Social media influence on consumer behavior: the case of mobile telephony manufacturers

Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is inherently linked with communication. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Bearing in mind that the mobile telephony sector is particularly competitive in Spain, it is concluded that the activity of mobile phone manufacturers in social media is positive, and, regarding consumer behavior, that no significant difference is detected between the average of ratings of the advertising of mobile telephony in the social networks, neither in the influence of the same by gender nor by age ranges.This research is part of the “New forms of interactive advertising on television, Internet and digital media. Real applications on HbbTV” project, financed by the Ministry of Economy, Industry and Competitiveness, reference CSO2017-88895-R (MINECO/FEDER)