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http://hdl.handle.net/10609/61465
Title: La influencia de las sense girls en las mujeres de entre 25 y 40 años
Author: Sánchez Marcos, Marina
Director: Pla García, Cintia  
Tutor: Pons Álvarez, Francesc
Others: Universitat Oberta de Catalunya
Keywords: fashion
market research
quantitative research
influencers
women 25-45
fitness
beauty
Issue Date: Jan-2017
Abstract: This research focused on what the perception is of women between 25 and 45 years old, (a segment of Spanish society ¿ the target group) of the Sense Girls (as main influencers in the fashion, beauty and Fitness/Life&Style sectors, important for the target group) in YouTube and Instagram, focusing on how they communicate and how they could be taken into account in the field of marketing/communication. Since this information could not be obtained from secondary sources, an ad hoc investigation (quantitative, [questionnaire] and qualitative, [focus group, in-depth interviews, channel analysis]) has been carried out. Through this investigation, it could concluded that the Sense Girls should be used in the marketing strategies of brands, differentiating communication types for each of the clusters in which women between 25 and 45 are divided.
Language: Spanish
URI: http://hdl.handle.net/10609/61465
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