Redes sociales y consumidores: Participación y construcción de imagen

Abstract

This paper focuses on the "fan " phenomenon on Facebook as the form used by consumers to express their interests, hobbies and personality, and how through such detachment to them, users participate in the process of building brand identity. This research is based on a survey between college students that analyzes the official profiles of wellknown brands they follow. Studying college students behavior was preferred as this is the audience with a more developed familiarity with information and communication technologies as tools used to communicate and share contents. After exploring the official profiles users were following, we have analyzed the brands and product categories to which they belong, to understand which are the ones with the greatest draft in public preferences.