Percorrer por autor "Reyes-Menendez, Ana"
A mostrar 1 - 3 de 3
Resultados por página
Opções de ordenação
- Consumer behavior in the digital agePublication . Saura, Jose Ramon; Reyes-Menendez, Ana; Matos, Nelson; Correia, Marisol B.; Palos-Sanchez, PedroIn 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 easier they can engage with them using strategies such as content marketing, User Experience (UX), influencers marketing, User-Generated Content (UGC), or Electronic Word of Mouth (eWOM). These strategies are essential to get more sales and to develop businesses online, as such strategies increase the engagement with users and influence their behavior. This Special Edition of JOSD focuses on the analysis of consumer behavior in the digital age and, by doing so, contributes to extant knowledge about digital marketing strategies, online consumer behavior, and new digital business models such as mobile applications or shared economy.
- Marketing in the public sector—benefits and barriers: a bibliometric study from 1931 to 2020Publication . Matos, Nelson; Correia, Marisol B.; Saura, José Ramón; Reyes-Menendez, Ana; Baptista, NunoThe global economy has brought economic and social changes that have led organizations to extend their vision beyond consumer and business markets. Particularly, in the marketing of public sector (MPS), the extant theoretical foundations require more comprehensive investigations not only into the main topics researchers have looked into the past, but also into the new challenges they will face in the future. Thus, the purpose of this study is to provide a thorough a bibliometric overview of the theoretical framework and to identify benefits and barriers of marketing in the public sector. We provide an overview of the theoretical framework and identify the benefits and barriers of marketing in the public sector through a bibliometric study. To achieve this objective, a systematic literature review was conducted of 3926 articles from 1931 to 2020. The results allowed the identification of four main theoretical clusters: educational, public health, social economics and urban politics. It also offered benefits and barriers in the context of MPS. Conclusions and implications to the academia and managers are drawn. Future research opportunities are also provided.
- Understanding online consumer behavior and eWOM strategies for sustainable business management in the tourism industryPublication . Reyes-Menendez, Ana; Correia, Marisol B.; Matos, Nelson; Adap, CharleneElectronic word of mouth (eWOM) has been widely used by most consumers on di erent digital platforms. This review aimed to obtain further insights into online consumer behavior through social networking sites and online reviews sites to help tourism businesses develop sustainable eWOM strategies. To this end, an exploratory study was developed to analyze available literature on eWOM strategies and online consumer behavior. The systematic literature review analysis focused on the following two main topics: (i) tourism and (ii) eWOM. The scientific database, Web of Science, was used to collect relevant literature on the subject. The search terms “Tourism” and “eWOM” were used. Searching the database, Web of Science, yielded a total of 124 articles; upon application of di erent filters, a total of 14 studies were included in the final dataset. The results of the present study provide new insights into consumer behavior for social sciences and businesses for the adoption of sustainable strategies to increase the influence of eWOM on the tourism industry.