Social Media Influence on Consumer Behavior: The Case of Mobile Telephony Manufacturers

Joan-Francesc Fondevila-Gascón, Marc Polo-López, Josep Rom-Rodríguez and Pedro Mir-Bernal
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Joan-Francesc Fondevila-Gascón: Advertising, Public Relations and Marketing Department, Blanquerna-Universitat Ramon Llull, 08001 Barcelona, Spain
Marc Polo-López: Advertising, Public Relations and Marketing Department, Blanquerna-Universitat Ramon Llull, 08001 Barcelona, Spain
Josep Rom-Rodríguez: Advertising, Public Relations and Marketing Department, Blanquerna-Universitat Ramon Llull, 08001 Barcelona, Spain
Pedro Mir-Bernal: ISEM Fashion Business School, University of Navarra, 28027 Madrid, Spain

Sustainability, 2020, vol. 12, issue 4, 1-23

Abstract: Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is inherently linked with communication. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Bearing in mind that the mobile telephony sector is particularly competitive in Spain, it is concluded that the activity of mobile phone manufacturers in social media is positive, and, regarding consumer behavior, that no significant difference is detected between the average of ratings of the advertising of mobile telephony in the social networks, neither in the influence of the same by gender nor by age ranges.

Keywords: advertising; marketing; social media; consumer behavior; Facebook; YouTube; Twitter; Instagram; mobile telephony (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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