Exploring the Intention to Adopt Sustainable Mobility Modes of Transport among Young University Students.

This research arises from the need to accelerate the diffusion of sustainable mobility and the call for research on this topic. The Sustainable Development Goal 11 of the 2030 Agenda, the scientific articles on sustainable mobility systems and the advance of micro-mobility, shared mobility, Mobility on Demand (MOD) or Mobility as a Service (MaaS) in recent years manifest the importance of sustainable urban development. Given this reality, this paper explores the elements and factors that condition the adoption of a sustainable mobility mode of transport. An empirical study was carried out in the city of Seville through an electronic questionnaire delivered to university students. Our exploratory approach is an innovative point of view that can help us to better understand the reasons for the successful adoption of sustainable mobility modes of transport. The most relevant results of this study indicate that the user's perceived impacts on sustainability and customer forces influence the adoption of a mode of transport by citizens, whereas the product forces seem not to influence thTABLEis. Therefore, cities and companies that have put their emphasis exclusively on improving mobility products and services, without taking citizens into account, are less likely to succeed. Additionally, governments should consider that economic issues or environmental concerns of citizens act as drivers of innovation in urban mobility.

Analysis of factors affecting the effectiveness of face-to-face marketing learning via TikTok, YouTube and video conferencing.

After the COVID-19 pandemic, the use of virtual platforms, social networks and online applications has been totally modified by returning to face-to-face systems. The mandatory use of these tools in the period of social distancing has led to their extensive development. This paper analyzes the effects of the use of ICTs in a purely face-to-face environment. Therefore, it analyzes the factors that affect student satisfaction and effectiveness in marketing learning through the use of digital tools and online applications in face-to-face classes, and this analysis is from a dual perspective of user and learning dissatisfaction. Using a learner-centered approach in university classes, the use of the digital platform Blackboard, the digital tool YouTube and the social network TikTok in university marketing teaching is analyzed. The study is carried out on a sample of 327 university students of different levels. The analysis is performed through a mixed methodology using a symmetric (PLS-SEM) and non-symmetric (fsQCA) approach, allowing a better generalization of the results. In the measurement of effectiveness, both user assessment and student learning assessment are significative, the two being affected in a similar way. However, they are not related to each other, acting independently. Attitude is the construct that has the greatest impact on both types of satisfaction. Perceived enjoyment also exerts a notable influence, especially on learning satisfaction. The study presents one of the first post-pandemic approaches to the analysis of the effectiveness of technological tools (ICT tools) in the face-to-face setting of university marketing classes.