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Title: Cultura fan y marketing digital en Instagram. Estudio de caso: Starbucks
Author: Aguilar Moreno, María
Tutor: Pérez Gómez, Aura Patricia
Keywords: fan culture
digital marketing
social networks
Issue Date: Jun-2020
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Since the digital revolution, fans have known how to find their place within the online underworld, creating digital communities of people with similar tastes and passions. Until then, they had been a stigmatized segment of the population, related to the negative connotations of darker fanaticism. However, time and technologies have changed this viewpoint, and they have made fans the target of many companies that are interested in having them as their target audience, or in creating their own brand lovers. It is for this reason that digital marketing was born - it brings real marketing techniques to 2.0 world. One of the ways in which this type of marketing is implemented is on social networks. This will mainly be through Instagram, the most downloaded social network, with the higher number of new users in the last years. The main purpose of this dissertation is to evaluate how communities Brand Lovers may act in the fase of online marketing strategies on Instagram. Will they act the same way as fans of a non-corporate entity? What tools do they implement? What benefits do both parts get? A case study will be effectuated that will seek to answer these questions by analyzing one of the biggest Love Brands in this era: Starbucks.
Language: Spanish
Appears in Collections:Bachelor thesis, research projects, etc.

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