RT info:eu-repo/semantics/article
T1 How young people perceive brands with purpose through social networks in Spain
A1 Sebastián Morillas, Ana Belén
A1 Martín Soladana, Irene
A1 Clemente Mediavilla, Jorge
K1 brand purpose
K1 communication strategies
K1 youth
K1 social networks
K1 youth trends
K1 brand communication
AB 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 changesociety to make the world a better place.
YR 2023
FD 2023
LK https://uvadoc.uva.es/handle/10324/74040
UL https://uvadoc.uva.es/handle/10324/74040
LA eng
NO Cuadernos.Info, 2023, vol. 56, p. 166-184.
NO Producción Científica
DS UVaDOC
RD 22-jul-2025