Estudio del comportamiento del consumidor chileno en Pinterest

  1. Araya Collao, Alexandra Constanza 1
  2. Castillo Bravo, Eduardo Esteban 1
  3. Galleguillos Miranda, Constanza Valeska 1
  4. López, Manuela 2
  1. 1 Universidad Católica del Norte, Chile
  2. 2 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

Journal:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Year of publication: 2018

Issue: 20

Pages: 201-229

Type: Article

DOI: 10.17979/REDMA.2018.01.020.4834 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Redmarka: revista académica de marketing aplicado

Abstract

Traditional media saturation and the social network sites standstill have caused consumers migrate from Facebook and Twitter to new social network sites such as Pinterest. However, given the novelty of Pinterest, companies do not know how to take advantage of this new communication channel. Therefore, the objective of this study is to analyze the consumers' behavior of Chilean in Pinterest. A survey was developed in which the most used Pinterest features and the ways consumers interact with companies on this social network site were examined. To the best of our knowledge, this is the first study that analyzes the consumers' behavior of Chilean in Pinterest contributing both theoretically and practically to marketing online.

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Data source: Dialnet