Usos, percepciones y potencialidades de las redes sociales en la construcción de las marcas
This research aims to determine how much advertising agencies use social networks, and to measure how much it is already used in other sectors and how it could have greater potential as a means of communication. The most important advertising agencies were polled, by means of a survey. The answers were processed by means of a qualitative content analysis. The results of the analysis confirmed that the usage of social media is related to the relative perception of its effectiveness. It is most effective: in sectors that target youth, brands related to entertainment or leisure, promoting new products, in the development of promotional strategies, and in earning the loyalty of the customer. To summarize, social networks directly influence how brands are developed and their reputation.