Cristian Buzeta
Profesor Asistente
Formación Académica
- Ph.D. in Applied Economics, University of Antwerp, Amberes, Bélgica.
- Magíster en Marketing, Universidad de Chile, Chile.
- Ingeniero Comercial, Universidad de Chile, Chile.
Biografía
Profesor Asistente, Departamento de Administración, Facultad de Economía y Negocios de la Universidad de Chile. Sus intereses de investigación incluyen marketing digital, comunicación y persuasión algorítmica, publicidad e investigación de audiencias.
Actualmente, el Profesor Buzeta estudia la efectividad de la comunicación persuasiva en distintos formatos digitales. Sus investigaciones han sido publicadas en revistas académicas internacionales, como el Journal of Interactive Marketing, Journal of Business Research, International Journal of Advertising, entre otros.
Actualmente el profesor Buzeta participa en las siguientes funciones:
● Miembro del Editorial Review Board, International Journal of Advertising.
● Miembro de la Asociación de Investigadores de Mercado y Opinión Pública de Chile (AIM Chile).
Campos de Investigación
Marketing digital, comunicación y persuasión algorítmica, publicidad e investigación de audiencias.
Contacto
cbuzetar@fen.uchile.cl
Publicaciones en Revistas con Comité Editorial
- 2024 / Social Media Characteristics and Consumers’ Online Brand-Related Activities (COBRAs): The Mediating Role of Time Spent and Emotional Connectedness / JOURNAL OF ADVERTISING / - No. 2024
- 2024 / The role of well-being in consumer's responses to personalized advertising on social media / Psychology & Marketing / - No. 6
- 2024 / Brands as Social Metaphors: An Application Using Correspondence Analysis / Cuadernos.info / - No. 57
- 2024 / Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study / International Journal of Advertising / - No. 4
- 2024 / Perspectives: replication is more than meets the eye / International Journal of Advertising / - No. 3
- 2023 / This embodied conversational agent looks very human and as old as I feel! The effect of perceived agent anthropomorphism and consumer-agent age difference on brand attitude / JOURNAL OF MARKETING COMMUNICATIONS / - No. 8
- 2023 / An international perspective of the academic-practitioner divide in advertising: an exploratory study into its causes and solutions / International Journal of Advertising / - No. 1
- 2022 / Foreign company misconduct and how consumers' punitive intent is influenced by country stereotypes and the perceived similarity between the foreign country and the home country / International Business Review / - No. 5
- 2022 / Celebrity endorsement using different types of new media and advertising formats / Academia-Revista Latinoamericana de Administracion / - No. 3
- 2021 / Determinants of football TV audience: The straight and ancillary effects of the presence of the local team on the FIFA world cup / JOURNAL OF BUSINESS RESEARCH
- 2020 / Mejorar la franja electoral / Revista ANDA: Marcas y Marketing
- 2020 / Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs) / JOURNAL OF INTERACTIVE MARKETING
- 2018 / Worn but still effective: examining the audience data of the Chilean presidential electoral broadcasting (1999-2017) / Cuadernos.info
- 2017 / Brand personality of political parties in Chile: A view from the youngest citizens [Personalidad de marca de los partidos políticos en Chile: Una mirada desde los ciudadanos más jóvenes] / Cuadernos.info
- 2016 / Los sospechosos de siempre: El precio y la promoción como los componentes peor evaluados de la acción del marketing / Revista ANDA: Marcas y Marketing
- 2016 / Sidedness, commercial intent and expertise in blog advertising / JOURNAL OF BUSINESS RESEARCH / - No. 10
- 2013 / La Medición de las audiencias de televisión en la era digital / Cuadernos.info
- 2011 / Cómo se comportan las audiencias en los megaeventos deportivos: la copa mundial de Fútbol Sudáfrica 2010 / - No. 160
- 2011 / Looking for the audiences: The effect of using partial counterprogramming and a friendlier style of news presentation / INNOVAR-Revista de Ciencias Administrativas y Sociales / - No. 42
Capítulos de libros
Academic/Professional meeting Proceedings
- 2022 / A solution-oriented view on the academic-practitioner divide: A seven-country case study
- 2021 / Matching social media posts with motivations for social media use : a double-dose effect?
- 2021 / Sales promotion posts across different social media : a speech act analysis
- 2021 / Motivations behind the brand-related activities on different profile-based social media platforms across different digital native age cohorts
- 2020 / Celebrity endorsement on the internet across different channels and advertising formats
- 2019 / Social media use motivations, brand engagement and the moderation role of connectedness
- 2018 / Motivations to use different social media types and their impact on consumer-brand engagement
- 2017 / Political election broadcasting in an emerging democracy : are the citizens really watching it?
- 2017 / Explicit and subtle celebrity endorsement among offline and online media
- 2017 / Evaluación y optimización del modelo de franja televisiva electoral chilena desde la perspectiva del comportamiento de las audiencias
- 2013 / La Medición de las audiencias de televisión en la era digital / Cuadernos.info
Professional practice standards or Public Policy
Academic/Professional meeting Presentations
- 2017 / To Watch or not to Watch:Explaining the Determinants of Consumption of FIFA World Cup Matches on TV in Chile
- 2017 / Use of Celebrity Endorsement in Advertising: A Content Analysis of Chilean Graphic Media
- 2015 / Effectiveness of Advertising in Blogs: Impact of Message Sidedness, Communicator Expertise and Advertising Intent
- 2013 / Predicting the consumption of football matches on TV: Tha case of the FIFA world cup
Competitive Research Awards Received
- 2024 / Características de la persuasión algorítmica y su comprensión entre usuarios digitales en Chile / - No. 11240433
- 2022 / A cross-cultural examination of social media privacy concerns / - No. 798651404917391
- 2017 / Evaluación y optimización del modelo de franja televisiva electoral chilena desde la perspectiva del comportamiento de las audiencias / - No. PLU160023
Others