Examinando por Autor "Bernal-Bravo, Cesar"

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Factors Increasing Consumer Engagement of Branded Content in Instagram
(Institute of Electrical and Electronics Engineers Inc., 2021-10-19) Cuevas-Molano, Elena; Matosas-López, Luis; Bernal-Bravo, Cesar
Companies use social media to foster ongoing relationships with customers. One specific way companies do this is by fostering brand communities through fan pages on social networking sites. These virtual platforms allow consumers to become brand advocates. It also allows brands to generate and increase direct engagement with consumers, which is a key metric to assess brand performance. However, little is known about how different post criteria influences distinct levels of social media engagement. To explore this further, we developed a model to analyze the impact of 31 structural, semantic, and morphological content factors over consumer engagement, measured by the number of likes and comments on 680 brand posts from 14 Instagram fan pages across ten sectors. The results revealed a solid model, with an explanatory power of 73.1% (R2) for likes and 47.5% (R2) for comments. The results also established how content factors influenced different engagement levels; i.e. videos with sound, carousel posts with multiple photos, and posts with hashtags achieved higher engagement levels in terms of likes. Contrarily, graphics, interactive content that involved voting, contests, and questions reached higher engagement with regard to comments. We contribute to academic and practical research this new model to study and implement social media solutions that improve customer engagement as part of an organizations’ marketing and branding strategies. The limitations of this paper relate to the size of the sample and the scope of the reviewed literature.
Quality Control Systems in Higher Education Supported by the Use of Mobile Messaging Services
(MDPI, 2019-10-31) Matosas-López, Luis; Bernal-Bravo, Cesar; Romero-Ania, Alberto; Palomero-Ilardia, Irene
This study breaks away from the immobility experienced by quality control systems in higher education. The authors, following the Sustainable Development Goals (SDGs) on quality education set by the United Nations, propose a questionnaire delivery system through mobile messaging services that overcomes the problem of the low response rates of students for these surveys. The research follows an experimental design, is developed over three years, and involves 811 subjects who are distributed in two groups: an experimental group, in which the questionnaires are delivered through mobile messaging services, and a control group. The researchers examine the existence of differences in response rates through a descriptive comparative exploration between the two groups, also applying the Student’s t-test to evaluate the significance of the findings. The results reveal that the rates for the experimental group are not only higher than those achieved for the control group but are also significant. The authors conclude that the delivery of surveys through mobile messaging services significantly increases response rates. This fact improves the representativity of the information collected and meets the goals of the quality control system with greater certainty.