Use of Social Networks in Spanish Hortofruit Companies
Content Analysis on Instagram and TikTok
DOI:
https://doi.org/10.62161/revvisual.v17.5777Keywords:
Social networks, Reputation, Hortofruit companies, Communication, Notoriety, Brands, ConsumerAbstract
This article examines the impact of communication on social networks as part of the marketing strategy of Spanish fruit and vegetable companies. The objective is to examine the type of content that these companies share, demonstrate the need for interaction between brand and consumer to generate trust, in addition to defining the most effective type of publications to achieve engagement between both. The information will be collected through content analysis of Instagram and TikTok, social networks most used by digital native generations with purchasing decision-making power and spending autonomy: millennials and centennials.
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