Research Group on Digital Marketing and Communications

Description

DIGIMK.COM as a research group of the UVEG, develops activities in line with methodological innovation and thematic study in digital marketing with special emphasis on communication, trying to make a contribution to the theoretical body of marketing.

The work of the group discover new research gaps motivated by the growing process of digitization of marketing and communication, the empowerment of consumers in marketing communications, under the so-called User Generated Content, UGC, and information processing in the new environment, which configures its main lines of research. The priority sectors of analysis are related to tourism and mass consumption.

The experience of DIGIMK. COM as a research group of the UVEG, develops its consolidation as a team, is supported by the participation of its members in various R & D projects funded in public calls and R & D contracts of particular relevance with companies and / or administrations, The quality of research and the importance of the results of the group, is evidenced by its many contributions to conferences (over 200) and research that has been published in international journals, many of them included in the JCR, in ISI databases, in the SJR or in databases such as ABI INFORM, EMERALD Reviews.

The coordinator of the group is Dr. Bigne, University Professor with 4 six-year periods awarded by the CNEAI and has led several projects on digital communications in social media, one of them from the National R&D Plan (2015-2017), has supervised 20 doctoral theses and 90 indexed publications and 120 publications in national and international conferences. He is editor of two journals, European Journal of Management and Business Economics and Revista de Análisis Turístico. He is a member of a dozen journal editorial boards.

Goals CT

Advanced knowledge of digital marketing and communication, with special emphasis on the tourism sector.

Research lines

Destinacions turístiques i màrqueting turístic
Estudi de les emocions i la seua interacció amb estímuls cognitius i processament de la informació de destins, agents i usuaris. Amb especial èmfasi en la responsabilitat social corporativa.
User generated content
Analysis of user-generated communication in the digital sphere: online reviews, social media, blogs, with special emphasis on tourism.
Advanced market research methodologies
It covers micromining data based on neurophysiological techniques such as eye tracking, face reader, EEG, GSR; and data and text mining: based on ANN and sentiment analysis.
Marketing communication
Study of the effectiveness of advertising, sales promotion, sponsorship and social media tools. Analysis of the customer journey in the multi-channel and multi-device environment.

Management