We’re Not Really Strangers: the emotional resource in content marketing

Authors

  • Paulina Soini Universidad Siglo 21, Licenciatura en Publicidad. Argentina Author
  • Ignacio Pagliano Universidad Siglo 21, Licenciatura en Publicidad. Argentina Author

DOI:

https://doi.org/10.62486/net202316

Keywords:

Content marketing, viralization, social media, street marketing

Abstract

The main purpose of this investigation was to understand why the social media users connect each other by using the content made on Tik Tok and Instagram, by the brand
We’re Not Really Strangers, sharing their posts. We took for sample 20 posts, 10 from Tik Tok and 10 from Instagram, having consideration of the clues that made their viralization. After having this information, we proceed to the creation of an analysis chart. The results showed that they used the emotional advertising resource to create their post and then the invitation to spread them.

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Published

2023-12-30

Issue

Vol. 1 (2023): Netnography

Section

Original

License

Copyright (c) 2025 Paulina Soini , Ignacio Pagliano (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.

How to Cite

1.
Soini P, Pagliano I. We’re Not Really Strangers: the emotional resource in content marketing. Netnography [Internet]. 2023 Dec. 30 [cited 2025 Nov. 15];1:16. Available from: https://net.ageditor.uy/index.php/net/article/view/16