Mostra el registre parcial de l'element

dc.contributorUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.contributor.authorColl, Patricia
dc.contributor.authorMicó, Josep-Lluís
dc.date.accessioned2020-11-24T16:21:16Z
dc.date.accessioned2023-07-12T10:32:37Z
dc.date.available2020-11-24T16:21:16Z
dc.date.available2023-07-12T10:32:37Z
dc.date.issued2019
dc.identifier.urihttp://hdl.handle.net/20.500.14342/457
dc.description.abstractThis article analyses the presence of influencer marketing in business communications strategies in the new economy, based on the results of an exploratory investigation carried out in accordance with the methodology of the Grounded Theory. The categorisation of the information, obtained from the elaboration of the case studies of three digitally native brands (Wallapop, Westwing and Fotocasa), shows that influencer marketing actions are part of their 360º communications strategy. Actions with influencers are developed in a synergistic way with other advertising and public relations actions, both on and offline. In terms of their approach, they follow Marston's strategic planning model, which consists of four phases: research, planning, execution and evaluation. In this sense, its particularities include the decision-making based on data, as well as the empowerment of the user and the brands' agents.eng
dc.format.extent19 p.
dc.language.isoeng
dc.publisherOberCom. Investigação e Saber Em Comunicação
dc.relation.ispartofObservatorio (OBS*), vol. 13, núm 2, 2019
dc.rightsAttribution-NonCommercial 4.0 International
dc.rights© L'autor/a
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/
dc.sourceRECERCAT (Dipòsit de la Recerca de Catalunya)
dc.subject.otherGrowth hacking
dc.subject.otherMitjans de comunicació social
dc.subject.otherRelacions públiques
dc.subject.otherMàrqueting
dc.titleInfluencer Marketing in the Growth Hacking strategy of digital brands
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion
dc.rights.accessLevelinfo:eu-repo/semantics/openAccess
dc.embargo.termscap
dc.subject.udc65


Fitxers en aquest element

 

Aquest element apareix en la col·lecció o col·leccions següent(s)

Mostra el registre parcial de l'element

Attribution-NonCommercial 4.0 International
Excepte que s'indiqui una altra cosa, la llicència de l'ítem es descriu com http://creativecommons.org/licenses/by-nc/4.0/
Comparteix a TwitterComparteix a LinkedinComparteix a FacebookComparteix a TelegramComparteix a WhatsappImprimeix