Comunicación entre menores y marcas en las redes sociales
Bibliographic Data
| ID | 12481945 |
|---|---|
| Authors | Estrella Martínez Rodrigo (0000-0002-8063-0525, Universidad de Granada, corresponding author), Lourdes Sánchez Martín (0000-0002-3959-4980, Universidad de Granada) |
| Year | 2012 |
| Volume | 18 |
| Issue | 0 |
| Publication date | 2012-12-12 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Estudios sobre el Mensaje Periodístico (JOURNAL) |
| Journal identifiers | ISSN: 1134-1629 • E-ISSN: 1698-0972 |
| Publisher | Universidad Complutense de Madrid (UCM) (PUBLISHER) |
| DOI | 10.5209/rev_esmp.2012.v18.40938 |
| OpenAlex | W2047936593 |
| Language | ES |
| Citations received | 4 |
Social networks have allowed to establish a smooth, narrow between advertisers and users. On these platforms, consumers can declare followers and interact with brands, advertisers leverage the proactivity of users and thus increase the number of advertising impacts. Coca-Cola is one of the advertisers that have been known to establish in virtual communities, specifically the social network Tuenti. Combining the largest number of followers, Coca-Cola has a particularity: its communication is aimed at teenagers. Throughout this study we analyzed the relationship between the brand and the children through one to one communication, the characteristics of these messages, participatory gender differences and their possible contribution to the formation of a post-crisis consumer teenager
Advertising · Business · Citizen journalism · Coca cola · Leverage (statistics · Social media · Social network (sociolinguistics · World Wide Web · Communication and COVID-19 Impact · Computer Science · Media and Digital Communication · Psychology
| Citations per year | 0.44 |
|---|---|
| Citation span | 2017 - 2021 (5) |
| Highly cited | No |