Barbie en redes sociales: el éxito de una campaña más allá del cine y la taquilla
Publication date
2024ISSN
2695-9631
Abstract
The success of the premiere of the film Barbie is undeniable in terms of box office and social impact; however, another of the aspects in which the film stands out is its impact in terms of communication and promotion. The aim of this paper is to analyse the impact that the official Barbie account had on social networks during the week of the premiere. To achieve this objective, a quantitative methodology based on the Fanpage Karma social network analysis tools was used. Among the main results, it is worth highlighting that TikTok emerges as the communication and marketing channel that generates the most engagement, to the detriment of Facebook and Twitter (X).
Document Type
Article
Document version
Published version
Language
Spanish
Subject (CDU)
316 - Sociology
Keywords
Pages
10
Publisher
VisualCOM Scientific Publications
Collection
16; 2
Is part of
Visual Review
Citation
Bustos Díaz, Javier; Perelló i Sobrepere, Marc; Martin Vicario, Lara. Barbie en redes sociales: el éxito de una campaña más allá del cine y la taquilla. Visual Review, 2024, 16(2), p. 267-276. Disponible en: <https://visualcompublications.es/revVISUAL/article/view/5210#>. Fecha de acceso: 10 feb. 2025. DOI: 10.62161/revvisual.v16.5210
This item appears in the following Collection(s)
- Comunicació [139]
Rights
Creative Commons Reconocimiento NoComercial SinObraDerivada
Except where otherwise noted, this item's license is described as https://creativecommons.org/licenses/by-nc-nd/2.1/es/deed.es

