MILLENNIALS AND HONESTY AS A BRAND VALUE. THE GOIKO CASE ON INSTAGRAM

• Published in: SEECI 2000 Vol. 56; pp. 214 - 237
• Main Authors: Portela, Tania Brandariz, Fernández, Eglée Ortega, Castillo, Graciela Padilla
• Format: Journal Article
• Language: English
• Published: Madrid Revista de Comunicación de la SEECI (Sociedad Española de Estudios de la Comunicación Iberoamericana) 01.01.2023
• Subjects: Advertisements; Audiences; College students; Computer mediated communication; COVID-19; Digital marketing; Millennials; Pandemics; Quantitative analysis; Social media; Social networks; Ecuador; Colombia; Honduras; Spain
• ISSN: 1575-9628; 1576-3420
• DOI: 10.15198/seeci.2023.56.e820

The research work has two phases: 1) A literature review in which advertising on social media, influencers and the potential of Instagram Stories are studied. 2) A quantitative study (N= 91) based on a questionnaire sent to students at the Antonio de Nebrija University, with knowledge of marketing in the digital environment and with an international profile (Colombia, Ecuador, Dominican Republic, Honduras, Mexico and Spain). Keywords: social media, digital marketing, Instagram stories, brand equity, brand bonding, customer interaction, online campaigns, brand honesty, online community. In a context of citizen isolation, companies have realized the need to maintain their relationship with their audience, for which they have developed digital marketing strategies characterized by interaction (Caldevilla-Dominguez et al., 2021). [...]more than half of the world's population uses social media (Cabezuelo et al., 2020; Barrientos et al., 2021; Galeano, 2021; Martinez-Sala et al., 2021), and the pandemic trend highlights the growth of Instagram and TikTok in particular (El Independiente, 2021; Ortega and Rodríguez, 2021; Padilla and Rodríguez, 2023).