Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa
This work focuses on the strategic planning of public relations in well-known digital brands, based in Barcelona. This is the host city of the international technology fair “Mobile World Congress” and, at the same time, is in fifth place in Europe, in terms of the number of existing start-ups. The q...
Enregistré dans:
| Dans: | URI:https://journals.openedition.org/cs, |
|---|---|
| Auteurs principaux: | , |
| Format: | Article ou chapitre numérique |
| Langue: | Anglais |
| Publié: |
Comunicação e sociedade
2021
|
| Sujets: | |
| Accès en ligne: | Accès Université d'Orléans et IFPM |
| id |
openedition-oai:revues.org:cs_3732 |
|---|---|
| record_format |
openedition |
| spelling |
openedition-oai:revues.org:cs_3732 en https://journals.openedition.org/cs/3732 2021-02-05T01:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/eyoe https://creativecommons.org/licenses/by-nc/4.0/ Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Coll-Rubio, Patricia Micó, Josep Lluís relações públicas growth hacking marketing de conteúdo comunicação digital marketing de influência public relations growth hacking content marketing digital communication influencer marketing This work focuses on the strategic planning of public relations in well-known digital brands, based in Barcelona. This is the host city of the international technology fair “Mobile World Congress” and, at the same time, is in fifth place in Europe, in terms of the number of existing start-ups. The qualitative methodology, using the case study, was the research strategy used, which favoured triangulation in data collection through in-depth interviews and document analysis. Three brands founded on the digital environment were studied, whose activity is developed in the online environment. The results of the study showed that the public relations planning of the analysed digital brands is carried out in four stages: research, planning, implementation and evaluation. The public relations actions of these brands are integrated into marketing strategies and focus on advertising, content marketing and influence marketing actions, which combine creativity and analysis in order to achieve growth hacking goals. The strategies of these brands seek to achieve communication goals in the short term and the techniques used are guided by a management approach by objectives. Este trabalho debruça-se sobre o planeamento estratégico de relações públicas em marcas digitais de referência, que estão sediadas em Barcelona. Esta é a cidade anfitriã da feira internacional de tecnologia “Mobile World Congress” e, ao mesmo tempo, está em quinto lugar na Europa, no que respeita ao número de startups existentes. A metodologia qualitativa com o recurso ao estudo de caso foi a estratégia de investigação utilizada, a qual privilegiou a triangulação na recolha de dados através da realização de entrevistas em profundidade e da análise documental. Foram estudadas três marcas sustentadas no ambiente digital, cuja atividade se desenvolve no meio online. Os resultados do estudo mostraram que o planeamento de relações públicas das marcas digitais analisadas é realizado em quatro etapas: a pesquisa, o planeamento, a implementação e a avaliação. As ações de relações públicas destas marcas estão integradas em estratégias de marketing e privilegiam ações de publicidade, de marketing de conteúdo e de marketing de influência, que combinam a criatividade e a análise a fim de se atingirem as metas de growth hacking. As estratégias destas marcas procuram atingir metas de comunicação a curto prazo e as técnicas utilizadas orientam-se por uma abordagem de gestão por objetivos. |
| collection |
OpenEdition Journal |
| language |
Anglais |
| format |
Article ou chapitre numérique |
| building |
0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/ |
| topic |
relações públicas growth hacking marketing de conteúdo comunicação digital marketing de influência public relations growth hacking content marketing digital communication influencer marketing |
| spellingShingle |
relações públicas growth hacking marketing de conteúdo comunicação digital marketing de influência public relations growth hacking content marketing digital communication influencer marketing Coll-Rubio, Patricia Micó, Josep Lluís Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa |
| description |
This work focuses on the strategic planning of public relations in well-known digital brands, based in Barcelona. This is the host city of the international technology fair “Mobile World Congress” and, at the same time, is in fifth place in Europe, in terms of the number of existing start-ups. The qualitative methodology, using the case study, was the research strategy used, which favoured triangulation in data collection through in-depth interviews and document analysis. Three brands founded on the digital environment were studied, whose activity is developed in the online environment. The results of the study showed that the public relations planning of the analysed digital brands is carried out in four stages: research, planning, implementation and evaluation. The public relations actions of these brands are integrated into marketing strategies and focus on advertising, content marketing and influence marketing actions, which combine creativity and analysis in order to achieve growth hacking goals. The strategies of these brands seek to achieve communication goals in the short term and the techniques used are guided by a management approach by objectives. |
| author |
Coll-Rubio, Patricia Micó, Josep Lluís |
| author_facet |
Coll-Rubio, Patricia Micó, Josep Lluís |
| author_sort |
Coll-Rubio, Patricia |
| title |
Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa |
| title_short |
Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa |
| title_full |
Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa |
| title_fullStr |
Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa |
| title_full_unstemmed |
Public relations in growth hacking strategies in digital communication: the case studies of Wallapop, Westwing and Fotocasa |
| title_sort |
public relations in growth hacking strategies in digital communication: the case studies of wallapop, westwing and fotocasa |
| publisher |
Comunicação e sociedade |
| publishDate |
2021 |
| container_title |
URI:https://journals.openedition.org/cs |
| url |
https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/3732 |
| _version_ |
1877293728973979648 |