Javier de Esteban Curiel

La comunicación viral a través de los medios sociales: análisis de sus antecedentes

Introduction: This article describes the evolution that the word-of-mouth communication has had until the viral marketing. In addition, it identifies the emotions, the influences, the content, the execution and the media as backgrounds. These backgrounds will influence the virality of the trademark message through social media. Methodology: It analyses the lineal regression to explain the relationship between a variable with others. In addition, the behaviour of a variable is estimated according to the knowledge of other variables. This knowledge influences the variable behaviour. Analysis and conclusions: This article states that the emotions and the influences exercise a meaningful effect on the messages virality and that the execution variable is the least influential. It is recommended to the organizations to maintain relationships with the users through social media and to cooperate by designing the trademark message. By this way, the message will have a large breadth of outreach and will be more credible for the users.

Smart Tourism Destination in Madrid

The main objective of this research is to find out what are the principal concepts that characterize the Smart Tourism Destination (within smart city) at this moment and in particular “Smart Hotel” and “Smart Airport.” For the last couple of decades managers of many hotels and airports around the world have used traditional tools for organizing and implementing requirements for sustainable development. Sustainability and the use of smart tools have become the key element to ensure the survival of a hotel/airport in the present global, dynamic, smart, and flat world.

El análisis de diseño de sitio web de las mayores empresas siderúrgicas chinas a través de la lógica borrosa

Corporate websites are a good mechanism for facilitating effective communication between suppliers and customers, and are one of the most effective techniques to facilitate communication and trading relations. In this research, the fuzzy logic has been applied for web analytics, focusing on the 7Cs of web design created by Jeffrey and Jaworski (2001). We observed that fuzzy logic allows reaching solutions that are closer to our reality in the case of web analytics. This work is a comparative study, and its purpose is to compare the performance of web design of the top 25 manufacturing companies and the top 25 trading companies of Chinas steel sector, with the best ranges of steel sales turnover in 2014.