Browsing by Subject "Communication strategies"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Publication
    Open Access
    Estrategias de comunicación online en las ONG: El impacto del vídeo viral
    (Universidad de Murcia, 2011) Velasco Rueda, Lorena Paula
    Resumen En un contexto donde la fragmentación de las au- diencias y la sobresaturación publicitaria dificultan cada vez más a las Organizaciones No Gubernamen- tales (ONG) el trato con su público objetivo, resulta indispensable la implementación de estrategias de comunicación basadas en los nuevos espacios de relación que ha propiciado el desarrollo de la Web 2.0. Es el caso de estrategias de tipo viral que supo- nen una interesante alternativa a la comunicación tradicional, al tratarse de campañas de bajo coste, que fomentan el compromiso de los usuarios a través de la construcción de la personalidad digital del indi- viduo. Este trabajo propone el análisis de los vídeos virales más compartidos en la Red durante el último año con el fin de vislumbrar posibles tendencias es- tratégicas en el ámbito del marketing viral de aplica- ción en las ONG.
  • Thumbnail Image
    Publication
    Open Access
    Social branding and think tanks in the banking sector in Spain
    (Frontiers Media, 2025-03-19) San Nicolás Romera, César; Hellín Ortuño, Pedro A.; Nicolás Ojeda, Miguel Ángel; Comunicación
    Introduction: This paper offers a study of branding strategies in the Spanish banking sector, focusing on corporate narratives of a social nature and their relationship with the ideas and trends proposed by Spanish think tanks specialising in the sector. Based on the evolution observed in brand communication strategies following the 2007 economic crisis, we aim to study the redefinition of a new commercial and social narrative for banks through formats and mechanisms that encourage interaction within digital communication ecosystems. Methodology: To carry this out, we have outlined three phases: In the first phase, we will analyse the socially-oriented advertising and corporate communication actions of the six main banking brands. In the second phase, we will review the communication of Spanish think tanks specialising in the banking sector. In the third phase, we will identify and classify by theme the social ideas proposed by these think tanks through their news sections, trend reports, and corporate audiovisual content, in order to determine whether there is a direct relationship with the corporate proposals of the banking brands analysed. Results and discussion: The results of the analysis describe a promotional aesthetic of a discourse in Spanish banking that appropriates the commitment to social progress, displaying traits of similarity with those planned by Think tanks.