Between brands and consumers, analyzing how social metadata (hashtags) influence perception, recall, and brand connection
DOI:
https://doi.org/10.70577/asce.v5i2.943Keywords:
Social media; Digital communication; Advertising; Digital marketing; Youth.Abstract
This study analyzes the use of hashtags as a communication tool and their influence on the visibility of advertising content among Ecuadorian young adults aged 18 to 25. The research emerged from the need to better understand the role that hashtags play within digital communication dynamics and their relationship with advertising on social media platforms. A mixed-method approach was employed, using a descriptive, non-experimental, and cross-sectional design. Data were collected through surveys administered to 400 Ecuadorian young adults and semi-structured interviews that explored their perceptions and experiences. The findings show that hashtags are still used to discover content, find brands, and increase the visibility of posts on platforms such as TikTok and Instagram. Furthermore, hashtags contribute to the circulation of advertising content and remain part of digital communication strategies aimed at young audiences. It is concluded that hashtags continue to play a relevant role in social media by facilitating connections between users, content, and brands in today’s digital environments.
Downloads
References
Lozano-Blasco, R., Mira-Aladrén, M., & Gil-Lamata, M. (2023). Social media influence on young people and children: Analysis on Instagram, Twitter and YouTube. Comunicar, 30(74), 117–128. https://doi.org/10.3916/C74-2023-10 DOI: https://doi.org/10.3916/C74-2023-10
Poell, T., Nieborg, D. B., & Duffy, B. E. (2022). Platforms and cultural production. Polity Press.
Cunningham, S., & Craig, D. (2021). Creator culture: An introduction to global social media entertainment. NYU Press. DOI: https://doi.org/10.18574/nyu/9781479890118.001.0001
Losh, E. (2020). Hashtag. Bloomsbury Publishing. DOI: https://doi.org/10.5040/9781501344305
Chen, H., Dalong, M., & Sharma, B. (2024). Short video marketing strategy: Evidence from successful entrepreneurs on TikTok. Journal of Research in Marketing and Entrepreneurship, 26(2), 257–278. https://doi.org/10.1108/JRME-11-2022-0134 DOI: https://doi.org/10.1108/JRME-11-2022-0134
Velarde-Camaqui, D., Viehmann, C., Díaz, R., & Valerio-Ureña, G. (2024). Características de los videos que favorecen el engagement de los divulgadores científicos en TikTok. Revista Latina de Comunicación Social, (82). https://doi.org/10.4185/rlcs-2024-2232 DOI: https://doi.org/10.4185/rlcs-2024-2232
Gómez-Urrutia, V., & Figueroa, A. J. (2022). Identity in the digital age: Elaboration of social media profiles in Chilean teenagers. Comunicación y Sociedad, 29, e17430. https://doi.org/10.29101/crcs.v29i0.17430 DOI: https://doi.org/10.29101/crcs.v29i0.17430
Marugán Solís, F., & Martín Critikián, D. (2023). Redes sociales y generación Z. Doxa Comunicación, (36), 381–399. https://doi.org/10.31921/doxacom.n36a1707 DOI: https://doi.org/10.31921/doxacom.n36a1707
Santos-Corrada, M., Flecha-Ortiz, J. A., López-González, E., Dones-González, V., & Cortina-Mercado, M. (2026). Examining the motivations of TikTok use on consumer-related brand online activities (COBRAs) and purchase intentions via TikTok among Generation Z. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-06-2024-0154 DOI: https://doi.org/10.1108/SJME-06-2024-0154
Freire, D.-C. L., Barros, M., & Kelen, B. (2024). Mapping science communication modalities on TikTok: A descriptive analysis of the hashtag #CiênciaNoTikTok. Mediterránea de Comunicación, 15(1), 163–179. https://doi.org/10.14198/MEDCOM.25508 DOI: https://doi.org/10.14198/MEDCOM.25508
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/10.1016/j.jretconser.2022.103149 DOI: https://doi.org/10.1016/j.jretconser.2022.103149
Del Alcázar Ponce, J. (2025). Estado digital Ecuador 2025. Mentinno Insights. https://www.mentinno.com/estado-digital-ecuador-2025/
Twenge, J. M. (2023). Generations: The real differences between Gen Z, millennials, Gen X, boomers, and silents—and what they mean for America’s future. Atria Books. https://z-lib.sk/book/oqkxOLM45A/generations-the-real-differences-between-gen-z-millennials-gen-x-boomers-and-silentsand-what-t.html DOI: https://doi.org/10.56315/PSCF12-23Twenge
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Durán-Álamo, P. (2022). Why do people return to video platforms? Millennials and centennials on TikTok. Media and Communication, 10(1), 198–207. https://doi.org/10.17645/mac.v10i1.4737 DOI: https://doi.org/10.17645/mac.v10i1.4737
Quesenberry, K. (2019). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield. https://z-lib.sk/book/Oqy6AAQG5A/social-media-strategy-marketing-advertising-and-public-relations-in-the-consumer-revolution.html DOI: https://doi.org/10.5040/9798216424673
Kamat, N. C., Jejurikar, P., Sarkar, A., Prabhu, G., Kadam, S., & Kinikar, A. (2023). Digital social media marketing. Himalaya Publishing House Pvt. Ltd. https://z-lib.sk/book/Eq866KeY9D/digital-social-media-marketing.html
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nicole Alanisse Santiana Orozco, Cynthia Shakira Enríquez Fierro
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Eres libre de:
- Compartir : copiar y redistribuir el material en cualquier medio o formato
- Adaptar : remezclar, transformar y desarrollar el material
- El licenciante no puede revocar estas libertades siempre y cuando usted cumpla con los términos de la licencia.
En los siguientes términos:
- Atribución : Debe otorgar el crédito correspondiente , proporcionar un enlace a la licencia e indicar si se realizaron cambios . Puede hacerlo de cualquier manera razonable, pero no de ninguna manera que sugiera que el licenciante lo respalda a usted o a su uso.
- No comercial : no puede utilizar el material con fines comerciales .
- CompartirIgual — Si remezcla, transforma o construye sobre el material, debe distribuir sus contribuciones bajo la misma licencia que el original.
- Sin restricciones adicionales : no puede aplicar términos legales ni medidas tecnológicas que restrinjan legalmente a otros hacer algo que la licencia permite.
