IROCAMM - International Review Of Communication And Marketing Mix <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,, 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> (Ph.D. Gloria Jiménez Marín) (Dolores Costa Zafra) Mon, 31 Jan 2022 20:01:19 +0000 OJS 60 The optimizing POSM “Point of Sale Materials” communication through neuromarketing <p><em>Impulse purchases are made as a consequence of strong desires to purchase the products seen in stores and are very important in certain types of products. It is a complex and immediate behaviour of spontaneous, non-rational decision-making in which other options are not valued. The visual stimuli and the emotional activation that these generate influence the decision to make these purchases. The objective of the present investigation is to reach the conclusion on the confirmation or refutation, that by means of neuromarketing the visual stimuli in the points of sale for this type of purchase could be evaluated. More than 250 scientific articles have been studied to conclude on its possible suitability, obtaining the following conclusions: impulsive purchases are influenced by emotional arousal and visual attention. Emotional arousal can be measured by peripheral meters, emotional valence can be measured by electroencephalography and visual attention using the eye tracker. Therefore, it can be affirmed that peripheral meters, the electroencephalography and the eye tracker, neuromarketing tools, are useful to investigate the influence of POSM on attention and decision-making in impulsive purchases. Neuroscience helps companies improve the sales and purchasing process.</em></p> Antonio González Morales Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Mon, 31 Jan 2022 00:00:00 +0000 Fashion shows, year zero: <p>The textile sector has been one of the sectors most affected by the pandemic generated by the coronavirus since the end of 2019. In addition to the business problems caused by the severe health restrictions, there has been the added difficulty of presenting the collections to the different stakeholders through the traditional catwalks. To find out how companies have dealt with this new challenge, this research uses content analysis to identify the elements that have defined the catwalks in the so-called year zero of this health crisis. A questionnaire was also used to identify the perceptions of the audiences involved. The results show that this issue, far from being a constraint, has led to a reinvention in the field of fashion communication on an international level.</p> CRISTOFOL CARMEN, Professor Eduardo Villena-Alarcón, Researcher Ángela de la Cruz Domínguez García Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Mon, 31 Jan 2022 00:00:00 +0000 The communication of sexual diversity in social media: <p>This paper analyzes the communication of sexual diversity in social networks, based on the analysis of ten accounts of influential Spanish speaking users, members of the trans community, on the TikTok platform. In addition to showing humor and dance videos, this network has also become a communication tool for all kinds of groups, including the LGTBI+ community and the trans community. The videos posted by users, in which they talk about issues related to the transition process are offered not only to people interested in the subject, but to all kinds of public, which causes an effect of normalization and visibility that is not found on other platforms, where this content is only consumed mainly by other trans people or people interested in the subject.</p> Francisco J. Olivares-García Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix Mon, 31 Jan 2022 00:00:00 +0000 Centennials <p>This paper is a result of research about Generation Z or Centennials carried out by a group of researchers from Jorge Tadeo Lozano University. The article develops a vision of this generation about her construction and representation of her being in the digital universe, its stages, and the role of money. Therefore, an examination is made of the main findings regarding Centennials as the first digitally native generation characterized by her ability to quickly access any type of information, and her innovative and entrepreneurial thinking. All this supported by digital platforms that offer, to Centennials, a spectrum of possibilities to create and shape the construction of their being and their social representation. Three aspects are stand out in this generation. First, they symbolically construct themselves from relationships in the network society; second, its relationship with money and the material aspects is instrumental and secondary (not an ontological relationship). Third, their connection to the material world is associated with family, publishable experiences on networks, and the acquisition and use of trending products, all of this in order to build their social representation.</p> Ph.D. Vladimir Sánchez-Riaño, Carlos A. Arango Lozano, Jairo Roberto Sojo-Gómez Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Wed, 02 Feb 2022 00:00:00 +0000 Digital Darwinism: <p>The present study concerns the position of marketing and its digital transformation as an administrative function in public higher education organizations in Greece. The study started from the need to understand the attitudes of Greek public university managers towards the need to adopt new practices such as marketing and its digital transformation, through discourse, perceptions and explicit or implicit views, as well as the factors that shape them. Therefore, the aim of the research was based on the comparison of attitudes with the digital activities of public schools versus private companies employing marketing tactics with a strategic and tactical development of the 4 ps of the marketing mix. The methodology was qualitative in nature, employing the strategy of 'Criterion sampling'.</p> <p>The results point to the fact that the duration of a university is directly related to the formation of perceptions about marketing and how to act in the context of digital Darwinism, so it can be anticipated, as a conclusion, to the need to equate public administration of higher education (university) with the tactical and functional approach of private companies.</p> Ph.D. Nektarios Makrydakis Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Mon, 31 Jan 2022 00:00:00 +0000 Digital advertising and integrated marketing communication in yoga companies: <p>The objective of this study is to explain digital advertising and CIM in yoga companies and compare it in Spanish and Mexican companies, through an investigation with a qualitative approach of the netnographic method of the official Facebook pages of two Yoga companies, from the hypothetical deductive perspective and inductive, content analysis was carried out of the most popular conversations of these companies, identified through a report from the Fanpagekarma platform. The results reveal that the use of logo, institutional colors in an aligned, integrated and coherent way, together with the communication of attributes of price, quality and type of service, in this case the styles of yoga, as part of the communication integrated marketing as well as the affective or cognitive attitude of digital advertising, are elements that generate greater interaction or presence among Facebook users of yoga companies.</p> Laura María Elena Miranda-Hernández, Carmen Patricia Jiménez Terrazas, E Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Mon, 31 Jan 2022 00:00:00 +0000 Immersive Virtual Reality Applied to the Discourse of Campaigns on Gender Violence in Argentina. <p>In recent years, new technologies applied to the discourse of campaigns on gender violence have forged a different relationship between the consumer and the brand. The implementation of the immersive or 360º format with immersive capacity uses virtual reality tools that are designed by brands so that their campaigns reach more diverse spaces.</p> <p>In this sense, the advertising and marketing campaigns focused on treating gender violence have begun to explore the relationship of the immersive with its consumers, and through this nexus generate a reflective communication from a storytelling structure that marks a new way of narrate the violence from interactive spaces.</p> Andrea Jhaneth Vaca Vaca Copyright (c) 2022 IROCAMM - International Review Of Communication And Marketing Mix Mon, 31 Jan 2022 00:00:00 +0000