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...

• Glavni avtor: Costa Ruiz , M. (author)
• Drugi avtorji: Paladines Benitez, J. (author), Armijos Buitron, V. (author)
• Format: article
• Izdano: 2017
• Teme: Action communication; Corporate social responsibility; Patronage; Sponsorship
• Online dostop: http://dspace.utpl.edu.ec/handle/123456789/18680