Vol. 13, Núm. 2 | 2º semester | Published: 07/01/2016

Guests editors: Estrella Martinez-Rodrigo y Lourdes Sánchez-Martín (Universidad de Granada, Spain)

The development of Information and Communication Technology (ICT) and the adoption and implementation of the Internet have caused important changes in the technological and social areas. It has facilitated the emergence of new platforms that they are able to the communication.

In the last ten years, the social networks have been used by millions of people. It has caused a big revolution of communication area. On the one hand, users have changed their habits about the use of Internet. Then actually, they spend a lot of time using these platforms: sharing private information; interacting with other people and brands immediately; interchange some information about products or even saying things in their particular way. On the other hand, brands have found a favorable place for the advertising: the diffusion that they can obtain in social networks is, while the cost is reduced. They get feedback; immediately. They interact with their potential consumers and it facilitates loyalty. This issue pretend to explore in any transformations deeply that have caused social networks and practices, as well as habits in the users and brands.