Social media influence on consumer behavior: the case of mobile telephony manufacturers

Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such i...

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Detalles Bibliográficos
Autores: Fondevila i Gascón, Joan Francesc, Polo López, Marc, Rom Rodríguez, Josep, Mir-Bernal, Pedro
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2020
País:España
Institución:Universitat Pompeu Fabra
Repositorio:Repositorio Digital de la UPF
OAI Identifier:oai:repositori.upf.edu:10230/47200
Acceso en línea:http://hdl.handle.net/10230/47200
http://dx.doi.org/10.3390/su12041506
Access Level:acceso abierto
Palabra clave:Advertising
Marketing
Social media
Consumer behavior
Facebook
YouTube
Twitter
Instagram
Mobile telephony
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spelling Social media influence on consumer behavior: the case of mobile telephony manufacturersFondevila i Gascón, Joan FrancescPolo López, MarcRom Rodríguez, JosepMir-Bernal, PedroAdvertisingMarketingSocial mediaConsumer behaviorFacebookYouTubeTwitterInstagramMobile telephonyBoth broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is inherently linked with communication. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Bearing in mind that the mobile telephony sector is particularly competitive in Spain, it is concluded that the activity of mobile phone manufacturers in social media is positive, and, regarding consumer behavior, that no significant difference is detected between the average of ratings of the advertising of mobile telephony in the social networks, neither in the influence of the same by gender nor by age ranges.This research is part of the “New forms of interactive advertising on television, Internet and digital media. Real applications on HbbTV” project, financed by the Ministry of Economy, Industry and Competitiveness, reference CSO2017-88895-R (MINECO/FEDER).MDPI202120212020info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/47200http://dx.doi.org/10.3390/su12041506reponame:Repositorio Digital de la UPFinstname:Universitat Pompeu FabraInglésSustainability. 2020 Feb 18;12(4):1506info:eu-repo/grantAgreement/ES/2PE/CSO2017-88895-R© 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).http://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:repositori.upf.edu:10230/472002026-06-12T07:21:37Z
dc.title.none.fl_str_mv Social media influence on consumer behavior: the case of mobile telephony manufacturers
title Social media influence on consumer behavior: the case of mobile telephony manufacturers
spellingShingle Social media influence on consumer behavior: the case of mobile telephony manufacturers
Fondevila i Gascón, Joan Francesc
Advertising
Marketing
Social media
Consumer behavior
Facebook
YouTube
Twitter
Instagram
Mobile telephony
title_short Social media influence on consumer behavior: the case of mobile telephony manufacturers
title_full Social media influence on consumer behavior: the case of mobile telephony manufacturers
title_fullStr Social media influence on consumer behavior: the case of mobile telephony manufacturers
title_full_unstemmed Social media influence on consumer behavior: the case of mobile telephony manufacturers
title_sort Social media influence on consumer behavior: the case of mobile telephony manufacturers
dc.creator.none.fl_str_mv Fondevila i Gascón, Joan Francesc
Polo López, Marc
Rom Rodríguez, Josep
Mir-Bernal, Pedro
author Fondevila i Gascón, Joan Francesc
author_facet Fondevila i Gascón, Joan Francesc
Polo López, Marc
Rom Rodríguez, Josep
Mir-Bernal, Pedro
author_role author
author2 Polo López, Marc
Rom Rodríguez, Josep
Mir-Bernal, Pedro
author2_role author
author
author
dc.subject.none.fl_str_mv Advertising
Marketing
Social media
Consumer behavior
Facebook
YouTube
Twitter
Instagram
Mobile telephony
topic Advertising
Marketing
Social media
Consumer behavior
Facebook
YouTube
Twitter
Instagram
Mobile telephony
description Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is inherently linked with communication. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Bearing in mind that the mobile telephony sector is particularly competitive in Spain, it is concluded that the activity of mobile phone manufacturers in social media is positive, and, regarding consumer behavior, that no significant difference is detected between the average of ratings of the advertising of mobile telephony in the social networks, neither in the influence of the same by gender nor by age ranges.
publishDate 2020
dc.date.none.fl_str_mv 2020
2021
2021
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/10230/47200
http://dx.doi.org/10.3390/su12041506
url http://hdl.handle.net/10230/47200
http://dx.doi.org/10.3390/su12041506
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Sustainability. 2020 Feb 18;12(4):1506
info:eu-repo/grantAgreement/ES/2PE/CSO2017-88895-R
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv reponame:Repositorio Digital de la UPF
instname:Universitat Pompeu Fabra
instname_str Universitat Pompeu Fabra
reponame_str Repositorio Digital de la UPF
collection Repositorio Digital de la UPF
repository.name.fl_str_mv
repository.mail.fl_str_mv
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