Eficacia publicitaria en redes sociales: el caso de Mango en Facebook España

Abstract

This research examines social media as new advertising platforms that must be taken into account when developing the strategic plan of a firm. There has been a landscape study of social media in Spain, their uses and perceptions, their relationship with Brands and advertising. To implement the opportunities, it is described the model developed by Mango in its official Facebook page. From results obtained is extracted a model of advertising effectiveness in social networks.