Comunicación de patrociniosun caso práctico de éxito en el entorno 2.0

  1. Juan Enrique Gonzálvez Vallés 1
  1. 1 Universidad Camilo José Cela
    info

    Universidad Camilo José Cela

    Villanueva de la Cañada, España

    ROR https://ror.org/03f6h9044

Revue:
TecCom Studies: Estudios de Tecnología y Comunicación

ISSN: 2173-6588

Année de publication: 2013

Número: 5

Pages: 4-17

Type: Article

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D'autres publications dans: TecCom Studies: Estudios de Tecnología y Comunicación

Résumé

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

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