Management of the program brand in front of the corporate brand in social media. Case: Money Heist

DOI: https://doi.org/10.5209/esmp.67807

Abstract

ue to the development of digital television and the arrival of new platforms, the institutions of the Spanish audio-visual sector had to develop new communication strategies for their brands. Among the communication channels they can use, social networks occupy a prominent place.

This paper examines the case of La casa de papel. It analyses the communication of Atresmedia, Netflix España and Vancouver Media in their corporate and the program accounts on Twitter, Facebook and Instagram. The study period includes two weeks before and after the launch of the third season of this series on July 19, 2019.

With a total of 748 tweets, we show that the communication of the brand La casa de papel in social networks made by Atresmedia, Netflix Spain and Vancouver Media is different in the number of publications, use of resources and the role of the corporate brand.

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Author Biographies

Tatiana Pereira-Villazón, Universidad de Navarra

Tatiana Pereira-Villazón realiza su doctorado en la Universidad de Navarra en el Departamento Marketing y Empresas de Comunicación. Tiene un Máster en Comunicación Corporativa por la Universidad de Barcelona. Sus intereses de investigación se relacionan con la creación y gestión de marcas corporativas, con especial interés en la industria audiovisual y los principales cambios en la gestión de la marca de medios.

Idoia Portilla, Universidad de Navarra

Profesora de la Facultad de Comunicación de la Universidad de Navarra, es doctora en CC. Económicas y Empresariales por esta universidad. Sus principales áreas de interés son la medición de audiencias, ética y metodología en investigación de mercados, y los efectos de los nuevos medios en los tradicionales. Desde 2013, preside el Comité de Ética de la Asociación Española de Estudios de Mercado, Marketing y Opinión (AEDEMO).

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Published
2020-10-29
How to Cite
Pereira-Villazón T. y Portilla I. (2020). Management of the program brand in front of the corporate brand in social media. Case: Money Heist. Estudios sobre el Mensaje Periodístico, 26(4), 1543-1553. https://doi.org/10.5209/esmp.67807
Issue
Vol. 26 No. 4 (2020)
Section
Articles

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