Abstract
With the objective of understanding the motivations of young Chilean university students to follow a brand in social networks and through this, revealing the per-ceived value of brands in digital channels is that a quantitative exploratory study was carried out through the application of a self-administered online survey. The sample was 1,117 young Chilean university students enrolled in a Higher Education Institution during 2016.This study revealed the motivations and perceived value of brands in digital chan-nels. At this point, what is most valued by respondents, with respect to what brands do in social networks, is the content (64%) that brands make promotions, contests or give gifts (21%) the answers and solutions to Problems (8%) and the usefulness of the information they publish (7%).
| Translated title of the contribution | Chilean young people: what do they expect to get when they follow a brand on social networks? |
|---|---|
| Original language | Spanish |
| Pages (from-to) | 115-137 |
| Number of pages | 23 |
| Journal | Icono14 |
| Volume | 15 |
| Issue number | 2 |
| DOIs | |
| State | Published - 1 Jul 2017 |
| Externally published | Yes |
Keywords
- Young people and social networks
- Brands and social networks
- Digital comunication