| Sumario: | This project aims to analyze ICT users from the perspective of user-generated content and its impact on the communication of the Apple trademark through the Web. This study is expected to analyze the active role of users in building the online brand of this leading company in the field of electronic devices and software, precisely because it has numerous user communities around the world. The graphic content generated by the followers of this brand will be analyzed in order to establish the way in which the Apple graphic brand is being used and altered by prosumers. Finally, it is intended to reveal, on the one hand, the motivations of these prosumers to generate and share this graphic content, and on the other hand, the company's position in relation to this type of content generated by prosumers and the role of the prosumer in the construction of Apple's online brand.
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Biblioteca Digital de Vanguardia