Spanish publishers on social networks: presence, activity and engagement
Descripción del Articulo
The general goal of this research is to address the way in which the twenty-five first Spanish publishers in literature publication manage their social networks. For this, through the PRGS model, the weight of the main social networks (Facebook, Twitter and Instagram) in the digital marketing strate...
| Autores: | , |
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| Formato: | artículo |
| Fecha de Publicación: | 2020 |
| Institución: | Universidad de Piura |
| Repositorio: | Revista UDEP - Revista de Comunicación |
| Lenguaje: | español |
| OAI Identifier: | oai:revistas.udep.edu.pe:article/1644 |
| Enlace del recurso: | https://revistadecomunicacion.com/article/view/1644 |
| Nivel de acceso: | acceso abierto |
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Spanish publishers on social networks: presence, activity and engagement Las editoriales españolas en las redes sociales: presencia, actividad y compromiso |
| title |
Spanish publishers on social networks: presence, activity and engagement |
| spellingShingle |
Spanish publishers on social networks: presence, activity and engagement Magadán-Díaz, Marta |
| title_short |
Spanish publishers on social networks: presence, activity and engagement |
| title_full |
Spanish publishers on social networks: presence, activity and engagement |
| title_fullStr |
Spanish publishers on social networks: presence, activity and engagement |
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Spanish publishers on social networks: presence, activity and engagement |
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Spanish publishers on social networks: presence, activity and engagement |
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Magadán-Díaz, Marta Rivas-García, Jesús |
| author |
Magadán-Díaz, Marta |
| author_facet |
Magadán-Díaz, Marta Rivas-García, Jesús |
| author_role |
author |
| author2 |
Rivas-García, Jesús |
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author |
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The general goal of this research is to address the way in which the twenty-five first Spanish publishers in literature publication manage their social networks. For this, through the PRGS model, the weight of the main social networks (Facebook, Twitter and Instagram) in the digital marketing strategy of these Spanish publishing companies is analysed from a triple dimension: a) the attraction of users, b) content generation, and c) users' engagement to the brand. The study conducted on these twenty-five Spanish publishers concludes that Facebook is the one that generates the most fans, compared to Twitter and Instagram. Nonetheless, Twitter is the network most used to generate content. Finally, in terms of engagement, the results point out Instagram as the network where better results are obtained Esta investigación tiene como objetivo general abordar el modo en que las veinticinco primeras editoriales españolas en publicación de literatura gestionan sus redes sociales. Para ello, por medio del modelo PRGS, se analiza el peso de las principales redes sociales (Facebook, Twitter e Instagram) en la estrategia de marketing digital de las empresas editoriales españolas desde una triple dimensión: a) la atracción de usuarios, b) la generación de contenidos, y c) el compromiso de los usuarios con la marca. Del estudio realizado sobre las editoriales españolas se concluye que Facebook es la que más fans genera, frente a Twitter e Instagram. Sin embargo, Twitter es la red más aprovechada para generar contenidos. Finalmente, en lo tocante al compromiso, los resultados apuntan a Instagram como la red donde se obtienen mejores resultados. |
| description |
The general goal of this research is to address the way in which the twenty-five first Spanish publishers in literature publication manage their social networks. For this, through the PRGS model, the weight of the main social networks (Facebook, Twitter and Instagram) in the digital marketing strategy of these Spanish publishing companies is analysed from a triple dimension: a) the attraction of users, b) content generation, and c) users' engagement to the brand. The study conducted on these twenty-five Spanish publishers concludes that Facebook is the one that generates the most fans, compared to Twitter and Instagram. Nonetheless, Twitter is the network most used to generate content. Finally, in terms of engagement, the results point out Instagram as the network where better results are obtained |
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2020 |
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2020-03-10 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Article evaluated by pairs text Artículo evaluado por pares testo |
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article |
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publishedVersion |
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https://revistadecomunicacion.com/article/view/1644 10.26441/RC19.1-2020-A9 |
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https://revistadecomunicacion.com/article/view/1644 |
| identifier_str_mv |
10.26441/RC19.1-2020-A9 |
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spa |
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Spanish publishers on social networks: presence, activity and engagementLas editoriales españolas en las redes sociales: presencia, actividad y compromisoMagadán-Díaz, MartaRivas-García, JesúsThe general goal of this research is to address the way in which the twenty-five first Spanish publishers in literature publication manage their social networks. For this, through the PRGS model, the weight of the main social networks (Facebook, Twitter and Instagram) in the digital marketing strategy of these Spanish publishing companies is analysed from a triple dimension: a) the attraction of users, b) content generation, and c) users' engagement to the brand. The study conducted on these twenty-five Spanish publishers concludes that Facebook is the one that generates the most fans, compared to Twitter and Instagram. Nonetheless, Twitter is the network most used to generate content. Finally, in terms of engagement, the results point out Instagram as the network where better results are obtainedEsta investigación tiene como objetivo general abordar el modo en que las veinticinco primeras editoriales españolas en publicación de literatura gestionan sus redes sociales. Para ello, por medio del modelo PRGS, se analiza el peso de las principales redes sociales (Facebook, Twitter e Instagram) en la estrategia de marketing digital de las empresas editoriales españolas desde una triple dimensión: a) la atracción de usuarios, b) la generación de contenidos, y c) el compromiso de los usuarios con la marca. Del estudio realizado sobre las editoriales españolas se concluye que Facebook es la que más fans genera, frente a Twitter e Instagram. Sin embargo, Twitter es la red más aprovechada para generar contenidos. Finalmente, en lo tocante al compromiso, los resultados apuntan a Instagram como la red donde se obtienen mejores resultados.Universidad de Piura. Facultad de Comunicación2020-03-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArticle evaluated by pairstextArtículo evaluado por parestestoapplication/pdfapplication/xmltext/htmlhttps://revistadecomunicacion.com/article/view/164410.26441/RC19.1-2020-A9Revista de Comunicación; Vol 19 No 1 (2020); 149-170Revista de Comunicación; Vol. 19 Núm. 1 (2020); 149-1702227-14651684-0933reponame:Revista UDEP - Revista de Comunicacióninstname:Universidad de Piurainstacron:UDEPspahttps://revistadecomunicacion.com/article/view/1644/1356https://revistadecomunicacion.com/article/view/1644/1493https://revistadecomunicacion.com/article/view/1644/1520/*ref*/Alalwan, A., Rana, N., Dwivedi, Y., y Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34 (7), 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008 Algharabat, R., Alalwan, A., Rana, N., y Dwivedi, Y. (2017). 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Economic Annals XXI, 160 (7-8), 83-87. https://doi:10.21003/ea.V160-16Derechos de autor 2020 Revista de Comunicaciónhttp://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccess2021-05-31T17:20:13Zmail@mail.com - |
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Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
