PROF. RAFAEL CURRÁS PÉREZ

Profesor Titular de Universidad en el Departamento de Comercialización e Investigación de Mercados, Facultat d'Economia, Universitat de València

 

Av. Tarongers s/n 46022 Valencia

Despacho 1E12

Tel: +34 961 62 51 76

email: rafael.curras-perez@uv.es

Grupo de Investigación DIGIMK.COM 

Marketing digital y comunicación 

INVESTIGACIÓN RECIENTE

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The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained from digital services

Journal of Service Management 2020, 31; 3, 465-487

Carla Ruiz-Mafe, Enrique Bigne-Alcañiz, Rafael Curras-Perez

 

While researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services. The data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.

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The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective

Sustainaility 2020, 12, 8789; doi:10.3390/su12218789

Luciana Chavez, Carla Ruiz, Rafael Curras, Blanca Hernandez

 

This paper explores the influence of travel motivations and the gratification provided by

social media in consumer stickiness to social media, intention to create user-generated content, and

electronic word of mouth (eWOM) review adoption. The study follows a mixed-methods approach.

First, a concept mapping study was undertaken to identify the main travel motivations and the

gratifications provided by social media when consumers search for information on tourism

destinations. A second study using structural equation modelling and SmartPLS 3.2.7 with a sample

of 401 heavy users of social media showed the relationships between individual travel motivations

and gratifications provided by social media and consumer stickiness, intention to share usergenerated

content (UGC), and eWOM review adoption.

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Effects of Corporate Social Responsibility on brand loyalty

Review of Business Management, 2019, 21; 3, 395-415

José Javier Rivera, Enrique Bigne, Rafael Curras-Perez

 

Brand choice remains under review in the context of service provision. Drawing on schema theory and per- 

We study the effect of CSR associations, brand awareness, satisfaction, and brand attitude as drivers of brand loyalty, conceived as a reflective second-order construct with four dimensions: attitudinal loyalty, purchase intention, expenditure level and intention to recommend. It is important to construct relational marketing strategies that integrate CSR with consumer orientation using the three dimensions of the model validated in the study: brand awareness, satisfaction and brand attitude.

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In Memoriam. Rafael Currás Cayón

Flora Montiberica , 2020, 77: 91-97

Miguel Guara Requena, Rafael Currás Pérez, Emilio Laguna Contreras

 

El pasado 21 de marzo, Día Forestal Mundial, y una semana después de haberse decretado el Estado de Alarma en España por los efectos pandémicos de la enfermedad Covid-19, nos golpeaba la noticia del fallecimiento de Rafael Currás Cayón. Llevaba desde el día 4 de marzo ingresado en la UCI del Hospital 9 d'Octubre de Valencia, a causa de una cirugía por aneurisma de aorta, cuyo postoperatorio no pudo superar. Las circunstancias han impedido despedirnos de él como hubiéramos deseado por lo que sirvan las siguientes líneas como muestra de nuestro cariño y aprecio.