Fr. 57.50

Analysis of the Spain Global country brand through its campaigns. - A view from Social Networks and citizenship

English · Paperback / Softback

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The present study is an analysis on the country brand Spain Global, said brand came into operation in 2018 replacing the previous country brand Marca España created in 2012. Since its entry into operation until today it has undergone changes in its management. It is defined as a "Secretariat of State of Global Spain is responsible for the conscious management of the image and reputation of Spain.For the development of the study, the definition of Global Spain, the Social Networks and the networks Facebook, YouTube and Twitter are approached from a theoretical point of view. The samples chosen for the study were a total of 14 videos described in the development of the analysis that have served to promote the brand. The methodology used has been carried out through a content analysis; an analysis of the monetary gains collected based on the visualizations of the videos and a survey on the knowledge that citizens have about Global Spain. The results yielded significant data on the performance of the campaigns on Facebook, YouTube and Twitter, and the knowledge of España Global.

About the author










PhD in Communication from the University of Cadiz, University of Huelva, University of Malaga and University of Seville; from the area of Advertising, Public Relations and Marketing since 2021. Master in Strategic Communication and Innovation in Communication. Degree in Advertising and Public Relations.

Product details

Authors Álvarez Sigüenza
Publisher Our Knowledge Publishing
 
Languages English
Product format Paperback / Softback
Released 30.09.2022
 
EAN 9786205214800
ISBN 9786205214800
No. of pages 68
Subject Social sciences, law, business > Media, communication > Miscellaneous

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