Catálogo de Investigaciones 2017-2018

CATÁLOGO DE INVESTIGACIONES | AÑO ACADÉMICO 2017-2018 23 Content Marketing on Social Media in Puerto Rico through Integrated Marketing Communication Objectives The purpose of this study was to examine the content strategies used by Luxury brands represented on Puerto Rico’s Social Media. By the means of Keller & Batra’s (2016) Communication Objectives, communication strategies in a brand’s Content Marketing will be identified; at the same time Engagement Metrics (overall numbers of Reactions, Shares, Views) and the Type of Media (Text, Photo, Video, Link, Hashtag) were examined. This study’s sample were Puerto Rican luxury car brands with an active corporate FB page. The sample was made-up of five luxury car brands represented in Puerto Rico. The latter are, Acura de Puerto Rico, Alfa Romeo Puerto Rico, Audi San Juan Puerto Rico, Lexus de San Juan, and San Juan Lincoln. The brands selected have an official FB page and most importantly, have an active engagement in their pages. The instrument used for the compilation of data was a table for analyzing content. A Content Analysis Table was created with the purpose of analyzing messages in a brands post. Communication Objectives of an Integrated Marketing Communications program are used as base in the analysis process. These objectives are designed and applied to individual posts for the categorization of the content. The overall analysis of the highest Communication Objectives used by brands are, Brand Awareness, Brand Personality with 49 posts, and Brand Salience with 48 posts. Brands are focusing their strategies towards making the brand more visible and recognized; also, in reflecting human-like traits and attitudes in their communication messages; and on creating brand associations that remind the consumer of the brand. Media Type findings point out that the most used media type for the analyzed brands are Text with 107 posts, Photo with 93 posts and Hashtag with 83 posts. These findings point out the limited amount of Media Types brands choose when delivering content. janice j. nieves casasnovas maestría en ciencias con especialidad en comunicaciones integradas mentor: dr. frank lozada contreras content marketing social media integrated marketing communication communication objectives content analysis