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

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  • Joan-Francesc Fondevila-Gascón

    (Advertising, Public Relations and Marketing Department, Blanquerna-Universitat Ramon Llull, 08001 Barcelona, Spain
    Communication, Pompeu Fabra University, 08002 Barcelona, Spain
    Cable Studies Center (CECABLE), 08221 Barcelona, Spain
    Communication Department, Centro Universitario Cesine, 39005 Santander, 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)

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.

Suggested Citation

  • Joan-Francesc Fondevila-Gascón & Marc Polo-López & Josep Rom-Rodríguez & Pedro Mir-Bernal, 2020. "Social Media Influence on Consumer Behavior: The Case of Mobile Telephony Manufacturers," Sustainability, MDPI, vol. 12(4), pages 1-23, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:4:p:1506-:d:321927
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    References listed on IDEAS

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    Cited by:

    1. Viktória Ali Taha & Tonino Pencarelli & Veronika Škerháková & Richard Fedorko & Martina Košíková, 2021. "The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    2. Agnieszka Izabela Baruk & Mateusz Grzesiak, 2020. "Cooperation between Final Purchasers and Offerors in the Online and Offline Environments vs. the Benefits Derived by Active Purchasers," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    3. Margarida Almeida & Eva Sousa & Carolina Rodrigues & Maria Beatriz Candeias & Manuel Au-Yong-Oliveira, 2021. "Samsung vs. Apple: How Different Communication Strategies Affect Consumers in Portugal," Administrative Sciences, MDPI, vol. 11(1), pages 1-14, February.
    4. Inwon Kang & Yiya Zhang & Sungjoon Yoo, 2020. "Elaboration of Social Media Performance Measures: From the Perspective of Social Media Discontinuance Behavior," Sustainability, MDPI, vol. 12(19), pages 1-22, September.
    5. Pejman Ebrahimi & Datis Khajeheian & Maria Fekete-Farkas, 2021. "A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude," IJERPH, MDPI, vol. 18(24), pages 1-21, December.
    6. Seung Yeop Lee & Sang Woo Lee, 2020. "Social Media Use and Job Performance in the Workplace: The Effects of Facebook and KakaoTalk Use on Job Performance in South Korea," Sustainability, MDPI, vol. 12(10), pages 1-19, May.
    7. Marcela Korenkova & Milan Maros & Michal Levicky & Milan Fila, 2020. "Consumer Perception of Modern and Traditional Forms of Advertising," Sustainability, MDPI, vol. 12(23), pages 1-25, November.

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