THE INTEGRAL STRATEGY OF PRODUCT PRESENTATION EVENTS: IMPACT ON CORPORATE IMAGE AND REPERCUSSIONS IN SOCIAL NETWORKS

Abstract

This Final Degree Project analyses the comprehensive strategy of Apple's product launch events and their impact on corporate communication and social media. The study focuses on how Apple uses launch events to strengthen its brand, generate engagement and foster customer loyalty. Through a predominantly qualitative approach, complemented by secondary quantitative methods, it explores the communication tactics employed by Apple, such as storytelling, visual design and live demonstrations. In addition, the relationship between media coverage of these events and social media activity is assessed, as well as the long-term impact on customer loyalty and subsequent sales. Sources of information include books on marketing and corporate communications, articles in technology forums and blogs, official Apple publications and biographies of Apple founder Steve Jobs. The results highlight the effectiveness of Apple's strategies in generating interaction and conversation on digital platforms, and its ability to maintain an innovative and technology-leading brand image.