Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa

This work focuses on the strategic planning of public relations in well-known digital brands, based in Barcelona. This is the host city of the international technology fair “Mobile World Congress” and, at the same time, is in fifth place in Europe, in terms of the number of exist-ing start-ups. The...

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Detalhes bibliográficos
Autores: Coll-Rubio, Patricia, Micó, Josep-Lluís
Formato: artículo
Estado:Versión publicada
Fecha de publicación:2020
País:España
Recursos:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:20.500.14342/669
Acesso em linha:http://hdl.handle.net/20.500.14342/669
https://doi.org/10.17231/comsoc.0(2020).2750
Access Level:acceso abierto
Palavra-chave:Màrqueting
Publicitat
Relacions públiques
Màrqueting digital
Growth hacking
Empreses--Planificació
65
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spelling Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and FotocasaRelações públicas em estratégias de growth hacking na comunicação digital: os estudos de caso da Wallapop, Westwing e FotocasaColl-Rubio, PatriciaMicó, Josep-LluísMàrquetingPublicitatRelacions públiquesMàrqueting digitalGrowth hackingEmpreses--Planificació65This work focuses on the strategic planning of public relations in well-known digital brands, based in Barcelona. This is the host city of the international technology fair “Mobile World Congress” and, at the same time, is in fifth place in Europe, in terms of the number of exist-ing start-ups. The qualitative methodology, using the case study, was the research strategy used, which favoured triangulation in data collection through in-depth interviews and document analy-sis. Three brands founded on the digital environment were studied, whose activity is developed in the online environment. The results of the study showed that the public relations planning of the analysed digital brands is carried out in four stages: research, planning, implementation and evaluation. The public relations actions of these brands are integrated into marketing strategies and focus on advertising, content marketing and influence marketing actions, which combine creativity and analysis in order to achieve growth hacking goals. The strategies of these brands seek to achieve communication goals in the short term and the techniques used are guided by a management approach by objectives.Este trabalho debruça-se sobre o planeamento estratégico de relações públicas em marcas digitais de referência, que estão sediadas em Barcelona. Esta é a cidade anfitriã da feira internacional de tecnologia “Mobile World Congress” e, ao mesmo tempo, está em quinto lugar na Europa, no que respeita ao número de startups existentes. A metodologia qualitativa com o recurso ao estudo de caso foi a estratégia de investigação utilizada, a qual privilegiou a trian-gulação na recolha de dados através da realização de entrevistas em profundidade e da análise documental. Foram estudadas três marcas sustentadas no ambiente digital, cuja atividade se desenvolve no meio online. Os resultados do estudo mostraram que o planeamento de relações públicas das marcas digitais analisadas é realizado em quatro etapas: a pesquisa, o planeamen-to, a implementação e a avaliação. As ações de relações públicas destas marcas estão integradas em estratégias de marketing e privilegiam ações de publicidade, de marketing de conteúdo e de marketing de influência, que combinam a criatividade e a análise a fim de se atingirem as metas de growth hacking. As estratégias destas marcas procuram atingir metas de comunicação a curto prazo e as técnicas utilizadas orientam-se por uma abordagem de gestão por objetivos.CECS. Centro de Estudos de Comunicação e Sociedade (CECS) da Universidade do MinhoUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna2020info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersion13 p.http://hdl.handle.net/20.500.14342/669https://doi.org/10.17231/comsoc.0(2020).2750reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésComunicação e Sociedade, volum especial, 2020Attribution-NonCommercial 4.0 International© Comunicação e Sociedadehttp://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccessoai:recercat.cat:20.500.14342/6692026-05-29T05:05:01Z
dc.title.none.fl_str_mv Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa
Relações públicas em estratégias de growth hacking na comunicação digital: os estudos de caso da Wallapop, Westwing e Fotocasa
title Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa
spellingShingle Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa
Coll-Rubio, Patricia
Màrqueting
Publicitat
Relacions públiques
Màrqueting digital
Growth hacking
Empreses--Planificació
65
title_short Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa
title_full Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa
title_fullStr Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa
title_full_unstemmed Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa
title_sort Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa
dc.creator.none.fl_str_mv Coll-Rubio, Patricia
Micó, Josep-Lluís
author Coll-Rubio, Patricia
author_facet Coll-Rubio, Patricia
Micó, Josep-Lluís
author_role author
author2 Micó, Josep-Lluís
author2_role author
dc.contributor.none.fl_str_mv Universitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.subject.none.fl_str_mv Màrqueting
Publicitat
Relacions públiques
Màrqueting digital
Growth hacking
Empreses--Planificació
65
topic Màrqueting
Publicitat
Relacions públiques
Màrqueting digital
Growth hacking
Empreses--Planificació
65
description This work focuses on the strategic planning of public relations in well-known digital brands, based in Barcelona. This is the host city of the international technology fair “Mobile World Congress” and, at the same time, is in fifth place in Europe, in terms of the number of exist-ing start-ups. The qualitative methodology, using the case study, was the research strategy used, which favoured triangulation in data collection through in-depth interviews and document analy-sis. Three brands founded on the digital environment were studied, whose activity is developed in the online environment. The results of the study showed that the public relations planning of the analysed digital brands is carried out in four stages: research, planning, implementation and evaluation. The public relations actions of these brands are integrated into marketing strategies and focus on advertising, content marketing and influence marketing actions, which combine creativity and analysis in order to achieve growth hacking goals. The strategies of these brands seek to achieve communication goals in the short term and the techniques used are guided by a management approach by objectives.
publishDate 2020
dc.date.none.fl_str_mv 2020
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/20.500.14342/669
https://doi.org/10.17231/comsoc.0(2020).2750
url http://hdl.handle.net/20.500.14342/669
https://doi.org/10.17231/comsoc.0(2020).2750
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Comunicação e Sociedade, volum especial, 2020
dc.rights.none.fl_str_mv Attribution-NonCommercial 4.0 International
© Comunicação e Sociedade
http://creativecommons.org/licenses/by-nc/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial 4.0 International
© Comunicação e Sociedade
http://creativecommons.org/licenses/by-nc/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 13 p.
dc.publisher.none.fl_str_mv CECS. Centro de Estudos de Comunicação e Sociedade (CECS) da Universidade do Minho
publisher.none.fl_str_mv CECS. Centro de Estudos de Comunicação e Sociedade (CECS) da Universidade do Minho
dc.source.none.fl_str_mv reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869416849488216064
score 15,811543

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