Marketing digital, redes sociales, influencers y caso RACKS
Archivos
NO SE HA AUTORIZADO la consulta de los documentos asociados
Fecha
2021-07-05
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Jaén: Universidad de Jaén
Resumen
Este Trabajo de Fin de Grado basa su estudio en profundizar en el
concepto de marketing digital, así como, su evolución y características
principales y, posteriormente, hacer hincapié en la importancia de las
redes sociales para esta nueva forma de hacer marketing, las
plataformas más utilizadas por las empresas y el uso del marketing de
influencers. De este modo, podemos observar como existe una
tendencia en el comercio electrónico que busca el uso de estos
influencers para mejorar la imagen de marca y atraer un mayor número
de clientes. Por último, estudiaremos un caso real de una marca
llamada RACKS que ha sabido aprovechar muy bien el potencial de las
redes sociales, el e-commerce y el marketing de influencers para
posicionarse en un segmento muy concreto que mezcla un estilo de
vida, una ideología político-económica y la moda.
This Final Degree Project is based on an in-depth study of the concept of digital marketing, as well as its evolution and main characteristics and, subsequently, emphasising the importance of social networks for this new form of marketing, the platforms most used by companies and the use of influencer marketing. In this way, we can see how there is a trend in e-commerce that seeks to use these influencers to improve brand image and attract a greater number of customers. Finally, we will study a real case of a brand called RACKS that has been able to take advantage of the potential of social networks, e-commerce and influencer marketing to position itself in a very specific segment that mixes a lifestyle, a political-economic ideology and fashion.
This Final Degree Project is based on an in-depth study of the concept of digital marketing, as well as its evolution and main characteristics and, subsequently, emphasising the importance of social networks for this new form of marketing, the platforms most used by companies and the use of influencer marketing. In this way, we can see how there is a trend in e-commerce that seeks to use these influencers to improve brand image and attract a greater number of customers. Finally, we will study a real case of a brand called RACKS that has been able to take advantage of the potential of social networks, e-commerce and influencer marketing to position itself in a very specific segment that mixes a lifestyle, a political-economic ideology and fashion.