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¿Cómo Generar Estado de Flujo (Flow) En Las Redes Sociales? El Caso de Facebook, Instagram, Youtube Y Twitter
Hardcover
Business GeneralGeneral EducationTeaching Instruction
ISBN13: 9783631836835
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Published: Sep 30 2020
Pages: 126
Weight: 0.70
Height: 0.44 Width: 5.83 Depth: 8.27
Language: Spanish
Durante los últimos años se han hecho múltiples investigaciones sobre estado de flujo (flow), todas ellas de muy diversa naturaleza, dada la versatilidad del concepto para ser aplicado a distintos contextos. Lo que se pretende con el presente trabajo es contribuir y ampliar la literatura sobre estado de flujo en la esfera online, más concretamente, en el ámbito de las redes sociales; buscando asà que las marcas contemplen este constructo en sus estrategias de marketing digital. Para ello, en primer lugar, se establece un marco teórico en el que definimos y describimos los aspectos más importantes del estado de flujo. Posteriormente, ahondamos en las caracterÃsticas de dicho fenómeno pero, esta vez, aplicado al entorno virtual, y lo relacionamos con términos propios de la disciplina comercial. Por último, y a modo de estudio empÃrico del que extraer conclusiones prácticas, se realiza un análisis estadÃstico para conocer la percepción de los individuos acerca de las experiencias óptimas que ofrecen las distintas redes sociales.
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