IROCAMM - International Review Of Communication And Marketing Mix https://revistascientificas.us.es/index.php/IROCAMM <p class="p2"><strong>IROCAMM-International Review Of Communication And Marketing Mix</strong></p> <p class="p2"><strong>IROCAMM - International Review Of Communication And Marketing Mix</strong> is a <strong>digital scientific journal</strong> whose objectives are the <strong>dissemination of scientific articles on commercial and corporate communication,</strong> as well as marketing and market research (including the 4 variables of the mk mix: Product, Price, Communication and Distribution).</p> <p class="p2">IROCAMM - Intenational Review Of Communication And Marketing Mix is a<strong> biannual academic journal published in digital format. </strong>Since 2019 it publishes issues in the months of <strong>January </strong>and<strong> July </strong>each year.</p> <p class="p2">IROCAMM - International Review of Communication And Marketing Mix journal arises from the need to <strong>transfer knowledge to society</strong> about each of the fields of communication, as a variable of the marketing mix and their respective influences or consequences, such as<strong> commercial advertising, public relations</strong> of commercial companies or the <strong>price and distribution variables</strong> themselves, always from the point of view of their <strong>influence on the communication variable.</strong></p> <p class="p2">With an <strong>international scope</strong> and open to professors and researchers from all countries, IROCAMM aims to cover a wide range of topics within the field of studies on commercial communication and its relationship with the rest of the marketing mix variables: price, product and distribution.</p> <p class="p3"> </p> <p class="p3"><strong>Knowledge areas: </strong></p> <p class="p4">Audiovisual communication; advertising and public relations; communication sciences, marketing.</p> en-US <p><em>International Review Of Communication And Marketing Mix</em> provides unrestricted access to its contents from the moment of publication in this electronic edition, and is therefore an open-access magazine. The originals published in this magazine are the property of the University of Seville and it is obligatory to cite their origin in any total or partial reproduction.' All content is distributed under a Creative Commons Attribution 4.0 (CC BY-NC-ND 4.0) license. This should be expressly stated in this way where necessary. You can consult the informative version and the legal text of the license.</p><p>The authors who publish in this journal agree to the following terms:</p><ol start="1"><li>The assignment of rights is made under the Creative Commons license.</li><li>Authors may separately make additional arrangements for the non-exclusive distribution of the version of the work published in the journal (for example, placing it in an institutional repository or publishing it in a book), with an acknowledgement of its initial publication in this journal.</li><li>Authors are allowed and encouraged to disseminate their work electronically (e.g. in institutional repositories or on their own website) before and during the submission process, as this can lead to productive exchanges, as well as earlier and more extensive citation of published work.</li><li>The dissemination of the articles will be carried out on general social networks, ResearchGate, Mendeley, Academia.edu, Cosis, e-lis and other databases or full text repositories on the Internet with whom the journal establishes an agreement for their dissemination and visibility.</li><li>Copyright is of two kinds: moral rights and economic rights. Moral rights are perpetual prerogatives, unrenounceable, untransferable, inalienable, unattachable and imprescriptible. Economic rights refer to the benefits obtained by the use or disclosure of the works. IROCAMM - International Review of Communication And Marketing Mix is exclusively authorized to make or authorize by any means the use, distribution, dissemination, reproduction, adaptation, translation or transformation of the work.</li></ol><p><em> </em></p><p><em>International Review Of Communication And Marketing Mix </em>does not charge fees for submission of papers, nor does it charge fees for publication of its articles.</p> gloria_jimenez@us.es (Ph.D. Gloria Jiménez Marín) cuentas@lahuertaagencia.com (Dolores Costa Zafra) Sat, 31 Jul 2021 00:00:00 +0000 OJS 3.2.1.2 http://blogs.law.harvard.edu/tech/rss 60 La Audiovisual synthesis through YouTube https://revistascientificas.us.es/index.php/IROCAMM/article/view/16874 <p>This communication presents an analysis of the 7,763 seconds that make up 30 audiovisual syntheses with a maximum duration of ten and a half minutes, published on the YouTube social network between 2009 and 2020. Our methodology has been based on studying how the oral text is used, in conjugation with their images and text written over time to shape the didactic story, in addition to relying on bibliographic references. In the same way, 15 of the audiovisual syntheses analysed are in the Spanish language and another 15 in English, in order to clarify if the communication is carried out in a similar way, even with the change of language. Based on the results obtained, we have observed that there are indications that in all communications there are elements that coincide in their use and frequency. Due to the increase in publications of educational audiovisual communications through Social Media in the recent years, we think that this analysis can help both future researchers and producers of audiovisual synthesis.</p> Sara Escudero García, José Luis Valero Sancho Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/16874 Sat, 31 Jul 2021 00:00:00 +0000 Digital Journalism https://revistascientificas.us.es/index.php/IROCAMM/article/view/16768 <p>The phenomenon of digital entrepreneurial journalism represents an alternative for communication professionals, when facing the dynamic environment that generates the need for a wide portfolio of capacities to ensure both quality in relation to journalistic work, as well as the capacity of administration that the new business models demand. The literature review revealed the state of the art on the concept of journalism, entrepreneurship and the phenomenon of entrepreneurial digital journalism. A regional survey was applied to a sample of 58 journalists from the northeastern states of Mexico (Nuevo León, Coahuila and Tamaulipas) who are engaged in journalism, either press, radio, television or digital media. Nine out of ten perceive job insecurity that demands more than one job for a decent income and among the sources of information most used by journalists are social networks and web search engines, wich indicates that they are immersed in new information technologies and are able to take advantage of any resource or capacity related to technologies and allows them to generate benefits, even in the absence of financial resources, which is an evidenced limitation.</p> Francisco Saucedo Espinosa, Juan Antonio Sanchez Garza Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/16768 Sat, 31 Jul 2021 00:00:00 +0000 The artist-celebrity figure in the advertising context. https://revistascientificas.us.es/index.php/IROCAMM/article/view/14934 <p>This work aims at exploring the existing commercial relationships between companies and celebrity artists. The main relationship is a symbiotic collaboration seeking an increase in sales to both parties.</p> <p>In the present analysis, the different relationships that the company and the artist-celebrity establish with each other, and the strategies established based on the transfer of concepts from the figure of the artist-celebrity to a series of commercial products generated specifically for this purpose are explored. Also, the existing bibliography across various disciplines is analyzed, contrasting them to create a discursive line to brings them all together. The theoretical applications presented in this research are illustrated using practical cases to exemplify the various ways in which these relationships are manifested.</p> Fernando Sánchez Morote Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/14934 Sat, 31 Jul 2021 00:00:00 +0000 La Sensory marketing importance in ham stores https://revistascientificas.us.es/index.php/IROCAMM/article/view/16477 <p>Introduction: Sensory marketing is an increasingly popular tactic in a marketing strategy, commonly used in commercial establishments, with the aim of capturing the attention of consumers and making them loyal. Many shops try to attract consumers to the interior of the establishments and thus invite them to buy using different sensory activities. Objective: Through this study, it is intended to analyze the sensory marketing strategies of ham stores and especially those used by Viandas Hacienda Zorita, to try to understand the reasons that lead this company to stand out as a store specialized in ham sales in Spain. Methodology: The study includes the implementation and analysis of both qualitative and quantitative research techniques, observation technique such as interviews with experts and the application of a survey to 150 Spanish consumers. Results: The study highlights the usage of sensory marketing and its effectiveness to generate a more attractive atmosphere and stimulate the senses in this particular sector. The main conclusions emphasized are the importance of sensory marketing as a commercial tool in Ham stores, in particular appealing to the sense of sight and smell in these stores is identified as very relevant.</p> Lucía Pilo Castellano, Sandra Lizzeth Hernández Zelaya Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/16477 Sat, 31 Jul 2021 00:00:00 +0000 The internal marketing in the last decade https://revistascientificas.us.es/index.php/IROCAMM/article/view/16000 <p><em>This research examines internal marketing (IM) over the last decade (2012-2021) using systematic quantitative assessment techniques (SQAT). The review identified 82 IM articles from 39 countries. A significant number of the articles were published in 2015, with a large concentration in Asia. The majority of the articles reviewed were empirical research. Four methods of data collection (i.e. survey, Secondary data, interview, and observation) were identified. The review identified three different IM themes (i.e. IM magnitude, consequences of IM, and IM mechanism). This review recommends that more IM articles are encouraging in South America and other nations of other countries that currently have no representation. More conceptual research is encouraged in balancing the wide gap between empirical and conceptual articles. Researchers are encouraged to use more qualitative methods of data collection to gain more understanding of the concept. The researchers are also advised to adopt the mixed method of data collection on the consequences of IM and IM mechanisms themes.</em></p> Abubakar Musa, Dr. Mukaila Adebisi Ijaiya , Dr. Umaru Mustapha Zubairu Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/16000 Sat, 31 Jul 2021 00:00:00 +0000 Gili Gili Eco Trust’s Social Marketing Strategy in Building Community Awareness in Realizing Gili Trawangan Zero Waste in 2019/2020 https://revistascientificas.us.es/index.php/IROCAMM/article/view/15189 <p>Gili Eco Trust is a non-profit foundation with aim to change people behaviour to care more about the environment to realize Gili Trawangan Zero Waste. Garbage is a severe problem in Indonesia, including Gili Trawangan. The increase of tourists has an impact on the amount of waste produced. This study aims to determine the social marketing strategy of Gili Eco Trust in forming public awareness about the environment to realize Gili Trawangan Zero Waste and describe the inhibiting factors. This study utilized a qualitative research method with a case study approach. The findings were obtained from interview, observation, and documentation. This study revealed that Gili Eco Trust has strategic steps to change people’ behavior to realize Gili Trawangan Zero Waste. The reduce, reuse, and recycle movement has become the foundation of Gili Eco Trust to educate people. It was lowered into four social products: 1,500 Trash Cans, Debris Free Friday, Waste Bank, and Gili Tour Recycle. The collaboration between Gili Eco Trust and the Environment-Concerned Community Front has a vital role in changing people’s behavior. Based on Kotler’s social marketing, Gili Eco Trust should improve several social analysis planning and evaluation elements, which should be carried out systematically and structured.</p> YENI ROSILAWATI, Mr Dirjan Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/15189 Sat, 31 Jul 2021 00:00:00 +0000 Is time to reach customer product acceptance influenced by advertising support? https://revistascientificas.us.es/index.php/IROCAMM/article/view/16914 <p class="western" style="margin-bottom: 0.18in; line-height: 200%; orphans: 0; widows: 0;" align="left"><span style="color: #0d0d0d;"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span style="letter-spacing: 0.3pt;">During the worldwide pandemic many businesses started or significantly increased their online presence on major e-commerce platforms either as vendors or as sellers. These small and medium businesses need to understand what level of advertising support they need, if any, and how it can impact their performance objectives. This paper investigates how advertising influences the timing of online customer reviews after a product introduction at a major retailer with both physical stores and online e-commerce presence open to both business sellers and vendors of </span></span></span></span><span style="color: #0d0d0d;"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span style="letter-spacing: 0.3pt;"><span lang="en-US">various</span></span></span></span></span><span style="color: #0d0d0d;"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><span style="letter-spacing: 0.3pt;"> sizes. The faster time to reach customer reviews is a proxy of customer product acceptance and should inform online businesses on their advertising needs when they introduce their products on e-commerce platforms. This paper demonstrates that without advertising support the time needed to reach ten customer reviews increases by 46%.</span></span></span></span></p> Mitchell J Peran Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix https://creativecommons.org/licenses/by-nc-sa/4.0 https://revistascientificas.us.es/index.php/IROCAMM/article/view/16914 Sat, 31 Jul 2021 00:00:00 +0000