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Listar por autor "Tobar-Pesántez, Luis Bayardo"
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Artículo
Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain
Galiano Coronil, Araceli; Jiménez-Marín, Gloria; Elías Zambrano, Rodrigo; Tobar-Pesántez, Luis Bayardo (Frontiers Media S.A., 2021)The challenges imposed by the global development agenda imply reflecting on the role and contribution of political parties ...
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Artículo
Keller's resonance model in the context of fashion branding: persuasive impact through the figure of the influencer
Jiménez-Marín, Gloria; Sanz-Marcos, Paloma; Tobar-Pesántez, Luis Bayardo (Allied Business Academies, 2021)There is a saturation related to the traditional advertising format insertion, which leads to a decrease in the effectiveness ...
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Artículo
Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management
Jiménez-Marín, Gloria; Galiano Coronil, Araceli; Tobar-Pesántez, Luis Bayardo (Emerald Publishing Limited, 2022)Purpose The purpose of this study is to understand the perception and purchase intentions of Spanish consumers towards ...