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Influencias de la comunicación online en el comportamiento del consumidor

 

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Author: Rama Gallardo, Carmen María
Director: Rodríguez-Bobada Rey, Joaquina
Department: Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Date: 2018
Document type: Final Degree Work
Academic Title: Universidad de Sevilla. Grado en Marketing e Investigación de Mercados
Abstract: Este Trabajo Fin de Grado se centra en estudiar las influencias de la comunicación online en el comportamiento del consumidor. Para ello, en primer lugar, elaboramos un marco teórico en el cual analizamos el comportamiento del consumidor y la comuni...
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This Final Degree Project focuses on studying the influences of online communication on consumer behavior. For this, first, we elaborate a theoretical framework in which we analyze consumer behavior and online communication. Within this section, it refers to specific points, like other approaches in consumer behavior, the incorporation of technology to communication and social networks. Secondly, analyze the social network strategy of two companies in two different sectors. Zara works within the textile sector and BabyBe is within the health sector, offering services for both the baby and the woman. We study how to use social networks to have a good communication with your target audience. On the other hand, perform a survey with a sample of 180 people, in order to have a view of consumers about what they think about the real communication that companies make.
Cite: Rama Gallardo, C.M. (2018). Influencias de la comunicación online en el comportamiento del consumidor. (Trabajo Fin de Grado Inédito). Universidad de Sevilla, Sevilla.
Size: 1.404Mb
Format: PDF

URI: https://hdl.handle.net/11441/88404

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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