How the conversations in social media concern in sales in the automobile industry in spain
Author/sGonzález Carreño, Gema; Rejas Muslera, Ricardo; Padilla Fernández-Vega, Juan; Cepeda González, M.I
Área/s de conocimientoCiencias de la Comunicación
Materia/s Unesco5306.02 Innovación Tecnológica
5312 Economía Sectorial
5910.02 Medios de Comunicación de Masas
Automobile Industry has great importance in the Spanish economy (8,7 % of the active Spanish population is employed in this sector).The above mentioned sector has been one of the principal sectors affected by the current economic crisis, consistently, the budgets in advertising have been severely limited (46,9 % less in the period of reference), these needs of reduction have originated a substantial change in the advertising strategy (from 2007 the increase of the advertising investment in Internet is 251,6 %), and increase profitability. The growing use of social media by consumers therefore makes online consumer conversations an attractive additional format for Automobile firms to promote products at a lower cost. This research analyzes the relation between the activity in Social Media and the design in the car industry, looking for relations between strategies of design based on Social Media and sales and a channel of information for companies to know what the consumer preferences. For this ongoing research we used a longitudinal withdrawal of information has been used using information of panel. Managerial and research implications of the finding are discussed.