Patronage and sponsorship in the online communication management of Ecuadorian companies for improving visibility in digital social media

Patronage and sponsorship in the online communication management of Ecuadorian companies for improving visibility in digital social media

The advertising channel through the social media shows a lack of efficiency due to the so called �saturation effect�, which stimulates audiences attention and protects them from advertising impacts. Therefore, advertisers have turned to new ways of communication, such as the action communication bec...

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Detalles Bibliográficos
Autor principal: Costa Ruiz , M. (author)
Otros Autores: Paladines Benitez, J. (author), Armijos Buitron, V. (author)
Formato: article
Publicado: 2017
Materias:
Action communication
Corporate social responsibility
Patronage
Sponsorship
Acceso en línea:http://dspace.utpl.edu.ec/handle/123456789/18680
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http://dspace.utpl.edu.ec/handle/123456789/18680

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