Comunidades virtuales y publicidad
- Lourdes Sánchez Martín 1
- Estrella Martínez Rodrigo 1
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1
Universidad de Granada
info
- Francisco García García (coord.)
- Rogerio García Fernández (coord.)
Argitaletxea: Icono 14 Asociación Científica
ISBN: 9788493907761
Argitalpen urtea: 2011
Bolumenaren izenburua: TOMO III
Liburukia: 3
Alea: 3
Orrialdeak: 2054-2062
Biltzarra: Congreso Internacional Ciudades Creativas (2. 2011. Madrid)
Mota: Biltzar ekarpena
Laburpena
The great development experienced by InformationTechnology and Communication has led to the emergence of new media and social networking platformslike. These new settings have benefited the field ofadvertising, which has adapted quickly adapting theircampaigns even further specificity. This paper aims toanalyze the new advertising strategies that are developed in virtual communities and establish a new relationship between the brand, product and the potentialconsumer. To this end, analyze the brand presence onsocial networks, while laying down the specific characteristics of these strategies as interactivity, immediacyand direct communication with the client, issues shaping new relationships in these cibersociedades.