Use and Appropriation of Virtual Social Networks: Mexico and Spain, a Cross-Cultural Study

Salvador Madrigal Moreno, Jaime Gil Lafuente, Gerardo Gabriel Alfaro Calder¨®n and Flor Madrigal Moreno

International Journal of Marketing Studies, 2017, vol. 9, issue 1, 82-90

Abstract: Virtual social networks (VSN) represent a phenomenon that continues reconfiguring the social dynamics. They have gone from the embryonic stage to a stage of maturity where it is observed that the context uses and appropriates those considered useful, giving them the use that seems to fit. Thus, Mexico and Spain contexts have specific characteristics and conditions. The aim of this study is to describe the access and appropriations of VSN, both in Mexico and in Spain and to show the challenges they face. The structure of this research is primarily an introduction to explain social networks as a current media phenomenon to later compare how each context has accessed, used and fitted these social networks into their own contexts. Finally, it will be discussed how Spain and Mexico face their challenges and last how each country treat the social media either as a threat or as an opportunity.

Keywords: virtual social networks; access and appropriation; interaction; ICT (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:9:y:2017:i:1:p:82-90

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