Person: Garrido Pintado, Pablo
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First Name
Pablo
Last Name
Garrido Pintado
Affiliation
Universidad Complutense de Madrid
Faculty / Institute
Comercio y Turismo
Department
Marketing
Area
Comercialización e Investigación de Mercados
Identifiers
5 results
Search Results
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Item ¿Pueden ser los contenidos de marca palanca para la transformación social? Aproximación a la iniciativa Aprendemos Juntos de BBVA(El Branded Content en la Comunicación Posdigital: Estructuras, aplicaciones y casos de éxito, 2021) Madrid-Gómez, Gonzalo; Garrido Pintado, Pablo; Gago Gelado, RocíoItem The Use of Market Research and Radio Consultancy in Spanish Music Radio: The Case of Kiss FM (2002-2010)(Journal of Radio & Audio Media, 2022) Arense Gomez, Alfredo; Garrido Pintado, PabloKiss FM brought a new programming methodology to the radio sector in Spain. Previously, market research tools were used merely for orientation purposes but from 2002 onward the use of music testing and audience panels began to take on a decisive role. In this paper we analyze the application of market research and radio consultancy in music radio in Spain, identifying the reasons for the success of Kiss FM and its impact on the sector as a whole. We use a methodology which combines participant observation and in-depth personal interviews, examining the market research techniques of the Kiss FM model and its impact.Item Is Facebook a Tool to Achieve True Friendship? A Study from an Ascetic Perspective(Communication and Smart Technologies Proceedings of ICOMTA 2021, 2021) García-Huertas, Juan Gabriel; Sidorenko-Bautista, Pavel; Garrido Pintado, Pablo; Rocha, Álvaro; Barredo, DanielWith the rise of social media networks, young people have found a channel of communication where they can create and maintain their personal relationships. But, among the wide range of possible relationships we should determine the role of true friendship as a vital element in the full development of one’s personality. Although many point out that Facebook is losing followers, it is still the leading social network with 2.8 billion users, 65 percent of whom are under the age of 35. Thus, based on the study of the ascetics of friendship by Pedro Laín Entralgo, we will analyse the way in which Facebook enables this through a study conducted with university students 18 to 22 years of age. The results will allow us to conclude that social networks do not provide the tools necessary to pass from fellowship, camaraderie and sympathy towards the experience of true and fulfilling friendship.Item Advergaming in Tourism: Spanish Cases(Gamification for Tourism, 2021) Garrido Pintado, Pablo; Xu, Feifei; Buhalis, DimitriosItem Identity and virtuality: The influence of personal profiles on social media on job search(Business Information Review, 2023) Garrido Pintado, Pablo; García Huertas, Juan Gabriel; Botas Leal, DiegoThis study explores the relationship between digital identity and employability, analysing how human resources departments review the digital profiles of potential candidates on social media platforms. The study created a questionnaire of 17 closed questions using variables, such as, basic demographic data and procedures of the recruitment process (analysis of social networks, use of Big Data and importance of the digital image of candidates). The study concluded that the information future candidates show on social media platforms is very important, even decisive, in recruitment. The study confirms the hypothesis that one’s digital identity on social media networks can negatively influence employment opportunities and even be a reason for the rejection of a candidate. Recruitment experts actively review candidates' presence on social media networks, both professional (LinkedIn) and personal platforms such as Facebook and Instagram.