Please use this identifier to cite or link to this item:
http://hdl.handle.net/10609/134197
Title: | La limitación de libertad y monitorización de datos sobre jóvenes generaciones chinas que consumen a través de live streaming KOL en la plataforma Alibaba |
Author: | Faig Ramilans, Esther |
Tutor: | Vidal Auladell, Felip |
Abstract: | The development of digitization offers new possibilities for consumption through electronic commerce. Advertising agencies make use of Big Data and the personalization of information to maximize the ROI of their clients, including satisfying the needs of users who are seeking to define and express their identity through consumption. Advertising has evolved from a referential and informative system to another semiotic system, branding, and storytelling, where the importance no longer falls on the product itself but on the experience and a new way of expressing identity through emotions. In this context, advertising agencies, in conjunction with rapid technological development and online consumption habits, reinvent themselves and take advantage of the high penetration of the Internet to accumulate consumer data, segment based on user consumption patterns, and create prediction models for future purchases. In China, Alibaba is one of the most important technology conglomerates in the country and to operate as a brand within its ecosystem it is essential to hire the services of a communication and marketing agency (TP) to position the brand and generate traffic within the platform. TP agencies use sophisticated marketing and traceability techniques to attract young Chinese consumers based on their preferences. Agencies act as role models, interact with users, influence their purchasing decisions, and bring traffic from their followers to large corporations that accumulate data without their express consent. This study aims to address this circuit/development, consumer image, identity through consumption, and the influence on young Chinese consumers. Five in-depth interviews will be carried out with professionals from the advertising sector, mainly TP agencies that work on communication and marketing for the online sales of the product. The objective is to comprehend the roles and perspectives of these agencies and professionals working in this field. |
Keywords: | digitalization information access freedom limitation data identity |
Document type: | info:eu-repo/semantics/masterThesis |
Issue Date: | 18-Jul-2021 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Trabajos finales de carrera, trabajos de investigación, etc. |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
esther_faigTFM0721memoria.pdf | Memoria del TFM | 410,74 kB | Adobe PDF | View/Open |
Share:
This item is licensed under a Creative Commons License