Los millennials como prosumers y adprosumers en las redes sociales corporativas
ISSN: 0719-3661
Any de publicació: 2018
Número: 43
Pàgines: 137-159
Tipus: Article
Altres publicacions en: Cuadernos.Info
Resum
This research addresses the role of millennials as prosumers and adprosumers in corporate social networks. The methodology combines the literature review with a quantitative content analysis. The results show that they do participate in this type of channels and that their user-user and user-brand interaction increases to the extent that organizations consider the uses they make of social networks and the gratifications they expect from them. In this regard, the conclusions highlight the need to develop integrated communication strategies, including other channels of great popularity among millennials, and the need to customize them based on users’ motivations.
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