From Orkut to Instagram: The evolution of social media usage by LatAm consumers in the last three years

Iván Casas

This paper discusses how the use of social media has changed in Latin America, including effects on attitudes and behaviours, and how people interact with brands.

From Orkut to Instagram: The evolution of social media usage by LatAm consumers in the last three years

Iván CasaseCMetrics Inc, United States

Introduction

A lot has been said and written about the social media consumer but few empirical longitudinal studies have been done in Latin America. Through this study we will see how in the past three years, important changes have occurred in the way Latin American consumers interact with brands through Social Media and Mobile devices. We will explain this evolution not only in terms of frequency of usage but also in very specific attitudes and behavior...

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