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Comunicar Journal 40: Interactive Youth (Vol. 20 - 2013)
The «i-Generation» and its interaction in social networks. An analysis of Coca-Cola on Tuenti
Carmen Marta-Lazo
Estrella Martínez-Rodrigo
Lourdes Sánchez-Martín
Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people.
Keywords
Internet, social networks, interaction, strategies, target, youth, advertising