La relación de los jóvenes con las marcas en Facebook

Abstract

ICT emergence has produced great changes in advertising campaigns. Strategies and objetives of advertisers are changing. Several communicative formulae have appeared with Internet and social networks offer possibilities both to advertisers and to users. In this article, we analyze the relationship that university students maintain with brands in Facebook, the leader social network. We made a survey directed to 4753 students of University of the Basque Country and results confirm that university students follow brands at the social network.