Several years of unstable connectivity were left behind when in 2018 Cubans were able to sit down, from the tranquility of their own homes, to surf the Internet. Up until that time, we resorted to the WiFi zones enabled by the Telecommunications Company of Cuba (ETECSA), the only service provider; and often had to brace or flee the harsh sun or the rain.

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It seemed that electronic commerce was being developed in Cuba with more caution than daring until COVID-19 arrived. But suddenly, the need to maintain physical distance triggered the demand for this modality, which outside the island is the most natural thing in the world; however, for Cubans it remains a pending subject.

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More than an instant messaging application, Telegram seems to be a tool specially designed for digital marketing: in addition to the usual functions of this type of app (text messages, reading confirmations and the possibility to send attachments), Telegram includes the creation of public channels that, by not imposing limits on the number of users, facilitate brands’ communication with mass audiences.

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These are times in which social marketing acquires, or should acquire, special prevalence in order to influence people’s behaviour to improve their health. Attitudes and habits must be modified to ensure better social wellbeing, using the tools and concepts of traditional commercial marketing.

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Social networks have become the leading online activity. In 2014, one in every five couples in the world met online and two in every ten divorces where linked to Facebook; it’s not hard to imagine that those numbers have grown since. This shows that the connections made in the hypermedia sphere do not only have an online impact, but also influence social relationships and consumption generated offline.

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