How young people perceive brands with purpose through social networks in Spain

Autores/as

  • Ana Sebastián-Morillas Universidad de Valladolid
  • Irene Martín Soladana Universidad Complutense de Madrid, Madrid, España
  • Jorge Clemente Mediavilla Universidad Complutense de Madrid, Madrid, España

DOI:

https://doi.org/10.7764/cdi.56.59929

Palabras clave:

brand purpose; communication strategies; youth; social networks; youth trends; brand communication

Resumen

This article analyzes how brand purpose can influence the way brands develop their communication strategies to reach young people and the importance given to it to change the world. A self-administered online questionnaire was sent to a sample of 500 students from Spanish faculties of Communication Sciences to find out how important brand purpose is to their communication. The results show that brand purpose is important and should be reflected in brands’ communication strategies so that young people buy them in the future, as the vast majority of them want a better society. It can also be said that in today’s society, brands can use their communication strategies as a means to improve the world. However, many young people do not know what brand purpose means and do not rule out buying products that do not meet the brand’s purpose. Therefore, brands need to put more emphasis on developing clear brand purpose strategies to reach more young people and change society to make the world a better place.

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Biografía del autor/a

Ana Sebastián-Morillas, Universidad de Valladolid

Ana Sebastián-Morillas, doctora en Comunicación Audiovisual y Publicidad. Profesora titular de la Universidad de Valladolid en el departamento de Comunicación Audiovisual y Publicidad. Imparte docencia en programas de grado y posgrado. Responsable internacional de convenidos bilaterales (Roma). Sus principales líneas de investigación están relacionadas con la planificación estratégica de marca, la publicidad, la comunicación y el marketing. Ha sido fellow del RCC en la Universidad de Harvard (Cambridge, Masachusetts). Miembro del Grupo de Investigación Complutense en Gestión de Marca y Comunicación Integrada.

Irene Martín Soladana, Universidad Complutense de Madrid, Madrid, España

Irene Martín-Soladana, doctora en Publicidad por la Universidad Complutense de Madrid. Su principal línea de investigación se centra en el estudio de los insights y la eficacia. Graduada en Publicidad y Relaciones Públicas por la Universidad de Valladolid (2014), ha realizado un máster en Dirección, protocolo, producción, organización y diseño de eventos en la Universidad Camilo José Cela (2015). Desde 2014 trabaja en el departamento de cuentas en la agencia Hogarth. 

Jorge Clemente Mediavilla, Universidad Complutense de Madrid, Madrid, España

Jorge Clemente-Mediavilla, doctor en Ciencias de la Información. Profesor titular de universidad. Decano de la Facultad de Ciencias de la Información UCM. Presidente de la Asociación de Universidades con Titulaciones de Información y Comunicación (ATIC). Miembro del Grupo de Investigación Complutense en Gestión de Marca y Comunicación Integrada. Director del máster en Producción Audiovisual UCM. Director del máster en Guion UCM-MEDIAPRO. Es autor de más de 50 publicaciones científicas en editoriales y revistas indexadas.

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Publicado

2023-09-28

Cómo citar

Sebastián-Morillas, A., Martín Soladana, I., & Clemente Mediavilla, J. (2023). How young people perceive brands with purpose through social networks in Spain. Cuadernos.Info, (56), 166–184. https://doi.org/10.7764/cdi.56.59929