Publicación:

Does bilingualism contribute to increasing the presence of a tourism brand in social networks?

Resumen en inglés

This research contributes to the current understanding of the effects of bilingualism in this case on the English language as a tool in advertising and marketing by uncovering a previously ignored mechanism that shapes consumer response to a globalised marketplace. Proposing that English influences even in the emotions of the consumer just for being a second language, and that it is the perfect tool to engage in this globalised world in which English is considered as the international language, breaking down barriers that represent watertight at the time of advertising are present, the most interesting is to be able to reach not only by a social network and break down the geographic barrier but also with the help of languages the cultural barrier.