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Eva Lahuerta-Otero
University of Salamanca
AdvertisingHigher educationPublic relationsSocial mediaSocial network
12Publications
3H-index
32Citations
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Publications 12
Newest
#1Rebeca Cordero-Gutiérrez (Pontifical University of Salamanca)
#2Eva Lahuerta-Otero (University of Salamanca)H-Index: 3
Information and communication technologies have become the center of many aspects of our daily life, including education as we live in the era of digital revolution. The use of social network sites is well disseminated across businesses and organizations, but the adoption of paid social media to promote higher education institutions and to create awareness is scarce. This research is unique as it examines the results of Facebook ads campaigns promoting higher institutions’ teaching programs usin...
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#1Eva Lahuerta-Otero (University of Salamanca)H-Index: 3
#2Rebeca Cordero-Gutiérrez (Pontifical University of Salamanca)
Last. Vanessa Izquierdo-Álvarez (University of Salamanca)
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Since the advent of the Internet and the web 2.0 technologies, the world has changed profoundly. While academics and professionals call for a deeper integration of social media technologies in the classroom, millennials and generation z students come to university. These students are social, mobile, global, digital and visual in nature, so it is imperative to establish digital mechanisms in the classroom that enhance learning by helping students to co-create, collaborate and participate using te...
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#1Eva Lahuerta-Otero (University of Salamanca)H-Index: 3
#2M. Isabel González-Bravo (University of Salamanca)
Businesses and researchers are increasingly seeking to understand the drivers of sustainability. Several recent studies have highlighted the effects of cultural factors when assessing environmental practices. While there is considerable research on the topic, we aim to provide additional evidence on the effects of cultural factors on environmental performance across countries. We propose that cultural factors affect sustainability strategies, although they depend on specific environmental issues...
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#1Vanessa Izquierdo-Álvarez (University of Salamanca)
#2Eva Lahuerta-Otero (University of Salamanca)H-Index: 3
Last. Rebeca Cordero-Gutiérrez (Pontifical University of Salamanca)
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With the arrival of the millennials and generation Z to the university classrooms, the greatest teaching challenge is to adapt the traditional masterclass and turn the classroom into a collaborative space that takes advantage of Information and communication technology to introduce dynamic elements that encourage the participation of increasingly unmotivated students. With the emergence and penetration of mobile devices in all aspects of everyday life, the teaching-learning process must be chang...
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#1Eva Lahuerta-Otero (University of Salamanca)H-Index: 3
#2Rebeca Cordero-Gutiérrez (Pontifical University of Salamanca)
Last. Vanessa Izquierdo-Álvarez (University of Salamanca)
view all 3 authors...
Social networks are part of our personal lives. Web 2.0 technologies are transforming the way students communicate, collaborate and learn. Many scholars claim for a successful integration of these tools in higher education in order to motivate generation Z and millenials, which are social, mobile, global, digital and visual students in nature. The use of social networks open up multiple possibilities for technology-enhance learning, helping students to co-create, collaborate and participate bein...
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#1Eva Lahuerta-Otero (University of Salamanca)H-Index: 3
Last. Fernando de la Prieta-Pintado (University of Salamanca)H-Index: 1
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Purpose Due to the size and importance of social media, user-generated content analysis is becoming a key factor for companies and brands across the world. By using Twitter messages’ content, the purpose of this paper is to identify which elements of the messages enable tweet diffusion and facilitate eWOM. Design/methodology/approach In total, 30,082 tweets collected from 10,120 Twitter users were classified based on four assorted brands. By comparing with multiple regression techniques high vs ...
3 CitationsSource
#1Eva Lahuerta-Otero (University of Salamanca)H-Index: 3
#2Rebeca Cordero-Gutiérrez (University of Salamanca)H-Index: 3
Source
#1Eva Lahuerta-Otero (University of Salamanca)H-Index: 3
#2Rebeca Cordero-Gutiérrez (University of Salamanca)H-Index: 3
Abstract The purpose of this study is to investigate influencers on Twitter to discover the characteristics of their tweets through PIAR, a unique data mining research tool developed by the University of Salamanca that combines graph theory and social influence theory. An analysis of 3853 users posting about two automotive Japanese car firms, Toyota and Nissan, reveals the characteristics influencers have on this social network. The findings suggest that influencers use more hashtags and mention...
24 CitationsSource
#1Eva Lahuerta-Otero (University of Salamanca)H-Index: 3
#2Rebeca Cordero-Gutiérrez (University of Salamanca)H-Index: 3
3 CitationsSource
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