Competitive Advantage

610 Pages·2016·9.73 MB·English

UNIVERSIDAD COMPLUTENSE DE MADRID
FACULTAD DE CIENCIAS DE LA INFORMACIÓN
DEPARTAMENTO DE PERIODISMO II
TESIS DOCTORAL
Beyond “Like”! How to Use Social Media to Gain Competitive Advantage
¡Más Allá Del "Me Gusta"! Cómo Utilizar Los Medios Sociales Para
Obtener Una Ventaja Competitiva
MEMORIA PARA OPTAR AL GRADO DE DOCTOR
PRESENTADA POR
Davar Azarmi
Director
Dr. David Parra Valcarce
Madrid, 2017
© Davar Azarmi, 2016

UNIVERSIDAD COMPLUTENSE DE MADRID
FACULTAD DE CIENCIAS DE LA INFORMACIÓN
DEPARTAMENTO DE PERIODISMO II

TESIS DOCTORAL

Beyond “Like”! How to Use Social Media to Gain Competitive Advantage

¡Más Allá Del "Me Gusta"! Cómo Utilizar Los Medios Sociales Para
Obtener Una Ventaja Competitiva

MEMORIA PARA OPTAR AL GRADO DE DOCTOR
PRESENTADA POR
Davar Azarmi

Director
Dr. David Parra Valcarce

Madrid, 2016

© Davar Azarmi, 2016

COMPLUTENSE UNIVERSITY OF MADRID
INFORMATION SCIENCE FACULTY
SECOND PERIODISM DEPARTAMENT

DOCTORAL DISSERTATION

Beyond “Like”! How to Use Social Media to Gain Competitive Advantage

SUBMITTED IN FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF
DOCTOR OF PHILOSOPHY

PRESENTED BY
Davar Azarmi

Dissertation Director
Dr. David Parra Valcarce

Madrid, 2016

© Davar Azarmi, 2016

To my parents,
for their unconditional love and support

Acknowledgements
This dissertation has benefited from the help of many wonderful people. First
and foremost, I want to thank Dr. David Parra Valcarce who has been my
dissertation director and without his knowledge, guidance, patience and
calmness, this dissertation would not have been accomplished. I am eternally
grateful professor Parra. Also, I want to thank Dr. Rafael Llano Sánchez who
helped me to find the proper director for my dissertation and introduced me to
Dr. Parra Valcarce.
Dr. Alberto Muñoz García from the Department of Statistics and Econometrics
of Universidad Carlos III and Mrs. Haleh Azarmi were of great help and
contributed significantly by guiding me through quantitative methods and
procedures used in this research and overviewing the accuracy of the
execution.
I am also thankful for the help of Miss Zheng Lin Feng (郑麟凤) in translating
materials related to this research to Chinese, and furthermore, coordinating
activities in China which without her help it would have been absolutely
impossible to conduct this research in China. I am grateful for all her efforts
and generous dedication of time.
Also, Mrs. Loreto Florián helped me in translating the related materials into
Spanish which was of great help, I am so thankful madam.
Additionally, grateful thanks are due to the following people for their
assistance in distributing flyers in China: Bao Xian Jing (鲍娴静), Chen Jia (
陈佳), Cheng Xu Zhi (程许之), Feng Xiao Ming (冯晓鸣), Huang Jie Li (黄洁
莉), Huang Qi (黄琦), Li Bi Hua (李碧华), Li Meng (李萌), Liang Xiao Qiong
(梁宵琼), Liu Bing (刘兵), Liu Kai Hua (刘凯华), Lu Li Hua (陆莉华), Luo
Jia Yin (罗佳音), Ma Ying Qi (马颖奇), Song Rong Lan (宋荣岚), Wang
Chen (王辰), Wei Shuo Wen (魏硕雯), Wu Ying (吴莹), Zhan Jia (詹嘉),
Zhang Jian Quan (张建权), Zhang Ting Ting (张婷婷), Zhao Shu Ming (赵书
明) and in Spain: Alberto Gómez Silva, Alejandro Pardo, Alicia Martel Lorca,
Álvaro González García, Andrés Cantero Muñoz, Andrés Román Onieva,
Beatriz Garcia Alvarez, Cristina Fernández Abad, David Naves, Elizabeth
Navarro Sandoval, Enrique Mata Peñaloza, Estela Guerrero, Francisca Castro
Iriarte, Germán Rodríguez Fernández, Jaime López, Javier Muñozcano Díaz
Infante, José Luis Macarro Perujo, Juan Ángel Jarauta, Juan Carlos Frontaura,
Juan Fernández González, Juan Ferradans Villar, Juan José Gordillo Santos,
Luis Marcos García Villabrille, Maria Jesus Arias Vallina, Maria Jose
Larrahondo, Maria Ruiz Mangas, Miguel Ángel Manzano, Norma García
Iglesias, Paola Gonzalez Villanueva, Patricia Sánchez Busto, Rafael Pero,
Raquel Alvarez Viudez, Sonia Rodríguez Garrido, Verónica Hernandez Díaz.
And finally, I want to thank everybody at Universidad Complutense de Madrid
and especially people at Information Science Faculty who created such an
extraordinary environment for conducting scholarly research in accordance
with this prestigious academic institution‟s tradition of more than 700 years.