La co-creación de contenido en comunidades de marca online: el engagement con el consumidor de cosmética en la era digital
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2024
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26/07/2023
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Universidad Complutense de Madrid
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En la última década, las marcas han apostado por dar más protagonismo a sus clientes y muchas han centrado toda su estrategia en torno a ellos. Las marcas de cosmética, especialmente, han adoptado una visión más activa del rol del consumidor en sus perfiles sociales, haciéndoles partícipes a través del contenido. Estos canales, más allá de ser considerados un perfil empresarial dentro de una red social, son comunidades de marca en las que confluyen diferentes tipos de seguidores. De la interacción que muchos de ellos establecieron con las marcas, surgió el concepto de "contenido generado por el usuario" o user-generated content. El usuario adopta un papel activo y crea contenido propio en torno a la marca. Por su parte, las marcas han sabido aprovechar y valorar esta tendencia, dado que los consumidores son los mejores embajadores y representantes de una marca. El diálogo que se inicia entre ambos a través del contenido y del dinamismo de las herramientas que proveen algunas redes sociales, las marcas pueden lanzar preguntas y encuestas que les permite saber más sobre los gustos y opiniones de sus seguidores. Este tipo de prácticas hace que los usuarios se sientan parte de la marca, parte de esa comunidad que se genera y que hace se comprometan e involucren en estos procesos co-creativos de valor para la marca...
In the last decade, brands have been committed to giving more prominence to their customers and many have focused their entire strategy around them. Cosmetics brands, especially, have adopted a more active vision of the role of the consumer in their social profiles, involving them through content. These channels, beyond being considered a business profile within a social network, are brand communities in which different types of followers converge. From the interaction that many of them established with brands, the concept of "user-generated content" emerged. The user takes an active role and creates his or her own content around the brand. For their part, brands have been able to take advantage of and value this trend, given that consumers are the best ambassadors and representatives of a brand. The dialogue that is initiated between the two through content and the dynamism of the tools provided by some social networks, brands can launch questions and surveys that allow them to learn more about the tastes and opinions of their followers. This type of practice makes users feel part of the brand, part of the community that is generated and that makes them commit and get involved in these co-creative processes of value for the brand ...
In the last decade, brands have been committed to giving more prominence to their customers and many have focused their entire strategy around them. Cosmetics brands, especially, have adopted a more active vision of the role of the consumer in their social profiles, involving them through content. These channels, beyond being considered a business profile within a social network, are brand communities in which different types of followers converge. From the interaction that many of them established with brands, the concept of "user-generated content" emerged. The user takes an active role and creates his or her own content around the brand. For their part, brands have been able to take advantage of and value this trend, given that consumers are the best ambassadors and representatives of a brand. The dialogue that is initiated between the two through content and the dynamism of the tools provided by some social networks, brands can launch questions and surveys that allow them to learn more about the tastes and opinions of their followers. This type of practice makes users feel part of the brand, part of the community that is generated and that makes them commit and get involved in these co-creative processes of value for the brand ...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 26/07/2023