Dossier «Digital marketing: revolutionising consumption and society» coordinated by Irene EstebanISSUE 11 (MAY 2019)
NEWS AND TRENDS ON SOCIAL NETWORKS

The new social consumer

Clara Soler Domenech
Tutor in the University Master’s Degree in Digital Marketing (UOC)
Abstract

Millions of users follow and interact with each other on different social networks. Companies must adapt to the new phenomena of social communication as part of this context. This article analyses the impact of social networks on company communications, new social consumers and their new purchasing habits, the opportunities for companies on social networks, and finally the trends and challenges in the immediate future.

social consumer;  social media;  conversation marketing;  social network trends;  social commerce;  social shopping;  industry, innovation and infrastructure;  sustainable cities and communities; 

ODS

ODS ODS 9 ODS 11

About the author
Clara Soler DomenechClara Soler Domenech
Tutor in the University Master’s Degree in Digital Marketing (UOC)
csoler@socialtocommerce.com

Bachelor’s Degree in Business Sciences from the Pompeu Fabra University (UPF) and Master of Science in International Business also from the UPF. Consultant on digital marketing and social networks on Social to Commerce (www.socialtocommerce.com) and lecturer in Business Schools such as the EAE Business School, LaSalle; ESIC; ICEMD, and in Barcelona Activa elCibernarium. Tutor in the Master’s Degree in Digital Marketing in the UOC.