Biblioteca Digital de VanguardiaANALYSIS OF APPLEIZATION OF THE GRAPHIC BRAND BY PART OF THE PROSUMERS AND THE BRAND COMMUNITIES IN SPANISH BETWEEN THE MONTHS OF OCTOBER, NOVEMBER AND DECEMBER 2014
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...
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| Formato: | Artículo |
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Universidad Pontificia Bolivariana
2020
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| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4517 |
| _version_ | 1782344941117112320 |
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| author | Cabrera Martínez, Octavio |
| author_facet | Cabrera Martínez, Octavio |
| author_sort | Cabrera Martínez, Octavio |
| collection | Revista |
| description | 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. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4517 |
| institution | Colección Académica de Ciencias Sociales |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-45172020-10-03T17:36:33Z ANALYSIS OF APPLEIZATION OF THE GRAPHIC BRAND BY PART OF THE PROSUMERS AND THE BRAND COMMUNITIES IN SPANISH BETWEEN THE MONTHS OF OCTOBER, NOVEMBER AND DECEMBER 2014 ANÁLISIS DE LA APROPIACIÓN DE LA MARCA GRÁFICA DE APPLE POR PARTE DE LOS PROSUMIDORES Y LAS COMUNIDADES DE MARCA EN ESPAÑOL ENTRE LOS MESES DE OCTUBRE, NOVIEMBRE Y DICIEMBRE DE 2014 Cabrera Martínez, Octavio Prosumidor Produsuario Diseño colaborativo Comunidad de marca Web Participativa Contenido Generado por el Usuario (CGU) Co-creación Active Audience Active Participate Prosumer Produser Collaborative Design Online Content Creator User-Generated Content UserGenerated Content (UGC) Participative Web 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. Este proyecto pretende analizar a los usuarios de las TIC desde la perspectiva del contenido generado por el usuario y su incidencia en la comunicación de la marca comercial Apple a través de la Web. Con este estudio se espera analizar el papel activo de los usuarios en la construcción de marca online de esta empresa líder en el campo de los dispositivos electrónicos y software, precisamente por contar con numerosas comunidades de usuarios alrededor del mundo. Se analizará el contenido gráfico generado por los seguidores de esta marca con el fin de establecer la manera en que se está empleando y alterando la marca gráfica de Apple por parte de los prosumidores. Finalmente, se pretende develar por un lado las motivaciones de estos prosumidores para generar y compartir este contenido gráfico, y por otra parte, la postura de la empresa frente a este tipo de contenidos generados por los prosumidores y el rol del prosumidor en la construcción de marca online de Apple. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4517 Colección Académica de Ciencias Sociales; Vol. 2 Núm. 2 (2015): Jul-Dic; 1-12 2422-0477 |
| spellingShingle | Prosumidor Produsuario Diseño colaborativo Comunidad de marca Web Participativa Contenido Generado por el Usuario (CGU) Co-creación Active Audience Active Participate Prosumer Produser Collaborative Design Online Content Creator User-Generated Content UserGenerated Content (UGC) Participative Web Cabrera Martínez, Octavio ANALYSIS OF APPLEIZATION OF THE GRAPHIC BRAND BY PART OF THE PROSUMERS AND THE BRAND COMMUNITIES IN SPANISH BETWEEN THE MONTHS OF OCTOBER, NOVEMBER AND DECEMBER 2014 |
| title | ANALYSIS OF APPLEIZATION OF THE GRAPHIC BRAND BY PART OF THE PROSUMERS AND THE BRAND COMMUNITIES IN SPANISH BETWEEN THE MONTHS OF OCTOBER, NOVEMBER AND DECEMBER 2014 |
| title_full | ANALYSIS OF APPLEIZATION OF THE GRAPHIC BRAND BY PART OF THE PROSUMERS AND THE BRAND COMMUNITIES IN SPANISH BETWEEN THE MONTHS OF OCTOBER, NOVEMBER AND DECEMBER 2014 |
| title_fullStr | ANALYSIS OF APPLEIZATION OF THE GRAPHIC BRAND BY PART OF THE PROSUMERS AND THE BRAND COMMUNITIES IN SPANISH BETWEEN THE MONTHS OF OCTOBER, NOVEMBER AND DECEMBER 2014 |
| title_full_unstemmed | ANALYSIS OF APPLEIZATION OF THE GRAPHIC BRAND BY PART OF THE PROSUMERS AND THE BRAND COMMUNITIES IN SPANISH BETWEEN THE MONTHS OF OCTOBER, NOVEMBER AND DECEMBER 2014 |
| title_short | ANALYSIS OF APPLEIZATION OF THE GRAPHIC BRAND BY PART OF THE PROSUMERS AND THE BRAND COMMUNITIES IN SPANISH BETWEEN THE MONTHS OF OCTOBER, NOVEMBER AND DECEMBER 2014 |
| title_sort | analysis of appleization of the graphic brand by part of the prosumers and the brand communities in spanish between the months of october, november and december 2014 |
| topic | Prosumidor Produsuario Diseño colaborativo Comunidad de marca Web Participativa Contenido Generado por el Usuario (CGU) Co-creación Active Audience Active Participate Prosumer Produser Collaborative Design Online Content Creator User-Generated Content UserGenerated Content (UGC) Participative Web |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4517 |