounded in virtual terrain.

Details

Journal of Historical Research in Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

Available. Open Access. Open Access
Article
Publication date: 5 September 2022

Luis Miguel, Susana Marques and Ana Patricia Duarte

With the crescent globalisation together with economic and food crisis, consumers are increasingly confronted with food products from different origins and appeals to consume…

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Abstract

Purpose

With the crescent globalisation together with economic and food crisis, consumers are increasingly confronted with food products from different origins and appeals to consume “national”. If many food products can be related to a specific region or country, many are sold as commodities with Portuguese origin indication. One factor influencing the purchase behaviour of domestic food products is the consumer ethnocentrism (CE) characteristic. The aim of this paper is to study consumers' purchase behaviour intention towards “produce in Portugal” fruits and vegetables applying a CE extended model of the theory of planned behaviour (TPB).

Design/methodology/approach

A questionnaire was presented to random sample of 700 individuals older than 18 and responsible for the household food purchase by computer-assisted telephone interview (CAT) system. Structural equation modelling (SEM) was conducted to examine direct and indirect effects of attitude (ATT), subjective norms (SuBNs), perceived behavioural controls (PBCNTRLs), intention and self-congruity on domestic fresh fruits and vegetables purchases.

Findings

Findings suggest that TPB model is applicable in determining the consumers' intention to buy domestic fruits and vegetables in Portugal. CE has been shown to successfully influence purchase intention.

Research limitations/implications

This study provides the food industry and retail with informative basis about which mechanisms underlie the consumers' intention to buy domestic food. Also, this study provides useful insight into how different food categories and label affect the consumers' intentions, which can serve for communication strategies in order to increase purchase of domestic products as fruits and vegetables. New food categories should be studied.

Originality/value

This study gives a new approach on Portuguese consumer ethnocentric tendencies and opens a discussion on consumer purchase intention on Portuguese low value food products. This gives a first insight on Portuguese consumer ethnocentric behaviour.

Details

British Food Journal, vol. 124 no. 13
Type: Research Article
ISSN: 0007-070X

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