Publication: Wechat como paradigma de la revolución de redes sociales: estudio de caso y prospectiva. Análisis comparativo de publicaciones en China y España con respecto a WhatsApp y Facebook
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2020-10-08
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Universidad Complutense de Madrid
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Abstract
El propósito de esta tesis es realizar un estudio enfocado en las redes sociales de España y China, sobre sus funcionalidades innovadoras y la difusión comercial de las marcas a nivel internacional. Las tres redes sociales: Facebook, WhatsApp y WeChat, son el objeto de estudio de esta investigación, con la cual se pretenden descubrir los nuevos aspectos de las redes sociales en China, particularmente WeChat, en comparación con las dos redes occidentales más conocidas. Comparando y analizando el ámbito del uso y la estrategia de difusión comercial, se pueden ofrecer nuevas ideas que cubran las necesidades de cada red social, disminuyendo de esta forma la brecha entre las plataformas de Oriente y Occidente...
The purpose of this thesis is to carry out a study focusing on social networks in Spain and China, on their innovated functionalities and the commercial diffusion of brands at the international level. The three social networks, Facebook, WhatsApp and WeChat, are the objects of research. It is intended to discover new aspects of social networks in China,particularly on WeChat, in comparison with the two most well-known Western networks. Comparing and analyzing the field of use and commercial dissemination strategy, new ideas can be offered to cover the needs of each social network, thus reducing the gaps between the East and West platforms...
The purpose of this thesis is to carry out a study focusing on social networks in Spain and China, on their innovated functionalities and the commercial diffusion of brands at the international level. The three social networks, Facebook, WhatsApp and WeChat, are the objects of research. It is intended to discover new aspects of social networks in China,particularly on WeChat, in comparison with the two most well-known Western networks. Comparing and analyzing the field of use and commercial dissemination strategy, new ideas can be offered to cover the needs of each social network, thus reducing the gaps between the East and West platforms...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 25-10-2019