Social Media Influence on Consumer Behavior: The Case of Mobile Telephony Manufacturers

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ID: 109927
2020
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Abstract
Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is inherently linked with communication. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Bearing in mind that the mobile telephony sector is particularly competitive in Spain, it is concluded that the activity of mobile phone manufacturers in social media is positive, and, regarding consumer behavior, that no significant difference is detected between the average of ratings of the advertising of mobile telephony in the social networks, neither in the influence of the same by gender nor by age ranges.
Reference Key
fondevilagascon2020socialsustainability Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Fondevila-Gascón, Joan-Francesc;Polo-López, Marc;Rom-Rodríguez, Josep;Mir-Bernal, Pedro;
Journal sustainability
Year 2020
DOI
DOI not found
URL
https://www.mdpi.com/2071-1050/12/4/1506
Keywords
environmental effects of industries and plants renewable energy sources environmental sciences history of scholarship and learning. the humanities social sciences (general) social sciences architecture sociology (general) aesthetics of cities. city planning and beautifying communication. mass media bibliography. library science. information resources marketing. distribution of products advertising auxiliary sciences of history

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