Vol. 29 No. 2 (2025)
Artificial intelligence in the service of strategy: new paradigms in communication and marketing
This issue includes a special monographic section on “Artificial intelligence in the service of strategy: new paradigms in communication and marketing,” coordinated by Mónica López Golán from the University of A Coruña and Francisco Paniagua Rojano from the University of Málaga.
Published: 2025-12-30
Table of contents
Articles (open section)
Comparative analysis of the factors that influence the purchase of cocoa as a raw material in Costa Rica and France
- Diayner Alonso Baltodano Zúñiga
- Vanessa Villalobos-Ramos
DOI:
https://doi.org/10.17979/redma.2025.29.2.12024Digital marketing and participatory culture in the religious brotherhoods: an analysis of the Luis Gordillo case
- Diego Berraquero Rodríguez
- Francisco Javier Cristòfol Rodríguez
DOI:
https://doi.org/10.17979/redma.2025.29.2.12585Spatial computing as a driver of innovation in marketing and commerce
- José Luís Reis
- Carlos Alves
- Samuel Anjos
- José Machado
DOI:
https://doi.org/10.17979/redma.2025.29.2.11959The shoppable content strategy on Instagram: the case of El Corte Inglés
- Sofía Isabella Ramos-Gómez
- Antonio Díaz-Lucena
- Pilar Vicente-Fernández
DOI:
https://doi.org/10.17979/redma.2025.29.2.12854Monograph December 2025. Artificial Intelligence in service of strategy
Generative AI in higher education: adoption, purposes of use, and perceived competencies among digital natives
- Inna Alexeeva-Alexeev
- Patricia Comesaña-Comesaña
DOI:
https://doi.org/10.17979/redma.2025.29.2.12733Artificial intelligence in the strategic communication of SMEs: the case of the food service sector
- Maximino García Rellán
- Carmen Gago-Cortés
- Félix Blázquez-Lozano
DOI:
https://doi.org/10.17979/redma.2025.29.2.12703Artificial intelligence in Spanish audiovisual distribution: strategies, challenges, and opportunities
- Finocha Formoso Barro
- Mónica López-Golán
DOI:
https://doi.org/10.17979/redma.2025.29.2.12696Applications of artificial intelligence and experiential marketing in Catholic ephemeral spaces
- Carlos Sáenz-Torralba
- Jonatán Camacho-Escobar
- María Salinas-Vázquez