The 'contactless' culture established after COVID-19 and the development of metaverse
technologies, such as virtual reality, augmented reality, blockchain and artificial intelligence …

This study analyzes the marketing effectiveness of the social media posts of destination
management organizations (DMOs) based on message format and content and the …

Influencer marketing is an increasingly significant research topic, but there is a research gap
when it comes to utilizing data from social media influencers' online community to identify …

This research aimed to provide a more informed and systematic basis on which to develop
the positioning strategy in social media due to the interactive capacity and influence that …

Social networks are becoming a key communication tool for organizations, but also for top
managers like CEOs. Among the different available platforms, Twitter is one of the greatest …

The objective of this research is to identify which are the key variables for designing a
message in a social network that can be used by an advertiser to generate Positive/Negative …

Emotional values play a key role in the creation of destination brands. Nowadays destination
management organizations (DMOs) want to make sure that they transmit a set of attractive …

The events designed and disseminated through social networks and from the perspective of
transmedia storytelling are integrated into territorial marketing strategies as resources that …

A través de las redes sociales es posible crear una comunidad virtual alrededor de una
marca, permitiendo a los usuarios que lo deseen informarse e interaccionar con las …

Rural communities are facing the challenge of technological development to address
territorial management, by overcoming the digital divide, by introducing digitization in these …