The advertising sector in Spain in the international digital environment: the digital shift

Authors

  • Joan Francesc Fondevila Gascón

DOI:

https://doi.org/10.37467/gka-revsocial.v7.119

Keywords:

Advertising, Digital Communication, Internet, Mobile, Social Media

Abstract

In the digital environment, the evolution of advertising sector shows a process of concentration. The changes in the market, thanks to the internet and the mobile phenomenon, and social networks, are affecting the procedures in advertising. Not only technology has changed the advertising. Now the consumer is boss searching, comparing and deciding. The professionals have to re-invent in many ways. Thanks to a qualitative Delphi analysis, in this research we observe major changes: changes in the media, changes in consumer and sector changes.

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Published

25-10-2018

How to Cite

Fondevila Gascón, J. F. (2018). The advertising sector in Spain in the international digital environment: the digital shift. SOCIAL REVIEW. International Social Sciences Review Revista Internacional De Ciencias Sociales, 7(1). https://doi.org/10.37467/gka-revsocial.v7.119

Issue

Vol. 7 No. 1 (2018)

Section

Research articles

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