Currently, there is an important debate on how social networks have affected relations between organizations and their audiences: originally complementary –since organizations had full control over the messages that they sent to users, who were mere consumers of information–, they are now symmetric –since users produce and disseminate information about organizations on a global scale through social media–. Therefore, one of the main concerns of organizations when investing in social networks is to connect with their target audience, to have virality, greater visibility and scope. Likewise, neuromarketing is gaining significant importance when it comes to predicting user behavior through biometric measurements, so it can be an essential tool for developing content that engages organizations and their audiences. The main objective of this work is to conduct a theoretical review of the main scientific research on the effectiveness of neuromarketing as a tool to improve the emotional connection between organizations and users in social networks. Thus, the scientific literature on the object under study available on the Web Of Science has been extensively reviewed. The results of the analysis of the main researches in this field reveal the importance of neuromarketing: some of them agree that the communicative effectiveness between organizations and audiences in social networks depends more on sociology and psychology than on technology itself. Neuromarketing has also allowed to demonstrate the relevance of the so-called social influence in social networks: users tend to imitate the behaviors of others, under the premise that these actions reflect the appropriate procedure. That is, when a user sees that others in their environment comment or share a post, they tend to replicate that action in order to avoid the fear of being the only one who behaves differently.

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International audienceThis paper presents the communication strategies on Facebook of non-profit organizations from four Hispanic speaking countries where cancer is the second cause of death. The content analysis of the messages posted during three months shows how these organizations are more active when they are celebrating cancer days or when a campaign is taking place. Most of the messages address the disease in general instead of a specific one. They aim to inform and create awareness among their followers and they use images as their main resource. Followers prefer to use the " like " button or to share posts instead of making comments.Este artículo aborda la estrategia de comu­ nicación en Facebook de asociaciones sin ánimo de lucro pertenecientes a cuatro países de habla hispana donde el cán­ cer es la segunda causa de mortalidad. El análisis de contenido de los mensa­ jes publicados durante tres meses revela una mayor actividad durante periodos de celebración de lucha contra el cáncer o diferentes campañas. La mayoría de los mensajes se refieren al cáncer de forma general sin abordar uno específico; infor­ man a los seguidores y crean conciencia en ellos, empleando como recurso prin­ cipal la imagen. Los seguidores prefieren darle a " Me gusta " o " Compartir " antes que comentar

Esta investigación analiza las tesis doctorales sobre Ética de los Medios de Comunicación defendidas en las universidades españolas en el periodo 1979-2013. Para localizar las tesis se ha utilizado principalmente la base de datos Teseo, pero también se han consultado otras fuentes. El número de tesis analizadas en el periodo estudiado asciende a 75 títulos. La metodología empleada es el análisis bibliométrico. Los resultados describen la producción según quinquenios, idioma de la tesis, sexo del doctorado, universidades y facultades de lectura, tribunales y temática estudiada. Asimismo, los resultados muestran un incremento constante del número de tesis y que la universidad más productiva es la Complutense. Por categorías temáticas, los trabajos más numerosos son los que abordan cuestiones relacionadas con la verdad, la responsabilidad y la autorregulación.

Journalism ethics in a digital environment: How journalistic codes of ethics have been adapted to the Internet and ICTs in countries around the world. Telematics and Informatics, 32 (4), 735-744.