BackUPV/EHU - Bestelako argitalpenak;;UPV/EHU - Otras Publicaciones: Recent submissions
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Uncovering the receiver’s traits that moderate the effect of e-WOM valence on the purchase intentions of healthy food products
(Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2025-03-21)[EN] This study applies the information integration theory (IIT) to explore how individuals simultaneously combine several stimuli —electronic word-of-mouth (e-WOM) valence, information source, and brand expectations— ... -
Organizational identity construction of Colombian brands of swimwear on Instagram
(Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2025-03-21)[EN] The analysis of brand management through images on social networks has become increasingly important for companies, and this is why the purpose of this article is to analyse how visual content strategies and interactions ... -
Improving guest satisfaction by identifying hotel service micro-elements failures through Deep Learning of online reviews
(Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2025-03-21)[EN] This study thoroughly examines often-overlooked micro-service elements within the broader spectrum of hotel services, aiming to improve hospitality services and ensure guest satisfaction. To achieve this, this research ... -
Exploring the Frontier: Generative AI Applications in Online Consumer Behavior Analytics
(Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2025-03-21)[EN] This paper presents a systematic review of the application of generative artificial intelligence (AI) in online consumer behavior analytics (OCBA). With the advent of e-commerce and social media, consumer behavior ...