Communication in social networks. Movistar and teenagers

被引：0

作者：

Martinez-Rodrigo, Estrella ^{[1
]}

Jose Palacios-Trassierra, Maria ^{[2
]}

机构：

[1] Univ Granada, Fac Comunicac & Documentac, E-18071 Granada, Spain

[2] Univ Malaga, Publicidad & Relac Publ, E-29071 Malaga, Spain

来源：

HISTORIA Y COMUNICACION SOCIAL | 2014年 / 19卷

关键词：

Social networks; advertising; teenagers; Tuenti; Movistar; communication;

D O I：

10.5209/rev_HICS.2014.v19.45035

中图分类号：

J9 [电影、电视艺术]; I235 [电影、电视、广播剧];

学科分类号：

摘要：

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.

引用

页码：377 / 386

页数：10

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