RT info:eu-repo/semantics/masterThesis
T1 The impact of event and digital communication on consumer buying behavior
A1 Mohamed Reda, Ouasmine
A2 Universidad de Valladolid. Facultad de Comercio
K1 Digital marketing
K1 Communication strategies
K1 Consumer behavior
K1 Estrategias de comunicación
K1 Comportamiento del consumidor
K1 5308.02 Comportamiento del Consumidor
AB The text emphasizes the disruptive impact of digital on marketing and communication strategies for large companies, highlighting the importance of adapting to new trends. It stresses the necessity for brands to manage their online presence effectively, including social media. With digital tools facilitating communication, it becomes essential for entities to adjust to these changes to maintain visibility. Consumer behavior is significantly influenced by digital and event communication, especially in competitive environments. The research outlined aims to identify digital and event communication tools, describe effective communication strategies, and analyze their impact on consumer behavior. This underscores the crucial role of digital and event communication in distinguishing entities and navigating complex market landscapes.
YR 2024
FD 2024
LK https://uvadoc.uva.es/handle/10324/72406
UL https://uvadoc.uva.es/handle/10324/72406
LA eng
NO Departamento de Derecho Civil
DS UVaDOC
RD 04-abr-2025