Análisis del usuario de las redes sociales a través del móvilimplicaciones publicitarias

Resumen

Social media are gaining momentum as a powerful tool of advertising communications. Among the benefits that companies canachieve using social media it should be noted that these social media allow companies to communicate with their targets increasing brand awareness while knowing the levels of consumers "satisfaction/dissatisfaction with the products and services being purchased or used by them. Social media are also a way of encouraging customers" brand loyalty. It must also be noted that mobile phones are playing an increasing role as a platform to access these social media. So 23,1% of Internet users accessed social media through mobile phones in 2010 representing a 272% increase of such activity in the period 2009-2010. Mobile social media users play an active role accessing on a daily basis (44%) or a weekly basis (79%) to their online profiles (Zenithmedia, 2011). These users represent a new consumer who is not just exposed to advertising but also listening, talking, recommending and influencing other consumers about brands, products and services. By way of illustration, over 70% of social media users talk about and recommend commercial brands (Zenithmedia, 2010) and so the study of social media is very interesting from a marketing perspective. Given the very recent appearance of social media, the literature examining the factors influencing the use of these communication systems is still scanty. Therefore, the aim of this research is to identify the key drivers of teenagers "behaviours using social media through their mobile phones (media affinity, innovativeness, attitude, motivations and barriers) to evaluat e the interest of such a tool as a means of marketing communications. Managerial implications to improve marketers " advertising effectiveness are also discussed.