Profile and motivations of University of Valladolid students in advertising and PR in the use of AI

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https://doi.org/10.25267/Hachetetepe.2024.i28.1104

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No. 28 (2024)
Monographic
1104
Published: 10-04-2024
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Abstract

This article explores the characteristics and motivations of users of Artificial Intelligence (AI) tools in the Advertising and Public Relations (PR) degree. The research adopts a mixed methodological approach combining a quantitative survey, in which a total of 300 students participated, and qualitative interviews conducted with the AI tool AskMore. The results reveal a widespread use of these applications, especially among 21-year-old men who are not working and have not had professional contact with the communication sector. In terms of motivations, students highlight quick and easy access to information. Despite this, students consider AI as a complementary tool in university education and demand greater control in the evaluation processes. These results highlight the high penetration of these tools and the need for greater knowledge and control by educational institutions.

Keywords

Education Google Schoolar
Communication Google Schoolar
Technology Google Schoolar
Artificial intelligence Google Schoolar
Advertising Google Schoolar

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How to Cite

Martín García, N., Martín García, A., & Núñez Cansado, M. (2024). Profile and motivations of University of Valladolid students in advertising and PR in the use of AI . Hachetetepé. Scientific Journal of Education and Communication, (28), 1104. https://doi.org/10.25267/Hachetetepe.2024.i28.1104

Author Biographies

Noemí Martín García, Universidad de Valladolid

PhD Laude from the University of Valladolid, Degree in Advertising and Public Relations from the Complutense University of Madrid. She developed her professional career as an Advertising Media Planner for ten years at the media agencies Havas Media and Mindshareworld. Since 2018 she has been a lecturer on the subject of Research on Advertising Effectiveness and Advertising Media: Research, Planning and Management in the Degree in Advertising and Public Relations at the University of Valladolid. She is the author of several book chapters and articles on the relationship between advertising and the different media that have been published in magazines such as El Profesional de la Información, Icono 14 or Mediterránea de comunicación, among others. 

Alberto Martín García, Universidad de Valladolid

He has a degree in Advertising and Public Relations from the University of Valladolid and a PhD laude in Communication from the same institution, with the thesis entitled 'Analysis of the figure of the community manager as the voice of brands in social networks'. Her line of research is focused on social networks. For more than twelve years he has combined his work as a freelance community manager with that of a professor at the María Zambrano Campus in Segovia, where he teaches the subjects Structure of the Advertising System, Copywriting and Creative Ideas, Methods and Strategies. She has written four novels, winning the 2019 Caligrama Talent Award with her penultimate publication, entitled 'Raquel's Silence'.

Marian Núñez Cansado, Universidad de Valladolid

She holds a PhD in Information Sciences, a Communication Sciences and Sociology program, a degree in Advertising and Public Relations, a degree in Psychology and a master's degree in Clinical Neuropsychology. He teaches in undergraduate and graduate programs. His main lines of research are related to consumer psychology, neuromarketing and the ethics and deontology of advertising and public relations.

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Copyright (c) 2024 Noemí Martín García, Alberto Martín García, Marian Núñez Cansado

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