Commercial title : Beyond Like

Full title : Analysis of the motivational factors of prosumers in restaurant brands in the metropolitan area of greater San Salvador

Authors

  • Diana Carolina López Escuela de Comunicación Mónica Herrera
  • Fiorella María Peccorini Escuela de Comunicación Mónica Herrera
  • José Arturo Ruiz Escuela de Comunicación Mónica Herrera

DOI:

https://doi.org/10.5377/aai.v1i6.21119

Keywords:

Consumer behavior-El Salvador-Researches, Technology, Company brands, Marketing analysis

Abstract

We are immersed in an era where the digital becomes a cornerstone that transforms old paradigms into new realities. Digital participatory inequality allows us to understand the shift from formerly passive consumers to active prosumers who produce and consume information. The latter generate a dialogue and try to persuade other consumers through their own points of view.

ECMH ABIERTA_ AT_N6-2012-68-78.

Abstract
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Author Biographies

Diana Carolina López, Escuela de Comunicación Mónica Herrera

Bachelor's degree in Integrated Marketing Communications from the Mónica Herrera School of Communication. She had the opportunity to study abroad at UCES University in Buenos Aires, Argentina, where she expanded her knowledge of marketing. She worked as a brand executive in social media, then as an account manager at the advertising agency TBWA/La Clínica. She has experience in brand management in the digital and commercial areas. Currently, head of marketing at Impressa Repuestos.

Fiorella María Peccorini, Escuela de Comunicación Mónica Herrera

Bachelor's degree in Integrated Marketing Communications from the Mónica Herrera School of Communications. Facilities Manager at Grupo PBS Xerox from 2012 to present, responsible for key account management and customer service.

José Arturo Ruiz, Escuela de Comunicación Mónica Herrera

Bachelor's degree in Integrated Marketing Communications, Mónica Herrera School of Communications. Creative Director at Anle Group with extensive experience in creative advertising, working for more than 5 years as a creative conceptualizer for brands such as Taco Bell, Royal Decameron, Lactosa, Movistar, among others. Lover of fast food and scary movies.

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Published

2012-12-31

How to Cite

López, D. C., Peccorini, F. M., & Ruiz, J. A. (2012). Commercial title : Beyond Like: Full title : Analysis of the motivational factors of prosumers in restaurant brands in the metropolitan area of greater San Salvador. Abierta. Anuario De investigación, 1(6), p. 68–78. https://doi.org/10.5377/aai.v1i6.21119

Issue

No. 6 (2012): Medical multimedia : Radiosurgery

Section

Thesis article

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Copyright (c) 2012 Diana Carolina López, Fiorella María Peccorini, José Arturo Ruiz

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