Search

This article aims to explain the innovative behaviour of large Spanish companies by comparing the hospitality industry with other service providers and industrial manufacturers. Several hypotheses are proposed and tested for different innovation stages: innovation effort, outcome and performance. The sample includes 2944 Spanish companies with 200 or more employees. Using one-way ANOVA analysis, this study fills an important gap in the impact of innovation and technology on the performance of the hospitality sector. The results show that catering establishments have differentiated innovation behaviours not only to manufacturers but also compared to service providers. The findings support the hypothesis and suggest that hotel companies complement in-house R&D with other innovative activities. Furthermore, hospitality organisations have the highest percentage of innovation revenue due to fewer innovation efforts and innovation outcomes, mainly due to the organisation’s innovations.

The last decade has seen a considerable increase in entertainment-oriented communication techniques. Likewise, the rise of social networks has evolved, offering different formats such as publication and stories. Hence, there has been a growing interest in knowing which strategies have the greatest social impact to help position organizations in the mind of the consumer. This research aims to analyze the different impact that stories and publications can have on the Instagram social network as a tool for generating branded content. To this end, it analyses the impact of the different Instagram stories and publications in various sectors using a methodology of structural equations with composite constructs. The results obtained, based on 800 stories and publications in four different companies (retailers and manufacturers), show that the reach of the story generally explains the interaction with Instagram stories. In contrast, in the case of publications, impressions are of greater importance in explaining the interaction with the publication. Among the main contributions of the work, we find that traditional pull communication techniques have been losing effectiveness in front of new formats of brand content generation that have been occupying the time in the relationship between users and brands.