The impact of the presence of minorities in the viralization of Diesel

Lola Guntern
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Lola Guntern: Universidad Siglo 21, Licenciatura en Publicidad. Argentina

Netnography, 2023, vol. 1, 12-12

Abstract: In the following paper, we do a research about the relationship between content marketing and the viralization of them in the social network. To do this, we have taken a sample of 10 viral examples of the Brand Diesel in Tik Tok. This was done with the aim of understanding which are the elements in the Brand comunication that make viralization possible. The investigation was exploratory in nature, with a qualitative approach, and a non-experimental transactional design. Using a pattern, the sample which takes a periodo of seven months (November 21st to Junes 22nd) was examined. The content was analized in detail taking into account marketing contents, social marketing, marketing viral. The Brand, its message, and the forms used to communicate were also researched. The results show an evident preference for the content that includes minority groups, with added value with emotional aspects, not for selling. The mail conclutions lead to highlight the importance of the social responsability as the center of the publicity strategies of the Brand and how the use of minorities favors the spread of the message.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:netnog:2023v1a12

DOI: 10.62486/net202312

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