GIUV2017-368
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,...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.
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- Conocimiento avanzado del marketing y la comunicacion digital, con especial enfasis en el sector turismo.
- 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.
- 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.
- Tourist destinations and tourism marketing.Study of emotions and their interaction with cognitive stimuli and information processing of destinations, agents and users. With special emphasis on corporate social responsibility.
| Name | Nature of participation | Entity | Description |
|---|---|---|---|
| JOSE ENRIQUE BIGNE ALCAÑIZ | Director | Universitat de València | |
| Research team | |||
| MARIA LUISA ANDREU SIMO | Member | Universitat de València | |
| MARIA ISABEL SANCHEZ GARCIA | Member | Universitat de València | |
| ALBERTO BADENES ROCHA | Member | Universitat de València | |
| ANTONIO CARLOS CUENCA BALLESTER | Collaborator | Universitat de València | |
| CARLA RUIZ MAFE | Collaborator | Universitat de València | |
| RAFAEL MARTIN CURRAS PEREZ | Collaborator | Universitat de València | |
| INMA RODRIGUEZ-ARDURA | Collaborator | Fundació per a la Universitat Oberta de Catalunya | tenured university professor |
| EDUARDO WILLIAM | Collaborator | Universidad de las Palmas de Gran Canaria | adjunct professor |
| MARINA ZANFARDINI | Collaborator | Universidad Nacional del Comahue (Argentina) | tenured university professor |
| JESUS MARTINEZ NAVARRO | Collaborator | Universitat d'Alacant | full-time trainee professor (doctor) |
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- Marketing and Market Research
- Publicidad, social media, email, customer journey
- UGC, online reviews, social media, blogs, email
- eye tracking, face reader, EEG, GSR, ANN y sentiment analysis
- destinos turisticos, marketing turístico, responsabilidad social corporativa,
