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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


Joan Francesc Fondevila Gascón. Universitat Abat Oliba CEU (UAO), Universitat Oberta de Catalunya (UOC) y Centro de Estudios sobre el Cable (CECABLE) Carolina Herrando Soria Universitat Oberta de Catalunya (UOC) y Centro de Estudios sobre el Cable (CECABLE) Ana Beriain Bañares Universitat Abat Oliba CEU (UAO) Josep Lluís del Olmo Arriaga Universitat Abat Oliba CEU (UAO)
Title Social media and e-commerce electronic: Pinterest as a new communication tool Summary Internet has facilitated to society the tools to convert the individual into an active user. Technology has transformed the linear and rigid procedure in which we received the information, to make way for a bidirectional and hypertextual flow content. The purpose of this qualitative research is to glimpse if the social network Pinterest could act as a communication tool to promote the ecommerce. We have studied the perception that Internet users have on this social network. Therefore, through online observation and virtual in-depth interviews, under the constant comparison method of grounded theory, we conclude that users perceive Pinterest more than a communicative tool than an e-commerce tool. Keywords Pinterest;: 2.0 communication; socialmedia; ecommerce; social commerce


doi: https://doi.org/10.31921/doxacom.n16a7


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