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Analysis of institutional authors

De-Miguel-Zamora MCorresponding Author

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October 10, 2022
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The case of BBVA Aprendemos juntos as a brand story model [Brand Story. El caso Aprendemos juntos de BBVA como modelo de relato de marca]

Publicated to:Revista Mediterránea De Comunicación: Mediterranean Journal Of Communication. 13 (1): 233-249 - 2022-06-01 13(1), DOI: 10.14198/MEDCOM.20765

Authors: De-Miguel-Zamora, M; Borau-Boira, E; Abellán-Hernández, M

Affiliations

Univ Antonio Nebrija, Madrid, Spain - Author
Univ Int la Rioja, Logrono, La Rioja, Spain - Author
Univ Rey Juan Carlos, Madrid, Spain - Author
Universidad Antonio de Nebrija, Spain - Author
Universidad Internacional de La Rioja, Spain - Author
Universidad Rey Juan Carlos, Spain - Author
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Abstract

Advertisingisundergoingaprocessofcontinuous redefinition in its forms of communication. The so-called digital paradigm shift, the transmedia revolution, the big data or the consumerprosumer transformation are some aspects that communication in advertising is currently facing. Due to the increasingly broad channels and progressively more complex interaction processes with their audiences, specific positioning and differentiation acts demand articulation from what we call branded content. This text explores one of the specific dimensions of branded content, based on the proposal and validation of a narrative analysis model adapted and applied to the planning and creation of the advertising story or brand story, focusing on the case study of Aprendemos juntos, from BBVA. The results validate our analytical model and contrast it with information obtained from an in-depth interviewwithamemberoftheteamresponsible for the campaign. The results indicate the need to create quality content based on the utility and social values our environment demands, along with the importance of creating “real” links with the public so as to achieve interaction with them and, ultimately, true engagement with the brand. © 22022 Marta De Miguel-Zamora, Elena Borau-Boira, María Abellán-Hernández

Keywords

advertising narrativebrand storycreativitystrategic planningAdvertising narrativeBrand storyBranded contentCreativityLegitimacyStrategic planning

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Revista Mediterránea De Comunicación: Mediterranean Journal Of Communication due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2022, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category Cultural Studies.

From a relative perspective, and based on the normalized impact indicator calculated from World Citations provided by WoS (ESI, Clarivate), it yields a value for the citation normalization relative to the expected citation rate of: 1.65. This indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: ESI Nov 14, 2024)

This information is reinforced by other indicators of the same type, which, although dynamic over time and dependent on the set of average global citations at the time of their calculation, consistently position the work at some point among the top 50% most cited in its field:

  • Field Citation Ratio (FCR) from Dimensions: 4.67 (source consulted: Dimensions Nov 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-11-04, the following number of citations:

  • WoS: 6
  • Scopus: 6

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-11-04:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 6.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 18 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 5.6.
  • The number of mentions on the social network Facebook: 1 (Altmetric).
  • The number of mentions on the social network X (formerly Twitter): 7 (Altmetric).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
  • Additionally, the work has been submitted to a journal classified as Diamond in relation to this type of editorial policy.

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Miguel Zamora, Marta de) .

the author responsible for correspondence tasks has been Miguel Zamora, Marta de.