Contenido de empresa para atraer al usuario en Facebook
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Palabras clave

Comunicación Corporativa
Redes sociales
Facebook
Engagement
Reputación corporativa

Cómo citar

Mazza, B. (2018). Contenido de empresa para atraer al usuario en Facebook. Revista De La Asociación Española De Investigación De La Comunicación, 5(9), 10-16. https://doi.org/10.24137/raeic.5.9.1

Resumen

Este estudio examina cómo las empresas organizan los contenidos en sus páginas de Facebook para establecer relaciones con sus seguidores y estimular el intercambio, la participación, el diálogo y la implicación. Realizamos un análisis textual de las secciones de la página y de las publicaciones con palabras clave para ver cómo el contenido se ajusta a la identidad y al estilo comunicativo de las organizaciones. El objetivo es entender qué elementos utiliza una empresa para ser creíble, y para establecer y mantener relaciones con los usuarios. Se investigó a las empresas con mayor número de seguidores y mejor reputación en las redes sociales. Aunque las cualidades promocionales fueron fundamentales, incluso en los contenidos que cuentan la historia, la identidad y los objetivos de la empresa, también se comprobó que se presta bastante atención a la producción de secciones y textos. Los resultados de este estudio pueden ser un punto de partida y una interpretación útil para los estudiosos y la industria, a la hora de evaluar el papel de los contenidos en el aumento de la fidelidad.

https://doi.org/10.24137/raeic.5.9.1
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