Comunicación entre menores y marcas en las redes sociales

Abstract

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.