La publicidad en buscadores de las plataformas españolas de compraventa de trabajos académicos: análisis del tráfico, costes y palabras clave

Autores/as

DOI:

https://doi.org/10.3989/redc.2021.3.1767

Palabras clave:

motores de búsqueda, publicidad online, Google Ads, deshonestidad académica, publicidad en buscadores, educación superior

Resumen


Los portales de compraventa de trabajos académicos se han convertido en una suerte de colaboradores necesarios en las prácticas deshonestas del alumnado universitario a nivel mundial y en los últimos años su presencia se ha incrementado notablemente. Nuestro estudio, basado en los datos extraídos del programa SEMrush, analiza el tráfico, la publicidad online y las palabras clave empleadas por 36 empresas españolas dedicadas a la venta de trabajos académicos a través de Internet. Los resultados obtenidos ponen de manifiesto el incremento de visitas que reciben estos sitios web durante el último año, a la vez que ponen el acento en la mayor tasa de tráfico recibido a través de la publicidad online frente al tráfico orgánico. Nuestro aporte concluye con una serie de recomendaciones generales que entendemos pueden ayudar a encarar el problema.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Amigud, A. (2020). Cheaters on Twitter: an analysis of engagement approaches of contract cheating services. Studies in Higher Education, 45(3), 692-705. https://doi.org/10.1080/03075079.2018.1564258

Amigud, A.; Dawson, P. (2020). The law and the outlaw: is legal prohibition a viable solution to the contract cheating problem? Assessment & Evaluation in Higher Education, 45(1), 98-108. https://doi.org/10.1080/02602938.2019.1612851

Aregay, T. (2014). Ranking Factors for Web Search: Case Study in the Netherlands. [Tesis de Máster]. Holanda: University of Twente. https://bit.ly/2NouiMc [Fecha de consulta: 22/06/2020].

Aswani, R.; Kar, A.K.; Ilavarasana, P.V.; Dwivedi, Y.K. (2018). Search engine marketing is not all gold: Insights from Twitter and SEOClerks. International Journal of Information Management, 38(1), 107-116. https://doi.org/10.1016/j.ijinfomgt.2017.07.005

Awdry, R.; Newton, P.M. (2019). Staff views on commercial contract cheating in higher education: a survey study in Australia and the UK. Higher Education. 78, 593-610. https://doi.org/10.1007/s10734-019-00360-0

Baye, M.R.; De los Santos, B.; Wildenbeest, M.R. (2016). Search engine optimization: What drives organic traffic to retail sites? Journal of Economics & Management Strategy, 25(1), 6-31. https://doi.org/10.1111/jems.12141

Boughton, S.B. (2005). Search engine marketing. Perspectives in Business, 2(1), 29-33. https://bit.ly/3atnUx3 [Fecha de consulta: 30/03/2020].

Bretag, T. (2019). Contract cheating will erode trust in science. Nature, 574(7780), 599. https://doi.org/10.1038/d41586-019-03265-1 PMid:31664215

Bretag, T.; Harper, R.; Burton, M.; Ellis, C.; Newton, P.; Rozenberg, P.; van Haeringen, K. (2018). Contract cheating: a survey of Australian university students. Studies in Higher Education, 44(11), 1837-1856. https://doi.org/10.1080/03075079.2018.1462788

Bretag, T.; Harper, R.; Rundle, K.; Newton, P.M.; Ellis, C.; van Haeringen, K. (2020). Contract cheating in Australian higher education: a comparison of non-university higher education providers and universities. Assessment & Evaluation in Higher Education, 45(1), 125-139. https://doi.org/10.1080/02602938.2019.1614146

Chaffey, D. (2020). Search engine statistics, 2020. Disponible en https://www.smartinsights.com/search-engine- marketing/search-engine-statistics/ [Fecha de consulta: 08/05/2021]

Clare, J.; Walker, S.; Hobson, J. (2017). Can we detect contract cheating using existing assessment data? Applying crime prevention theory to an academic integrity issue. International Journal for Educational Integrity, 13(1). https://doi.org/10.1007/s40979-017-0015-4

Comas, R. (2009). El ciberplagio y otras formas de deshonestidad académica entre el alumnado universitario. [Tesis doctoral]. España: Universidad de las Islas Baleares.

Curtis, G.J.; Clare, J. (2017). How Prevalent is Contract Cheating and to What Extent are Students Repeat Offenders? Journal of Academic Ethics, 15(2), 115-124. https://doi.org/10.1007/s10805-017-9278-x

Dawson, P.; Sutherland-Smith, W. (2018). Can markers detect contract cheating? Results from a pilot study. Assessment and Evaluation in Higher Education, 43(2), 286-293. https://doi.org/10.1080/02602938.2017.1336746

Dawson, P.; Sutherland-Smith, W. (2019). Can training improve marker accuracy at detecting contract cheating? A multi-disciplinary pre-post study. Assessment and Evaluation in Higher Education, 44(5), 715-725. https://doi.org/10.1080/02602938.2018.1531109

Devlin, M.; Gray, K. (2007). In Their Own Words: A Qualitative Study of the Reasons Australian University Students Plagiarize. Higher Education Research and Development, 26(2), 181-198. https://doi.org/10.1080/07294360701310805

Draper, M.J.; Newton, P.M. (2017). A legal approach to tackling contract cheating? International Journal for Educational Integrity, 13(1). https://doi.org/10.1007/s40979-017-0022-5

Draper, M.J.; Ibezim, V.; Newton, P.M. (2017). Are Essay Mills committing fraud? An analysis of their behaviours vs the 2006 Fraud Act (UK). International Journal for Educational Integrity, 13(1). https://doi.org/10.1007/s40979-017-0014-5

Dreller, J. (2010). A brief history of paid search advertising. Disponible en https://bit.ly/3dEdxbr [Fecha de consulta: 30/03/2020]

Drivas, I.C.; Sarlis, A.S.; Sakas, D.P.; Varveris, A. (2017). Stuffing Keyword Regulation in Search Engine Optimization for Scientific Marketing Conferences. En Kavoura A.; Sakas D.; Tomaras P. (eds) Strategic Innovative Marketing (pp. 117-123). Springer. https://doi.org/10.1007/978-3-319-56288-9_17

Ellis, C.; Zucker, I.M.; Randall, D. (2018). The infernal business of contract cheating: understanding the business processes and models of academic custom writing sites. International Journal for Educational Integrity, 14(1). https://doi.org/10.1007/s40979-017-0024-3

Foltýnek, T.; Králíková, V. (2018). Analysis of the contract cheating market in Czechia. International Journal for Educational Integrity, 14(1). https://doi.org/10.1007/s40979-018-0027-8

Gavilán, D.; Martínez-Navarro, G.; Fernández-Lores, S. (2018). Influencia social en las comunidades de cine: filmaffinity como caso de estudio. Estudios sobre el Mensaje Periodistico, 24(1), 551-565. https://doi.org/10.5209/ESMP.59966

Goldfarb, A.; Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389-404. https://doi.org/10.1287/mksc.1100.0583

González-Soltero, R.; Blanco, M.J.; Biscaia, J.M.; Mohedano, R.B.; Grille-Mariscal, M.; Blanco, M.A. (2015). Análisis del contenido, posicionamiento y calidad de páginas web en español relacionadas con la nutrición y los trastornos de la conducta alimentaria. Nutrición Hospitalaria, 31(3), 1394-1402.

Google Ads. (2020). Políticas de Google Ads. Disponible en https://bit.ly/3ass5cg [Fecha de consulta: 30/03/2020]

Gullifer, J. (2010). Exploring university students' perceptions of plagiarism: A focus group study. Studies in Higher Education, 35(4), 463-481. https://doi.org/10.1080/03075070903096508

Ip, E.; Nguyen, K.; Shah, B.; Doroudgar, S.; Bidwal, M. (2016). Motivations and predictors of cheating in pharmacy school. American Journal of Pharmaceutical Education, 80(8), 133. https://doi.org/10.5688/ajpe808133 PMid:27899829 PMCid:PMC5116785

Jafarzadeh, H.; Abedin, B.; Aurum, A.; D'Ambra, J. (2019). Search Engine Advertising Perceived Effectiveness: A Resource-Based Approach on the Role of Advertisers' Competencies. Journal of Organizational and End User Computing, 31(4), 46-73. https://doi.org/10.4018/JOEUC.2019100103

Jansen, B.J.: Spink, A. (2007). Sponsored search: is money a motivator for providing relevant results?. Computer, 40(8), 52-57. https://doi.org/10.1109/MC.2007.290

Juez, I. (2018). ¿Cómo logran las webs de descargas ilegales burlar a la Policía?, El Correo. Disponible en https://bit.ly/39qlDBf [Fecha de consulta: 30/03/2020]

Kaktiņš, L. (2018). Contract cheating advertisements: what they tell us about international students' attitudes to academic integrity. Ethics and Education, 13(2), 268-284. https://doi.org/10.1080/17449642.2017.1412178

Kireyev, P.; Pauwels, K.; Gupta, S. (2016). Do display ads influence search? Attribution and dynamics in online advertising. International Journal of Research in Marketing, 33(3), 475-490. https://doi.org/10.1016/j.ijresmar.2015.09.007

Kritzinger, W.T.; Weideman, M. (2017). Parallel search engine optimisation and pay-per-click campaigns: A comparison of cost per acquisition. South African Journal of Information Management, 19(1). https://doi.org/10.4102/sajim.v19i1.820

Lancaster, T.; Clarke, R. (2016). Contract Cheating: The Outsourcing of Assessed Student Work. En: Bretag T. (eds) Handbook of Academic Integrity. Singapore: Springer. 639-654. https://doi.org/10.1007/978-981-287-098-8_17

Lopezosa, C.; Codina, L.; Rovira, C. (2019a). Visibilidad web de portales de televisión y radio en España: ¿qué medios llevan a cabo un mejor posicionamiento en buscadores? Barcelona: Universitat Pompeu Fabra, Departamento de Comunicación; Ediciones Profesionales de la Información. Disponible en https://bit.ly/2UH3fig [Fecha de consulta: 30/03/2020]

Lopezosa, C.; Codina, L.; López-García, G.; Corbella-Cordomi, J.M. (2020). Mapa de visibilidad y posicionamiento en buscadores de los principales grupos mediáticos españoles. El profesional de la información (EPI), 29(2). https://doi.org/10.3145/epi.2020.mar.03

Lopezosa, C.; Orduna-Malea, E.; Pérez-Montoro, M. (2019b). Making Video News Visible: Identifying the Optimization Strategies of the Cybermedia on YouTube Using Web Metrics. Journalism Practice. https://doi.org/10.1080/17512786.2019.1628657

Marvin, G. (2017). Report: Google earns 78% of $36.7B US search ad revenues, soon to be 80%. Disponible en https://bit.ly/2wMGGkf [Fecha de consulta: 30/03/2020]

Moran, M.; Hunt, B. (2014). Search engine marketing, Inc.: Driving search traffic to your company's website. New Jersey: IBM Press.

Murdock, B.; Stephens, J.M.; Grotewiel, M. (2016). Student Dishonesty in the Face of Assessment. En Brown G. y Harris L. (eds) Handbook of human and social conditions in assessment. Londres: Routledge. 186-203

Nabout, N.A.; Lilienthal, M.; Skiera, B. (2014). Empirical generalizations in search engine advertising. Journal of Retailing, 90(2), 206-216. https://doi.org/10.1016/j.jretai.2014.03.002

Newton, P.M. (2018). How common is commercial contract cheating in higher education and is it increasing? A systematic review. Frontiers in Education, 3. https://doi.org/10.3389/feduc.2018.00067

Newton, P. M.; Lang, C. (2016). Custom essay writers, freelancers, and other paid third parties. En: Bretag T. (eds) Handbook of Academic Integrity. Singapore: Springer. 249-271. https://doi.org/10.1007/978-981-287-098-8_38

Owen, C. (2018). Multi-million dollar university 'assignment cheating' business in court. Disponible en https://bit.ly/3bG2ddj [Fecha de consulta: 30/03/2020]

Pinto, M.; Sales, D. (2015). Uncovering information literacy's disciplinary differences through students' attitudes: An empirical study. Journal of Librarianship and Information Science, 47(3), 204-215. https://doi.org/10.1177/0961000614532675

Rodrigues, R. (2014). Búsqueda, selección y gestión de información académica de los nativos digitales: pocas sorpresas y grandes retos educativos. Digital Education Review, 26, 39-60. https://revistes.ub.edu/index.php/der/article/download/11580/14440 [Fecha de consulta: 07/05/2021]

Rowland, S.; Slade, C.; Wong, K.S.; Whiting, B. (2018). 'Just turn to us': the persuasive features of contract cheating websites. Assessment & Evaluation in Higher Education, 43(4), 652-665. https://doi.org/10.1080/02602938.2017.1391948

Sen, R. (2005). Optimal search engine marketing strategy. International Journal of Electronic Commerce, 10(1), 9-25. https://doi.org/10.1080/10864415.2005.11043964

Sivasubramaniam, S.; Kostelidou, K.; Ramachandran, S. (2016). A close encounter with ghost-writers: an initial exploration study on background, strategies and attitudes of independent essay providers. International Journal for Educational Integrity, 12(1). https://doi.org/10.1007/s40979-016-0007-9

Sureda, J.; Comas, R.; Mut, T. (2007). Las "fábricas" de trabajos académicos: una incitación al fraude en las aulas. Informes de Investigación del Grupo "Educación y Ciudadanía". Disponible en https://docplayer.es/storage/38/17977256/1620420577/a_XU00hn-Fz7jHI9u-JtFag/17977256.pdf [Fecha de consulta: 07/05/2021]

Taylor, Z.W. (2020). Optimizing Away Summer Melt: How Search Engine Optimization May Reduce Summer Melt at Highly Ranked US Institutions of Higher Education. Strategic Enrollment Management Quarterly (Abril 2020, pre-print). Disponible en https://bit.ly/2QV2mSc [Fecha de consulta: 30/03/2020]

Vyas, C. (2019). Evaluating state tourism websites using Search Engine Optimization tools. Tourism Management, 73, 64-70. https://doi.org/10.1016/j.tourman.2019.01.019

Wallace, M.J.; Newton, P.M. (2014). Turnaround time and market capacity in contract cheating. Educational Studies, 40(2), 233-236. https://doi.org/10.1080/03055698.2014.889597

Zhang, S.; Cabage, N. (2017). Search engine optimization: Comparison of link building and social sharing. Journal of Computer Information Systems, 57(2), 148-159. https://doi.org/10.1080/08874417.2016.1183447

Publicado

2021-06-07

Cómo citar

Comas-Forgas, R. ., Morey-López, M. ., & Sureda-Negre, J. . (2021). La publicidad en buscadores de las plataformas españolas de compraventa de trabajos académicos: análisis del tráfico, costes y palabras clave. Revista Española De Documentación Científica, 44(3), e298. https://doi.org/10.3989/redc.2021.3.1767

Número

Sección

Estudios

Datos de los fondos

Ministerio de Ciencia e Innovación
Números de la subvención RTI2018-098314-B-I00

Agencia Estatal de Investigación
Números de la subvención RTI2018-098314-B-I00

European Regional Development Fund
Números de la subvención RTI2018-098314-B-I00