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    Por favor, use este identificador para citar o enlazar este ítem:https://uvadoc.uva.es/handle/10324/74040

    Título
    How young people perceive brands with purpose through social networks in Spain
    Autor
    Sebastián Morillas, Ana BelénAutoridad UVA Orcid
    Martín Soladana, Irene
    Clemente Mediavilla, Jorge
    Año del Documento
    2023
    Descripción
    Producción Científica
    Documento Fuente
    Cuadernos.Info, 2023, vol. 56, p. 166-184.
    Resumo
    This article analyzes how brand purpose can influence the way brands develop their communication strategies to reach young people and the importance given to it to change the world. A self-administered online questionnaire was sent to a sample of 500 students from Spanish faculties of Communication Sciences to find out how important brand purpose is to their communication. The results show that brand purpose is important and should be reflected in brands’ communication strategies so that young people buy them in the future, as the vast majority of them want a better society. It can also be said that in today’s society, brands can use their communication strategies as a means to improve the world. However, many young people do not know what brand purpose means and do not rule out buying products that do not meet the brand’s purpose. Therefore, brands need to put more emphasis on developing clear brand purpose strategies to reach more young people and change society to make the world a better place.
    Palabras Clave
    brand purpose
    communication strategies
    youth
    social networks
    youth trends
    brand communication
    Revisión por pares
    SI
    DOI
    10.7764/cdi.56.59929
    Version del Editor
    https://cuadernos.info/index.php/cdi/article/view/59929
    Idioma
    eng
    URI
    https://uvadoc.uva.es/handle/10324/74040
    Tipo de versión
    info:eu-repo/semantics/publishedVersion
    Derechos
    openAccess
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