Presence of social networks in the most awarded transmedia advertising campaigns
Keywords:
advertising, social media, transmedia, internet, digital.
Abstract
The aim of this research is to determine to what extent advertising campaigns that can be classified as transmedia incorporate the use of social media, what types of social media and with what kind of interaction. First we will identify the presence of transmediality in the most awarded campaigns in 2012. And then we will analyze the presence of social media in the structure of transmedia campaigns taking into account not only quantitative criteria but also from a qualitative perspective (what kind of social networks and with what degree of interaction).Downloads
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Published
2014-05-06
How to Cite
Martínez Sáez J., Amiguet Esteban J. M. y Visiedo Claverol R. (2014). Presence of social networks in the most awarded transmedia advertising campaigns. Historia y Comunicación Social, 19, 301-313. https://doi.org/10.5209/rev_HICS.2014.v19.45134
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