Comunicación de patrociniosun caso práctico de éxito en el entorno 2.0
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Universidad Camilo José Cela
info
ISSN: 2173-6588
Datum der Publikation: 2013
Nummer: 5
Seiten: 4-17
Art: Artikel
Andere Publikationen in: TecCom Studies: Estudios de Tecnología y Comunicación
Zusammenfassung
Throughout recent history, the sponsorship has been characterized by the investment of large sums of money that were part of the Corporate Social Responsibility of companies, but no return influential in terms of image, and much less commercial. However, the emergence of social media has brought a revolution in this respect, as they provide the possibility of impact on the user and increase the visibility of the sponsorship. In this sense, BBVA opted to perform an effective and efficient communication with one of his sponsors, the eptuagenarian alpinist Carlos Soria