1. Repositorio institucional de CLACSO
2. Colección de los Centros Asociados
3. Puerto Rico
4. Facultad de Administración de Empresas (AACSB Accredited) - EGAE - Cosecha

Título :	Marketing communication objectives through digital content marketing on social media
Palabras clave :	Administración y Contabilidad;Social media marketing;digital content marketing;marketing communication objectives;social media metrics
Editorial :	Centro de Investigaciones Comerciales e Iniciativas Académicas
Descripción :	The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.
URI :	http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/50568
Otros identificadores :	http://www.redalyc.org/articulo.oa?id=63166575003
Aparece en las colecciones:	Facultad de Administración de Empresas (AACSB Accredited) - EGAE - Cosecha

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