Visual identity and mobile communication Whatsapp

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Imagen de portada del número Las comunicaciones en el nuevo paradigma de marketing.
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Published: 01-07-2017
Accepted: 12-04-2017
DOI: https://doi.org/10.7195/ri14.v15i2.996
Keywords:
Whatsapp, Visual identity, Mobile communication, Social network sites SNS, Online groups
Dimensions

Main Article Content

Francisco López-Cantos
(ES)
flopez@uji.es
https://orcid.org/0000-0002-6674-4825 (unauthenticated)

Abstract

The goal of this paper is to deal with the forms of use and the impact for building online visual identity of Whatsapp, the app that dominates the market for mobile communications and has become a common communication tool in our day. As working metholodogy we process a stratified questionnaire designed in order to evaluate habits of use of a sample of Whatsapp users, and especially their images of profile, as determinant for building users online individual and group identity. As a result of our research, we found significant differences mainly by gender and age in the habits and forms of use and the visual identity management of Whatsapp. As conclusion, we can state that the mass popularization of communications with mobile devices promote, in line with other recent research works about online communication, the trend to strategic aware management of visual identity online and users group orientation.

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Article Details

Issue

Vol. 15 No. 2 (2017): Communications in the new marketing paradigm. Experiences, relevance, engagement and personalization

Section

RESEARCH ARTICLES

Author Biography

Francisco López-Cantos

Profesor del Departamento de Ciencias de la Comunicación
(Universitat Jaume I)

How to Cite

López-Cantos, F. (2017). Visual identity and mobile communication Whatsapp. Journal ICONO 14, 15(2), 70-91. https://doi.org/10.7195/ri14.v15i2.996

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