Ante un consumidor hiperestimulado por los impactos de las marcas, la publicidad nativa surge como formato integrador de mensajes comerciales y contenido editorial. A través de una revisión documental de las principales investigaciones... more
Ante un consumidor hiperestimulado por los impactos de las marcas, la publicidad nativa surge como formato integrador de mensajes comerciales y contenido editorial. A través de una revisión documental de las principales investigaciones académicas e informes profesionales, este artículo analiza el concepto de publicidad nativa, ahonda en sus ventajas y muestra las sinergias surgidas entre cabeceras de prensa digitales y anunciantes para beneficiarse de esta nueva herramienta. Las principales conclusiones señalan una mayor eficacia de este tipo de publicidad además de un incremento del engagement con el consumidor y su satisfacción con contenidos de base comercial pero no intrusivos.
Research Interests:
The environment in which organisations operate has changed dramatically in recent years. Cases of corruption, unethical practices and the economic crisis have led to a new complex landscape in which institutions must rebuild the lost... more
The environment in which organisations operate has changed dramatically in recent years. Cases of corruption, unethical practices and the economic crisis have led to a new complex landscape in which institutions must rebuild the lost trust. The objective of this work is to demonstrate how museums are committed to transparency to showcase themselves as reliable organisations that fulfil their social purpose. Methods. This study is based on the content analysis of the websites of a sample of museums in order to determine whether these channels meet the transparency requirements proposed by the report of the Commitment and Transparency Foundation. Results and conclusions. Like other types of organisations, museums use their corporate websites as transparent platforms, where they meet a series of criteria that increase the public's trust and provide information of interest to society.
Research Interests:
This article analyses the on-going struggle over property rights in journalism in Europe, with a particular emphasis on the situation in Spain. To do so, we have carried out a historical review of the main conflicts on which the defence... more
This article analyses the on-going struggle over property rights in journalism in Europe, with a particular emphasis on the situation in Spain. To do so, we have carried out a historical review of the main conflicts on which the defence of intellectual property on the internet has centred. The European legislative system has tended to shy away from involvement in the area. The decisions and actions of the Member States have revealed a lack of common policy in the field of intellectual property rights as a result of the facultative nature of EU Directives. State judicial bodies diverge in their regulation of the protection of the press regarding news aggregators. Intermediaries are deemed parasites of the transformed value chain of the press industry by certain sectors. In the face of the tension which has surfaced between editors and news aggregators, diplomacy would appear to have become a key player as mediation takes place, with the intermediaries attempting to reach press collaboration agreements with the giants of the net. The services and activities which feature in the digital environment outpace judicial orders and, consequently, out-of-court settlements appear to be preferred by some media. At the same time, they await the EU authorities' debate on the regulatory framework, which is expected to afford greater protection to press editors.
[EN] Introduction. The environment in which organisations operate has changed dramatically in recent years. Cases of corruption, unethical practices and the economic crisis have led to a new complex landscape in which institutions must... more
[EN] Introduction. The environment in which organisations operate has changed dramatically in recent years. Cases of corruption, unethical practices and the economic crisis have led to a new complex landscape in which institutions must rebuild the lost trust. The objective of this work is to demonstrate how museums are committed to transparency to showcase themselves as reliable organisations that fulfil their social purpose. Methods. This study is based on the content analysis of the websites of a sample of museums in order to determine whether these channels meet the transparency requirements proposed by the report of the Commitment and Transparency Foundation. Results and conclusions. Like other types of organisations, museums use their corporate websites as transparent platforms, where they meet a series of criteria that increase the public’s trust and provide information of interest to society.