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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 16, January-June 2013


Isidoro Arroyo Almaraz Universidad Rey Juan Carlos Rebeca Martín Nieto Universidad Rey Juan Carlos Juana Farfán Montero. Universidad Rey Juan Carlos
Title Uses, perception and potentials of social networks as a means of communication to brand building Summary This research aims to determine how much advertising agencies use social networks, and to measure how much it is already used in other sectors and how it could have greater potential as a means of communication. The 75% AEACP advertising agencies were polled, by means of a survey. The answers were processed by means of a qualitative content analysis. The results of the analysis confirmed that the usage of social media is reflected to the relative perception of its effectiveness. It is most effective: to brand building in sectors that target youth, brands related to entertainment or leisure, promoting new products, in the development of promotional strategies, and in earning the loyalty of the customer. Keywords Social Networks; Social Networks communication; Communication and Advertising Agencies; Branding


doi: https://doi.org/10.31921/doxacom.n16a6


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