Daniel Belanche
University of Zaragoza
The InternetAdvertisingPlace identityEmpirical researchAttributionSociologyBusinessPsychologyRelevance (law)MarketingE-GovernmentUsabilityWork (electrical)Consumer behaviourInfluencer marketingPerceptionTechnology acceptance modelLoyaltyContext (language use)Service (business)Intention to useAffect (psychology)Public relationsOnline advertisingSocial mediaKnowledge managementStructural equation modelingSocial psychologyTheory of planned behaviorRobot
50Publications
16H-index
1,084Citations
Publications 48
Newest
The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships.,The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on th...
2 CitationsSource
#1Daniel BelancheH-Index: 16
#2Carlos FlaviánH-Index: 51
Last. Alfredo Pérez-RuedaH-Index: 6
view all 3 authors...
By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall.,A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario va...
2 CitationsSource
#1Daniel Belanche (University of Zaragoza)H-Index: 16
#2Carlos Flavián (University of Zaragoza)H-Index: 51
Last. Alfredo Pérez-Rueda (University of Zaragoza)H-Index: 6
view all 3 authors...
ABSTRACTModern users demand control over their advertising experience and a sense of empowerment throughout the communication process. In response, some platforms have introduced online features th...
19 CitationsSource
#1Daniel Belanche (University of Zaragoza)H-Index: 16
#2Luis V. Casaló (University of Zaragoza)H-Index: 30
Last. Alfredo Pérez-Rueda (University of Zaragoza)H-Index: 6
view all 4 authors...
This chapter focuses on an innovative learning project in which undergraduate marketing students create videos and post them on the official YouTube channel of the course. The project aims to apply new information technologies to university teaching, use social networks to disseminate information and knowledge, and provide students with a more active role in their learning process. We offer an overall vision to enable the appropriate application of this project and analyze students’ perceptions ...
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#1Daniel Belanche (University of Zaragoza)H-Index: 16
#2Luis V. Casaló (University of Zaragoza)H-Index: 30
Last. Carlos Flavián (University of Zaragoza)H-Index: 51
view all 3 authors...
The emerging introduction of humanoid robots in service encounters is becoming a reality in the present and the short-term. Owing to this unstoppable advance, there is a need to better understand customers’ perceptions and reactions toward humanoid agents in service encounters. To shed some light on this underexplored phenomenon, this research investigates how the interaction between robot and customer’s features may contribute to a successful introduction of this disruptive innovation. Results ...
3 CitationsSource
#1Daniel BelancheH-Index: 16
#2Luis V. Casaló (University of Zaragoza)H-Index: 30
Last. Jeroen J. L. SchepersH-Index: 14
view all 4 authors...
#1Daniel BelancheH-Index: 16
#2Luis V. Casaló (University of Zaragoza)H-Index: 30
Last. Jeroen J. L. SchepersH-Index: 14
view all 4 authors...
#1Daniel BelancheH-Index: 16
view all 3 authors...
espanolEl creciente interes y uso de Instagram como herramienta de marketing supone una oportunidad para los procesos de aprendizaje afines a este area. Esta investigacion se basa en la creacion de una cuenta de Instagram para una asignatura del Grado universitario de Marketing e Investigacion de Mercados. El estudio, realizado durante dos anos, describe la evolucion de los estudiantes desde un rol pasivo, siendo meros usuarios pasivos de la cuenta de la asignatura, a un rol mas activo, en el qu...
1 CitationsSource
#1Daniel BelancheH-Index: 16
#3Luis V. CasalóH-Index: 30
Last. Sergio Ibáñez-SánchezH-Index: 8
view all 5 authors...
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Jun 25, 2019 in INTERACT (International Conference on Human-Computer Interaction)
#1Daniel Belanche (University of Zaragoza)H-Index: 16
#2Luis V. Casaló (University of Zaragoza)H-Index: 30
Last. Carlos Flavián (University of Zaragoza)H-Index: 51
view all 3 authors...
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