Year: 2014
Type: article
Abstract: Social networking has provided unprecedented opportunities for marketing and advertising on line, becoming effective communication channels which create virtual communities around brands. In this investigation will analyze the communication strategies Movistar in Tuenti social network to connect with their target audience in order to influence their purchasing decisions and get a affiliation of adolescents to the brand. The results show the success of Movistar in the time and frequency of messages, the rationality of these messages and the use of images. These strategies have resulted a high interaction by young people with the brand and each other.
Source: Historia y Comunicación Social
Institutions: Universidad de Granada, Universidad de Málaga
Language: Spanish
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W1992565797