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idUS celebra 10 años
Conoce los logros del repositorio para difundir la producción científica en abierto en la US.
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Más de 3.000 aportaciones de sexenios en idUS
Estas aportaciones depositadas en el repositorio permiten el cumplimiento de los requisitos de la convocatoria de ANECA.
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Abrimos idUS a una nueva etapa
Potenciamos la Ciencia Abierta con un repositorio más fácil de consultar.
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idUS ofrece estadísticas más visuales
Con nuevos gráficos y agrupaciones de datos para que la información sea completa y manejable.
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Nuevos perfiles de autor en idUS
Clasifica las publicaciones por el tipo de autoría y sigue conectado a Prisma y al resto de identificadores personales.
Envíos recientes
Memoria de actividad de la BUS 2024
(2025) Biblioteca de la Universidad de Sevilla
Donde todos conocen tu nombre. La ficción como identidad de marca
(Universidad Complutense de Madrid: Grupo de Investigación Cibersomosaguas, 2023) Álvarez Rodríguez, Víctor; Jiménez-Marín, Gloria; Comunicación Audiovisual y Publicidad; SEJ624: International Research of Advertising, Communication and Marketing Mix
Este trabajo analiza la marca Cheers a partir de una herramienta comunicativa y mercadotécnica denominada ‘emplazamiento de producto inverso’. Este tipo de análisis muestra la apuesta publicitaria y comercial por explotar y desarrollar marcas de ficción como elemento de identidad, tanto en la ficción narrativa audiovisual como en el ámbito empresarial, en la realidad física o el metaverso. El diseño de investigación incluye un análisis bibliográfico, una entrevista en profundidad y un análisis cualitativo del caso de estudio. Los resultados ponen de manifiesto el elevado potencial comunicativo de la ficción audiovisual para generar identidad de marca, fidelidad y engagement en el mercado real y en la cultura digital.
Introducción: La crítica especializada y el análisis cinematográfico en nuestro país. Un estado de la cuestión: visión histórica, realidad presente y perspectivas de futuro
(Universidad Complutense de Madrid: Ediciones Complutense, 2025) Jiménez de las Heras, José Antonio; Jimeno Aranda, Ricardo; Martínez-García, Ángeles; Comunicación Audiovisual y Publicidad
International alliance networks, expansion modes and coopetition
(Emerald, 2023) Bolívar, Luis Miguel; Casanueva Rocha, Cristóbal; Castro Abancens, Ignacio; Administración de Empresas y Marketing; Ministerio de Economía y Competitividad (MINECO). España
Purpose
Multinational enterprises (MNEs) strive to expand into new markets either by exploiting their resource base or by gaining access to partner companies that own the required resources. Thus, companies face the compete–cooperate–coopete decision. The purpose of this study is to determine the effect of MNEs’ networks of interorganisational alliances, and their interaction with resource ownership, and market attractiveness, on the choice of international expansion modes, whether they are sole venture (competitive) or collaboration agreements (cooperative) or both (coopetitive).
Design/methodology/approach
A biprobit model is used to analyse more than 50,000 new international operations by 164 MNEs in a five-year window. A moderation analysis is carried out to reveal the interaction between network centrality, resource ownership and market size.
Findings
The results show the extent to which the competitive–collaborative contradictory forces attenuate each other in different market scenarios. This study’s contribution advances the resolution of the resource allocation dilemma by recognising the conditions for the selection of each expansion mode: sole venture, cooperation and coopetition.
Originality/value
Mainstream international business theory claims that firm’s own resources and transaction outcomes are generally sufficient to explain their international expansion decisions, whereas network and social capital theories focus on the role of relationships and network embeddedness. Both perspectives seem to neglect the fact that firms frequently develop both factors simultaneously. This study bridges these perspectives and reveals the interplay between resource ownership, alliance network centrality and market size for MNEs’ expansion mode choice.
Social Media Strategies for Gender Artivism: A Generation of Feminist Spanish Women Illustrator Influencers
(Vilnius University Press, 2023) Palomo-Domínguez, Isabel; Jiménez-Marín, Gloria; Sánchez-Gey Valenzuela, Nuria; Comunicación Audiovisual y Publicidad; Universidad de Sevilla. SEJ624: International Research of Advertising, Communication and Marketing Mix
Nowadays, social networks play a central role in communication media. In this scenario, analysing the gender awareness fostered by the influencers is crucial.
The research explores the female representation portrayed by eight Spanish influencers who address the gender approach from graphic communication. All of them are women illustrators, cover topics related to gender, and use similar communication strategies.
The methodology includes three complementary techniques: first, desktop study to compare the illustrators’ profiles; second, content analysis to delve into the topics addressed and their artivism; third, a Delphi method to assess their contribution to promoting gender egalitarian values, in which experts specialising in communication, philosophy, sociology, psychology, and politics participate.
The results show that feminism is a prominent topic in their publications, stimulating a feeling of sisterhood among women, their core target. From a generational perspective, the influence of their message is more significant on millennials and centennials. Conclusions confirm that social media characteristics, artivism, content hybridisation and transmediality enhance their feministic discourse. Future lines of research may focus on identifying other channels and communication strategies more influential for broad target groups, especially men and generations older than millennials, since these external audiences seem crucial to spread gender awareness.
