Redes sociales, mujeres y marcas. Una aproximación Netnográfica.

This article is based on research whose main objective was to identify strategies for the inclusion of women in different brand communities and branding strategies based on the functional design of their profiles in general social networks. Here, special attention is paid to methodological aspects, both in terms of field work carried out and in the analysis of the study of network ethnography (Netnography), which allowed the development of the study. For the collection of the information, a virtual observation protocol was developed from a previous exploratory field work, and the data obtained were treated both from a quantitative and qualitative perspective. The conclusions highlight those innovative methodological aspects for social media research, as well as some of its main recommendations, in favor of functional designs of more gender-inclusive social networks. [ABSTRACT FROM AUTHOR]