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Nowadays we are witnessing a significant change in content consumption. This, together with the global health situation, has caused some behaviors to accelerate. This research focuses on the specific case of the lockdown in Spain and the coincidence with the launch of the fourth season of Money Heist compared to the launch of season three. Starting with a review of the theoretical framework, in which the related concepts of coronavirus, television, and Video on Demand (VOD) platforms are presented, the importance of transmedia communication is also introduced. The methodological aspect is developed through content analysis and in-depth interviews. The tool used on the first methodology has been Twlets. With regard to the sources, the specific bibliography of the audiovisual sector, the official profile of the series on Twitter and personal interviews with professionals from the communication department of the production company, Vancouver Media, and from the series directing were taken into account. The methodology used to carry out this work has been the analysis of quantitative–qualitative content of the various sources consulted. The results of the study are presented in graphs, crossing the data from the different sources to detect the strategies of marketing and communication used for the release of the fourth season of the series. These results reflect the change in the communication strategy, the behavior of the social audience of the Twitter account of Money Heist (La Casa de Papel) and its relationship with the period of lockdown in Spain. [ABSTRACT FROM AUTHOR]

This research analyzed the online reputation of Marbella as a tourist destination and the profiles of the reviewers according to sociodemographic characteristics. A correlational, quantitative research technique was used in this study based on the manual extraction of more than 4000 reviews generated on TripAdvisor. The data used in this study were collected from the TripAdvisor website, taking, as a sample, tourists who had visited the city in the last three years. Ratings that did not provide full data on the variables were excluded. The findings show that Marbella is considered a luxury shopping destination. The preliminary conclusions allow us to generalize about the sociodemographic profile of its tourists. The findings of the study will provide valuable information for Marbella's Destination Management Organization (DMO). On the one hand, this study highlights the importance of ranking the attractions of the city to create better communication strategies and enhance the appeal of those attractions that receive the best ratings, establishing the true vocation of Marbella as a tourist destination. On the other hand, it provides information on what tourists perceive to be negative elements, allowing the administration to create an improvement plan. The novelty of this research paper is that it delves into Marbella's online reputation through an analysis of specific attractions' ratings. Areas that require further attention in future research have been highlighted, along with specific advice on each attraction that contributes to the tourist offerings of the city. [ABSTRACT FROM AUTHOR]