The emergence of social media has provided footballers a novel and highly effective means of reaching out to and interacting with followers. This new twist in the relationship between players and fans has sparked recent debate (Cleland, 2009) on players’ attempts to connect with sports audiences and publicize their brand images via Twitter (Hutchins, 2011). This research analyses aspects of the Twitter behaviour of the five football players who compete in the major European leagues with the greatest number of Twitter followers such as how these athletes relate to their fans, who they talk to and what they talk about via this medium in order to determine how these individuals use Twitter to build personal brands and forge deeper connections between themselves and the clubs they play for and fans. Content analysis was used to detect message dissemination patterns and identify the main pr...

The digitalization of the women's magazines has brought with it the use of a multitude of Web 2.0 resources. The latest to appear are the social actors that, since 2006, have become the new spaces for the women's press to meet with readers. In this study we wanted to analyze, through content analysis, how the five main Spanish women's magazines Vogue, Elle, Telva, Woman and Marie Claire behave in the three social networks that are common to all of them: Facebook, Twitter and Instagram. Although each social network has its own specificities, we did not find any real communities of readers or two-way interactivity on the part of the publications.  Nor have we noticed their presence in new social networks such as Tik Tok or Twitch where there is a younger audience and with which they should get involved as soon as possible.

The digitalization of the women's magazines has brought with it the use of a multitude of Web 2.0 resources. The latest to appear are the social actors that, since 2006, have become the new spaces for the women's press to meet with readers. In this study we wanted to analyze, through content analysis, how the five main Spanish women's magazines Vogue, Elle, Telva, Woman and Marie Claire behave in the three social networks that are common to all of them: Facebook, Twitter and Instagram. Although each social network has its own specificities, we did not find any real communities of readers or two-way interactivity on the part of the publications.  Nor have we noticed their presence in new social networks such as Tik Tok or Twitch where there is a younger audience and with which they should get involved as soon as possible

The digitalization of the women's magazines has brought with it the use of a multitude of Web 2.0 resources. The latest to appear are the social actors that, since 2006, have become the new spaces for the women's press to meet with readers. In this study we wanted to analyze, through content analysis, how the five main Spanish women's magazines Vogue, Elle, Telva, Woman and Marie Claire behave in the three social networks that are common to all of them: Facebook, Twitter and Instagram. Although each social network has its own specificities, we did not find any real communities of readers or two-way interactivity on the part of the publications.  Nor have we noticed their presence in new social networks such as Tik Tok or Twitch where there is a younger audience and with which they should get involved as soon as possible