Alfredo Pérez-Rueda
University of Zaragoza
RecallDisseminationInternet privacySmart cardThe InternetRubricAdvertisingEmpirical researchInformation technologyCongruence (geometry)Consumption (economics)Service qualitySociologyBusinessMathematics educationHumanitiesPsychologyMarketingUsabilityDigital mediaTraining effectCognitive psychologyOrder (exchange)Key (cryptography)Human resource managementPerspective (graphical)EmpowermentConsumer behaviourActive learningPerceptionControl (management)Interactive videoInvestment (macroeconomics)Smart cityInteractive advertisingPerceived controlContext (language use)ContinuanceService (business)IntrusivenessMobile appsOnline videoBrand namesConsumer empowermentHigh arousalDigital advertisingFood deliveryProduct involvementIntention to useResearch findingsAge and genderArousalAffect (psychology)Computer scienceProcess (engineering)MultimediaOnline advertisingSocial mediaSocial consciousnessDatabase transactionInformation processingCollective intelligenceAdaptation (computer science)Theory of planned behaviorModeration
14Publications
6H-index
223Citations
Publications 14
Newest
#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 research examines how customers’ perceptions about controversial labor practices of food delivery platforms may affect their intentions to use and recommend these services. Three studies reveal that customers’ behavioral intentions depend on their perceptions of the working conditions for the delivery workers, as well as service quality. This influence is higher among customers with a high level of social conscious consumption. Our research also explores the costs that customers would be wi...
1 CitationsSource
#1Daniel BelancheH-Index: 16
#2Marta FlaviánH-Index: 2
Last. Alfredo Pérez-RuedaH-Index: 6
view all 3 authors...
This research examines the phenomenon of food delivery services from the mobile app user’s perspective and how consumers’ lifestyles are changing because of the convenience provided by the apps. By means of an online survey targeted at US food delivery app customers, our study analyzes the main motivations that lead them to use and recommend these technology-based services. The results of the study revealed that some of the theory of planned behavior model variables (i.e., attitude toward the be...
11 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 ...
Source
#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
Purpose This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design/methodology/approach The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. F...
15 CitationsSource
#1Daniel BelancheH-Index: 16
#2Carlos FlaviánH-Index: 51
Last. Alfredo Pérez-RuedaH-Index: 6
view all 3 authors...
The growth of Internet has completely changed the advertising ecosystem, with advertising spending moving from traditional to digital formats. Indeed, digital advertising surpassed television spending for the very first time in 2017 (Magna 2017). Digital advertising investment (including all different display formats such as banners, images, text, audio or video, together with search and social platforms ads) is estimated to take 44.0 percent of all advertising global budget in 2018 (Magna 2017)...
1 CitationsSource
#1Daniel BelancheH-Index: 16
#3Carlos FlaviánH-Index: 51
Last. Alfredo Pérez-RuedaH-Index: 6
view all 3 authors...
1 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...
Abstract Due to commercial information loss of efficacy, social media advertising introduced skippable formats as an interactive function to attract customers. This empowerment of users could also favor the development of their skills and strategies to deal with online advertising, which may result in a lower advertising effectiveness. A study with 286 YouTube users was carried out to investigate this adaptation process to an advertising format by focusing on pre-roll skippable video ads. In con...
24 CitationsSource