Personal profile
Research Interests
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 3 Good Health and Well-being -
SDG 12 Responsible Consumption and Production -
SDG 16 Peace, Justice and Strong Institutions
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Collaborations and top research areas from the last five years
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A-172-2025: Transición del Consumo de Medios Tradicionales a Digitales en el Contexto Peruano: Análisis Comparativo entre Medios Tradicionales y Digitales (2021-2024)
Arbaiza Rodriguez, F. A. (PI), Lamarca Arana, G. (CoI) & Saavedra Chau, G. (CoI)
1/12/24 → 30/08/26
Project: Internal Funds (Contest)
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B-018-2025: Más allá de la Pantalla: Actitudes y Retos Frente a la Monetización Publicitaria en Netflix
Arbaiza Rodriguez, F. A. (PI), Suárez, J. (CoI) & Sancho Ligorred, B. (CoI)
1/12/24 → 30/08/26
Project: Internal Funds (Contest)
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B-008-2024: Más allá de la Pantalla: Actitudes y Retos Frente a la Monetización Publicitaria en Netflix
Arbaiza Rodriguez, F. A. (PI), Sancho Ligorred, B. (CoI) & Suarez Medina, J. I. (CoI)
1/12/23 → 30/08/25
Project: Internal Funds (Contest)
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B-029-2021-2: "Keeping order and making sense": Experiences of advertising students using the research design matrix
Arbaiza Rodriguez, F. A. (PI) & Vargas Bianchi, L. (CoI)
1/12/21 → 30/08/23
Project: Internal Funds (Contest)
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B-028-2021-2: La creatividad en confinanmiento: El desempeño creativo de publicistas de Lima tras implementar el teletrabajo durante la crisis Covid-19
Arbaiza Rodriguez, F. A. (PI) & Abarca Mazzini, D. (CoI)
1/12/21 → 30/08/23
Project: Internal Funds (Contest)
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When Virality Builds Brands: The Power of eWOM in Digital Campaigns
Irala, V. & Arbaiza, F., 2026, Communication and Applied Technologies - Proceedings of ICOMTA 2025. López-López, P. C., Vernier, M., Freundt-Thurne, Ú. & Ibáñez, D. B. (eds.). Springer Science and Business Media Deutschland GmbH, p. 236-246 11 p. (Smart Innovation, Systems and Technologies; vol. 458 SIST).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review
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Breaking the Stream: The Impact of Intrusive Ads on Twitch Viewer Experience and Channel Loyalty Among Peruvian Youth
Guerrero, M., Arbaiza, F. & Caro-Castaño, L., 2025, Communication and Applied Technologies - Proceedings of ICOMTA 2024. Ibáñez, D. B., Gallardo-Echenique, E., Siringoringo, H. & Diez, N. L. (eds.). Springer Science and Business Media Deutschland GmbH, p. 209-220 12 p. (Smart Innovation, Systems and Technologies; vol. 427 SIST).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review
1 Scopus citations -
The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020
Yábar, K. & Arbaiza, F., 2025, Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. Mejía, J., Cardona Reyes, H., Álvarez-García, J., del Río-Rama, M. D. L. C. & Esparza-Huamanchumo, R. M. (eds.). Springer Science and Business Media Deutschland GmbH, p. 31-39 9 p. (Lecture Notes in Networks and Systems; vol. 1451 LNNS).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review
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The Role of Social Media in the Positioning Strategy of the Dark Kitchens Offer During the COVID-19 Crisis in Peru
Chavez, M. C. & Arbaiza, F., 2025, Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. Mejía, J., Cardona Reyes, H., Álvarez-García, J., del Río-Rama, M. D. L. C. & Esparza-Huamanchumo, R. M. (eds.). Springer Science and Business Media Deutschland GmbH, p. 155-163 9 p. (Lecture Notes in Networks and Systems; vol. 1451 LNNS).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review
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Advertising Literacy: 30 Years in Scientific Studies
Arbaiza, F., Robledo-Dioses, K. & Lamarca, G., 31 Mar 2024, In: Comunicar. 32, 78, p. 166-178 13 p.Research output: Contribution to journal › Article › peer-review
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