Biblioteca Digital de VanguardiaTHE TWO FACES OF THE NEW PROSUMER 2.0 HERO OR MURDERER OF BRANDS?
The concept of web 2.0 has revolutionized and changed the way people think in the world. One of these changes occurs with respect to the definition of the consumer, since evolution has led him to both consume and produce content on the Internet, which from advertising leads to a strong reflection re...
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Materias: | |
| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4500 |
| _version_ | 1782344940853919744 |
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| author | Sanchez Chamorro, Diana Xiomara Zamora Becerra, Juliana Cuellar Arenas, Jhoiner |
| author_facet | Sanchez Chamorro, Diana Xiomara Zamora Becerra, Juliana Cuellar Arenas, Jhoiner |
| author_sort | Sanchez Chamorro, Diana Xiomara |
| collection | Revista |
| description | The concept of web 2.0 has revolutionized and changed the way people think in the world. One of these changes occurs with respect to the definition of the consumer, since evolution has led him to both consume and produce content on the Internet, which from advertising leads to a strong reflection regarding its "double facet" to its "two faces"; From the above, questions such as Which is stronger? Or is it that they both have the same strength? or also when do they play the role of heroes or murderers? The content of this document makes it possible to show the study of important variables that intervene in the context of the prosumer and that in turn allow to argue and address the reflection on which of the two facets or faces prevails, if one is above the other (Consumer vs Prosumer) or vice versa (Prosumer vs Consumer), in the context that surrounds a brand from the web; Likewise, interesting questions are raised about how to take advantage of and balance both sides, for or against, strengthening or deteriorating the digital identity of a brand, all this based on the power that a prosumer currently exercises on the Internet. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4500 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-45002020-10-03T17:36:06Z THE TWO FACES OF THE NEW PROSUMER 2.0 HERO OR MURDERER OF BRANDS? LAS DOS CARAS DEL NUEVO PROSUMIDOR 2.0 ¿HÉROE O ASESINO DE MARCAS? Sanchez Chamorro, Diana Xiomara Zamora Becerra, Juliana Cuellar Arenas, Jhoiner Prosumidor Prosumidor 2.0 Publicidad digital Reputación online Consumidor Contenido digital Marca Web 2.0 Posicionamiento Marketing online Prosumer Prosumer 2.0 Digital Advertising Online Reputation Consumer Digital content Brand Web 2.0 Positioning Online Marketing The concept of web 2.0 has revolutionized and changed the way people think in the world. One of these changes occurs with respect to the definition of the consumer, since evolution has led him to both consume and produce content on the Internet, which from advertising leads to a strong reflection regarding its "double facet" to its "two faces"; From the above, questions such as Which is stronger? Or is it that they both have the same strength? or also when do they play the role of heroes or murderers? The content of this document makes it possible to show the study of important variables that intervene in the context of the prosumer and that in turn allow to argue and address the reflection on which of the two facets or faces prevails, if one is above the other (Consumer vs Prosumer) or vice versa (Prosumer vs Consumer), in the context that surrounds a brand from the web; Likewise, interesting questions are raised about how to take advantage of and balance both sides, for or against, strengthening or deteriorating the digital identity of a brand, all this based on the power that a prosumer currently exercises on the Internet. El concepto de web 2.0 ha revolucionado y cambiado la manera de pensar de las personas en el mundo. Uno de estos cambios se da respecto a la definición del consumidor, ya que la evolución lo ha llevado tanto a consumir como producir contenidos en la red, lo que desde la publicidad conlleva a una fuerte reflexión con respecto a su “doble faceta” a sus “dos caras”; de lo anterior nacen interrogantes como ¿Cuál es más fuerte? o será que ¿Las dos tienen la misma fuerza? o también ¿Cuándo juegan el rol de héroes o asesinos? El contenido de este documento permite evidenciar el estudio de importantes variables que intervienen en el contexto del prosumidor y que a su vez permitirían argumentar y abordar la reflexión sobre cuál de las dos facetas o caras prima, si la una por encima de la otra (Consumidor vs Prosumidor) o viceversa (Prosumidor vs Consumidor), en el contexto que rodea a una marca desde la web; igualmente se plantean interesantes cuestionamientos sobre cómo aprovechar y equilibrar ambas caras, en pro o en contra, fortaleciendo o deteriorando la identidad digital de una marca, todo esto a partir del poder que ejerce en la actualidad un prosumidor en la red. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4500 Colección Académica de Ciencias Sociales; Vol. 3 Núm. 1 (2016): Ene-Jun; 83-94 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4500/4198 |
| spellingShingle | Prosumidor Prosumidor 2.0 Publicidad digital Reputación online Consumidor Contenido digital Marca Web 2.0 Posicionamiento Marketing online Prosumer Prosumer 2.0 Digital Advertising Online Reputation Consumer Digital content Brand Web 2.0 Positioning Online Marketing Sanchez Chamorro, Diana Xiomara Zamora Becerra, Juliana Cuellar Arenas, Jhoiner THE TWO FACES OF THE NEW PROSUMER 2.0 HERO OR MURDERER OF BRANDS? |
| title | THE TWO FACES OF THE NEW PROSUMER 2.0 HERO OR MURDERER OF BRANDS? |
| title_full | THE TWO FACES OF THE NEW PROSUMER 2.0 HERO OR MURDERER OF BRANDS? |
| title_fullStr | THE TWO FACES OF THE NEW PROSUMER 2.0 HERO OR MURDERER OF BRANDS? |
| title_full_unstemmed | THE TWO FACES OF THE NEW PROSUMER 2.0 HERO OR MURDERER OF BRANDS? |
| title_short | THE TWO FACES OF THE NEW PROSUMER 2.0 HERO OR MURDERER OF BRANDS? |
| title_sort | two faces of the new prosumer 2.0 hero or murderer of brands? |
| topic | Prosumidor Prosumidor 2.0 Publicidad digital Reputación online Consumidor Contenido digital Marca Web 2.0 Posicionamiento Marketing online Prosumer Prosumer 2.0 Digital Advertising Online Reputation Consumer Digital content Brand Web 2.0 Positioning Online Marketing |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4500 |