Convergencia digitalEstudio de apps de empresas de franquicia de fast food
- Alba-María Martínez- Sala
- Beatriz Peña Acuña
ISSN: 1390-1079, 1390-924X
Année de publication: 2018
Titre de la publication: Análisis Crítico del Discurso en Latinoamérica
Número: 139
Pages: 345-362
Type: Article
D'autres publications dans: Chasqui: Revista Latinoamericana de Comunicación
Résumé
Digital convergence promises universal access to information, new spaces of communicative interaction and performing tasks typical of other areas. This research focuses on mobile applications such as exponent of this digital convergence. We analyze a sample of young segment as consumers of leading franchise companies in the fast-food sector, because the young people are the main users of these devices. The methodology combines the bibliographic review with a descriptive analysis. The results reveal an underutilization of the possibilities of the smartphones and consequently a little innovation in the communication through the. In the same way it concludes the lack of use by the brands of the social tendencies related to their main activity