EL USO DE INSTAGRAM COMO MARKETING DE ATRACCIÓN EN LA MARCA DE MODA BERSHKA.
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2018-07-12
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Jaén: Universidad de Jaén
Resumen
[ES] El presente trabajo ofrece un estudio sobre la tecnología
interactiva, el marketing de atracción y un posterior caso aplicado
a la empresa textil Bershka. Primeramente se estudian las
principales tecnologías interactivas, profundizando en las redes
sociales o blogs y en las ventajas que proporcionan en las
estrategias de marketing digital. Posteriormente se define el
marketing de atracción y el concepto de compromiso por parte del
consumidor. Este trabajo pretende mostrar la importancia de las
nuevas formas de comunicación digital y las repercusión que
tienen entre la relación consumidor-empresa. Para entender todos
estos conceptos se analiza la empresa Bershka y el uso que hace
de estas tecnologías en sus diferentes canales como son las redes
sociales o el comercio electrónico.
[EN] The present paper offers a study on interactive technology, inbound marketing and a subsequent case applied to the textile company Bershka. First, the main interactive technologies are studied, delving into social networks or blogs and the advantages they provide in digital marketing strategies. Subsequently, inbound marketing and the concept of costumer engagement are defined. This work intend to show the importance of new forms of digital communication and the impact they have between the consumer-company relationship. To understand all these concepts, Bershka Company is analyzed and also the use it makes of these technologies in its different channels such as social networks or electronic commerce.
[EN] The present paper offers a study on interactive technology, inbound marketing and a subsequent case applied to the textile company Bershka. First, the main interactive technologies are studied, delving into social networks or blogs and the advantages they provide in digital marketing strategies. Subsequently, inbound marketing and the concept of costumer engagement are defined. This work intend to show the importance of new forms of digital communication and the impact they have between the consumer-company relationship. To understand all these concepts, Bershka Company is analyzed and also the use it makes of these technologies in its different channels such as social networks or electronic commerce.