How young people perceive brands with purpose through social networks in Spain
- Ana Sebastián-Morillas
- Irene Martín Soladana
- Jorge Clemente Mediavilla
ISSN: 0719-3661
Año de publicación: 2023
Título del ejemplar: Diez años de Cuadernos.info al servicio de la variedad del campo en Iberoamérica
Número: 56
Páginas: 166-184
Tipo: Artículo
Otras publicaciones en: Cuadernos.Info
Resumen
Este artigo analisa como o propósito das marcas pode influenciar a forma como elas desenvolvem as suas estratégias de comunicação para atingir os jovens e a importância que dão a esse propósito para mudar o mundo. Foi aplicado um questionário autoadministrado online a uma amostra de 500 alunos de faculdades de Comunicação na Espanha para conhecer a importância do propósito das marcas em sua comunicação. Os resultados mostram que o propósito de marca é importante e deve ser refletido nas estratégias de comunicação das marcas para que os jovens possam comprá-las no futuro, já que a grande maioria deles deseja uma sociedade melhor. Como conclusão principal, podemos dizer que estamos diante de uma comunicação que melhora a sociedade. Entretanto, muitos jovens não sabem o que significa o propósito da marca e não descartam comprar produtos que não o refletem. Portanto, as marcas precisam dar mais ênfase ao desenvolvimento de estratégias claras sobre seu propósito para atingir os jovens e mudar a sociedade para criar um mundo melhor
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